Critical Thinking In this chapter, we talked about the core product, the actual product, and the augmented product. Does this mean that marketers are simply trying to make products that are really the same seem different?

When marketers understand these three layers of the product and develop products with this concept in mind, what are the benefits to consumers? What are the hazards of this type of thinking?

8.26 Critical Thinking Discontinuous innovations are totally new products—something seldom seen in the marketplace.

What are some examples of discontinuous innovations introduced in the past 50 years? Why are there so few discontinuous innovations? What products have companies recently introduced that you believe will end up being regarded as discontinuous innovations?