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Common Pricing Strategies
What you’ll learn to do: compare common pricing strategies Thus far we have discussed many prici...
Pricing Considerations
What you’ll learn to do: explain the primary factors to consider in pricing Now that we’ve con...
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...