According to Levitt (1974) it is not so much the basic, generic,
central thing firms sell that counts, rather it is the whole cluster of
value satisfaction that surrounds it. He described the concept of supplementary
services as the ‘‘total product concept’’ (Levitt, 1980).
This concept consists of a core product, which is surrounded by three
concentric circles. The inner band surrounding the core product, he
termed as the expected product. The outer band is the augmented
products, which are the future benefits added to the core and expected
product to enhance the appeal of the product. However, these augmented
products could become expectations in the future. The outermost
band represents the potential product, this consists of all potential
elements that can be used to attract and retain customers. Levitt’s
‘total product concept’ is based primarily on the manufacturing goods,
and cannot be totally applied to the service industries, such as tourism.
Shostack’s (1977) ‘molecular model’ provides an alternative framework
that demonstrates a more specific understanding for the structure
of service products. She uses the model to make an analogy to a
chemical molecule, which is intended to help marketers visualize and
manage what she termed a ‘‘total market entity’’ (Lovelock, 1996).
According to Levitt (1974) it is not so much the basic, generic,
central thing firms sell that counts, rather it is the whole cluster of
value satisfaction that surrounds it. He described the concept of supplementary
services as the ‘‘total product concept’’ (Levitt, 1980).
This concept consists of a core product, which is surrounded by three
concentric circles. The inner band surrounding the core product, he
termed as the expected product. The outer band is the augmented
products, which are the future benefits added to the core and expected
product to enhance the appeal of the product. However, these augmented
products could become expectations in the future. The outermost
band represents the potential product, this consists of all potential
elements that can be used to attract and retain customers. Levitt’s
‘total product concept’ is based primarily on the manufacturing goods,
and cannot be totally applied to the service industries, such as tourism.
Shostack’s (1977) ‘molecular model’ provides an alternative framework
that demonstrates a more specific understanding for the structure
of service products. She uses the model to make an analogy to a
chemical molecule, which is intended to help marketers visualize and
manage what she termed a ‘‘total market entity’’ (Lovelock, 1996).
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