The Model of the Perspective of Technological Development of a Product in Marketing

The aim of the article is to analyze and summarize existing product models in marketing, to identify underexplored aspects of product analysis, taking into account current, and at times radical, technological and market changes, as well as the dynamic updating of the production base and product lines of many manufacturers in the global market in the context of innovative competition. The relevant theoretical and methodological instruments should consider and analyze the increasing changes and the rising level of turbulence in business operations. As a result of the conducted research, the authors of the article have found that existing product models do not account for the dynamic emergence of new conceptions, characteristics, and principles of product construction inherent in the transitional period of the development of the production and technological base during the establishment of the sixth technological order. The authors have developed a product model in marketing that focuses on its technological features, starting from the first level, which defines the technological principle for solving the consumer’s problem, through the second level, which reflects the standard existing set of product characteristics in the market. In turn, the third level of the model highlights the results of technological improvement of the existing product. The final, fourth level of the model shows fundamentally possible conceptual changes to the technological principle. All four levels of the model developed by the authors together form a coherent logic for analyzing the technological component of the product in marketing and are key for the manufacturer to forecast directions for technological improvement of their offering for both industrial and end consumers of the product. Prospects for further research involve the development of analytical instruments that enable the forecasting of potential competitive advantages of a product based on the model of technological development proposed by the authors.