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What are the Durable Goods
Durable goods are products that are used for a long period i.e., for months or years together. Illustrations of such goods are refrigerator, car, washing machine etc. Such goods normally require more of personal selling efforts and have high profit margins. In case of these goods, seller's reputation and presale and after-sale service are important determinants of purchase decision.
Brand E q ui t y: David Aakar described brand equity as the exclusive set of brand assets and liabilities that is connected to a brand. According to Aakar, brand equity is
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Mass Marketing Mass marketing includes the mass production, distribution, and the promotion of one product for all buyers.
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