Augmented Product
Augmented Product refers to a set of additional services and benefits that are added to the core product and actual product to meet the extra needs of customers and enhance the overall value of the product. The concept of an augmented product emphasizes not only providing the basic functions of the product but also offering additional services, support, and experiences to increase customer satisfaction and loyalty.
Augmented Product
Definition
An augmented product refers to a core product enhanced with additional services and benefits to meet extra customer needs and increase the overall value of the product. The concept emphasizes not only providing the basic product functions but also offering additional services, support, and experiences to enhance customer satisfaction and loyalty.
Origin
The concept of the augmented product originated in mid-20th century marketing theory. As market competition intensified, companies realized that providing only the core product was insufficient to meet the growing demands of consumers. Therefore, they began adding various additional services and benefits to their products to enhance competitiveness and customer satisfaction.
Categories and Characteristics
Augmented products can be categorized as follows:
- After-sales service: Includes warranty, repair, and return services aimed at addressing issues consumers may encounter post-purchase.
- Technical support: Provides technical consultation and usage guidance to help consumers better utilize the product.
- Additional features: Adds extra functions or characteristics to the core product to enhance its value.
- Brand experience: Enhances consumer brand recognition and loyalty through brand events and membership programs.
Specific Cases
Case 1: Apple Inc.
Apple not only offers high-quality electronic products but also provides extended warranty and technical support through AppleCare+. Additionally, Apple enhances user brand experience through its Apple Store physical locations and online community.
Case 2: Amazon
Amazon offers a wide range of products and enhances the shopping experience with its Prime membership service, which includes fast shipping, video streaming, and e-book borrowing, significantly boosting user satisfaction and loyalty.
Common Questions
Q: Does providing an augmented product increase a company's costs?
A: Yes, offering an augmented product typically increases costs, but these can be offset by higher customer satisfaction and loyalty, leading to increased sales and market share.
Q: Do all products need to be augmented?
A: Not necessarily. The need for an augmented product depends on market competition and consumer demand. If the core product already meets consumer needs, additional augmentation may not be required.
