Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

9. Elements of Product
   Planning for Goods and
   Services

Text © The McGraw−Hill

Companies, 2002

246

Chapter Nine

Elements of Product

Planning for Goods

and Services

246

When You
Finish This Chapter,
You Should

1.Understand what
“Product” really
means.

2.Know the key dif-
ferences between
goods and services.

3.Know the differ-
ences among the
various consumer
and business product
classes.

4.Understand how
the product classes
can help a marketing
manager plan market-
ing strategies.

5.Understand what
branding is and how
to use it in strategy
planning.

6.Understand the
importance of pack-
aging in strategy
planning.

7.Understand the
role of warranties in
strategy planning.

8.Understand the
important new terms
(shown in red).

For decades, 35mm cameras

have been the photographic stan-

dard. The technical quality of the

films is excellent. They capture sub-

tle colors and offer sharp resolution.

And there’s a lot of choice among

cameras for serious photographers

who study all of the details. Unfor-

tunately, 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

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 pic-

ture 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

global rivals agreed on a new

photo standard, the Advanced

Photo System (APS).

When Kodak was ready to

introduce its new Advantix

brand APS film and cameras in

1996, it looked like a winning

idea. A new film cartridge made it

place

price

promotion

produc