5 Designing Marketing Programs to Build Brand Equity
Learning Objectives
After reading this chapter, you should be able to
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Identify some of the new perspectives and developments in marketing.
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Describe how marketers enhance product experience.
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Explain the rationale for value pricing.
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List some of the direct and indirect channel options.
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Summarize the reasons for the growth in private labels.
Part of John Deere’s success is its well-conceived and executed product, pricing, and channel strategies.
Source: Eric Schlegel/The New York Times/Redux Pictures
Preview
This chapter considers how marketing activities in general—and product, ...
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