In whole product thinking, what is represented by the expected product?

In whole product thinking, the expected product refers to the features and characteristics that customers anticipate based on their existing knowledge and experiences with similar products in the market. This includes the standard features that are expected as a baseline for any product in a specific category.

When customers consider making a purchase, they often have a mental model of what constitutes an acceptable product based on past interactions and competitive offerings. This understanding forms the foundation of their expectations, as they expect the product to include not only basic functionalities but also additional, common elements found in related products.

This concept underscores the importance of meeting market standards and fulfilling customer expectations to ensure satisfaction. While aspects like advanced features and emotional benefits play significant roles in enhancing the overall product experience, they go beyond the minimal expectations that are typically established by the market. The focus on features typical of similar products reinforces the idea that the expected product must first satisfy fundamental market norms before any added value can be recognized.