product is a key element inthe market offering. marketing-mix planning begins with forrnu-leting an offering that brings value to target customers this offering become the basis upon which the company builds profitable relationships with customers.
A company's market offering often includer both tangible goods and services. Each corn-ponent can be a minor on a majorm part of the total offer. at one extreme,the fofer may consist of the pure tangible good.such as soap.toothpaste, or salt-no services accompany the product Examples include adocter's exam or financial services. between these two extremes.how-ever.many goods-and-services combinations are possible.
Today.as products and services become more and more commoditized. many compamies are moving to a new level in creaying value for their customers. To differentiate their fofers.beyond simply making products and delivering services. compannies are staging.maketing.and delivering memorable customer experiences.