Product Design

1. Understand why product is the key element in the marketing mix.

2. Identify the multiple decisions and considerations that factor into product or service development.

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3. Describe the three product layers and explain why small businesses should pay attention to them.

4. Explain the importance of product design to marketing strategy.

5. Understand the role of packaging to product success. 6. Explain what a brand is and why it is probably a company’s

most important asset. 7. Explain the implications of the product life cycle for the

marketing mix. 8. Understand that a company’s website is part of its product or

service, whether or not the company sells anything online. 9. Explain the decision areas for the company website.

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