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Eco$-$Friendly Products

From a strategic marketing viewpoint, a product is more than just the physical good or service. Total product offering is also known as the value package. All the features that potential buyers evaluate in a product are called the total product offering. When you know what customers value, you can develop products that they$$ll want to buy. Thus, the basic product or service may be a cleaning product, but the total product offer includes other value enhancers such as the product's effect on the environment. Companies like Clorox have learned that adapting products to new competition and new markets is an ongoing need. With the amount of attention being given to the "green" concept, Clorox has introduced new products to meet the wants and needs of the consumer. An organization can't do a onetime survey of consumer wants and needs, design a group of products to meet those needs, put them in the stores, and then just relax. It must constantly monitor changing consumer wants and needs, and adapt products, policies, and services accordingly.

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Clorox chose the name Green Works because the name instantly brings nature and environmentalism to mind. This brand creates value for the company by

Multiple Choice

brand insistence.

getting repeat sales.

making entering new markets easier.

differentiating the company$$s product from competing products.

publicizing the company name.