8.1 What Composes an Offering?

8.2 Types of Consumer Offerings

8.3 Types of Business-to-Business (B2B) Offerings

8.4 Branding, Labeling, and Packaging

Section 8.1 What Composes an Offering?, Section 8.2 Types of Consumer Offerings, Section 8.3 Types of Business-to-Business (B2B) Offerings, and Section 8.4 Branding, Labeling, and Packaging are edited versions of the chapter ‘Chapter 6: Creating Offerings’ from the textbook ‘Principles of Marketing,’ authored by University of Minnesota Libraries Publishing edition, 2015 – this book was adapted from a work originally produced in 2010 by a publisher who has requested that it not receive attribution.

The following changes were made to the most recent edition: Created new title for Figure 8.1: TCO; Created new title for Figure 8.2: Pure service; Created new title for Figure 8.3: Intangible services; Created new title for Figure 8.4: Intangible service components; Created new title for Figure 8.5: Service-Dominant Approach; Created new title for Figure 8.6: The core product; Created new title for Figure 8.7: Co-creation; Created new title for Figure 8.9: Convenience offerings; Created new title for Figure 8.10: Shopping offering; Created new title for Figure 8.11: Specialty offerings; Created new title for Figure 8.12: Raw Materials Offerings; Created new title for Figure 8.13: MRO offerings; Created new title for Figure 8.14: Packages as registered trademarks; Created new title for Figure 8.15: Secondary packaging; Created new title for Figure 8.16: Tertiary packaging; Added learning objectives for sections 8.1, 8.2, 8.3 and 8.4.