Page 290 - Foundations of Marketing
P. 290
Product and Price
Decisions
10: Product, Branding, and
We are now prepared to analyze the decisions and activities
Packaging Concepts
associated with developing and maintaining effective
11: Developing and Managing
marketing mixes. In PARTS 4 through 6, we focus on the Goods and Services
major components of the marketing mix: product, pricing, 12: Pricing Concepts and
Management
promotion, and distribution. PART 4 explores the product and
price ingredients of the marketing mix. CHAPTER 10 focuses
on basic product concepts and on branding and packaging
decisions. CHAPTER 11 analyzes various dimensions
regarding product management, including line extensions
and product modifi cation, new-product development, product
deletions, and the management of services as products. In
CHAPTER 12 we discuss a number of factors that affect how
pricing decisions are made.
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