Whole product

In marketing, the whole product concept is the third iteration of a model originally developed by Philip Kotler, a professor at the Kellogg School of Management at Northwestern University.

In his book entitled “Marketing Management” Kotler drew attention to the fact that consumers purchase more than the core product itself. And understanding the perception of value from the customer’s point of view, can help salespeople meet customer expectations.^[1]

Kotler’s Five Product Levels Model outlines a hierarchy of product features, starting with the core product and progressing through expected features, augmented features, and potential future enhancements.

Following the insights provided by Philip Kotler, Ted Levitt, a professor at Harvard Business School, elaborated on the fact that consumers purchase more than core features and functions. Rather, they purchase the core product combined with complimentary attributes, the majority of which are intangible.

The total product was Levitt’s vision of how intangible elements could be added to a physical product, transforming it into an offering that was often more valuable than the physical attributes alone.

The total product concept was also refined by Tom Peters. In a 1986 publication entitled "The Eye of the Beholder", Peters proposed an extension to Levitt’s total product concept that describes the discrepancy between insider and customer perceptions in three different types of industries.^[2]

Following the insights provided by Philip Kotler, Ted Levitt and later Tom Peters, Regis McKenna renamed the total product concept, calling it the "whole product" which he defined as a generic or core product, augmented by everything that is needed for the customer to have a compelling reason to buy.^[3]

A fourth iteration has been suggested by Warren Schirtzinger called the Low Risk Recipe. Schirtzinger organizes intangible product attributes into three groups that surround the core innovation, and act to lower the end user's perception of risk and encourage the adoption of a new innovation;^[4]

End User Harmony - "closeness and understanding that allows the supplier to see the world from the customer’s point of view, and create a product that fits them so well, that it sells itself."
Reliability and Commitment - "the supplier performs consistently well and in a trustworthy manner, which demonstrates the characteristics of an ideal partner with the required domain expertise"
Safety in Numbers - "an independent ecosystem that increases the buyer’s confidence, provides unbiased support and reduces the perception of risk"

Working together with Warren Schirtzinger, Jose Bermejo suggested new intangible attributes that apply specifically to software products. Jose's angle sees the intangible elements of the Schirtzinger's Low Risk Reinvention as a way to build a brand beyond a core product and named his refined approach for software-based products The Brand Development Wheel™.^[5] He also separates the tangible dimensions of product and technology to differentiate what is required by innovators versus what is required by early adopters.

References

^ "The Evolution of the Perceived Value Product Model". Diffusion Research Institute. Retrieved 2024-11-27.
^ "Product Perception and the Eye of the Beholder". High Tech Strategies. Retrieved 2022-06-16.
^ McKenna, Regis (1985). The Regis Touch. Addison Wesley. p. 84. ISBN 0201139642.
^ "Low Risk Recipe". High Tech Strategies. Retrieved 2022-01-28.
^ "Whole Product Strategy: Setting Your Innovation & Brand Apart". www.predictableinnovation.com. Retrieved 2023-12-21.

This business-related article is a stub. You can help Wikipedia by expanding it.

Read other articles:

Sankt Valentin

Peta wilayah Sankt Valentin (merah). Sankt Valentin adalah kota yang terletak di Austria Hilir, Austria. Kota ini memiliki luas sebesar 45.61 km². Kota ini memiliki populasi sebesar 9.130 jiwa. Pranala luar Situs resmi lbsKota di distrik Amstetten Allhartsberg Amstetten Ardagger Aschbach-Markt Behamberg Biberbach Ennsdorf Ernsthofen Ertl Euratsfeld Ferschnitz Haag Haidershofen Hollenstein an der Ybbs Kematen an der Ybbs Neuhofen an der Ybbs Neustadtl an der Donau Oed-Öhling Opponitz Sa...

Lingkar Studi Mahasiswa Marhaenis

a. Bintang : Ketinggian cita -cita dan keluhuran budi. b. Lingkaran : Perjuangan yang bulat, konsisten, dan kontinue (berkelanjutan).c. Banteng Ketaton (miring ke kiri) : Simbol kekuatan dan perlawanan rakyat marhaen (petani & kaum melarat lainnya)d. Warna Hitam : Keteguhan pendirian dalam mengemban amanah perjuangan.e. Warna Merah : Keberanian. f. Warna Putih : Kesucian dan ketulusan. g.Tiga Sudut Segitiga : Marhaenisme (Sosio - nasionalisme, Sosio - De...

Evo Morales

Evo Morales Presiden Bolivia ke-80Masa jabatan22 Januari 2006 – 10 November 2019Wakil PresidenÁlvaro García Linera PendahuluEduardo RodríguezPenggantiJeanine ÁñezPresiden pro tempore CELACMenjabat14 Januari 2019 – 10 November 2019 PendahuluSalvador Sánchez CerénPenggantiKosongPresiden pro tempore UNASURMenjabat17 April 2018 – 16 April 2019 PendahuluMauricio MacriPenggantiKosongKetua Gerakan untuk SosialismePetahanaMulai menjabat 1 Januari 1998 Penda...

