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Questions and Answers
What are the four levels of Levitt's product offer?
What are the four levels of Levitt's product offer?
- Basic, Standard, Augmented, and Potential
- Generic, Expected, Augmented, and Potential (correct)
- Basic, Expected, Augmented, and Potential
- Generic, Standard, Augmented, and Potential
Which level of the seven levels of product approach represents the basic level and purpose of the product?
Which level of the seven levels of product approach represents the basic level and purpose of the product?
- Core benefit (correct)
- Augmented product
- Differentiated product
- Customized product
What are customized products?
What are customized products?
- Products that highlight special attributes/features/qualities to distinguish themselves from competitors.
- Products that enhance the value of the offer through voluntary improvements.
- Products that have an identity through a name and belong to a specific company.
- Products that are modified to suit individual customer requirements/specifications. (correct)
What are potential products?
What are potential products?
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What are differentiated products?
What are differentiated products?
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Study Notes
- Marketers need to consider the benefits of a product and enhance it to create value and counter competition.
- Levitt's product offer can be conceived at four levels: generic, expected, augmented, and potential.
- The seven levels of product approach include core benefit, generic product, branded product, differentiated product, customized product, augmented product, and potential product.
- The core benefit represents the basic level and purpose of the product.
- Branded products have an identity through a name and belong to a specific company.
- Differentiated products highlight special attributes/features/qualities to distinguish themselves from competitors.
- Customized products are modified to suit individual customer requirements/specifications.
- Augmented products enhance the value of the offer through voluntary improvements.
- Potential products are future products that can be advanced and refined under existing conditions.
- Potential products are limited by the economic and technological resources of a firm.
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