Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 12

It is helpful to think of a total product offering as having a combination of three interdependent elements: the core product itself, its supplemental features, and its symbolic or experiential value. For example, Southwest Airlines does not just offer safe passage to your destination (core product). It also offers two free checked bags (supplemental product offerings) and tries to create a fun environment to emphasize its culture of "luv" (experiential product offerings). Use the following matrix to list the core products, supplemental benefits, and experiential benefits for the four different companies listed.