Market offering
Market offering (hereinafter, the Offering) is the complete package that a seller offers to be sold into the marketplace. This package includes 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.
- 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.
- Potential market. The set of consumers who profess a sufficient level of interest in a market offer.
- 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.
- 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.
