In Levitt's 'total product concept' the basic benefit the customer is buying is the:
A)core product
B)expected product
C)augmented product
D)potential product
E)none of the above

Question

Quizplus · Accepted Answer

Levitt's 'total product concept' includes the core product as the most basic benefit that the customer is buying. The core product refers to the main or essential product that satisfies the customer's primary need or want. The other product layers, such as expected product, augmented product, and potential product, add value to the core product but the core product remains the basic benefit.

In Levitt's 'Total Product Concept' the Basic Benefit the Customer