{"id":51,"date":"2014-08-23T16:21:10","date_gmt":"2014-08-23T16:21:10","guid":{"rendered":"https:\/\/courses.candelalearning.com\/principlesmktg1x2kscope\/?post_type=chapter&#038;p=51"},"modified":"2019-06-25T12:20:16","modified_gmt":"2019-06-25T12:20:16","slug":"6-2-types-of-consumer-offerings","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/chapter\/6-2-types-of-consumer-offerings\/","title":{"raw":"Types of Consumer Offerings","rendered":"Types of Consumer Offerings"},"content":{"raw":"<div class=\"im_section\">\r\n<div id=\"fwk-133234-ch06_s02_n01\" class=\"im_learning_objectives im_editable im_block\">\r\n<h3>Learning Objectives<\/h3>\r\nBy the end of this section, you will be able to:\r\n<ul>\r\n\t<li>Define the various types of offerings marketed to individual consumers.<\/li>\r\n\t<li>Explain why a single offering might be marketed differently to different types of consumers.<\/li>\r\n<\/ul>\r\n<\/div>\r\nProducts and services can be categorized in a number of ways. We will use these categories throughout the book because they are the most commonly referred to categories by marketers and because there are marketing implications for each. Consumer offerings fall into four general categories:\r\n<ol id=\"fwk-133234-ch06_s02_l02\" class=\"im_orderedlist im_editable im_block\">\r\n\t<li>Convenience offerings<\/li>\r\n\t<li>Shopping offerings<\/li>\r\n\t<li>Specialty offerings<\/li>\r\n\t<li>Unsought offerings<\/li>\r\n<\/ol>\r\nIn this section, we will discuss each of these categories. Keep in mind that the categories are not a function of the characteristic of the offerings themselves. Rather, they are a function of how consumers want to purchase them, which can vary from consumer to consumer. What one consumer considers a shopping good might be a convenience good to another consumer.\r\n<div id=\"fwk-133234-ch06_s02_s01\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Convenience Offerings<\/h2>\r\n<span class=\"im_margin_term\"><span class=\"im_glossterm\">Convenience offerings<\/span><\/span> are products and services consumers generally don\u2019t want to put much effort into shopping for because they see little difference between competing brands. For many consumers, bread is a convenience offering. A consumer might choose the store in which to buy the bread but be willing to buy whatever brand of bread the store has available. Marketing convenience items is often limited to simply trying to get the product in as many places as possible where a purchase could occur.\r\n<div id=\"fwk-133234-ch06_s02_s01_f01\" class=\"im_figure im_small im_editable im_block\"><\/div>\r\n<\/div>\r\n<\/div>\r\nClosely related to convenience offerings are <span class=\"im_margin_term\"><span class=\"im_glossterm\">impulse offerings<\/span><\/span>, or items purchased without any planning. The classic example is Life <a href=\"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/25014695_0b17d11729_z.jpg\"><img class=\"alignright  wp-image-816\" src=\"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/25014695_0b17d11729_z-300x225.jpg\" alt=\"25014695_0b17d11729_z\" width=\"193\" height=\"145\" \/><\/a>Savers, originally manufactured by the Life Savers Candy Company, beginning in 1913. The company encouraged retailers and restaurants to display the candy next to their cash registers and to always give customers a nickel back as part of their change so as to encourage them to buy one additional item\u2014a roll of Life Savers, of course!\r\n<div id=\"fwk-133234-ch06_s02_s02\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Shopping Offerings<\/h2>\r\n&nbsp;\r\n<div id=\"fwk-133234-ch06_s02_s02_f01\" class=\"im_figure im_large im_small-height im_editable im_block\"><\/div>\r\nA <span class=\"im_margin_term\"><span class=\"im_glossterm\">shopping offering<\/span><\/span> is one for which the consumer will make an effort to compare and select a brand. Consumers believe there are <a href=\"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/5355001132_e4ae1b248c_z.jpg\"><img class=\"alignright  wp-image-817\" src=\"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/5355001132_e4ae1b248c_z-300x224.jpg\" alt=\"5355001132_e4ae1b248c_z\" width=\"209\" height=\"156\" \/><\/a>differences between similar shopping offerings and want to find the right one or the best price. Buyers might visit multiple retail locations or spend a considerable amount of time visiting Web sites and reading reviews about the product, such as the reviews found in <em class=\"im_emphasis\">Consumer Reports<\/em>.