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节三 产品设计
2021
2022
2023
A product is the physical object (hardware, food, medicine), software or service from which customer gets direct utility plus a number of other factors, services and perceptions that make the product:
Useful
Desirable
Convenient
Whole Product Concept
A product, to the potential customer, is value satisfaction
The generic “thing” or “device” is not itself the product. It is the minimum necessary to get into the “game”
A product has meaning only from the viewpoint of the customer or the ultimate user. Only the buyer or the user can assign value
产品整体概念
最基本的层次是核心利益，即顾客真正所购买的基本服务或利益。在旅馆，夜宿旅客真正要购买的是"休息与睡眠"。对于唇膏，妇女们真正要购买的是"希望"。
The generic product is the rudimentary “thing” without which there is no chance to participate in the market:
for a bank: loanable funds
for a realtor: “for sale” properties
for a lawyer: the bar exam certificate
for WebTV: the box
for satellite TV: the antenna and receiver box
The expected product represents the customer’s minimal expectations
Delivery conditions, installation services, post-sale services, spare parts, training, packaging conveniences
the bank: the loan officer who is cooperative
the realtor: who is on your side
the lawyer: who protects you
the WebTV: that only connects to a few home shopping channels
the Satellite TV retailer: that does not offer installation support to an old man
The Expected Product, cont’d
The expected attributes vary by customers and industries
They could be sources of product differentiation
depending on how well suppliers do them
Customer may be offered more than what she thinks she needs or expects
Computer that comes with “Office 2000” already installed
Optical store that replaces customer’s lost contact lenses nights & weekends and delivers them to customer’s home
Augmentations are means of product differentiation
They could also create customer dependency on the supplier
enlarge or increase