Question

Answer two of the three forum questions, listed below.

1. How do the product-dominant and service-dominant approaches to marketing differ?

2. What are the four types of consumer offerings? How do they differ from one another?

3.Identify two consumer products sold in a grocery store or by a mass merchandiser such as Walmart. Explain the strategies used to introduce each of the products or which strategy you feel will be most successful.

Answer 1

1) Product-dominant and service-dominant approach:-

1. In the product-dominant approach, marketers think more about the manufacture of a product whereas, in the service-dominant approach, marketers think like that of customers and are customer-oriented.
2. There are tangible products are involved in the product-dominant approach but the service-dominant approach involves intangible goods and focus on the ways to serve the customers better.
3. The marketers in the product-dominant approach aim to provide better products to the customers whereas the marketer in the service-dominant approach aims to find ways to better offer the products to the customers.
4. The marketers only care about the quality of the products in the product-dominant approach whereas marketers in the service-dominant approach care about the customer desires and want.

2) Four types of consumer offerings:-

The four types of consumer offerings are -

a) Convenience offerings -

Consumers buy products with little or no planning in this type of offerings. Consumers buy products from reflex action and without giving much thought. It is the normal buying of consumers.

b) Shopping offerings -

In these offerings, consumers care about the brands and compare products of different brands. They also research the products in order to get the best one. Consumers generally choose products on the basis of quality, price, features, etc.

c) Specialty offerings -

In this type of offerings, the consumers are likely not to accept any substitute brands of a particular product. They have their particular own choice which they don't want to compromise with other brands.

d) Unsought offerings -

In this type of offerings, consumers are basically unaware of a particular product or may have little or no knowledge of it. In normal circumstances, consumers avoid buying those products as they have no desire or interest in it.

Hope this helps :)