上海对外经贸大学工商管理学院市场营销学课件 Chapter8.pptVIP

Product, Services, and Branding Strategy Chapter 8 Learning Goals Understand products and the major classifications of products and services Learn the decisions companies make regarding their products and services Understand branding strategy Identify the four characteristics that affect the marketing of a service Realize additional product issues Case StudyKrispy Kreme Produce 7.5 million doughnuts each day Sell more than doughnuts; they sell an experience New store openings are eagerly anticipated in part due to extensive promotion Definitions Product Anything offered to a market for atte