Ideas in this flowchart

• Consumers buy packages of benefits that deliver value.
• Every package of benefits includes tangible and intangible aspects.
• Tangible aspects are physical parts of the product or service.
• Intangible aspects are services or other nonphysical elements.
• A plane ride illustrates a package of travel benefits.
• The consumer benefit is a quick way to travel between cities.
• The tangible part is the airplane.
• The intangible parts include ticketing, maintenance, and piloting services.
• Accounting services illustrate another package of benefits.
• The tangible part is having taxes completed on the correct tax form.
• The intangible part is having taxes prepared correctly by a trusted person.
• Marketers must understand how consumers view the products their companies sell.
• This understanding helps marketers design a marketing mix for the selected target market.