【市场营销英文版】13Prodt Stratgy.pptVIP

Product Strategy Product Strategy Definition: Product A product is anything that can be offered to a market to satisfy a want or need. This can include: physical goods, services, experiences, events, places, properties, organizations, information, and ideas. Product Strategy Customers usually judge products on three criteria: Product features and quality Services mix and quality Price appropriateness Product Strategy Customer Value Hierarchy: When products are developed, five levels of value often are considered: Core benefit Basic product Expected product Augmented product Potential produ