is the consumer to buy a product when the pursuit of the interests of customers really want to buy things, and therefore in the overall concept of the product is also the most basic, the most important part. Consumers buy a product not to possess or obtain the product itself, but to obtain the utility or benefit that can satisfy a certain need.
Tangible products
The overall concept of the product
is the form through which the core product is realized, i.e., the image of the entities and services offered to the market. If the tangible product is a physical good, it is usually expressed in the marketplace in terms of product quality level, appearance features, style, brand name and packaging. The basic utility of the product must be realized in some concrete form. Marketers should first focus on the interests of the customer to buy the product, in order to better meet customer needs, from this point of departure and then go to seek the realization of the interests of the form of product design.
Additional products
It is all the additional services and benefits that customers get when they buy tangible products, including the provision of credit, free delivery, quality assurance, installation, after-sales service. The concept of add-on products comes from an in-depth understanding of market needs. Because buyers aim to satisfy a certain need, and thus they want everything related to the satisfaction of that need. American scholar Theodore Levitt once pointed out that: "the new competition is not in what each company's factory produces, but in what kind of additional benefits its products can provide (such as packaging, services, advertising, customer counseling, financing, delivery, warehousing, and other forms with other values)".
Expected Product
The overall concept of a product
is the set of product attributes and conditions that are typically desired and defaulted to by a buyer purchasing a particular product. In general, the customer in the purchase of a product, often based on previous consumer experience and corporate marketing campaigns, the product to be purchased to form a kind of expectation, such as for the guests of the hotel, the expectation is a clean bed, soap, towels, hot water, telephone and relatively quiet environment. Customers get, is to buy the product should be obtained, but also the enterprise in the provision of products should be provided to the customer, for the customer, in getting these basic attributes of the product, there is not too much set of mercurochrome and the formation of preferences, but if the customer does not get these, will be very dissatisfied, because the customer does not get what he should get, that is, the customer expects a whole set of product attributes and conditions.
Potential products
are all the additional parts and newly added features that a product may eventually realize. Many companies continue to offer potential products by adding to and expanding existing products, giving customers not only satisfaction, but also joy in acquiring these new features. So the potential product points to the possible evolution of the product and to the increasing expectations of the customer. Potential products require companies to constantly seek new ways to satisfy customers, and constantly turn potential products into real products, so that customers can get more surprises and better meet customer needs.
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The overall concept of the product
Modern marketing theory suggests that the overall concept of the product consists of four levels: the core product, the tangible product, the additional product and the psychological product. The overall concept of the product core product, also known as the substance of the product, is the consumer to buy a product when the pursuit of the interests of the customer really want to buy things, and therefore in the overall concept of the product is also the most basic, the most important part. Consumers buy a certain product, not in order to possess or obtain the product itself, but in order to obtain the utility or benefit that can satisfy a certain need. Such as buying a bicycle in order to walk, buy a burger in order to hunger, buy cosmetics is to hope that the beautiful, reflect the temperament, increase the charm and so on. Therefore, enterprises in the development of products, products should be clearly identified when promoting the benefits of the product can provide, the product is attractive. Tangible products are the form through which the core product is realized, that is, the image of the entity and service provided to the market. If the tangible product is a physical item, it is usually expressed in the marketplace in terms of the level of product quality, appearance features, style, brand name and packaging. The basic utility of the product must be realized in some concrete form. Marketers should first focus on the benefits that customers seek when purchasing products, in order to better meet customer needs, and from this point to seek the form of benefits to be realized, product design. The tangible characteristics of the product mainly refer to the quality, style, features, packaging. Such as refrigerators, tangible products do not only refer to the refrigerator's refrigeration function, but also includes its quality, shape, color, capacity and so on. Additional products are all the additional services and benefits that customers get when they buy tangible products, including the provision of credit, free delivery, warranty, installation, after-sales service and so on. The concept of add-on products comes from an in-depth understanding of market needs. Because buyers aim to satisfy a certain need, they want everything related to the satisfaction of that need. American scholar Theodore Levitt once pointed out that: "the new competition is not in the factories of each company to produce what products, but in the products can provide what kind of additional benefits (such as packaging, services, advertising, customer counseling, financing, delivery, warehousing and other forms of value)". Qingdao Television Factory can remain undefeated in the fierce competition in the market, the product into the country more than 5 million households, relying on the warm and thoughtful after-sales service. By April 1993, the factory had set up 236 maintenance outlets throughout the country and provided the best additional products to the market with the most sophisticated maintenance and testing equipment, the most advanced communication and transportation means, the best technical personnel and the best technical service. As the consumption of products is a continuous process, which requires both pre-sale promotion of the products and after-sale lasting and stable utility, the service is indispensable. It can be predicted that with the fierce market competition and user requirements continue to improve, additional products are becoming more and more important means of winning the competition. Psychological products refers to the brand and image of the product to provide customers with psychological satisfaction. Product consumption is often a combination of physiological and psychological consumption process, with the improvement of people's living standards, people are increasingly important to the product brand and image, and therefore it is also an important part of the overall concept of the product.