What is a broad term that encompasses any physical or non-physical item purchased by customers?

The term that encompasses any physical or non-physical item purchased by customers is "product." This term is widely used in marketing and business contexts to describe anything that can be offered to a market to satisfy a want or need. Products can be tangible, like clothing or electronics (goods), or intangible, like services such as a haircut or software applications. The broadness of the term makes it suitable to cover both realms under the concept of purchase by consumers.

In contrast, "service" refers specifically to intangible offerings that cannot be owned, and "good" typically denotes only the tangible items. "Brand" refers to the identity of a product or service and the perception created in the minds of consumers—not the items themselves. Therefore, "product" is the most comprehensive term for categorizing both physical and non-physical items that customers may purchase.