Product marketing concept


In terms of marketing the product (physical unit or process) - a set of tangible and intangible characteristics that are offered to meet the needs and provide the expected benefits for both consumers and producers. For the benefit of producers of goods is getting revenues and profit or to achieve goals other market in that case, of course, when the product is sold. For consumer product - a set of properties that is able to meet their needs, solve some specific problems.
So, considering marketing the product as primarily multyatrybutyvnu thing (set of characteristics, properties, settings, etc.). The simplest approach to the understanding of the product (Fig. 18) sees him as just a set of physical parameters. However, T. Levitt, for example, believes that the product which is considered as a set of physical parameters is unlikely to provide the expected benefits. Considering the most common marketing concept product (Fig. 19) takes into account consumer expectations about its various properties: physical, informational, additional (terms of delivery, service, etc.).
By T. Leavitt, there is also an extended product concept, which includes measures that help exceed the expectations of consumer goods, and thus give them added value. All this creates a potential product or anything that can attract consumers or help the company to keep it as a client (Fig. 20).
According to the concept Kotler product is regarded as five-level system. Each level increases the consumer value of goods. Together they create customer value hierarchy (Fig. 21).
The first level is the foundation of any good, because the key is that value that is the main service or benefit that the consumer buys. For example, the car buyer usually interested in to get a vehicle (preferably prestigious) and not simply an ordered set of metal, plastic and other details.
The second level - is the main product, ie a set of some of its functional characteristics.
The third level - the expected product (a set of characteristic features that consumers expect to receive and the conditions under which it agreed to buy the goods).
The fourth level - improved product (superior on the basis of the actual expectations of consumers).
The fifth level - a potential product (product improvement opportunities available in the future).