\r\n\r\nConsumers often care about brand names when they\u2019re deciding on shopping goods. If a store is out of a particular brand, then another brand might not do. For example, if you prefer Crest Whitening Expressions toothpaste and the store you\u2019re shopping at is out of it, you might put off buying the toothpaste until your next trip to the store. Or you might go to a different store or buy a small tube of some other toothpaste until you can get what you want. Note that even something as simple as toothpaste can become a shopping good for someone very interested in her dental health\u2014perhaps after she\u2019s read online product reviews or consulted with her dentist. That\u2019s why companies like Procter &amp; Gamble, the maker of Crest, work hard to influence not only consumers but also people like dentists who influence the sale of their products.\r\n\r\n<\/div>\r\n<div id=\"fwk-133234-ch06_s02_s03\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Specialty Offerings<\/h2>\r\n<span class=\"im_margin_term\"><span class=\"im_glossterm\">Specialty offerings<\/span><\/span> are highly differentiated offerings, and the brands under which they are marketed are very different across companies, too. For example, an Orange County Chopper or Iron Horse motorcycle is likely to be far different feature-wise than a Kawasaki or Suzuki motorcycle. Typically, specialty items are available only through limited channels. For example, exotic perfumes available only in exclusive outlets are considered specialty offerings. Specialty offerings are purchased less frequently than convenience offerings. Therefore, the profit margin on them tends to be greater.\r\n<div id=\"fwk-133234-ch06_s02_s03\" class=\"im_section\"><\/div>\r\nNote that while marketers try to distinguish between specialty offerings, shopping offerings, and convenience offerings, it is the\r\n\r\n[caption id=\"attachment_818\" align=\"alignright\" width=\"300\"]<a href=\"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/12160729834_0b06f5e1dd_z.jpg\"><img class=\"size-medium wp-image-818\" src=\"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/12160729834_0b06f5e1dd_z-300x206.jpg\" alt=\"Specialty offerings, such as this custom-made motorcycle, are highly differentiated. People will go to greater lengths to shop for these items and are willing to pay more for them.\" width=\"300\" height=\"206\" \/><\/a> Specialty offerings, such as this custom-made motorcycle, are highly differentiated. People will go to greater lengths to shop for these items and are willing to pay more for them.[\/caption]\r\n\r\nconsumer who ultimately makes the decision. Therefore, what might be a specialty offering to one consumer may be a convenience offering to another. For example, one consumer may never go to Sport Clips or Ultra-Cuts because hair styling is seen as a specialty offering. A consumer at Sport Clips might consider it a shopping offering, while a consumer for Ultra-Cuts may view it as a convenience offering. The choice is the consumer\u2019s.\r\n\r\nMarketing specialty goods requires building brand name recognition in the minds of consumers and educating them about your product\u2019s key differences. This is critical. For fashion goods, the only point of difference may be the logo on the product (for example, an Izod versus a Polo label). Even so, marketers spend a great deal of money and effort to try to get consumers to perceive these products differently than their competitors\u2019.\r\n\r\n<\/div>\r\n<div id=\"fwk-133234-ch06_s02_s04\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Unsought Offerings<\/h2>\r\n<span class=\"im_margin_term\"><span class=\"im_glossterm\">Unsought offerings<\/span><\/span> are those that buyers do not generally want to have to shop for until they need them. Towing services and funeral services are generally considered unsought offerings. Marketing unsought items is difficult. Some organizations try to presell the offering, such as preneed sales in the funeral industry or towing insurance in the auto industry. Other companies, such as insurance companies, try to create a strong awareness among consumers so that when the need arises for these products, consumers think of their organizations first.\r\n<div id=\"fwk-133234-ch06_s02_s04_n01\" class=\"im_key_takeaways im_editable im_block\">\r\n<h3 class=\"im_title\">Key Takeaway<\/h3>\r\nConvenience offerings, shopping offerings, specialty offerings, and unsought offerings are the major types of consumer offerings. Convenience offerings often include life\u2019s necessities (bread, milk, fuel, and so forth), for which there is little difference across brands. Shopping goods do vary, and many consumers develop strong preferences for some brands versus others. Specialty goods are even more exclusive. Unsought goods are a challenge for marketers because customers do not want to have to shop for them until they need them.