2204chapter%207%20review

2204chapter%207%20review - CHAPTER 7 REVIEW A Product A...

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CHAPTER 7 REVIEW A Product A tangible good, a service, an idea, or some combination of these that through the exchange process, satisfies consumer or business customer needs; a bundle of attributes including features, functions, benefits, and uses Core product Consists of the basic product category benefits and customized benefit(s) the product provides Actual product The physical good or delivered service including the packaging and brand name Augmented product Includes both the actual product and any supplementary services such as warranty, credit, delivery, installation, and so on Potential product The true solution or benefit that the consumer gets from the product It is at this level that consumers relate to and build relationships with the brand. The potential product is difficult for competitors to successfully imitate if a brand is strongly positioned and “owns” that positioning with consumers Services Products that are intangible and that are exchanged directly from producer
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This note was uploaded on 07/16/2009 for the course BUSI 2204 taught by Professor X during the Winter '07 term at Carleton CA.

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2204chapter%207%20review - CHAPTER 7 REVIEW A Product A...

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