Material Detail

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.

Student Task

Most marketing textbooks will show products as having three distinct levels, namely the core benefit or need, the actual product itself, and the augmented product. However, in some more advanced marketing textbooks, this model is expanded to include five different product levels, with expected product and the potential product added to the model.

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