MBATricks

Tips and Tricks about my MBA experience

Marketing :: Product :: Core, Actual and Augmented values

 

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There are 3 levels of products

  • Core Product– Marketers must first define what the core BENEFITS the product will provide the customer.
  • Actual Product-Marketer must then build the actual product around the core product. May have as many as five characteristics:
    • Quality level
    • Features
    • Brand name
    • Packaging

    all combined to carefully deliver the core benefit(s).

  • Augmented Product-offer additional consumer benefits and services.
    • Warranty
    • Customer training

Source:

http://www.udel.edu/alex/chapt11.html

http://www.marketingteacher.com/Lessons/lesson_three_levels_of_a_product.htm

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