ADDING VALUE WITH SUPPLEMENTARY PRODUCT ELEMENTS 8-1 LEARNING OBJECTIVES AFTER FINISHING THIS CHAPTER, YOU SHOULD BE ABLE TO: DISCUSS SEVERAL APPROACHES TO DESCRIBING SERVICE PRODUCTS - core, facilitating, supplementary etc ..
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“ We live in an age in which our thinking about what a product or a service is must be quite different from what it ever was before. It is not so much the basic, generic central thing we are selling that counts, but the whole cluster of satisfactions with which we surround it.” 1
1. Source: Theodore Levitt, ‘Marketing Success through Differentiation - of Anything’, Harvard Business Review, Jan-Feb 1980.
The core service
Facilitating services (and goods)
Supporting services (and goods)
The augmented service offering
The Flower of Service: core product surrounded by clusters of supplementary services