The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.
Product anatomy is the analysis of a product according to the different benefits it offers.
A product can be seen in terms of the benefits it offers to different buyers. Figure 2.1 shows the structure of a product in terms of different layers of benefits offered.
Figure 2.1 Layers of benefits
At the centre of the product is the core product. This is the basic product, and represents the main benefits for which the product is purchased in the first place. The core product usually provides the same benefits as competing products in the same category, so there is little or no differentiation at this stage. For example, all cars provide transport for people and luggage: these are the core benefits, and that is therefore ...