 |  Basic Marketing: A Global Managerial Approach, 10/e Stanley J. Shapiro
Kenneth B. Wong,
Queens School of Business
William D. Perreault,
University of North Carolina
E. Jerome McCarthy,
Michigan State University
Product Planning for Goods and Services
Chapter ObjectivesWhen you finish this chapter, you should:
| Understand what "product" really means. |
| | | | Know the key differences between goods and services. |
| | | | Know the differences among the various consumer and business product classes. |
| | | | Understand how the product classes can help a marketing manager plan marketing strategies. |
| | | | Understand what branding is and how to use it in strategic planning. |
| | | | Understand the importance of packaging in strategic planning. |
| | | | Understand the role of warranties in strategic planning. |
| | | | Understand the important new terms (shown in the margins). |
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2002 McGraw-Hill Higher Education