Chapter 6: Product Decisions
Chapter Summary:
In this chapter we define what a product is and look at how products are categorized. We also take a close look at the key decisions marketers face as they formulate their product offerings. These decisions include: product features, branding, packaging, and labeling. We discuss each in detail and see how these impact product strategy.
Key Issues:
- What is a Product?
- Categories of Consumer Products
- Categories of Business Products
- Components of a Product
- Key Product Decisions
- Consumable Product Features
- Branding
- Packaging
- Labeling
Links to Cited References:
(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)
- de Mesa, A., "Online Luxury for the Masses," brandchannel, January 11, 2007. http://www.brandchannel.com/features_effect.asp?pf_id=371
- Loten, A., "Apple's New iPhone: Let the Frenzy Begin," Inc., June 2008. http://www.inc.com/articles/2008/06/iphone.html
- Elliott, S. "A 1950s Brand Mascot Fights 21st-Century Indigestion," New York Times, March 5, 2008. http://www.nytimes.com/2008/03/05/business/05adco.html
- Procter & Gamble website. http://www.pg.com/common/product_sitemap.jhtml
- "Consumer Products Double Down on Brands," MSNBC, November 16, 2007 http://www.msnbc.msn.com/id/21839395/
- Herr, P., "What's in Store for Store Brands," MillwardBrown, July 2008. http://www.millwardbrown.com/Sites/MillwardBrown/Media/Pdfs/en/POV/F05D2B88.pdf
- "What is Intellectual Property?" United States Patent and Trademark Office website. http://www.uspto.gov/web/offices/ac/ahrpa/opa/museum/1intell.htm
- "FedEx to Drop Kinko's Name, Take $891M Charge," USA Today, June 2, 2008 http://www.usatoday.com/money/advertising/2008-06-02-fedex_N.htm
- Elliott, S., "Those Shelved Brands Start to Look Tempting," New York Times, August 20, 2008. http://www.nytimes.com/2008/08/21/business/media/21adco.html.
- Walker, R., "Can a Dead Brand Live Again?" New York Times Magazine, May 18, 2008. http://www.nytimes.com/2008/05/18/magazine/18rebranding-t.html.
- Newman, A.A., "A Package That Lights Up the Shelf," New York Times, March 4, 2008. http://www.nytimes.com/2008/03/04/business/media/04adco.html
- Pincott, G., "Putting the Shopper Back Into Marketing," MillwardBrown, December 2007. http://www.millwardbrown.com/Sites/MillwardBrown/Media/Pdfs/en/POV/F0537EB8.pdf
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