Goods & Services

Ernawaty
Untuk minat AKK sem ganjil 2021
FKM UNAIR
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What is Product?
Apakah yang ingin dibeli orang? Kepuasan?
Atau obyek?
▮Product - Bundle of physical, service,
and symbolic attributes designed to
satisfy a customer’s wants and needs

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What are Goods and Services?
▮Services - Intangible tasks that satisfy the needs of
consumers and business users
▮Goods - Tangible products that customers can see, hear,
smell, taste, or touch
▮Goods–services continuum - Spectrum along which goods
and services fall according to their attributes, from pure good
to pure service

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Goods - Services Continuum

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Characteristics and Strategies for Services

Characteristic of services Strategies

intangible Associate service with something tangible
Perishable Manage demand to utilize supply
inseparable Capitalize advantages of person providing
service
Variable Standardize service delivery as much as
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Consumer and Business Products

Consumer Products:
Products that are purchased by consumers for their own
personal
Business Products:
lProducts purchased by a firm or organization for its own use.

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Consumer product
▮Consumer products - Product destined for use by ultimate consumers

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Based on HOW and WHERE consumers buy them

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Bussiness products

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- Product that contributes directly or indirectly to the output of other
products for resale; also called industrial or organizational product
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MRO: maintenance, Repair, Operation

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Little task 1:
Please pay attention to slide 13.
Identifikasi contoh produk di bidang kesehatan yang
termasuk pada consumer product & Bussiness product

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 Three drivers of how customers attach value
to a product (Kottler):

❖ Need: a lack of a basic requirement.

❖ Want: a specific requirement of products to satisfy a need.
❖ Demand: a set of wants plus the desire and ability to pay
for the product.

Could you indentify need, want & demand in health care?

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Concept of satisfaction

Satisfaction is the degree to which the actual use of a

product matches the perceived value at the time of the
purchase.

A customer is satisfied only if the actual value is the same

or exceeds the perceived value.

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The five product levels

1. Core benefit:
The fundamental need or want that consumers satisfy by consuming the
product or service. For example: car
2. Generic product:
A version of the product containing only those attributes or
characteristics absolutely necessary for it to function. Roda, Setir,..... etc
3. Expected product:
The set of attributes or characteristics that buyers normally expect and
agree to when they purchase a product. For example, Kursi yang nyaman,
AC dingin, jangkauan setir pas….etc

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The five product levels

4. Augmented product:
The inclusion of additional features, benefits, attributes or related services that serve to
differentiate the product from its competitors. For example radio, VCD player, garansi
mesin….

5. Potential product:
This includes all the augmentations and transformations a product might undergo in the future. To
ensure future customer loyalty, a business must aim to surprise and delight customers in the
future by continuing to augment products. Misal: desain interior mobil, material/bahan yang
dipakai dll

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little task 2:

- How about example in health sector? Could you

explore them

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