Difference between revisions of "Market offering"
(→Customer cost) |
(→Marketing mix) |
||
| Line 6: | Line 6: | ||
:'''[[Service offering]]'''. A formal description of one or more [[service]]s, designed to address the needs of a target consumer group. A service offering may include goods, access to resources, and service actions. | :'''[[Service offering]]'''. A formal description of one or more [[service]]s, designed to address the needs of a target consumer group. A service offering may include goods, access to resources, and service actions. | ||
| − | == | + | ==Components== |
:''Main wikipage: [[Marketing mix]]'' | :''Main wikipage: [[Marketing mix]]'' | ||
| − | The '' | + | The ''Offerings'' include: |
| + | #Benefits of a marketable for action, hire, or sale; | ||
| + | #Accessibility and affordability of those benefits; as well as | ||
| + | #Communication of the benefits, accessibility and affordability to their prospective customer. | ||
===Marketable=== | ===Marketable=== | ||
:''Main wikipage: [[Marketable]]'' | :''Main wikipage: [[Marketable]]'' | ||
| + | |||
| + | The ''Offering'' must include at least one [[marketable]], but the ''Offering'' is more than just the ''marketable''. All the elements of the ''Offering'' are known as [[marketing mix]]. | ||
*[[Customer-value hierarchy]]. Five product levels that must be addressed by marketers in planning a [[market offering]]: core benefit; basic product; expected product; augmented product; and potential product. | *[[Customer-value hierarchy]]. Five product levels that must be addressed by marketers in planning a [[market offering]]: core benefit; basic product; expected product; augmented product; and potential product. | ||
| − | |||
| − | |||
==Targeting== | ==Targeting== | ||
Revision as of 23:14, 28 May 2021
Market offering (alternatively known as market offer; hereinafter, the Offering) is the complete package that a seller offers to be sold into the marketplace. The Offering of services is also called service offering.
Contents
Definitions
According to the ITIL Foundation 4e by Axelos,
- Service offering. A formal description of one or more services, designed to address the needs of a target consumer group. A service offering may include goods, access to resources, and service actions.
Components
- Main wikipage: Marketing mix
The Offerings include:
- Benefits of a marketable for action, hire, or sale;
- Accessibility and affordability of those benefits; as well as
- Communication of the benefits, accessibility and affordability to their prospective customer.
Marketable
- Main wikipage: Marketable
The Offering must include at least one marketable, but the Offering is more than just the marketable. All the elements of the Offering are known as marketing mix.
- Customer-value hierarchy. Five product levels that must be addressed by marketers in planning a market offering: core benefit; basic product; expected product; augmented product; and potential product.
Targeting
Potential market
- Potential market. The set of consumers who profess a sufficient level of interest in a market offer.
Flexible
- Main wikipage: Flexible market offering
- A naked solution containing the product and service elements that all segment members value, and
- Discretionary options that some segment members value.
Benefits vs costs
Customer benefit
- Main wikipage: Total customer benefit
- Total customer benefit. The perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering because of the product, service, people, and image.
Customer cost
- Main wikipage: Total customer cost
- Total customer cost. The bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the given market offering, including monetary, time, energy, and psychic costs.