Dieticyclidine

Chemical compound DieticyclidineClinical dataATC codenoneLegal statusLegal status CA: Schedule I UK: Class B Identifiers IUPAC name N,N-diethyl-1-phenylcyclohexan-1-amine CAS Number2201-19-6 YPubChem CID604690ChemSpider525655 NUNII8JY6P22UVDCompTox Dashboard (EPA)DTXSID00944617 Chemical and physical dataFormulaC16H25NMolar mass231.383 g·mol−13D model (JSmol)Interactive image SMILES CCN(CC)C1(CCCCC1)C2=CC=CC=C2 InChI InChI=1S/C16H25N/c1-3-17(4-2)16(13-9-6-10-14-16)1...

2016 California Proposition 60

2016 California ballot proposition Proposition 60Adult Film Condom RequirementsResults Choice Votes % Yes 6,168,388 46.33% No 7,146,039 53.67% Valid votes 13,314,427 91.13% Invalid or blank votes 1,296,082 8.87% Total votes 14,610,509 100.00% Registered voters/turnout 19,411,771 75.27% Yes 60–70% 50–60% No 70–80% 60–70% 50–60% Source: California Secretary of State[1] Elections in California Federal government ...

Formosa Betrayed (book)

Book by George H. Kerr This article is about the 1965 book written by George H. Kerr. For the 2009 film directed by Adam Kane, see Formosa Betrayed (film). This article relies largely or entirely on a single source. Relevant discussion may be found on the talk page. Please help improve this article by introducing citations to additional sources.Find sources: Formosa Betrayed book – news · newspapers · books · scholar · JSTOR (March 2021) Formosa B...

Michael Foreman (antariksawan)

Untuk penulis dan ilustrator, lihat Michael Foreman (penulis/ilustrator) Michael J. ForemanLahir29 Maret 1957 (umur 67)Columbus, OhioStatusPurnawirawanKebangsaanAmerika SerikatNama lainMichael James ForemanKarier luar angkasaAntariksawan NASAMisiSTS-123, STS-129Lambang misi Michael James Foreman (lahir 29 Maret 1957) adalah seorang purnawirawan pilot Angkatan Laut Amerika Serikat dan antariksawan NASA. Saat di NASA, Foreman menjadi bagian dari sebuah misi yang mengirim Modul Eksperi...

Primeiro Campeonato Nacional de Clubes

Primeiro Campeonato Nacional de Clubes Competizione Campeonato Brasileiro Série A Sport Calcio Edizione 1ª Organizzatore CBD Date dal 7 agosto 1971al 19 dicembre 1971 Luogo Brasile Partecipanti 20 Risultati Vincitore Atlético Mineiro(1º titolo) Statistiche Miglior marcatore Dadá Maravilha(Atlético Mineiro), 15 gol Incontri disputati 229 Gol segnati 419 (1,83 per incontro) Pubblico 4 662 247 (20 359 per incontro) Cronologia della competizione ed. s...

As Blood Runs Black

Artikel ini sebatang kara, artinya tidak ada artikel lain yang memiliki pranala balik ke halaman ini.Bantulah menambah pranala ke artikel ini dari artikel yang berhubungan atau coba peralatan pencari pranala.Tag ini diberikan pada Desember 2022. Artikel ini sebatang kara, artinya tidak ada artikel lain yang memiliki pranala balik ke halaman ini.Bantulah menambah pranala ke artikel ini dari artikel yang berhubungan atau coba peralatan pencari pranala.Tag ini diberikan pada Oktober 2022. As Blo...

Prakash Javadekar

Prakash Javadekar Prakash Keshav Javadekar (lahir 30 Januari 1951) adalah seorang politikus India. Ia adalah anggota Partai Bharatiya Janata dan kini menjabat sebagai Menteri Lingkungan Hidup, Kehutanan dan Perubahan Iklim, Menteri Informasi dan Penyiaran dan Menteri Industri Alat Berat dan Wirausaha Negeri. Pranala luar Wikimedia Commons memiliki media mengenai Prakash Javadekar. Wikiquote memiliki koleksi kutipan yang berkaitan dengan: Prakash Javadekar. Official website Detailed Profile: S...

История христианства в Центральной Азии

ХристианствоБиблия Ветхий Завет Новый Завет Евангелие Десять заповедей Нагорная проповедь Апокрифы Бог, Троица Бог Отец Иисус Христос Святой Дух История христианства Апостолы Хронология христианства Раннее христианство Гностическое христианство Вселенские соборы Н...

