A product is anything that can be offered to a market that might satisfy a want or a need. This means that services, leisure activities, people (like politicians, athletes, actors), places (like holiday resorts) and organizations(like hospitals, colleges, political parties) can also be considered as products. Most manufacturers divide their products into product lines – groups closely related products, sold to the same customer groups, and marketed through the same outlets. Because customers’ needs and markets are constantly evolving, and because different products are generally at different stages of their life cycles, with growing, stable or declining sales and profitability, companies are always looking to the future, and re-evaluating their product mix. 2____________________ Most products offered for sale by retailers are branded. A brand is a name, or a symbol, or a logo that distinguishes products and services from competing offerings, and makes consumers remember the company, the product or service. A brand name can be reinforced by distinctive design and packaging. The key objective of branding is to create a relationship of trust. Customers have an image of the brand in their minds, combining knowledge about the product and their expectations of it. Some brands are seen as more than just products or services: they successfully represent customers’ attitudes or feelings (e.g. Nike, Starbucks, Apple Computer, The Body Shop etc.). By way of extensive advertising, companies can achieve brand recognition among the general public, including millions of people who are not even interested in the products. Branding is used for Business-to-Business marketing of materials and components, as well as for consumer goods in Business-to- Consumer marketing.
Read the following text, and then write a brief heading for each and every section:
1.______________________
A product is anything that can be offered to a market that might satisfy a want or a need. This means that services, leisure activities, people (like politicians, athletes, actors), places (like holiday resorts) and organizations(like hospitals, colleges, political parties) can also be considered as products.
Most manufacturers divide their products into product lines – groups closely related products, sold to the same customer groups, and marketed through the same outlets. Because customers’ needs and markets are constantly evolving, and because different products are generally at different stages of their life cycles, with growing, stable or declining sales and profitability, companies are always looking to the future, and re-evaluating their product mix.
2____________________
Most products offered for sale by retailers are branded. A brand is a name, or a symbol, or a logo that distinguishes products and services from competing offerings, and makes consumers remember the company, the product or service. A brand name can be reinforced by distinctive design and packaging. The key objective of branding is to create a relationship of trust. Customers have an image of the brand in their minds, combining knowledge about the product and their expectations of it. Some brands are seen as more than just products or services: they successfully represent customers’ attitudes or feelings (e.g. Nike, Starbucks, Apple Computer, The Body Shop etc.). By way of extensive advertising, companies can achieve brand recognition among the general public, including millions of people who are not even interested in the products. Branding is used for Business-to-Business marketing of materials and components, as well as for consumer goods in Business-to- Consumer marketing.
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