Question

Topic: Other

Needed: Examples Of "whole Products"

Posted by Anonymous on 3/19/2004 at 3:13 PM ET 250 Points
I teach marketing workshops for small businesses as a volunteer for the Small Business Development Center. I'm intrigued by the "whole product" concept but my students are struggling to apply this concept given my pitiful example of airline ticket as core product and fabulous romantic vacation as the whole product. I want them to see past their product or service idea to customer needs, and to see how they can augment their product/service to meet those needs. I'd appreciate some great examples to share with them. So, I'm willing to break the bank and spend all of my points to get good answers!
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RESPONSES

  • Posted by Blaine Wilkerson on 3/19/2004 at 5:18 PM Member
    I like the car ideas...especially the BMW one (just so happens to be my initials..talk about a brand! ..lol).

    Hereis an AWESOME article that has some exercises you can do do in class. I highly recommend it.

    https://www.marketingprofs.com/2/fischler1.asp

    I hope that helps!
  • Posted by Pepper Blue on 3/19/2004 at 7:51 PM Member
    An example would be Dell advertising and marketing a computer as a complete digital imaging solution.

    Then that computer is shipped to a customer, this is the generic product, just the computer.

    But along with that comes a quick start guide, full manual, all the cables, software loaded and pre-configure, DVD tutorials, 800 help number 24/7 support, nice color printer, photo paper, monitor etc., virtually everything the customer needs to get into the digital photo world immediately.

    Not just the computer, but everything the customer needs to become a digital photo expert in a weekend (as long as has the digital camera)

    This is whole product marketing.



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