5.2 : 产品的级别

A product's value extends beyond its physical attributes or fundamental service elements.

In marketing, a product is viewed on three levels: core, actual, and augmented.

The core product is the fundamental benefit or value that customers seek. For instance, when consumers buy a camera, the core value is the ability to capture and preserve memories.

The actual product includes the features and attributes that make the product unique. In the case of the camera, this might be the camera's brand, design, image quality, and zoom capabilities.

The augmented product encompasses additional elements that enhance the overall product experience, such as warranties, customer support, or accessories. For the camera, augmented features could include free photography workshops, a protective carrying case, or offering purchases on credit.

Businesses that sell experiences understand that customers are purchasing far more than mere products and services.

Marketers must consider all these levels to effectively create customer value, as these three levels set the product apart from competitors.