What are the three major components of a product?
1. Its core
- Product platform
- Design features
- Functional features
2. The packaging component
- Trade mark
- Brand name
- Price
- Quality
- Package
- Styling
3. The support services component
- Repair and maintenance
- Installation
- Instructions
- Other related services
- Deliveries
- Warranty
- Spare parts
The importance of each component, as well as the perceived component attributes are functions of culture. What may be desirable in one culture may be unimportant in another. A product is, in a large part, a cultural phenomenon; that is, culture determines the individual's perception of what a product is and what satisfaction that product provides.
Therefore, in developing products for international markets, adaptation of that bundle of utilities or satisfaction received may be necessary to bring the product in line with the culture's needs. Such adaptation may require changes of any one or all of the product components as defined above.