MKTG 2018 10

MKTG Lamb, Hair, McDaniel

2018

10 CHAPTER Product Concepts

Designed by Amy McGuire, B-books, Ltd.

Prepared by Dana Freeman, B-books, Ltd.

Learning Outcomes

LO1 Define the term product

LO2 Classify consumer products

LO3 LO4

Define the terms product item, product line, and product mix

Describe marketing uses of branding

Learning Outcomes

LO5

Describe marketing uses of packaging and labeling

LO6 Discuss global issues in branding

and packaging

LO7 Describe how and why product warranties

are important marketing tools

What Is a Product?

Define the term product

What Is a Product?

Product is the starting point of Marketing Mix Product

Price

Promotion

Place (Distribution)

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