ABSTRACT
What is a product? The product is everything the customer receives in the exchange process. It is more than just the tangible item the customer buys from the seller or the store. From this perspective, the product can be thought of as an offering-everything available for sale that will satisfy the customer’s need. Thus, the offering constitutes the physical product as well as all the intangibles that the customer receives. Most commonly, the product is visualized as consisting of the four broad categories of brand, package, physical characteristics, and services.
