Part 5. Product Innovation and Management
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Schmidt, J. B. 2010. Whole-Product Concept. Wiley International Encyclopedia of Marketing. 5.
- 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