Figure 12.4 presents a product market grid that identifies the strategic playing field four quadrants. The principle axis is the perception of worth to the user in its usage. In some situations a product or service is primarily utilitarian. A soap that removes grime, a meal that fills that belly, a book that “kills time” in the reading. At the opposite end is a realization of, of perhaps a need to experience, a benefit which is something more than a simple utilitarian application. The soap now assures all-day deodorizing, the meal becomes a memorable occasion and the book takes the reader into another world. Conceivably all of these products, the soap, meal and book, are one and the same. But the market is split in its perception for a variety of internal reasons.