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Product Service and Brand

In: Business and Management

Submitted By gaurav7th09
Words 25125
Pages 101
Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20)

After examining customerdriven marketing strategy, we now take a deeper look at the marketing mix: the tactical tools that marketers use to implement their strategies and deliver superior customer value. In this and the next chapter, we’ll study how companies develop and manage products and brands. Then, in the chapters that follow, we’ll look at pricing, distribution, and marketing communication tools. The product is usually the first and most basic marketing consideration. We start with a seemingly simple question: What is a product? As it turns out, the answer is not so simple.

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8

Products, Services, Building and Brands Customer Value
Before starting into the chapter, let’s look at an interesting brand story. Marketing is all about building brands that connect deeply with customers. So, when you think about top brands, which ones pop up first? Perhaps traditional megabrands such as Coca-Cola, Nike, or McDonald’s come to mind. Or maybe a trendy tech brand such as Google or Facebook. But if we asked you to focus on sports entertainment, you’d probably name ESPN. When it comes to your life and sports, ESPN probably has it covered.

W

The ESPN Brand: Every Sport Possible—Now
Television: From its original groundbreaking cable network— which now serves 98 million households—the ESPN brand has sprouted six additional networks—ESPN2, ESPN Classic, ESPNEWS, ESPNU, ESPN Deportes (Spanish language), and ESPN International (46 international networks around the world serving fans in more than 200 countries on every continent). ESPN also produces the sports programming on ABC, dubbed ESPN on ABC, and...

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