Module 9 - Products: Consumer Offerings
In the Spotlight
Figure 9.1 Marketing strategies define and support the product life cycle and brand, such as ...
9.1 Products, Services, and Experiences
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Differentiate between ...
9.2 Product Items, Product Lines, and Product Mixes
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define product items, ...
9.3 The Product Life Cycle
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define the product lif...
9.4 Marketing Strategies at Each Stage of the Product Life Cycle
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss marketing stra...
9.5 Branding and Brand Development
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define branding and di...
9.6 Forms of Brand Development, Brand Loyalty, and Brand Metrics
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify branding stra...
9.7 Creating Value through Packaging and Labeling
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe how an organi...
9.8 Environmental Concerns Regarding Packaging
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe environmental...
9.9 Ethical Issues in Packaging
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain ethical issues...
Chapter Summary
Products are the consumer offering. They are the reason that the customer is making a value excha...
Key Terms
actual product product available for purchase augmented product product having unseen aspects ...
Applied Marketing Knowledge: Discussion Questions
1. Think of a product that you have used recently. What are the core, actual, and augmented...
Critical Thinking Exercises
1. Brainstorm purchases that you have made this week. Classify each into convenience produc...
Building Your Personal Brand
Can you honestly say that you “own” who you are? Do your habits and mannerisms belong to you? Are...
What Do Marketers Do?
A product manager is the keeper of a brand. Their job is to develop the product strategy—the what...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
Closing Company Case
Ramblewood In 2018, husband and wife duo Zach and Riley McDonald began getting a flood of requ...
References
1. “Compare Bikes: Which One Is Right for You?,” Peloton, accessed February 1, 2022, https:...