... our increasingly competitive markets, the marketing manager must also be concerned about packaging, branding, and warranties Perreault−McCarthy: Basic Marketing: A Global−Managerial Approach, 14/e ... provides That satisfaction may require a “total” product offering that is really a combination of excellent service, a physical Perreault−McCarthy: Basic Marketing: A Global−Managerial Approach, 14/e ... brand familiarity is a measure of the marketing manager’s ability to carve out a separate market And brand familiarity affects Place, Price, and Promotion decisions Warranties are also important...