土库曼斯坦总统

土库曼斯坦总统土库曼斯坦国徽土库曼斯坦总统旗現任谢尔达尔·别尔德穆哈梅多夫自2022年3月19日官邸阿什哈巴德总统府（Oguzkhan Presidential Palace）機關所在地阿什哈巴德任命者直接选举任期7年，可连选连任首任萨帕尔穆拉特·尼亚佐夫设立1991年10月27日土库曼斯坦土库曼斯坦政府与政治国家政府土库曼斯坦宪法国旗国徽国歌立法機關（英语：National Council of Turkmenistan） ...

KCRR

Radio station in Grundy Center, Iowa KCRRGrundy Center, IowaBroadcast areaWaterloo-Cedar FallsFrequency97.7 MHzBranding97.7 KCRRProgrammingFormatClassic rockAffiliationsCompass Media NetworksOwnershipOwnerTownsquare Media(Townsquare License, LLC)Sister stationsKKHQ-FM, KOEL, KOEL-FMHistoryFirst air date1983 (1983) (as KGCI)Former call signsKGCI (1983–1995)Call sign meaningClassic Rock RadioTechnical informationFacility ID25471ClassC3ERP16,000 wattsHAAT124 meters (407 ft)LinksWebca...

Kenro Izu

Kenro Izu井津建郎Kenro Izu (2014)BornOsakaNationalityJapaneseAlma materNihon UniversityKnown forphotographyWebsitehttp://kenroizu.com/ Kenro Izu (井津建郎, Izu Kenrō, born 1949 in Osaka[1]) is a Japanese-born photographer based in the United States.[2] He is the founder of children's charity Friends Without a Border, for which he has received two awards. He has also been awarded for his photography. Life Izu attended Nihon University College of Art in Toky...

Bare Fists

Bare FistsIklan surat kabarSutradaraJohn FordProduserPat PowersDitulis olehEugene B. LewisBernard McConvillePemeranHarry CareySinematograferJohn W. BrownDistributorUniversal PicturesTanggal rilis 5 Mei 1919 (1919-05-05) Durasi60 menitNegaraAmerika SerikatBahasaBisu (intertitel Inggris) Bare Fists (juga dikenal sebagai The Man Who Wouldn’t Shoot) [1] adalah sebuah film koboi Amerika Serikat tahun 1919 garapan John Ford dan menampilkan Harry Carey. Film tersebut dianggap menjadi ...

Cultural rights

Movement asserting the right to practise traditions of culture and language Not to be confused with Cultural right. See also: Economic, social and cultural rights Rights Theoretical distinctions Claim rights and liberty rights Individual and group rights Natural rights and legal rights Negative and positive rights Human rights Civil and political Economic, social and cultural Three generations Rights by beneficiary Accused Animals Children Consumers Creditors Deaf Disabled Elders Farmers Fetu...

Prajñā (Buddhism)

Buddhist term often translated as wisdom or intelligence See also: Prajñā (Hinduism) Part of a series onBuddhism Glossary Index Outline History Timeline The Buddha Pre-sectarian Buddhism Councils Silk Road transmission of Buddhism Decline in the Indian subcontinent Later Buddhists Buddhist modernism DharmaConcepts Four Noble Truths Noble Eightfold Path Dharma wheel Five Aggregates Impermanence Suffering Not-self Dependent Origination Middle Way Emptiness Morality Karma Rebirth Saṃsāra Co...

Histiocytosis

Medical conditionHistiocytosisSpecialtyHematology In medicine, histiocytosis is an excessive number of histiocytes[1] (tissue macrophages), and the term is also often used to refer to a group of rare diseases which share this sign as a characteristic. Occasionally and confusingly, the term histiocytosis is sometimes used to refer to individual diseases. According to the Histiocytosis Association, 1 in 200,000 children in the United States are born with histiocytosis each year.&#...

Leadville Historic District

Historic district in Colorado, United States United States historic placeLeadville Historic DistrictU.S. National Register of Historic PlacesU.S. National Historic Landmark District Leadville circa 1880[1]Show map of ColoradoShow map of the United StatesLocationLeadville, ColoradoCoordinates39°14′39″N 106°13′42″W / 39.24417°N 106.22833°W / 39.24417; -106.22833Built1860ArchitectH. A. W. TaborArchitectural styleLate VictorianNRHP reference&#...

يأجوج ومأجوج

جزء من سلسلة مقالات عنعلم الآخرات البوذيةعلم الآخرات في البوذية [الإنجليزية] مايتريا العصور الثلاث [الإنجليزية] المسيحيةعلم الآخرات المسيحية نصوص الكتاب المقدس رؤيا يوحنا سفر دانيال خطاب أوليفييه [الإنجليزية] الخراف والماعز [الإنجليزية] شخصيات رئيسية يسوع الشاهدان [الإن�...