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Any product has a number of different descriptions depending on who is asked, this idea lists the key definitions and the consequences of the differences. In "The Marketing Imagination" Theodore Levitt explains that there are a number of different views of the "complete product", that is the combination of products and services that the vendor delivers. If the Delivered product is smaller than the Augmented product then the customer will not repeat the purchase, if the Offered product is smaller than the Expected product the customer will not purchase. The types of product
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