\r\n\r\n<\/div>\r\n<div id=\"fwk-133234-ch06_s02_s04_n02\" class=\"im_exercises im_editable im_block\">\r\n<h3 class=\"im_title\">Review Questions<\/h3>\r\n<ol id=\"fwk-133234-ch06_s02_s04_l01\" class=\"im_orderedlist\">\r\n\t<li>What are the four types of consumer offerings? How do they differ from one another?<\/li>\r\n\t<li>Is it possible for cemetery plots or caskets to be a shopping good or a specialty good? Or are they always unsought goods?<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\n<div class=\"im_callout im_block\"><\/div>\r\n&nbsp;","rendered":"<div class=\"im_section\">\n<div id=\"fwk-133234-ch06_s02_n01\" class=\"im_learning_objectives im_editable im_block\">\n<h3>Learning Objectives<\/h3>\n<p>By the end of this section, you will be able to:<\/p>\n<ul>\n<li>Define the various types of offerings marketed to individual consumers.<\/li>\n<li>Explain why a single offering might be marketed differently to different types of consumers.<\/li>\n<\/ul>\n<\/div>\n<p>Products and services can be categorized in a number of ways. We will use these categories throughout the book because they are the most commonly referred to categories by marketers and because there are marketing implications for each. Consumer offerings fall into four general categories:<\/p>\n<ol id=\"fwk-133234-ch06_s02_l02\" class=\"im_orderedlist im_editable im_block\">\n<li>Convenience offerings<\/li>\n<li>Shopping offerings<\/li>\n<li>Specialty offerings<\/li>\n<li>Unsought offerings<\/li>\n<\/ol>\n<p>In this section, we will discuss each of these categories. Keep in mind that the categories are not a function of the characteristic of the offerings themselves. Rather, they are a function of how consumers want to purchase them, which can vary from consumer to consumer. What one consumer considers a shopping good might be a convenience good to another consumer.<\/p>\n<div id=\"fwk-133234-ch06_s02_s01\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Convenience Offerings<\/h2>\n<p><span class=\"im_margin_term\"><span class=\"im_glossterm\">Convenience offerings<\/span><\/span> are products and services consumers generally don\u2019t want to put much effort into shopping for because they see little difference between competing brands. For many consumers, bread is a convenience offering. A consumer might choose the store in which to buy the bread but be willing to buy whatever brand of bread the store has available. Marketing convenience items is often limited to simply trying to get the product in as many places as possible where a purchase could occur.<\/p>\n<div id=\"fwk-133234-ch06_s02_s01_f01\" class=\"im_figure im_small im_editable im_block\"><\/div>\n<\/div>\n<\/div>\n<p>Closely related to convenience offerings are <span class=\"im_margin_term\"><span class=\"im_glossterm\">impulse offerings<\/span><\/span>, or items purchased without any planning. The classic example is Life <a href=\"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/25014695_0b17d11729_z.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright  wp-image-816\" src=\"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/25014695_0b17d11729_z-300x225.jpg\" alt=\"25014695_0b17d11729_z\" width=\"193\" height=\"145\" srcset=\"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/25014695_0b17d11729_z-300x225.jpg 300w, https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/25014695_0b17d11729_z-65x48.jpg 65w, https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/25014695_0b17d11729_z-225x168.jpg 225w, https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/25014695_0b17d11729_z-350x262.jpg 350w, https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/25014695_0b17d11729_z.jpg 640w\" sizes=\"auto, (max-width: 193px) 100vw, 193px\" \/><\/a>Savers, originally manufactured by the Life Savers Candy Company, beginning in 1913. The company encouraged retailers and restaurants to display the candy next to their cash registers and to always give customers a nickel back as part of their change so as to encourage them to buy one additional item\u2014a roll of Life Savers, of course!<\/p>\n<div id=\"fwk-133234-ch06_s02_s02\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Shopping Offerings<\/h2>\n<p>&nbsp;<\/p>\n<div id=\"fwk-133234-ch06_s02_s02_f01\" class=\"im_figure im_large im_small-height im_editable im_block\"><\/div>\n<p>A <span class=\"im_margin_term\"><span class=\"im_glossterm\">shopping offering<\/span><\/span> is one for which the consumer will make an effort to compare and select a brand. Consumers believe there are <a href=\"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/5355001132_e4ae1b248c_z.