Chapter 9. Elements of Product Planning for Goods and Services. When You Finish This Chapter, You Should: 1. Understand what “Product” really means. 2. Know the key differences between goods and services. | I Perreault-McCarthy Basic I Marketing A Global-Managerial Approach 14 e 9. Elements of Product I Text Planning for Goods and Services The McGraw-Hill Companies 2002 When You Finish This Chapter You Should 1. Understand what Product really means. Chapter Nine 2. Know the key differences between goods and services. Elements of Product 3. Know the differences among the various consumer and business product classes. 4. Understand how the product classes can help a marketing manager plan marketing strategies. 5. Understand what branding is and how to use it in strategy planning. 6. Understand the importance of packaging in strategy planning. 7. Understand the role of warranties in strategy planning. Planning for Goods and Services For decades 35mm cameras have been the photographic standard. The technical quality of the films is excellent. They capture subtle colors and offer sharp resolution. And there s a lot of choice among cameras for serious photographers who study all of the details. Unfortunately this isn t enough to satisfy most amateur photographers. For them one camera seems pretty much like another. Their snapshots often come out botched because 8. Understand the important new terms shown in red . brand APS film and cameras in 1996 it looked like a winning idea. A new film cartridge made it global rivals agreed on a new photo standard the Advanced Photo System APS . When Kodak was ready to introduce its new Advantix of errors loading the film or the wrong light. Sometimes the shape of the picture just doesn t fit the subject. Or if there s one great picture and someone wants a reprint the negative can t be found. These problems have been around for a long time. So to address them and get new sales of films and cameras Kodak and its four place promotion price produc I Text Perreault-McCarthy Basic Marketing A Global-Managerial Approach 14 e 9. Elements of Product Planning for Goods and Services The McGraw-Hill Companies 2002 easy to load the film. Photos .
