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From a marketing management viewpoint, a product offer is more than just the physical good or service. A product offer consists of all the tangibles and intangibles that consumers evaluate when deciding whether or not to buy something. Thus, a product offer may be a washing machine, or bottle of beer, but the product offer also consist of the: price, package, store surroundings, image created by advertising, guarantee, reputation of the producer, brand name, service, buyers’ past experience.
When people buy a product, they evaluate all these things and compare product offers on all these dimensions. Therefore, a successful marketer must begin to think like a consumer and evaluate the product offer as a total collection of impressions created by all the factors listed.
Let’s look at our highly nutritious, high-fiber, low-sugar breakfast cereal, Fiberrific, for example. The product offer as perceived by the consumer is much more than the cereal itself. Anything that affects consumer perceptions about the benefits and value of the cereal may determine whether or not the cereal is purchased. The price certainly is an important part of the perception of product value. Often a high price indicates high quality. The store surroundings are also important. If the cereal is being sold in an exclusive health food store, it takes on many of the characteristics of the store. A guarantee of satisfaction can increase the product’s value in the mind of consumers, as can a well-known brand name. Advertising can create an attractive image, and word of mouth can enhance the reputation. If a buyer has tried the product before, he or she has certain predispositions to buy or not. Thus, Fiberrific is more than a cereal as a product offer; it is a whole bundle of impressions in the minds of consumers.
The Product Mix. Companies usually do not have just one product that they sell. Rather, they sell several different, but complementary products. A product line is a group of products that are physically similar or are intended for a similar market. The product lines for Procter & Gamble include bar soaps, detergents, and dishwashing detergents. In one product line, there may be several competing brands. Thus, Procter & Gamble has many brands of detergent in its product line, including Bold, Cheer, Tide, and Ivory Snow. All of P&G‘s product lines make up its product mix.
Product mix is the term used to describe the combination of product lines offered by a manufacturer. P&G’s product mix consists of product lines of soaps, toothpastes, detergents, shampoos, and so on.
In the case of automobile manufacturers, the product mix consists of everything from passenger cars to small trucks, large tractor trailers, and tanks (2320).
(Андреева Л. Л. Методические указания по развитию навыков чтения и устной речи на материале текстов по специальности для студентов ОЗО экономического факультета / Л. Л. Андреева.. – Ростов-на Дону, 2002. – с. 4-5)
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