Product Concept Flashcards
Five Product Level Purpose
Assess and assign a product
Focuses on the function of the product
Core Benefit
Features of the product
Generic Product
What consumers expect when they purchase
Expected Product
Additional factors that will differentiate from competitors
Augmented Product
Transformation in the future
Potential Product
Evolution of product from time-to-time
Production Concept
Product Quality
Characteristics
Features
Appearance
Style
Aesthetic and branding
Design
Very heart of the product
2 types of Products
Business and Consumer
Manufactures other goods or services
Business Products
Bought for personal consumption
Consumer Products
Purchased quickly with little effort
Convenience Products
You need to buy in order to live
Staples
Bought but unplanned
Impluse
Purchased immediately
Emergency
Needed but not bought regularly
Shopping products
Same products, lower price
Homogeneous
Same price, different quality
Heterogeneous
Consumer really wants, no substitutes
Specialty Products
Not all people see this product as a need
Unsought Product
Product that represents new ideas
New Unsought
Products that are not seen when not needed
Regularly Unsought
