Page 347 - Marketing Management
P. 347
PART 5 Shaping the Market Offerings
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Chapter 12 Setting Product Strategy
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Chapter 13 Designing and Managing Services
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Chapter 14 Developing Pricing Strategies and Programs
12
Chapter
In This Chapter, We Will Address This trade show debut in Shanghai,
the Following Questions China, in April 2009 was part of the
global launch of the highly anticipated
1. What are the characteristics of products, and how do marketers Ford Fiesta world car.
classify products?
2. How can companies differentiate products?
3. Why is product design important and what factors affect a good design?
4. How can a company build and manage its product mix and
product lines?
5. How can companies combine products to create strong
co-brands or ingredient brands?
6. How can companies use packaging, labeling, warranties,
and guarantees as marketing tools?
