9609 · 3.3.2
Product flashcards
Revision flashcards for Cambridge 9609 Product (syllabus 3.3.2). Flip, recall, then mark a real past-paper question.
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Core product?
The basic benefit the customer buys — e.g. thirst quenching, not just the drink.
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Actual product?
Physical features, design, brand name, packaging, quality.
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Augmented product?
Additional services — warranty, installation, customer support, finance.
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PLC stages?
Introduction → Growth → Maturity → Decline.
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Introduction stage marketing?
Awareness building, may accept losses, skimming or penetration pricing.
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Maturity stage challenge?
Sales plateau; competition intense — extension or cost efficiency needed.
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Brand purpose?
Differentiation, loyalty, premium pricing power, recognition.
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Product extension examples?
New flavours, sizes, markets — refresh PLC before decline.
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What is the 'Core Product' in the three levels of a product?
The fundamental need, benefit, or problem-solving service the customer is really buying. For example, the core product of a watch is the telling of time.
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What are the key characteristics of the 'Maturity' stage in the Product Life Cycle?
Sales reach their peak and stabilise, growth slows down, the market becomes saturated, and competition is at its most intense. Businesses often use extension strategies at this stage.
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Define 'Brand Equity'.
The commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself. It is a key intangible asset.
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Give an example of an extension strategy involving 'finding new uses'.
A company that sells a food product, such as vinegar, promoting it for non-culinary purposes like household cleaning or as a natural weed killer.
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What is the 'Augmented Product'?
The non-physical part of the product that adds value. It consists of additional services and benefits that surround the core and actual product, such as warranties, after-sales service, and free delivery.