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implication of the marketing orientation
is that the 
product or service
is not a 'thing' with 'features' 
but, from the customer's point of view, is a 
package of benefits
, 
which meets a need or provides a 
solution
to a problem. 
Core and augmented product 
(a) The 
core product 
is a product's essential features. The core product of a credit card is the ability 
to borrow up to a certain limit and pay off in varied instalments. 
(b) 
Augmentations
are additional benefits. Most credit cards offer travel insurance, for instance. 
Marketing managers make the following distinction. 
(a) Product 
class
.
This is a broad category of product, such as cars, washing machines and so forth. 
This corresponds to the core or generic product identified above. 
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CHAPTER 6
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ORGANISATIONAL CULTURE AND COMMITTEES 
 
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(b) Product 
form
. 
This category refers to the different types of product within a product class. The 
product class 'cars' may have several forms, including five-door hatchbacks, four-wheel drive 
vehicles, hearses and so forth. 
(c) 
Brand or make
. 
This refers to the particular brand or make of the product form. For example, the 
Nissan Micra, Vauxhall Corsa and Rover 100 are, broadly speaking, examples of the same 
product form. 
When considering the marketing mix, the 
product life cycle 
is relevant. A product may be expected to go 
through the life cycle stages of introduction, growth, maturity, decline and senility. A 
different marketing 
approach is appropriate to each stage
, and different levels of sales and profit can be expected. Note 
that the product life cycle is a