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Unformatted text preview: Chapter 11 What is a Product? What are Goods and Services ? Classifying Goods and Services for Consumer and Business Markets Benchmarking Quality of Services* The Product Mix The Product Life Cycle** Chapter 12 Managing Brands for Competitive Advantage Types of brands Trademarks Brand Extensions New Product Planning Product Development Strategies Rate of Adoption Determinants* * essay question ** extra credit...
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- Spring '11