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产品(products)
营销意义上的“产品”，包括一切能用以满足人们某种需要或欲望的事物。可以是实物形态的有形产品，也可以是非实物形态的无形产品。(services)
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产品的有形与无形比较
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价值(value)、满意(satisfaction)和质量(quality)
Customer value: The difference between the values the customer gains from owning and using a product and the costs of obtaining the product. Customer satisfaction: The extent to which a product’s perceived performance matches a buyer’s expectations. If the product’s performances falls short of expectations,the buyer is dissatisfied. If performances matches or exceeds expectations, the buyer is satisfied or delighted. Total Quality Management: Programs designed to constantly improve the quality of products,services,and marketing processes.
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案例 汽车大王的经营观
亨利·福特去参观屠宰场，看见一整条猪被分解成各个部分，分别出售给不同的消费群体。受此影响的碰撞，在福特的脑海中产生了灵感，为什么不能把汽车的制造反过来，将汽车的生产象屠宰场的挂钩流水线一样，把零部件逐一安装起来，就可组装成整车。福特把他的想法付诸实践，由原来单件小批量的生产转变成大批量生产，生产效率大幅度提高，产量大大增长，财富也高度积聚。甚至，亨利福特说：不论顾客需要什么类型的车，但我们只提供黑色T型车。
