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Subject: Re: Total product ???

Author: Dennis S. Vogel

[ Next Thread | Previous Thread | Next Message | Previous Message ] Date Posted: 18:23:14 03/06/02 Wed In reply to: Huy Dang 's message, "Total product ???" on 10:39:37 03/06/02 Wed Hi Huy Dang, I found something that may answer your questions. The terminology is different, but I think the concepts are the same or similar. -------------------------- The following is quoted from the Pro One MBA Course, so it's copyrighted. Buyers view products at 3 levels of abstraction: generic product, specific product, & total product. At the broadest level,a generic product is a type or class of item designed to satisfy some basic need, such as refrigeration of food. The underlying intention of most purchasers is satisfaction of one or a combination of basic needs. People don't buy refrigerators for their own sake--because they have sophisticated electrical devices or attractive hinges and handles--they buy them to preserve food. A specific product is a subclass of a generic product. Specific products have distinguishable attributes that set them apart from other items within the same generic class. Because of differing attributes, however slight they may be, General Electric, Westinghouse, & Frigidaire refrigerators differ from each other. The specific product attributes satisfy secondary needs. While people buy refrigerators to preserve food (primary need), secondary needs such as color coordination, durability, and styling generally determine which specific product they will buy within a generic class. An important task of most marketers is to see to it their company's products satisfy the secondary needs of the selected target. Finally, buyers evaluate a total product. This includes all of the elements of a marketing mix, not just physical attributes. Instructions for use, retailer locations, advertising messages, and all the other marketing mix decisions shape a total product. By including discounters in its list of appliance distributors, for example, a manufacturer changed its total product offering. --------------------- Thank you for the question & for joining us in our discussion forum. Dennis S. Vogel thrivingbusiness@email.com When you compete against big businesses with big budgets you need powerful marketing strategies and tactics. You'll find them here- http://wz.com/business/SmallBizThriving.html http://www.thrivingbusiness.homestead.com [ Next Thread | Previous Thread | Next Message | Previous Message ]