 | Chapter Objectives
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Chapter 11 - Objectives
- Explain the product life-cycle concept and relate a marketing strategy teach stage.
- Recognize the differences in product life cycles for various products and their implications for marketing decisions.
- Understand different approaches tmanaging a product's life cycle.
- Describe elements of brand personality and brand equity and the criteria for the good brand name.
- Explain the reason for different branding strategies employed by companies.
- Understand the role of packaging and labeling in the marketing of a product.
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