• Summary
  • Contents
  • Subject index

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.

Core Product
Core product

Products can be considered as having several levels, each offering differing benefits to their consumers. The core product is the main reason for its existence and purchase, and comprises the benefits that would be considered basic to any product in the same category. For example, the core product benefits of a television set would be entertainment based on broadcast programmes. All television sets would be expected to have this minimum level of function, whatever other features and benefits (stereo sound, teletext etc.) the set might also provide.

From a consumer's viewpoint, the features of the core product form hygiene factors (Herzberg, 1959). Hygiene factors are ...

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