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Introduction to organization and managementStudent Name:Student Number:Module Code:Submission Date
Block 4Question 1:According to the marketing, the term product involves a broad sense that refers to an offeringby any organization irrespective of whether the nature of the product is a service or a good. Besides, it iscritical to point out that both goods and services that a company offers to its customers must be able toprovide different bundles of benefits to customers in a way that meets their needs and wants. While atthe same time, it is important to note that companies do not produce products that target at sellingthem to customers. For instance, companies can also produce products for industrial purposes to bebought by other companies in terms of raw materials or as capital for the purpose of producing otherproducts.While at the same time, Shankar, Berry and Dotzel (2009) explain that all products cannot be inthe form of things. We can extent the idea of products to people or ideas. In one of the recent bookwritten by Heapy (2011), he states that it has become common to consider music as something that canbe manufactured. In addition, other examples can comprise of varying forms of products like eventssuch as the Olympic Games, festivals, cities, movements, and language. Kotler and Armstrong (2010)have categorized goods into five different classes. They do this while combining different attributes ofgoods and services. For instance, the first category refers to pure tangible goods. These are the productsthat do not have a service in them such as music CDs, sugar, cars, and among others. The secondcategory comprises of the tangible good that have an accompanying services. Some of the bestexamples of products that require accompanying of a service include servicing, training or maintenance,planning, and installation such as electrical appliances. The third category of a good is the hybrid offer.This involves a mix of both physical and intangible services. For instance, a company could offer an artworkshop that offers both teaching and materials to allow a customer benefit from both learning and anartwork. The fourth category is the service with accompanying minor goods. These are services as the
main offering with products as minor. While the last category comprise of pure services. This categoryinvolves offering of services that are completely intangible in nature.The case of Nantes shows that the transformation of the area following the destruction ofWorld-War, has led to offering of pure services in the form of intangibles. For instance, the socialistmayor Jean-Marc Ayrault started by setting up cultural centers as key events. Most importantly, the firstmove involved launching a festival called Les Allumees. The event as a pure service involved invitingartists that hailed from different major metropolis every single year. For example, the town hosted sixconsecutive nights starting from 6pm all the way to 6am in the morning.Besides, the area also involved offering of a hybrid products. These are products that have a mixof a physical product and an intangible product. For example, a majority of the people that attendedbars at night were treated by attendants while at the same time, they drunk beverages as physicalproducts. While at the same time, the artists benefited from music as a pure service. The recent artsevent to take place at Nantes includes a two-month summer street festival as a pure service called LeVoyage a Nantes. The idea of holding the event was to provide an opportunity for creation of artisticworks.