The document contains 10 questions about product strategy concepts from levels in a customer value hierarchy to types of product stretching. It provides definitions, examples and explanations for each question to concisely summarize key product strategy terminology and apply it to evaluate specific scenarios.

1. TOP 10 Learning Questions for Setting Product Strategy 12 Adventurer Alex Go 12.16.11

3. Customer-Value Heirarchy http://lexgo-passionforlife.blogspot.com/

4. Inspection is the basic product offering which provides quality/ safety as its core benefits http://lexgo-passionforlife.blogspot.com/ Levels Definition Core Benefit Service or benefit the customer is really buying Basic Product Turn the benefit to an actual product Expected Product Set of attributes and conditions buyers normally expect upon purchase Augmented Product Exceeding the customer expectations Potential Product All possible transformations the offering might undergo in the future

15. The Product Hierarchy http://lexgo-passionforlife.blogspot.com/

16. Product class http://lexgo-passionforlife.blogspot.com/ - is a group of products within the product family recognized as having a certain functional coherence. It’s also known as product category.

19. A product mix has certain width, length, depth and consistency. http://lexgo-passionforlife.blogspot.com/

23. Co-branding is the combination of two or more brands into a joint product http://lexgo-passionforlife.blogspot.com/

24. Citibank & Cebu Pacific are two separate entities. Thus they are considered joint venture co-branding http://lexgo-passionforlife.blogspot.com/

28. Product content photo is not necessary. http://lexgo-passionforlife.blogspot.com/

32. Repairability = fixing http://lexgo-passionforlife.blogspot.com/

40. Since they are targeting the high end market, Bench is doing an up-market stretch http://lexgo-passionforlife.blogspot.com/

42. TOP 10 Learning Questions for Setting Product Strategy 12 Adventurer Alex Go 12.16.11 http://lexgo-passionforlife.blogspot.com/