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    28 - Product Levels.

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    zakavision
    The document discusses levels of customer value from a core benefit to a potential product. It explains that a core benefit is what a customer is really buying, like rest and sleep for a hotel guest. A basic product provides the core benefit, while an expected product includes standard attributes. An augmented product exceeds expectations with extra features, and a potential product represents all possible future improvements.

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    28 - Product Levels.

    Uploaded by

    zakavision
    175 views1 page
    The document discusses levels of customer value from a core benefit to a potential product. It explains that a core benefit is what a customer is really buying, like rest and sleep for a hotel guest. A basic product provides the core benefit, while an expected product includes standard attributes. An augmented product exceeds expectations with extra features, and a potential product represents all possible future improvements.

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    The document discusses levels of customer value from a core benefit to a potential product. It explains that a core benefit is what a customer is really buying, like rest and sleep for a hotel guest. A basic product provides the core benefit, while an expected product includes standard attributes. An augmented product exceeds expectations with extra features, and a potential product represents all possible future improvements.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    175 views1 page

    28 - Product Levels.

    Uploaded by

    zakavision
    The document discusses levels of customer value from a core benefit to a potential product. It explains that a core benefit is what a customer is really buying, like rest and sleep for a hotel guest. A basic product provides the core benefit, while an expected product includes standard attributes. An augmented product exceeds expectations with extra features, and a potential product represents all possible future improvements.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 1

    Product levels; The customer value hierarchy.

    1. Core benefit. Service/benefit/attribute the customer is really buying. A hotel

    guest is buying rest & sleep.

    2. Basic product. The marketer has to turn the core benefit into a basic

    product. Thus a hotel room includes all the related items.

    3. Expected product. A set of attributes & conditions buyers normally expect

    when they purchase this product/service. As in the same hotel example, a clean

    bed, fresh towels & working lamp.

    4. Augmented product. Any feature/attribute that exceeds the customer’s

    expectations such as a complimentary breakfast in our above mentioned example.

    5. Potential product. It encompasses all the possible augmentations &

    transformations the product or offering might undergo in future.Thus we find the

    new ways of satisfying needs.

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