Brands Products Packaging and Services

CHAPTER OBJECTIVES

After reading this chapter, you should he able to:

Define the terra product including the core, actual and augmented product.

Explain the main classifications of consumer and industrial products.

Outline the range of individual product decisions that marketers make.

Explain the purpose of branding and identify the chief branding decisions.

Explain the decisions that companies make when developing product lines and mixes.

List the considerations that marketers face in making international product decisions.

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