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2. 9-2 C h a p t e rC h a p t e r 99 3. 9-3 C h a p t e rC h a p t e r 99 () 4. 9-4 Chapter 9 Product Mix 5. 9-5 Chapter 9 6. 9-6 Chapter 9 7. 9-7 Chapter 9 61,372() 8. 9-8 Chapter 9 9. 9-9 Chapter 9 1/3 (, 1960) (Farquhar, 1990) 10. 9-10 Chapter 9 2/3 (attributes) (benefits) (values) 11. 9-11 Chapter 9 3/3 (culture) (personality) Nike (user) 12. 9-12 Chapter 9 1/5 (brand name) (logo & symbol) (slogan) (character) (package) 13. 9-13 Chapter 9 2/5 (Aaker, 1991) (Blackett, 1998) 14. 9-14 Chapter 9 3/5 (Bennett, 1995) (Keller, 1998) 15. 9-15 Chapter 9 4/5 (Keller, 1998) 16. 9-16 Chapter 9 5/5 (Keller, 1998) (Schechter, 1994) 17. 9-17 Chapter 9 18. 9-18 Chapter 9 19. 9-19 Chapter 9 1/2 (attachment) 20. 9-20 Chapter 9 2/2 (knowledge) (familiarity) 21. 9-21 Chapter 9 (Kepferer, 1992) (Aaker, 1996) (Aaker, 1996) 22. 9-22 Chapter 9 (brief) 23. 9-23 Chapter 9 24. 9-24 Chapter 9 25. 9-25 Chapter 9 26. 9-26 Chapter 9 1/2 27. 9-27 Chapter 9 2/2 28. 9-28 Chapter 9 29. 9-29 Chapter 9 30. 9-30 Chapter 9 OEM 31. 9-31 Chapter 9 32. 9-32 Chapter 9 33. 9-33 Chapter 9 34. 9-34 Chapter 9 35. 9-35 Chapter 9 (A) (B) (C) 9-2 36. 9-36 Chapter 9 37. 9-37 Chapter 9 38. 9-38 Chapter 9 39. 9-39 Chapter 9 COO COO COO COO COO COO 9-3 40. 9-40 Chapter 9 41. 9-41 Chapter 9