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Topic 6 - Product Strategy (The 3 levels of Product (Core product, Actual…
Topic 6 - Product Strategy
What is a product? Anything that can be offered to the market.
Goods
Services
Experiences
The 3 levels of Product
Core product
Actual product
Augmented product
Goods and Services classifcations
Consumer Products
Convenience products
Shopping products
Specialty products
Unsought products
Industrial Products
Materials + parts
Plants + equipment
Supplies + services
3 levels of Product and Service Decisions
Individual product decision
Product line decision
Product mix decision