Product planners need to consider products and services on three levels. At the second level, product planners must:

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BlackTom AI · Accepted Answer

To address the question about product planning levels, let's evaluate each option in turn with how it fits (or not) with the second level.
Option 1: "offer additional product support and after-sale services". These elements belong to the augmented product level—the extras that accompany the core and actual product, such as warranties, customer service, and after-sales support. They are not the core functional features that constitute the second level, so this is not the correct characterization of the second level.
Option 2: "define the problem-solving benefits or services that consumers seek". This description aligns more with identifying what needs or benefits the product should fulfill at a conceptual stage, which corresponds to the core value proposition or core benefit, not the second level. It’s about what the product should deliver in essence, rather than how it is turned into a tangible product.
Option 3: "identify the core customer value that consumers seek from the product". This is also about the fundamental reason customers want the product—the core benefit itself. It sits at the first level of the product concept (the core benefit), not the second level where the core idea is transformed into tangible features.
Option 4: "find out how they can create the most satisfying brand experience". Crafting a brand experience relates to positioning, branding, and the augmented aspects of the product experience, which extend beyond the second level’s focus on the actual product’s features and design. Hence this describes broader branding work rather than the second level.
Option 5: "turn the core benefit into an actual product". This precisely matches the second level of product planning, where the identified core benefit is translated into the tangible features, design, and attributes that constitute the actual product. It’s the step that converts an abstract benefit into something concrete the consumer can purchase and use.

MKTG1199 LF03 - In-class Test 1

Product planners need to consider products and services on three levels. At the second level, product planners must:

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