Suppliers know best what the customer needs in terms of quality. Product quality must therefore be upheld in order to attract and maintain the existing customers. The product feature orientation believes that all a firm needs to do is to offer for sale high quality goods with many attractive features, provide effective after-sale service and the goods will sell themselves (high quality, performance and features).Therefore, the managers of these organizations concentrate on making good products and improving them over time. These managers also assume that buyers or consumers admire well-made products and are willing to pay more for their products.
The product concept or philosophy leads to undue concentration on the product rather than the consumer needs. This situation is referred to as “marketing myopia” where the organization’s focus is on the product rather than the consumer’s needs.