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Pricing Impact on Value of Products or Services
What you’ll learn to do: discuss how price affects the value of an organization’s products or ser...
Challenges for New Products
What you’ll learn to do: identify the challenges associated with marketing a new product successf...
New Product Development Process
What you’ll learn to do: describe the new-product development process We have considered the rol...
Product Portfolio Management
What you’ll learn to do: explain product portfolio management and how it relates to the organizat...
Product Life Cycle
What you’ll learn to do: discuss the product life cycle and its implications for marketing We ju...
Products and Marketing Mix
What you’ll learn to do: explain what a product is and the importance of products in the marketin...
Brand Development Strategies
What you’ll learn to do: explain key strategies for developing brands including brand ownership, ...
Packaging
What you’ll learn to do: discuss the role of packaging in the brand-building process Imagine you...
Name Selection
What you’ll learn to do: explain the importance of name selection in the success of a brand How ...
Brand Positioning and Alignment
What you’ll learn to do: explain how marketers use brand positioning to align marketing activitie...
Brand Equity
What you’ll learn to do: define brand equity and its role in measuring brand strength When most ...
Elements of Brand
What you’ll learn to do: describe the elements of brand and how brands add value to an organizati...
Implementing Positioning Strategy
What you’ll learn to do: describe the process of implementing a positioning strategy With your n...
Repositioning
What you’ll learn to do: explain repositioning and the associated risks and complexities of repos...
Developing Positioning Statements
What you’ll learn to do: develop and evaluate positioning statements based on defined criteria A...
The Positioning Process
What you’ll learn to do: explain the process of selecting a positioning and differentiation strat...
Defining Positioning and Differentiation
What you’ll learn to do: define product positioning and differentiation, and explain why they are...
B2B Purchasing Decisions
What you’ll learn to do: explain the B2B buying process and factors influencing B2B purchasing de...
Factors Influencing Consumer Decisions
The consumer decision process helps you understand the steps people go through when they are deci...
Low-Involvement vs. High-Involvement Decisions
What you’ll learn to do: explain the different buying processes for low-involvement and high-invo...