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The principle tool that spells out the positioning strategies and all of the details of marketing strategy in most businesses is the marketing plan. The typical marketing plan includes a detailed analysis of the environment of the business, including an analysis of markets and competitors, and the businesses own strengths and weaknesses. As the plan is executed careful monitoring can allow for fine tuning and continuous improvement in the way the business serves its customers. A product is anything that can be offered to a market including services, places, and organizations to name a few. Different levels of product include the core product, the formal product and the augmented product. At the most basic level is the core product which is simply the benefit the product provides for the customer. It addresses the problem the product is meant to solve for the customer. If a person at Otis Elevator said, “Our customers don’t buy elevators, they buy movement,” what level of product would they be referring to? Multiple Choice Question A. Core Product B. Formal Product C. Augmented Product