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 page v

BRIEF CONTENTS
Preface ix
Chapter-by-Chapter Changes in the Third Edition xiii
Acknowledgments xvii

PART ONE Marketing in the Twenty-First

Century 1
1 Why Marketing Matters to You 2
2 Strategic Planning 28
Appendix 2A Sample Marketing Plan 58
3 The Global Environment 70

PART TWO Understanding Your

Customer 101
4 Consumer Behavior 102
5 Marketing Research 144
6 Product Development 180
7 Segmentation, Targeting, and Positioning 218
PART THREE Reaching Your Customer
249
8 Promotional Strategies 250
9 Personal Selling 280
10 Supply Chain and Logistics Management 320
11 Pricing 352
12 Retailing 382
13 Digital and Social Media Marketing 424

PART FOUR Responding to Your

Customer 461
14 Branding 462
15 Customer Relationship Management 490
16 Social Responsibility and Sustainability 524

Appendix: Sample Marketing Plan 552

Glossary 563
Company Index 575
Name Index 581
Subject Index 587
 page vi

HELLO, MY NAME IS . . .

C. Shane Hunt
Dr. C. Shane Hunt received his PhD in marketing from Oklahoma State
University. Shane has won numerous awards for his teaching, including the
2010 National Inspire Integrity Award from the National Society of
Collegiate Scholars, the 2010 Lt. Col. Barney Smith Award as Professor of
the Year at Arkansas State University, the 2011 Excellence in
Undergraduate Teaching Award, the 2015 Honors Professor of the Year
Award, and the 2018 Outstanding Faculty Member for the Advancement of
Learning.
Shane’s research has appeared in the Journal of Personal Selling and
Sales Management, the Journal of Business Logistics, and other leading
marketing journals. He has presented to numerous organizations including
the American Marketing Association and the National Conference in Sales
Management.
 After completing his MBA degree, Shane went to work for a Fortune
500 company in Tulsa, Oklahoma, and spent eight years working as a
pricing analyst, product manager, and business development manager
overseeing numerous strategic initiatives. In addition to his role as a
professor, Shane also serves as a consultant, speaker, and board member
for businesses and nonprofit organizations across the country.
Shane is now the R.M. “Bob” Wood Endowed Professor in Sales
Leadership and a professor of marketing at Arkansas State University. He
lives in Jonesboro, Arkansas, with his wife, Jenifer, and their two children,
Andrew and Sarah.

John E. Mello
Dr. John E. Mello received his PhD from the University of Tennessee. John
is a well-respected researcher and educator and is the recipient of the 2012
Excellence in Teaching Award and the 2014 Excellence in Research Award
from the Arkansas State University College of Business. Prior to
completing his PhD, John spent 28 years in the consumer packaged-goods
industry in a variety of supply chain management positions. He holds a
bachelor’s degree from Central Connecticut State University and master’s
degrees from the University of New Haven and Wilmington College.
John’s research has appeared in leading journals, including the Journal
of Business Logistics, Transportation Journal, Journal of Supply Chain
Management, and the International Journal of Physical Distribution and
Logistics Management.
John is a professor of supply chain management at Arkansas State
University. He lives in Jonesboro, Arkansas, with his wife, Sandra; they
have two adult daughters, Abby and Katie.

page vii

George D. Deitz
Dr. George D. Deitz completed his PhD in marketing at the University of
Alabama. He is currently the George Johnson Professor in Marketing at
the University of Memphis. George has enjoyed the opportunity to teach a
wide variety of face-to-face and online courses at the undergraduate,
MBA, and doctoral levels.
In 2013, George helped found the Consumer Neuroscience Research
Laboratory (C-NRL) at Memphis, with the mission of advancing the use of
physiological and neurological measurement systems to the study of
marketing research questions. His research has been published in Journal
of Service Research, Journal of Business Venturing, Journal of Public
Policy and Marketing, the Journal of Advertising Research, Journal of
Business Logistics, and other leading marketing journals. He has presented
at a number of different conferences, including the American Marketing
Association and the Academy of Marketing Science.
After obtaining his master’s degree at West Virginia University,
George began his professional career working in college athletic
administration at the United States Military Academy at West Point, New
York. Following that, he spent nearly a decade working in a variety of
sales and sales management roles with several start-up ventures in the
software industry.
George currently lives in Germantown, Tennessee, with his wife,
Kristine. They have three children, Luke, Mark, and Koren.
 page viii

DEDICATION

To my wife, Jenifer, whose love, support, and friendship have

made my life better in every possible way. I am forever thankful
for the life we have built together.
Shane

To my parents, Edmund B. Mello and Arlene A. Arms, who were

teachers both inside and outside the classroom. Their examples
were an inspiration to me for embarking on my career as a
college professor, which is the best job in the world.
John

