Does product augmentation matter?

Introduction to the student activity

Product augmentation is one of the three (sometimes five, depending upon the model being used) levels to describe a product.

At the center of the model is typically the core customer need or core  value being offered– in other words, what is the customer truly buying? Understanding of the core need/value is helpful for identifying … See the full activity...

Using the Product Levels

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for small groups of students to split two products into the five product levels.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The group discussion time should be around 10-15 minutes, plus any additional time for an overall class discussion.
Additional See the full activity...

Product Levels/Dimensions

Introduction to the student activity

A product exists on different levels. In the simplest approach to this model, a product has three levels – core, actual and augmented.

Your task in this activity is to classify the offerings of a computer retailer into actual and augmented product levels.

(Note: Their core product is the need to produce/store files, documents, and … See the full activity...