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright  wp-image-817\" src=\"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/5355001132_e4ae1b248c_z-300x224.jpg\" alt=\"5355001132_e4ae1b248c_z\" width=\"209\" height=\"156\" srcset=\"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/5355001132_e4ae1b248c_z-300x224.jpg 300w, https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/5355001132_e4ae1b248c_z-65x48.jpg 65w, https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/5355001132_e4ae1b248c_z-225x168.jpg 225w, https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/5355001132_e4ae1b248c_z-350x261.jpg 350w, https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/5355001132_e4ae1b248c_z.jpg 640w\" sizes=\"auto, (max-width: 209px) 100vw, 209px\" \/><\/a>differences between similar shopping offerings and want to find the right one or the best price. Buyers might visit multiple retail locations or spend a considerable amount of time visiting Web sites and reading reviews about the product, such as the reviews found in <em class=\"im_emphasis\">Consumer Reports<\/em>.<\/p>\n<p>Consumers often care about brand names when they\u2019re deciding on shopping goods. If a store is out of a particular brand, then another brand might not do. For example, if you prefer Crest Whitening Expressions toothpaste and the store you\u2019re shopping at is out of it, you might put off buying the toothpaste until your next trip to the store. Or you might go to a different store or buy a small tube of some other toothpaste until you can get what you want. Note that even something as simple as toothpaste can become a shopping good for someone very interested in her dental health\u2014perhaps after she\u2019s read online product reviews or consulted with her dentist. That\u2019s why companies like Procter &amp; Gamble, the maker of Crest, work hard to influence not only consumers but also people like dentists who influence the sale of their products.<\/p>\n<\/div>\n<div id=\"fwk-133234-ch06_s02_s03\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Specialty Offerings<\/h2>\n<p><span class=\"im_margin_term\"><span class=\"im_glossterm\">Specialty offerings<\/span><\/span> are highly differentiated offerings, and the brands under which they are marketed are very different across companies, too. For example, an Orange County Chopper or Iron Horse motorcycle is likely to be far different feature-wise than a Kawasaki or Suzuki motorcycle. Typically, specialty items are available only through limited channels. For example, exotic perfumes available only in exclusive outlets are considered specialty offerings. Specialty offerings are purchased less frequently than convenience offerings. Therefore, the profit margin on them tends to be greater.<\/p>\n<div id=\"fwk-133234-ch06_s02_s03\" class=\"im_section\"><\/div>\n<p>Note that while marketers try to distinguish between specialty offerings, shopping offerings, and convenience offerings, it is the<\/p>\n<div id=\"attachment_818\" style=\"width: 310px\" class=\"wp-caption alignright\"><a href=\"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/12160729834_0b06f5e1dd_z.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-818\" class=\"size-medium wp-image-818\" src=\"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/12160729834_0b06f5e1dd_z-300x206.jpg\" alt=\"Specialty offerings, such as this custom-made motorcycle, are highly differentiated. People will go to greater lengths to shop for these items and are willing to pay more for them.\" width=\"300\" height=\"206\" srcset=\"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/12160729834_0b06f5e1dd_z-300x206.jpg 300w, https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/12160729834_0b06f5e1dd_z-65x44.jpg 65w, https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/12160729834_0b06f5e1dd_z-225x154.jpg 225w, https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/12160729834_0b06f5e1dd_z-350x240.jpg 350w, https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-content\/uploads\/sites\/4328\/2015\/03\/12160729834_0b06f5e1dd_z.jpg 640w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p id=\"caption-attachment-818\" class=\"wp-caption-text\">Specialty offerings, such as this custom-made motorcycle, are highly differentiated. People will go to greater lengths to shop for these items and are willing to pay more for them.