CH-10 PPT - Chapters 10 Product Concepts Professor Whitney...

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© 2011 Robert H. Smith School of Business University of Maryland Chapters 10 Product Concepts Professor Whitney Fall 2011
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© 2011 Robert H. Smith School of Business University of Maryland What Is a Product? Everything, both favorable and unfavorable, that a person receives in an exchange including tangible goods, services, ideas. Business or industrial Products vs. Consumer Products
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© 2011 Robert H. Smith School of Business University of Maryland Campbell’s Product Lines and Mix { } Product Mix Strategies : Line extensions, Brand Extensions, New Product Lines, Product Line Contraction Define: Product Mix Product Line Width/Breadth Depth/Length
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University of Maryland Branding Elements of Branding Brand Name Brand Logo/symbol URLs/Domain Names Brand Slogan Branding Characters Trademarks ( all elements including sounds, shapes, colors or designs, abbreviations, etc.) A BRAND is used to identify the source of a product. The ultimate driving machine
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This note was uploaded on 02/01/2012 for the course BMGT 350 taught by Professor Boyd during the Fall '08 term at Maryland.

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CH-10 PPT - Chapters 10 Product Concepts Professor Whitney...

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