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Lecture Business (4/e): Chapter 12 - Ferrell, Hirt, Ferrell

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Chapter 12 - Dimensions of marketing strategy. Learning objectives of this chapter include: Describe the role of product in the marketing mix, including how products are developed, classified, and identified; define price and discuss its importance in the marketing mix, including various pricing strategies a firm might employ; identify factors affecting distribution decisions, such as marketing channels and intensity of market coverage; . |

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