TAILIEUCHUNG - Lecture M: Marketing (4/e) - Chapter 11: Product, branding, and packaging decisions

Chapter 11: Product, branding, and packaging decisions. When you finish this chapter, you should: Describe the components of a product, identify the types of consumer products, explain the difference between a product mix’s breadth and a product line’s depth, identify the advantages that brands provide firms and consumers,. | product, branding, and packaging decisions eleven Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 11-1 Describe the components of a product. LO 11-2 Identify the types of consumer products. LO 11-3 Explain the difference between a product mix’s breadth and a product line’s depth. LO 11-4 Identify the advantages that brands provide firms and consumers. LO 11-5 Explain the various components of brand equity. LO 11-6 Determine the various types of branding strategies used by firms. LO 11-7 Distinguish between brand extension and line extension. LO 11-8 Indicate the advantages of a product’s packaging and labeling strategy. 2 Complexity of Products Michael Blann/Digital Vision/Getty Images 3 Types of Products Customers show such a strong preference that they will expend considerable effort to search. Wedding Gowns College Apparel Antiques Consumer is willing to

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