Customer-value hierarchy

Customer-value hierarchy is five product levels that must be addressed by marketers in planning a market offering: core benefit; basic product; expected product; augmented product; and potential product.

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Customer-value hierarchy. Five product levels that must be addressed by marketers in planning a market offering: core benefit; basic product; expected product; augmented product; and potential product.