Marketing utilities: A new look
Dean S. Ellis Ph.D., Laurence W. Jacobs Ph.D.
Journal of the Academy of Marketing Science · 1977 · Volume 5 · Issue 1
Abstract
Utility, it is usually agreed among marketers, is not just that which makes an item physically more useful; it is also that which makes a customer conceive of an item as being more useful. This usefulness is generally reflected in a customer's willingness to spend extra money to receive this service. Traditionally marketers have associated utility with time, place, possession, and form. While no one will disagree with these four categories, it may be that they are too narrow. This article expands these traditional four utilities to include other activities such as image creation, confidence building, and product customization which may lead to modifying the predisposition and perception of customers. It is with this expanded list that the marketer can better design his total product package so that customer utility can be maximized.
Keywords
Marketing Manager, Time Utility, Physical Item, Physical Manipulation, Form Utility
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