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 including 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:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

  1. Enright, A., “Classy Examples,” Internet Retailer, May 31, 2011.
  2. Elliott, S., “The Impulse to Buy Can Start Anywhere,” New York Times, December 19, 2010.
  3. “This Does Not Compute: More technology = More Complaints,” Consumer Reports, May 2010.
  4. “Logo Overhaul: Will Customers Still Answer the Siren Call of Starbucks?” Knowledge@Wharton, February 2, 2011.
  5. Procter & Gamble website.
  6. “Global Private Label Report: The Rise of the Value-Conscious Shopper,” Nielsen, March 4, 2011.
  7. Scheck, J. and S. Woo, “Lars Johnson Has Goats on His Roof and a Stable of Lawyers to Prove It,” Wall Street Journal, September 17, 2010.
  8. “What is Intellectual Property?” United States Patent and Trademark Office website.
  9. Elliott, S., “From Retired Brands, Dollars and Memories,” New York Times, December 8, 2010.
  10. Markowitz, E., “How to Choose the Right Colors for Your Brand,” Inc. Magazine, October 14, 2010.
  11. Young, S., “Brands Without Borders,” Brand Packaging, November 5, 2010.
  12. Horovitz, B., “Frito-Lay Sends Noisy, ‘Green’ SunChips Bag to the Dump,” USA Today, October 5, 2010.
  13. Nelson, B. and K. Finneran, “Dumbest Warning Labels,” Forbes, February 23, 2011.
Chapter 7: Managing Products
Chapter 5: Targeting Markets