<\/p>\n<\/div>\n<p>consumer who ultimately makes the decision. Therefore, what might be a specialty offering to one consumer may be a convenience offering to another. For example, one consumer may never go to Sport Clips or Ultra-Cuts because hair styling is seen as a specialty offering. A consumer at Sport Clips might consider it a shopping offering, while a consumer for Ultra-Cuts may view it as a convenience offering. The choice is the consumer\u2019s.<\/p>\n<p>Marketing specialty goods requires building brand name recognition in the minds of consumers and educating them about your product\u2019s key differences. This is critical. For fashion goods, the only point of difference may be the logo on the product (for example, an Izod versus a Polo label). Even so, marketers spend a great deal of money and effort to try to get consumers to perceive these products differently than their competitors\u2019.<\/p>\n<\/div>\n<div id=\"fwk-133234-ch06_s02_s04\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Unsought Offerings<\/h2>\n<p><span class=\"im_margin_term\"><span class=\"im_glossterm\">Unsought offerings<\/span><\/span> are those that buyers do not generally want to have to shop for until they need them. Towing services and funeral services are generally considered unsought offerings. Marketing unsought items is difficult. Some organizations try to presell the offering, such as preneed sales in the funeral industry or towing insurance in the auto industry. Other companies, such as insurance companies, try to create a strong awareness among consumers so that when the need arises for these products, consumers think of their organizations first.<\/p>\n<div id=\"fwk-133234-ch06_s02_s04_n01\" class=\"im_key_takeaways im_editable im_block\">\n<h3 class=\"im_title\">Key Takeaway<\/h3>\n<p>Convenience offerings, shopping offerings, specialty offerings, and unsought offerings are the major types of consumer offerings. Convenience offerings often include life\u2019s necessities (bread, milk, fuel, and so forth), for which there is little difference across brands. Shopping goods do vary, and many consumers develop strong preferences for some brands versus others. Specialty goods are even more exclusive. Unsought goods are a challenge for marketers because customers do not want to have to shop for them until they need them.<\/p>\n<\/div>\n<div id=\"fwk-133234-ch06_s02_s04_n02\" class=\"im_exercises im_editable im_block\">\n<h3 class=\"im_title\">Review Questions<\/h3>\n<ol id=\"fwk-133234-ch06_s02_s04_l01\" class=\"im_orderedlist\">\n<li>What are the four types of consumer offerings? How do they differ from one another?<\/li>\n<li>Is it possible for cemetery plots or caskets to be a shopping good or a specialty good? Or are they always unsought goods?<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<div class=\"im_callout im_block\"><\/div>\n<p>&nbsp;<\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-51\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Marketing Principles. <strong>Authored by<\/strong>: Anonymous. <strong>Provided by<\/strong>: Anonymous. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/2012books.lardbucket.org\/books\/marketing-principles-v2.0\/\">http:\/\/2012books.lardbucket.org\/books\/marketing-principles-v2.0\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">CC BY-NC-SA: Attribution-NonCommercial-ShareAlike<\/a><\/em><\/li><li>Lifesavers. <strong>Authored by<\/strong>: Ximena Narvaja. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/flic.kr\/p\/3dcZR\">https:\/\/flic.kr\/p\/3dcZR<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">CC BY-NC-SA: Attribution-NonCommercial-ShareAlike<\/a><\/em>. <strong>License Terms<\/strong>: I<\/li><li>Crest Toothpaste. <strong>Authored by<\/strong>: John Biehler. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/flic.kr\/p\/9acMgJ\">https:\/\/flic.kr\/p\/9acMgJ<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">CC BY-NC-SA: Attribution-NonCommercial-ShareAlike<\/a><\/em><\/li><li><strong>Provided by<\/strong>: Lumen Learning. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/lumenlearning.com\">http:\/\/lumenlearning.com<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Motorcycle Picture. <strong>Authored by<\/strong>: Walter. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/flic.kr\/p\/jwAViL\">https:\/\/flic.kr\/p\/jwAViL<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":7,"menu_order":17,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Marketing Principles\",\"author\":\"Anonymous\",\"organization\":\"Anonymous\",\"url\":\"http:\/\/2012books.lardbucket.org\/books\/marketing-principles-v2.0\/\",\"project\":\"\",\"license\":\"cc-by-nc-sa\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Lifesavers\",\"author\":\"Ximena 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