8
Products, Services, and BrandsBuilding Customer Value
OBJECTIVES OUTLINE
- OBJECTIVE 8-1 Define product and describe the major classifications of products and services.
- OBJECTIVE 8-2 Describe the decisions companies make regarding their individual products and services, product lines, and product mixes.
- OBJECTIVE 8-3 Explore the four characteristics that affect the marketing of services and the additional marketing considerations that services require.
- OBJECTIVE 8-4 Discuss branding strategy—the decisions companies make in building and managing their brands.
CHAPTER PREVIEW
After examining customer value–driven marketing strategy, we now take a deeper look at the marketing mix: the tactical tools that marketers use to implement their strategies, ...
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