Sunday, July 17, 2011

Augmented Product

The augmented product refers to services and other activities that support the marketing of the main (or core) product.

The augmented product comprises the totality of features of a product. It includes the core benefits and any numbers of ‘add-on’ or premium benefits, which makes the product more acceptable to certain segments of the markets.

This definition is wider than the mere provision of after sales services and warranty back up which form part of this definition; it also includes sales persons, service personnel, transportation and, where appropriate, assembly or construction of the product at the customer’s home or workplace.

In other words, the augmented product encompasses everything surrounding the service and its delivery, including intangible attributes such as accessibility and atmosphere.

It also includes all aspects of the commercial transaction of the purchase itself and the provision of credit when required.

In many modern marketing situations, the value of the augmented product is often deemed to be at least as important as the core product.

There are three layer involved:
*The core layer is simply product itself. The core product is what actually meets the consumer’s needs.
*Layer two adds elements to the product designed to make it more appealing.
*Layer three adds more and adds things that might be describe as less inherently part of the product itself.

The augmented product exceeds customer expectations. MacDonald’s are a good example of what marketing people call the ‘augmented product; that is the actual product is surrounded by additional goods or services that together make up a package of customer expectations.
Augmented Product
Related Posts Plugin for WordPress, Blogger...

Top most popular posts

Other articles around the world

  • Around 200 BC, official documents recorded the existence of cotton cloth in what is now Yunnan. Recent archaeological research on mummies found in the Tari...
  • Food is the most basic prerequisite of living organisms. Food builds, provides energy for living and working, and regulates the mechanisms essential for he...
  • Late life is often seen as a time of great, often uncontrollable, stress. Older people are often coping with chronic illness and disability, the loss of fr...