When a person comes to an establishment to carry a buy out how, for example, a video camera, not only asks for information about the technical characteristics and the price, but also it requests a comparative information with another series of marks, as well as the advantages and benefits that they can bring to him, so much to realize a filming as for his physical transfer, and one will report of course if in this moment some offer or price reduction exists.

The answers that the client receives will provide a comparative idea to him about the product that they offer him and of the defendant for him that does not refer exclusively to the size, technical information and price, but to a wider set of characteristics that we will call attributes of the product.

Attending on this example, extrapolable to any other good or service, we can say that:

A product is a set of characteristics and tangible attributes (form, size, color...) and intangible (mark, image of company, service...) that the buyer accepts, in principle, like something that is going to satisfy his needs. Therefore, in marketing a product does not exist until he does not answer to a need, to a desire. The current tendency is that the idea of service accompanies increasingly to the product, like way of obtaining a better penetration the market and of being highly competitive. We have considered to be opportune to stop to consider here also the possible differences between product and service, since the concepts usually are confused and used mistakenly as we were indicating in the chapter 1.

For a better comprehension we can say that the differentiation is marked Homely by the tangibility or not of the good. The consumption products, industrialists... can meet and touch. The financial, tourist services, of free time..., no. In any case, the different theories that are applied to the product are perfectly usable in the service, hence from now on only we use the word «product«.