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BasicA commodity product that often responds to a basic need at an economic price. Such products require little or no thought before purchase and are perceived to have a low level of differentiation. Sometimes, the purchase of such a product is based on an unplanned decision (such as an impulsive purchase of a cold beverage on a hot day).
A basic service that often responds to a basic need at an accessible price. Such a service requires little or no thought before purchase and tends to be perceived as having a low level of differentiation among one service provider to another (such as between providers of Wi-Fi connectivity).