Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is ________, which addresses the question, "What is the buyer really buying?"
A) an actual product
B) an augmented product
C) core customer value
D) co-branding
E) exchange value

Question

Quizplus · Accepted Answer

The most basic level that product planners need to consider is the core customer value, which addresses the question of what the buyer is really buying. This level focuses on the core benefit that the product provides to the customer. The other levels are the actual product, which includes the features, design, and quality of the product, and the augmented product, which includes additional services and benefits that enhance the value of the product. Co-branding and exchange value are not related to the three levels of products and services.

Product Planners Need to Consider Products and Services on Three