ABSTRACT
A product is an offering of a firm which satisfies the needs of customers. Customers are seeking to purchase benefits and they are willing to part with items of value (including money and time) in exchange for gaining these satisfactions. This includes the core product and benefits, essentially the value the customer is actually purchasing, plus the product attributes which include the brand name, the design, the country of origin, and price and packaging, as well as support services such as delivery, installation, warranty, and after-sales service. Since many business marketers began their careers as engineers they often focus too strongly on the tangible core product and functions, rather than the total package that the customer considers when he/she buys.
