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product concept

Margaret Bruce and Liz Barnes


The product concept is a basic outline of the features and values of the product . This should be based on the core benefit(s) of the proposition, which is a summary of the advantages the product will offer to the customer. In addition, the proposition should highlight the main features that differentiate it from the competition. The first definition of the product concept will tend to be general, but over time, as a result of market research and management deliberation, it will gradually become more refined. Cross‐functional communication is required in order to produce an accurate product concept ( Bruce and Biemans, 1995 ). Examples of product concepts are: a kettle that can be easily filled through the spout and enables the user to boil only small quantities of water at a time; and an ergonomically designed secretarial chair that adapts with ease to different tasks of the secretary and prevents backache. In these cases, more work is required to define some of the basic features outlined, for example, what is a “small volume of water?” ( 1995 ). Product Development: Meeting the Challenge of the Design–Marketing Interface . Chichester : John Wiley . ( 1984 ). Marketing and Product Development . Oxford : Philip Allan , ch. 7 . ... log in or subscribe to read full text

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