Understanding Product Levels and Marketing Strategies
Product, Services, Brands (Chapter 8) – 12 & 14
- Provide examples of the three levels of a product for an Apple Smartwatch.
- Core customer value (Psychological need of fundamental benefit): Communication, make life easier (i.e., photos, Safari)
- Actual product (Brand name, features, design, quality level, packaging): Apple Watch, iPhone
- Augmented product (Post-sale service, product support, warranty, delivery, and credit): ?
- Fill in the blanks for the types of consumer products.
Convenience | Shopping | Specialty | Unsought Products | |
Product | Snacks, paper products, canned goods | Furniture, shopping mall | Jewelry, luxury brands | Insurance, funeral service |
Price | Low price | High price | Expensive | $-$$$ |
Place | Widespread and convenient distribution | Selective | Exclusive distribution |