Sunday, December 14, 2008
Levels of product and services
Product planners need to think about products and services on three levels. Each level adds more customer value. The most basic level is the core customer value, which addresses the question What is the buyer really buying? When designing products, marketers must first define the core problem-solving benefits or services that consumers seek. "(Kotler, Marketing an introduction, Ch.7, Pg.200)
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