Philip Kotler introduced the concept of three levels of a product.
These levels offer a structured approach to product development and marketing strategy for marketers. The core product level helps identify the basic need or benefit that drives consumers' purchasing decisions, guiding the product design process. The actual product level, involving tangible features and attributes, allows marketers to differentiate their offerings from competitors. The augmented product level, which includes additional services or benefits, enhances customer value and creates a competitive advantage.
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