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PRODUCT POLICY - Coggle Diagram

- - - - Performance quality (level)
      - Conformance quality (consistency)
    - - Competitive tool for differentiation
    - - Style: appearance
      - Design: usefulness + looks
- - - - Basic problem-solving benefits
      - What the buyer is really buying
    - - Features & Design
      - Quality level
      - Brand name
      - Packaging
    - - Delivery and credit
      - After-sale service
      - Warranty
      - Product support
- - - - Frequent purchase
      - Low price
      - Little planning or shopping effort
    - - Less frequent purchase
      - Much planning and shopping effort
      - Comparison of price, quality, and style
    - - Strong brand preference and loyalty
      - Special purchase effort
      - Little comparison of brands
    - - Little product awareness
      - Little or negative interest
  - - - Raw materials
      - Manufactured materials and parts
    - - Installations
      - Accessory equipment
    - - Operating supplies
      - Repair and maintenance services