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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...
9.3 The Product Life Cycle
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define the product lif...
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, ...
In the Spotlight
Figure 9.1 Marketing strategies define and support the product life cycle and brand, such as ...
References
1. Procter & Gamble, A Common Goal Drives Our Aspirations: P&G and the Hispanic Community, ...
Closing Company Case
Lineout If 50 is the new 30, most 50-year-olds want to look 30. Consumers in their twenties wa...
What Do Marketers Do?
Relatively few recent marketing graduates think about entering the nonprofit arena. Some of the k...
Building Your Personal Brand
Students who are building their résumés have always been encouraged to set themselves apart from ...
Critical Thinking Exercises
1. Like Nike’s marketing adaptation with “Nike by You,” other retailers offer customers ind...
Applied Marketing Knowledge: Discussion Questions
1. The Special Olympics offers businesses the opportunity to sponsor local, regional, natio...
Key Terms
acculturation the process by which a person’s family cultural patterns change because of direct ...
Chapter Summary
Marketing reflects an organization’s ethics and values as it communicates, especially with curren...
8.6 Ethical Issues in Diversity Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the ethical i...
8.5 Marketing to Sociodemographic Groups
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define sociodemographi...
8.4 Marketing to Hispanic, Black, and Asian Consumers
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the Hispanic,...
8.3 Multicultural Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define culture. 2 Exp...
8.2 Diversity and Inclusion Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define diversity marke...
8.1 Strategic Marketing: Standardization versus Adaptation
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define marketing stand...
In the Spotlight
Figure 8.1 Diversity marketing is an adaptation strategy in which companies tailor their mark...
References
1. “Company Timeline,” Starbucks Stories & News, Starbucks, January 24, 2019, https://stori...