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What Do Marketers Do?
A product manager is the keeper of a brand. Their job is to develop the product strategy—the what...
Building Your Personal Brand
Can you honestly say that you “own” who you are? Do your habits and mannerisms belong to you? Are...
Critical Thinking Exercises
1. Brainstorm purchases that you have made this week. Classify each into convenience produc...
Applied Marketing Knowledge: Discussion Questions
1. Think of a product that you have used recently. What are the core, actual, and augmented...
Key Terms
actual product product available for purchase augmented product product having unseen aspects ...
Chapter Summary
Products are the consumer offering. They are the reason that the customer is making a value excha...
9.9 Ethical Issues in Packaging
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain ethical issues...
9.8 Environmental Concerns Regarding Packaging
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe environmental...
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...
9.6 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...
9.5 Branding and Brand Development
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define branding and di...
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...