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word版07Objectives
Beabletodefineproductandknowthemajorclassificationsofproductsandservices.
Understandthedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixes.
Understandhowfirmsbuildandmanagetheirbrands.
Knowthefourcharacteristicsofservicesandtheadditionalmarketingconsiderationsthatservicesrequire.
Reviewadditionalproductissuesrelatedtosocialresponsibilityandinternationalmarketing.
Product
Anythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.
Service
Anyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanything.
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