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Product, Services, and Branding Strategies

Product, Services, and Branding Strategies

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Published by Kirul Nizam Aziz

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Published by: Kirul Nizam Aziz on Jun 27, 2011
Copyright:Attribution Non-commercial

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04/11/2013

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Copyright © 2009 Pearson Education South Asia Pte Ltd8-1
Product, Services,and BrandingStrategy
A GlobalA GlobalPerspectivePerspective
88
Philip KotlerPhilip KotlerGary ArmstrongGary ArmstrongSwee Hoon AngSwee Hoon AngSiew Meng LeongSiew Meng LeongChin Tiong TanChin Tiong TanOliver Yau Hon-Oliver Yau Hon-MingMing
PowerPoint slides adapted byPeggy Su
 
8-2Copyright © 2009 Pearson Education South Asia Pte Ltd
Learning Objectives
After studying this chapter, you should be able to:
1.
Define product and the major classifications of productsand services
2.
Describe the decisions companies make regarding their individual products and services, product lines, andproduct mixes
3.
Discuss branding strategy—the decisions companiesmake in building and managing their brands
4.
Identify the four characteristics that affect the marketingof a service and the additional marketingconsiderations that services require
 
8-3Copyright © 2009 Pearson Education South Asia Pte Ltd
Chapter Outline
1.
What Is a Product?
2.
Product and Service Decisions
3.
Branding Strategy: Building StrongBrands
4.
Services Marketing

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