Marketing: Creating Value for Customers.


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Chapter 9 Learning Objectives

After reading this chapter and the student study guide, you should be able to:

  1. Identify ways in which products may be classified.

  2. Describe the stages of the product life cycle.

  3. Contrast renewed expansion, fashions, and fads with the basic product life cycle.

  4. Summarize the process by which products are adopted by increasingly large numbers of buyers.

  5. Define brands and describe issues marketers consider in devising a branding strategy.

  6. Explain how marketers protect trademarks and manage brand equity.

  7. Discuss basic types of decisions that marketers make with regard to product lines and product mix.





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