个人珍藏市场营销原理课件管理学经典教材(英文版)菲利普·科特勒kotler09exs.pptVIP

Product, Services, and Branding Strategies Chapter 9 Objectives Be able to define product and know the major classifications of products and services. Understand the decisions companies make regarding their individual products and services, product lines, and product mixes. Objectives Understand how firms build and manage their brands. Know the four characteristics of services and the additional marketing considerations that services require. Review additional product issues related to social responsibility and international marketing. Case Study Cosmetics companies sell billions of dollars wo