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Chapter 12 Setting Product Strategy

                                           Joseph Cunanan
     Marketing Management – Ateneo Graduate School of Business
Product is anything offered to the market to satisfy a want or a need, like goods,
services, entertainments, events, places and ideas. Product is also the most
important element of marketing mix.
There are 5 product levels namely core benefit, basic product, expected
product, augmented product and potential product.




CORE
              BASIC          EXPECTED        AUGMENTED          POTENTIAL
BENEFIT
There are many product differentiations in the market namely the products’
form, features, customization, performance quality, conformance quality,
reliability, repairability, durability, style & design.


                                            form                      repairability


                                             features


                                              customization              durability


                                              performance quality



                                                                      style & design


                    conformance quality
                                                        reliability
Chapter 12 model   setting product strategy

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Chapter 12 model setting product strategy

  • 1. Chapter 12 Setting Product Strategy Joseph Cunanan Marketing Management – Ateneo Graduate School of Business
  • 2. Product is anything offered to the market to satisfy a want or a need, like goods, services, entertainments, events, places and ideas. Product is also the most important element of marketing mix.
  • 3. There are 5 product levels namely core benefit, basic product, expected product, augmented product and potential product. CORE BASIC EXPECTED AUGMENTED POTENTIAL BENEFIT
  • 4. There are many product differentiations in the market namely the products’ form, features, customization, performance quality, conformance quality, reliability, repairability, durability, style & design. form repairability features customization durability performance quality style & design conformance quality reliability