![]() ![]() The model considers that products are a means to an end to meet the various needs of customers. This means that even a retail store or a customer service representative is considered a product. He defines a product as anything that can meet a need or a want. What is a Product?įor Kotler, the definition of a product goes way beyond being a physical object or a service. Kotler was instrumental in making marketing an organization-wide activity. Kotler’s book, Marketing Management (15th Edition), was voted one of the 50 best business books of all time in the mid-1990s by the Financial Times.īefore Kotler, marketing existed within a silo, the marketing department. The Five Product Levels model was developed by Philip Kotler in the 1960s. At each product level, more customer value is added. These needs range from core needs to psychological needs. The Five Product Levels model provides a way to show the different levels of need customers have for a product. ![]()
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