10
Contents
Part Four
Product Dynamics
What should you sell?
21
What Is a Product? 
250
Types of Products  250
The Service Economy  252
Characteristics of Services  252
Product Elements  254
Product Strategy  259
22
Branding 
262
What Is a Brand?  263
Branding and the Customer  265
Goals of Branding  267
Protecting a Brand  271
You as a Brand  272
23
Developing New
Products 
276
What Is a “New” Product?  277
Risk of New Products  278
Idea Generation  279
Idea Screening  281
Business Analysis  281
Product Design  282
Production  283
Test Marketing  284
Introduction  284
Evaluation  285
Celines Toribio—
Model, TV Personality,
Entrepreneur  286
24
Making Goods 
289
Overview of Production  290
Obtaining Materials  291
The Production Process  293
Storage of Goods  297
Globalization of Production  297
25
Product Management 
302
Product Lines  302
Product Life Cycle  303
Product Mix for Retailers  308
Strategies for Foreign Markets  309
Part Five
Place Dynamics
How do products get to
customers?
26
What Is Place? 
316
Place Decisions  317
Location Decisions  318
Channels of Distribution  322
Role of Intermediaries  325
Channel Management  329
Ownership in the Distribution
Channel  330
The Cherokee Nation—
A Nation of Entrepreneurs  331