Products, or parts, sold by one manufacturer to another that get built into a final product without further modification.
The degree to which a feature satisfies a buyer’s need or desire.
A name, picture, design, or symbol, or combination of those elements, used by a seller to differentiate its offerings from competitors’.
The process of utilizing an existing brand name or brand mark for a new product category.
A person responsible for all business decisions regarding offerings within one brand. A brand manager is often charged with running his or her brand as if it is its own separate business.
A symbol or logo used to identify a brand.
The spoken part of an identity used to describe of a brand.
A set of activities designed to create a brand and position it in the minds of consumers.
When a new product takes sales away from the same company’s existing products.
capital equipment offering
Tangible equipment business purchases that are depreciated.
Someone responsible for managing a broad group of products that may belong to multiple manufacturers.
Low-priced, frequently purchased products and services that require little shopping effort.
Offerings that support an organization’s ability to do business but do not go into the final product.
A characteristic of an offering.
An offering that is purchased on impulse, without prior planning.
The number of different, or distinct, product lines offered by a company.
The number of variations in a single product line.
A new idea or offering that occurs when a company comes out with another model (related product or service) based on the same platform and brand as one of its other products.
maintenance, repair, and operations (MRO)
Offerings used to maintain, repair, and operate the physical assets of an organization.
A material that has been processed into a finished good but is not a stand-alone product; it still has to be incorporated into something else to be usable.
Someone responsible for managing efforts within a particular market, such as a geographic market or another grouping of customers into a market (e.g., a single industry or size).
The entire bundle of a tangible good, intangible service, and price that composes what a company offers to customers.
original equipment manufacturer (OEM)
A company that assembles and manufactures a product into its final form.
The amount exchanged by the buyer to receive the value offered by the product or service.
Packaging designed to hold a single retail unit of a product.
A tangible good that can be bought, sold, and owned.
A group of offerings that serve similar needs and are sold under the same name.
Someone with business responsibility for a particular product or product line. Like brand managers, product managers must make decisions, such as which offerings to include, advertising selection, and others.
The entire assortment of products that a firm offers.
An approach to business that centers on capturing business by focusing on creating and manufacturing better products at lower prices.
raw materials offering
Raw material products firms offer other firms so they can make a product or provide a service. These offerings are processed only to the point required for economic handling and distribution.
Packaging designed to hold a single wholesale unit of a product.
An intangible component of an offering.
shopping offeringAn offering for which the consumer will make an effort to compare various firms’ offerings and select a brand.
An offering that is highly differentiated from other offerings and is designed to satisfy a similar need or want.
The core technology that is the basis for an offering or product.
Packaging designed for the shipping and efficiently handling of large quantities of a product.
total cost of ownership (TCO)
The total amount of time and money spent to acquire, use, and dispose of an offering.
An offering consumers don’t typically shop for until it is needed. Examples include funeral and towing services.
B2B customers that compose a particular industry, such as the health care industry.
vertical market managers
Marketing managers who oversee B2B products sold to a particular industry.