Chapter 7 - 9 Quotes for Marketing Plan

Chapter 7 –
1. “Broadly defined, “products” also include services, events, persons, places, organizations, ideas, or mixes of these.” (Kotler, Marketing: An Introduction, Pg. 198-199)
2. “Developing a product or services involves defining the benefits that it will offer. These benefits are communicated and delivered by product attributes such as quality, features, and style and design.” (Kotler, Marketing: An Introduction, Pg. 204)

Chapter 8 –
1. “As the Apple story suggests, companies that excel at developing and managing new products reap big rewards.” (Kotler, Marketing: An Introduction, Pg. 233)
2. “By new products we mean original products, product improvements\, product modifications, and new brands that the firm develops through its own research-and-development efforts.” (Kotler, Marketing: An Introduction, Pg. 233)

Chapter 9 –
1. “In the narrowest sense, price is the amount of money charged for a product or service. More broadly, price is the sum of all the values that customers gibe up in order to gain the benefits of having or using a product of service.” (Kotler, Marketing: An Introduction, Pg. 259)
2. “The price the company charges will fall somewhere betwe3en one that is too high to produce any demand and one that is too low to produce a profit. (Kotler, Marketing: An Introduction, Pg, 259)