Clearly, perfume is more than just perfume when Revlon sells it. Revlon's great success in the rough-and-tumble fragrance world comes from developing an innovative product concept. An effective product concept is the first step in marketing-mix planning.

This chapter begins with a deceptively simple question: Wiiat is a product? After answering this question, we look at ways to classify products in consumer and business markets and look for links between types of product and types of marketing strategy. Next, we see that each product requires several decisions that go beyond product design. These decisions involve branding, packaging, labelling and product-support services. We move from decisions about individual products to decisions about building product tines and product mixes. Finally, we address some complex considerations in international product decisions.

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