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CB12e Basic PPT Ch13

CB12e Basic PPT Ch13

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Published by: tqt10 on Jan 13, 2009
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06/17/2009

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Chapter 13
Product and Distribution Strategies
 L e a r n i n g  G o a l s
Explain marketing’s definition of aproduct and list the components of the product strategy.Describe the classification systemfor consumer and business goodsand services.Distinguish between a product mixand a product line.Briefly describe each of the four stages of the product life cycle.List the stages of the new-productdevelopment process.Explain how firms identify their products.Outline and briefly describe eachof the major components of aneffective distribution strategy.Identify the variouscategories of distributionchannels and discus thefactors that influencechannel selection.
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PRODUCT STRATEGY 
Product
 
Bundle of physical, service, and symbolic attributes designed to satisfybuyers’ wants.
Classifying Goods and Services
Classifying Consumer Goods and Services
 
Convenience products
are items the consumer seeks to purchase frequently,immediately, and with little effort.
Shopping products
are those typically purchased only after the buyer hascompared competing products in competing stores.
Specialty products
are those that a purchaser is willing to make a special effortto obtain.
 
 

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