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You know that your small firm cannot compete with the “big boys” in terms of price and promotion. Instead, you have decided to “outdesign” them. What is necessary for this strategy of “outdesigning them” to succeed?

In your position as a marketing manager for a small industrial company, you have been asked by the president to help differentiate the company’s product from its competitors. In reviewing your marketing management notes, you note that the text stated that physical products could be differentiated in nine ways. These […]

Studying how consumers shop, how they use a particular product or service, and how they dispose of the product when consumed is important for marketers. This information forms the basis of product strategy. First, define the consumption system and second, identify the two upcoming product strategies that are affected by […]

A manufacturer is contemplating introducing a product that is inferior to its competition in its performance, design, and functionality. However, the manufacturer believes that “good brand marketing” can overcome these shortfalls. Why is this thinking incorrect?

Sellers must label their products. Labels serve many purposes beyond just “naming” the product. List the additional services provided by a product’s label.

Various factors have contributed to the increased importance of packaging as a marketing tool. List and briefly describe these events.