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Chapter 9

MKT 100 Chapter Notes - Chapter 9: Total Chalaco, Brand Equity, Kodak


Department
Marketing
Course Code
MKT 100
Professor
Fathima Saleem
Chapter
9

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Chapter 9: Product, Branding, and Packaging Decisions
Complexity of Products and Types of Products
Complexity of Products
actual product
Core customer value: 
Associated Services (or augmented product):

Types of Products
Consumer Products: 
Specialty Products/Services: 
 
!"#$
Shopping Products/Services: 


Convenience Products/Services: 
 %&
Unsought Products/Services: '
%((&
Product Mix and Product Line Decisions
Product mix:  
Product lines: 

Product category: 

Brand: )
%"#' 
%&
*+,-.(
Product line breadth (variety):  
Product line depth: 
Stock keeping units (SKUs): /
%"01234,,#5-'
1234,,#567$1234,,#5#
&
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