The above is a useful way to view products since it is clear that the three levels will
assume differing levels of importance for different products. In the case of fairly homogeneous
products (e.g. milk), it would be expected that the core product would be most
important. For durable goods, like washing machines, the augmented product is important
because of guarantees and after-sales service. For fashion items, the tangible product
will be important, as will the augmented product through image and brand name. This
gives the marketer important clues about where to direct the tools of product differentiation
and which tools to use. In the purchase of cosmetics, for example, offering
after-sales service and guarantees will have little relevance but the building of image and
brand names would be much more effective. In the purchase of a car, however, aftersales
service and guarantees would be very important to the consumer.