In summary, in view of the product, during the language learning process, Goethe
Institute can adjust itself according to learners' personal needs. The curriculum is designed
in different levels; the styles of teaching are flexible and diverse; the teaching aid and
material facilities are all effectively supportive, while the German language complements
its culture. These teaching systems can fully meet the needs of customers, which are
probably various. The Goethe Institute considers the product design from the customer's
needs. These products fulfill both universal and individual needs of the learners from
different countries. Therefore, the combination of customer's needs and product positioning
and designs make the consumers more willing to accept the service. In other words,
products actually find their own target market.