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 may involve what features to include in a product, how a product's identity is established through branding, important issues in packaging design, and what to consider when labeling products.  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:

  1. For examples of these and many other Ad Council campaigns see: "Our Campaigns." Ad Council
  2. For more on how internet buying impacts impulse purchasing see: Gasparro, Annie and Haddon, Heather. "Can Food Companies Get People to Make Impulse Purchases Online?" Wall Street Journal, October 15, 2017.
  3. "Tire Buying Guide." Sam's Club
  4. For a listing of all products see: "Our Brands."  Procter & Gamble
  5. For more on intellectual property see: "Intellectual Property (IP) Policy." United States Patent and Trademark Office
  6. For examples of excellence in packaging and labeling around the world see: The Dieline



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KTMB3 Front Book Cover 120x171KnowThis: Marketing Basics, 3rd Edition offers in-depth coverage of marketing and is ideal for the marketing novice, the marketing educator, the marketing professional and anyone else who needs to know about marketing.This book includes more than 60% new material not found on

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