ELEMENTI USLUGE KAO POSEBNOG OBLIKA PROIZVODA

Abstract

It is usually believed, and not only by laymen, that a product is a tangible offer. However, the product is much more than that. It covers everything that can be offered on market that can meet customers’ desires and needs.The products offered on market include material goods, ideas, experiences, companies, real estate, information and services. Unlike ordinary types of products which are manufactured in factories, stored in warehouses and delivered to markets through distribution channels, services, as products, are produced and used at the same time and their management depends on their specific characteristics which are the subject of this paper. Given the fact that the product is the basic element and the starting point to which other marketing elements are linked, this paper will also review the basic characteristics of products, their classification and the segments of marketing mix, which also include services as a special type of products in light of essential distinction of products to “typical products” on one side, and services, as a special type of products, on the other side.