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Whole-Product Concept

Part 5. Product Innovation and Management

  1. Jeffrey B. Schmidt

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05053

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Schmidt, J. B. 2010. Whole-Product Concept. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. University of Oklahoma, Norman, OK, USA

Publication History

  1. Published Online: 15 DEC 2010


Products and services may be thought of as having different levels of importance to those who consume them. The whole-product concept considers (i) core customer benefits, (ii) the actual product/service, and (iii) the augmented (ancillary) product/service as comprising market offerings. The ability to differentiate products and services is possible by changing the actual product/service and the augmented product/service even when competitive products provide the same or similar benefits to customers. The whole-product concept and its three levels are discussed and examples are provided. Finally, the whole-product concept is related to customer value proposition.


  • whole-product concept;
  • core customer benefit;
  • actual product/service;
  • augmented product/service;
  • customer value