Page 293 - Foundations of Marketing

260 Part 4 | Product and Price Decisions

Figure 10.1 The Total Product

Core
product

Symbolic and
Supplemental experiential
features
benefits

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target families with teenagers, the Ritz-Carlton Orlando Grande Lakes now offers 50 -minute
massages and facials for teens.
2
Finally, customers also receive benefits based on their experiences with the product. In addi-
tion, many products have symbolic meaning for buyers. For some consumers, the simple act of
shopping gives symbolic value and improves their attitudes. Some stores capitalize on this value
by striving to create a special experience for customers. You can buy stuffed toys at many retail-
ers, but at Build-A-Bear, you can choose the type of animal, stuff it yourself, give it a heart, and
create a name complete with a birth certificate, as well as give the toy a bath and clothe
and accessorize it. The atmosphere and décor of a retail store, the variety and depth of product
choices, the customer support, and even the
sounds and smells all contribute to the expe-
What’s most important when choosing a riential element. Thus, when buyers purchase
smartphone/tablet?* a product, they are really buying the benefits
and satisfaction they think the product will
50% 43% 39% 39% provide. A Rolex or Patek Philippe watch is
Snapshot 30% 33% 30% lar are purchased on the basis of expectations.
45%
purchased to make a statement of success,
not just for telling time. Services in particu-
40%
35%
Expectations, suggested by images, prom-
ises, and symbols, as well as processes and
25%
delivery, help consumers to make judgments
20%
about tangible and intangible products. For
15%
10%
fee shop, but it did make high-quality coffee

5% example, Starbucks did not create the cof-
beverages readily available around the world,
0% with standardized service and stylish, invit-
Battery life Operating Screen size App 3G vs. Wi-Fi
system capabilities ing stores. Often symbols and cues are used
Top features to make intangible products more tangible,
or real, to the consumer. Allstate Insurance
*Multiple responses were allowed.
Company, for example, uses giant hands to
Source: Glyde.com /Wakefi eld Research survey of 1,019 adults 18 and older, 2012. symbolize security, strength, and friendliness.

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