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MKT 280 - Part 4 - Ch 11 - Fall 2007

MKT 280 - Part 4 - Ch 11 - Fall 2007 - Products...

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    Products Part 4 – Chapter 11
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    Basic Issues Product: Anything (goods or services) that  can be offered to a market for attention,  acquisition, use, or consumption and that  might satisfy a want or a need. Tangible product Augmented product Generic product (Core benefits)
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    Applying the Generic Product Concept A.                                                     A.                                                     Company-Oriented View              Company-Oriented View              of Product Planning of Product Planning     B.                                          B.                                          Consumer-Oriented View  Consumer-Oriented View  of Product Planning of Product Planning 1.                           Starts 
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