MARKETING MANAGEMENT 12 th edition 12 Setting Product Strategy Kotler Keller 12-2 Chapter Questions • What are the characteristics of products and how can they be classified? • How can companies differentiate products? • How can a company build and manage its product mix and product lines? • How can companies combine products to create strong co-brands or ingredient brands? • How can companies use packaging, labeling, warranties, and guarantees as marketing tools? 12-3 At the heart of a great brand is a great product 12-4 Product Anything that can be offered to a market to satisfy a want or need.
9
Embed
MARKETING MANAGEMENT Chapter Questions · • How can companies combine products to create strong co-brands or ingredient brands? • How can companies use packaging, labeling, warranties,
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
MARKETING MANAGEMENT12th edition
12 Setting Product
Strategy
Kotler Keller 12-2
Chapter Questions
• What are the characteristics of products and how can they be classified?
• How can companies differentiate products?• How can a company build and manage its
product mix and product lines?• How can companies combine products to create
strong co-brands or ingredient brands?• How can companies use packaging, labeling,
warranties, and guarantees as marketing tools?
12-3
At the heart of a great brand is a great product
12-4
Product
Anything that can be offered to a market to satisfy a want or need.