| Chapter 10 (pp. 250-259) "Going Batty for the New Beetle," p. 249 What is a Product? (Product, good, service, ideas) Classifying Products (convenience products, shopping products, speciality products, unsought products) Product Line and Product Mix (item, line, mix, width, depth) Product Life Cycle (introduction, growth, maturity, decline -- read Table 10.1) Chapter 11(pp. 281-287) Product differentation through quality, design, and support services(quality, level of quality, consistency of quality, product design, styling, product features, customer services, product positioning, perceptual map -- see top of p. 285 --, product deletion) Chapter 11 (pp. 273-280) Developing New Products Phases of New-Product Development (Idea Generation, Screening, Concept Testing, Business Analysis, Product Development, Test Marketing, Commercialization) "How Are Customer-Satisfying Products Developed..." p. 276 "Is Global Tobacco Marketing Ethical," p. 280 |
Chapter 12 "Dean's Foods Turns Milk Into a Cash Cow," p. 294 Branding (brand, brand name, brand mark, look at Table 12.1, trademark, trade name, value of branding) Read "Challenges of Developing Global Brands," p. 296 Brand Loyalty (brand recognition, preference, insistence, brand equity, look at table 12.2, manufacturer brands, private distributor brands) Selecting a Brand Name Protecting a Brand Branding Policies (individual branding, brand-extension branding, co-branding, brand licensing). Packaging (packaging functions, packaging considerations, family packaging, packaging and marketing strategy -- look at Table 12.3, altering the package, secondary-use packaging, category-consistent packaging, innovative packaging, multiple packaging, multiple packaging, handling-improved packaging, criticisms of packaging) "The Controversy over Copycat Packaging," p. 311 Labeling, UPC
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