Creating Offerings

Think about why you purchase things. In this section you will read material on offerings and distinguish between the three major components of an offering: product, price, and service. Summarize the points for both sides of a product-dominant and a service-dominant approach, Review how each component composes different types of offerings. Then distinguish between technology platforms and product lines.

What Composes an Offering?

REVIEW QUESTIONS

  1. How do the product-dominant and service-dominant approaches to marketing differ?
  2. Do "product-dominant" and "product-oriented" mean the same thing?
  3. What is the difference between a technology platform and a product line?
  4. Does a product line have to be built on one technology platform?
  5. What is the difference between product depth and product breadth?