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Essay text:
"Components of each marketing mix element are combined to provide a cohesive marketing program." (Kerin et al. 45)
The Product part of the mix is concerned with developing the right "product" for the target customers. This could include a physical good, a service, or a combination of both ? anything that satisfies the customers' needs. Other areas covered by the Product element include features, benefits, quality level, accessories, installation, instructions, warranty, product lines, packaging, and branding.
The Place area is concerned with decisions involving getting the "right" product to the target customers' Place, making it available when and where it is needed...
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