Divisibility Does one have to buy the whole concept, product or service at once or can it be obtained incrementally? The success of the Xerox 914 Copier in the mid-1960s can be attributed to the introductory short term lease program the company offered, rather than coming up with the equivalent of about $10000 at the time. A particularly attractive feature that sold buyers was that they paid only for copies that were made. This control factor had great appeal and was compatible with corporate behavior.
Communicability The degree to which the product ‘ s utility can be impressed on others. Can word-of-mouth and other endorsements be readily passed on to others about the advantageous product features?