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產品供給顧客之附加服務或利益，是產品三個層次中的哪一種？
(A)正規產品
(B)引伸產品
(C)核心產品
(D)有形產品

郵局◆企業管理大意及洗錢防制法大意- 96 年 - 96年中華郵政從業人員甄試-專業職(二)-【內勤】-【企業管理大意】#4122

答案：B
難度： 非常簡單

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	瑄高一下 (2014/01/26) 一個完整的產品規劃包含了哪三個層次 (A)核心產品、有形產品、無形產品 (B)核心產品、有形產品、延伸產品 (C)核心產品、.....觀看完整全文，請先登入檢舉

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	7F jacks.shih已考上高二下 (2016/06/30) 西元1967年，Philip T. Kotler在 Marketing Management的著作中，提出：（一）Core benefit （二）Basic product （三）Expected product （四）Augmented product（五）Potential product坊間的參考書、網路上的論文等資料，對於（四）Augmented的翻譯，大抵有（擴增、擴大、延伸、引申、附加）這五種翻譯，內容更是論敘不一，建議依原著P.T.Kotler為本，下面有附原著資料來源。另外今年自來水的考試，有出一題如下：（經申訴，回覆因各學者定義不同，考試無指定教材，所以選附加或延伸都給分。）49.在行銷規劃中，產品是一種包容性的觀念，分為不同的產品層次。請問「產品的運送、安裝、品質保證與售後服務」屬於下列何者？（答案3、4） (1... 查看完整內容西元1967年，Philip T. Kotler在 Marketing Management的著作中，提出：（一）Core benefit （二）Basic product （三）Expected product （四）Augmented product （五）Potential product 坊間的參考書、網路上的論文等資料，對於（四）Augmented的翻譯，大抵有（擴增、擴大、延伸、引申、附加）這五種翻譯，內容更是論敘不一，建議依原著P.T.Kotler為本，下面有附原著資料來源。另外今年自來水的考試，有出一題如下：（經申訴，回覆因各學者定義不同，考試無指定教材，所以選附加或延伸都給分。） 49.在行銷規劃中，產品是一種包容性的觀念，分為不同的產品層次。請問「產品的運送、安裝、品質保證與售後服務」屬於下列何者？（答案3、4） (1) 核心產品 (2) 有形產品 (3) 延伸產品 (4) 附加產品 105 自來水評價人員考試-企業管理結論：讀書本該有所本，為了不被參考書或網路（各自解讀）的（翻譯）改變了原著的主張，且尊重Kotler大師，讓我們研讀一下原文資料吧！（http://dl.ueb.edu.vn/bitstream/1247/2250/1/Marketing_Management_-_Millenium_Edition.pdf）。節錄5 種產品層次的原文如下： The most fundamental level is the core benefit: the fundamental service or benefit that the customer is really buying. A hotel guest is buying “rest and sleep”; the pur-chaser of a drill is buying “holes.” Effective marketers therefore see themselves as providers of product benefits, not merely product features. At the second level, the marketer has to turn the core benefit into a basic product. Thus, a hotel room includes a bed, bathroom, towels, and closet. At the third level, the marketer prepares an expected product, a set of attributes and conditions that buyers normally expect when they buy the product. Hotel guests expect a clean bed, fresh towels, and so on. Because most hotels can meet this minimum expectation, the traveler normally will settle for whichever hotel is most convenient or least expensive. At the fourth level, the marketer prepares an augmented product that exceeds customer expectations. A hotel might include a remote-control television set, fresh flowers, and express check-in and checkout. Today’s competition essentially takes place at the product-augmentation level. (In less developed countries, competition takes place mostly at the expected product level.) Product augmentation leads the marketer to look at the user’s total consumption system: the way the user performs the tasks of getting, using, fixing, and disposing of the product.2 As Levitt notes: “The new competition is not between what companies produce in their factories, but between what they add to their factory output in the form of packaging, services, advertising, customer advice, financing, delivery arrangements, warehousing, and other things that people value.”3 However, product augmentation adds cost, so the marketer must determine whether customers will pay enough to cover the extra cost (of remote-control television in a hotel room, for example). Moreover, augmented benefits soon become expected benefits, which means that competitors have to search for still other features and benefits. And as companies raise the price of their augmented product, some competitors can offer a “stripped-down” version of the product at a much lower price. Thus, the hotel industry has seen the growth of fine hotels offering augmented products (Four Seasons, Ritz Carlton) as well as lower-cost lodgings offering basic products (Motel Six, Comfort Inn). At the fifth level stands the potential product, which encompasses all of the possible augmentations and transformations the product might undergo in the future. Here, a company searches for entirely new ways to satisfy its customers and distinguish its offer. As one example, Marriott’s TownePlace Suites all-suite hotels represent an innovative transformation of the traditional hotel product. 檢舉
	8F A.Y 高二上 (2018/02/23) n 產品的五個層次★★★★-★★★★-... (內容隱藏中) 查看隱藏文字
	9F eivk 高一上 (2018/02/26) 產品的五個層次提供容易理解的方法到飯店主要是休息、睡覺(核心產品) 房間裡面提供基本設備床、浴室(基本產品) 希望早上睡起來飯店有提供免費早餐(期望產品) 飯店如果還有SPA設備更好(延伸產品/擴大產品) 房客要離開時額外提供都市導覽服務(潛在產品) 檢舉

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