Managing Product Lines, Brands, and Packaging

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更新时间：

2009-09-03

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Objectives
Product Characteristics
Building & Managing the Product Mix & Product Lines
Brand Decisions
Packaging & Labeling
Components of the Market Offering
Five Product Levels
Consumer-Goods Classification
Product Mix
Product-Line Length
Line Stretching
Downmarket
Upmarket
Two-way
Line Filling
Line Modernization
Line Featuring & Line Pruning
Two-Way Product-Line Stretch: Marriott Hotels
What is a Brand?
Brand Equity
An Overview of
Branding Decisions
Brand Strategies
Good Brand Names:
Why Package Crucial as a Marketing Tool
Self-service
Consumer affluence
Company & brand image
Opportunity for innovation
Labels

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