市场营销Marketing-Ch9-New_ Product_ Development.pptVIP

DEVELOPING NEW PRODUCTS AND SERVICES Layers of the Product Concept The Core Product Consists of all the benefits the product will provide for consumers or business customers A customer purchases a 1/2” drill bit. What does s/he want? A 1/2” hole! Marketing is about supplying benefits - not products. The Actual Product Consists of the physical good or delivered service that supplies the desired benefit Example: A washing machine’s core product is the ability to get clothes clean, but the actual product is a large, square, metal apparatus Actual product also includes appearance, styling, packa