LO 12-1

Describe the role of product in the marketing mix, including how products are developed, classified, and identified.

LO 12-2

Define price and discuss its importance in the marketing mix, including various pricing strategies a firm might employ.

LO 12-3

Identify factors affecting distribution decisions, such as marketing channels and intensity of market coverage.

LO 12-4

Specify the activities involved in promotion as well as promotional strategies and promotional positioning.