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.

Types of Business-to-Business (B2B) Offerings

REVIEW QUESTIONS

  1. What types of offerings do businesses buy? How do the offerings differ in terms of how they are marketed?
  2. As you learned early in the chapter, consumer offering can belong to different categories depending on how the buyer wants to purchase them. Is the same true for business offerings?