PRODUCT AND SERVICES STRATEGY
Previewing the ConceptsCHAPTER OBJECTIVES
1. Define product and the major classifications of products and services.
2. Describe the roles of product and service branding, packaging, and labeling, and
product support services.
Marketing Warfare Summary
Al Ries and Jack Trout argue that marketing is war and that firms would do better by
becoming competitor oriented rather than customer oriented.
The principal of force
Ries & Trout argue that once a firm is at the top it will use
Why is lowering the price bad?
Quality and price do not exist as isolated concepts in consumers minds. They are interrelated.
Research has shown that price cuts do cause the consumers to believe that something is wrong.
Lowering the price decreases the br
SEMESTER TAKE HOME PROJECT
20% of Course Grade
MKT 600 Sections D & C
DR. NICOLAS E. KHOURY
CHOOSE A NEW PRODUCT YOU WILL INTRODUCE FOR THE COMPANY YOU ARE CURRENTLY
EMPLOYED BY, OR FOR ANOTHER COMPANY IN ANY INDUSTRY.
Product Life Cycle
A new product progresses through a sequence of stages from introduction to growth,
maturity and decline. This sequence is known as product life cycle and is associated with the
changes of the marketing situation, and thus impacting the