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- 2024-01-26 发布于北京
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LearningObjectives
Afterstudyingthischapter,youshouldbeableto:
1.Defineproductandthemajorclassificationsofproducts
andservices
2.Describethedecisionscompaniesmakeregarding
theirindividualproductsandservices,productlines,
andproductmixes
3.Discussbrandingstrategy—thedecisionscompanies
makeinbuildingandmanagingtheirbrands
4.Identifythefourcharacteristicsthataffectthemarketing
ofaserviceandtheadditionalmarketing
considerationsthatservicesrequire
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