MKTG 396 Midterm Notes Lesson 7.docx - Lesson 7 Product Branding and Lifecycle Strategies Chapter 9 Products Services and Brands Building Customer Value

MKTG 396 Midterm Notes Lesson 7.docx - Lesson 7 Product...

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Lesson 7: Product, Branding, and Lifecycle Strategies Chapter 9 – Products, Services and Brands: Building Customer Value Chapter 10 – New Product Development and Product Life-Cycle Strategies 1.define product, and describe the main classifications of products and services. (textbook, pp. 279–285)
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*The distinction between a consumer product and a business product is based on the purpose for which the product is purchased. 3 groups of business products: 1) Materials and parts – raw materials 2) Capital items – installations and accessory equipment 3) Supplies and services – operating supplies and repair and maintenance items Other Market Offerings Organization marketing – consists of activities undertaken to create, maintain or change the attitudes and behavior of target customers toward an organization Person marketing – consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people. Place marketing – involves activities undertaken to create, maintain, or change attitudes or behavior
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  • Spring '15
  • Marketing, New Product Development and Product Life-Cycle Strategies

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