Слайд 5
Product levels by Levitt
Proposed by Theodore Levitt in the 80s:
The core
- the essence of the product is the product itself, its functional features, and some technical solutions
Actual product is anything that has an impact on the perception of goods (services) to the consumer. It consists of factors such as brand, trademark, model, material, price, quality, packaging, style, and appearance and behavior of sales staff.
Product extended - additional benefits for the consumer, such as delivery, warranty, returns and spare parts, the availability of convenient services, credit, instruction, installation or maintenance etc.