Presentation About Product and Services

Today, our group’s presentation is about exploring service marketing, first, I will talk about the definition and classification of products and services, then, I will hand over to XX to talk about the differences between products and services, after that, XX will explore service marketing through the journal article and present our group’s opinion about “students are customers and co-producer in higher education. Then, XX will present the strategies which might institutions use to enhance co-creation. Finally, XX will give a conclusion about today’s presentation.

According to Kotler et al, product can be defined as” anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need” “service are a form of product that consists of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything”. Example of that, banking, hotel services, home repair services.

Now, let’s turn to the classification of them, product and services usually classified into consumer products and industrial products. Consumer products are the goods brought by the final consumer for personal consumption, in comparison, industrial products are goods purchased for further processing or use in conducting a business. Consumer products involved convenience, shopping, specialty and unsought products. Convenience products are those products which you use in your daily life, they are low price and widely available, you can buy it anywhere. For instance, milk, bread, cock are all convenience products, shopping products are usually more expensive than convenience products, consumer buy them will more focus on the quality, price and style, consumer will do more comparison to decide which product to buy. Example of shopping products is camera, clothing and car. Specialty products are usually more expensive than shopping products, consumer buys them as an identification of...