The export product

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Essential to the success of any product strategy is an understanding of what, in marketing terms, constitutes a product. A product can be defined as ‘the total utility or satisfaction that a buyer (the customer) receives as a result of a lease or purchase’. Thus, a product is not merely viewed as a collection of materials but rather as the means whereby a company turns its resources into satisfying customer needs in order to achieve profits and growth



File download size: 490 kb

Pages: 24


1 Defining a product

2 Product adaption versus standardisation

3 New product development

4 Eliminating obsolete products

5 Product quality and design

6 Improving the production process

7 Packaging for exports

8 Labelling for exports

9 Product brands and trademarks

10 Product servicing

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