To my dad and mom, Jaye and Nikki, whose love, fun-loving

sense of adventure, and unwavering support continue to inspire
and guide me on my own journey. Thank you for being such
wonderful parents and grandparents.
George
 page ix

PREFACE
Hello, and welcome to Hunt, Mello, and Deitz’s Marketing 3e. Students,
particularly non-marketing majors, want to know, “Why does this course
matter to me?” We designed our product to emphasize the universal
importance of marketing . . . because everyone is a marketer.
We designed this product with an emphasis on student engagement and
relevance, a focus embodied in these four key benefits:

A career focus, to help students understand how marketing will

support whatever career path they choose and how to develop their
own personal brand.
Integration of key topics that are part of the daily fabric of
marketing—globalization, social media, ethics, and marketing
analytics.
Seamlessly integrated results-driven technology.
The right content for a semester-long course.

Career Focus
The goal of higher education for most students, whatever their major, is to
develop knowledge that can be put to use in productive careers. We’ve
included features that focus on careers:
Executive Perspective interviews illustrate the need for successful
leaders in any organization to be effective marketers. These
interviews represent a wide range of undergraduate majors, including
finance, engineering, operations, and accounting.
Today’s Professional interviews highlight young marketing
professionals who describe how developing their personal brand has
helped advance their careers.
 Career Tips offer chapter-related ideas that can help students
develop their own personal brand—a theme carried throughout.
In the Marketing Plan Exercise threaded throughout, students apply
the elements of a marketing plan in the context of marketing
themselves. This project brings a marketing plan to life in a way that
personally engages students.
New Marketing Insights Podcast Series featuring content from the
authors and executives profiles throughout the textbook.

Integration of Key Topics

Students won’t find “Ethics Tuesdays,” “Global Thursdays,” or “Social
Media Fridays” in their careers. Therefore, we chose to integrate the key
topics of ethics, globalization, social media, and marketing analytics into
chapter discussions where relevant. Integration of these four key topics
efficiently delivers a fully rounded, three-dimensional view of each
chapter topic, to help ensure that students are gaining sufficient knowledge
and skills in these essential aspects of marketing.

Results-Driven Technology
This product is “digital-first,” built from the ground up to integrate digital
content seamlessly. We wrote the narrative and the digital content
simultaneously, dovetailing print and digital delivery in McGraw-Hill’s
results-driven technology platform. The first edition leads the market with
digital activations delivered via our adaptive eBook, Smartbook. In the
third edition, we’ve added new exercises, videos, and video cases, page x
further enhancing the digital integration. The close linkage of
chapter content and Connect assignments allows students to practice how
to use classroom content to inform marketing decisions.

The Right Content

We designed our chapters to include the most valuable content for a
Principles of Marketing course. Chapters are direct, concise, and
approachable in length. We don’t overburden students (or instructors) with
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content that is more appropriate in advanced marketing courses. The
chapters allow a bit of classroom “breathing time” for the discussions and
activities that bring marketing alive for you and your students.
In the third edition, we’ve changed the order of several chapters,
moving “Personal Selling” and “Branding” to earlier in the textbook.
McGraw-Hill Create enables you to arrange chapters in any sequence and
any number to best fit the goals and organization of your course.
In addition, we’ve used market feedback to revise the existing
chapters, as outlined in the section Chapter-by-Chapter Changes in the
Third Edition. Content changes in the third edition add increased depth or
breadth—more rigor where requested or fresh coverage of emerging areas
of importance to marketing theory and practice. As a learning sciences
company, McGraw-Hill Education uses data from both students and
instructors to inform revisions to both print and digital content.

“Because Everyone Is a Marketer . . .”

Our goal is to build the best-possible principles of marketing product—
one that captures the importance of marketing in a way that is relevant and
adaptable to today’s business students. Understanding and utilizing
marketing to improve for-profit businesses, nonprofit organizations, and
students’ career prospects are critical educational activities. These
activities are relevant to any student, regardless of his or her area of focus.
We have worked to produce an integrated print and digital experience that
will inspire students to explore and apply the marketing experiences they
need in order to leave your course prepared for future coursework and for
careers.
It is our sincere hope that Marketing 3e will engage your students and
demonstrate the universal importance of marketing . . . because everyone
is a marketer!

C. Shane Hunt
Arkansas State University

John E. Mello
Arkansas State University
George D. Deitz
University of Memphis
Another Random Scribd Document
with Unrelated Content
 Artificial Intelligence - Course Outline
First 2023 - School

Prepared by: Teaching Assistant Davis

Date: August 12, 2025

Background 1: Study tips and learning strategies

Learning Objective 1: Literature review and discussion
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Learning Objective 2: Case studies and real-world applications
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Learning Objective 3: Critical analysis and evaluation
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Learning Objective 4: Critical analysis and evaluation
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Learning Objective 5: Assessment criteria and rubrics
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Example 5: Critical analysis and evaluation
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
[Figure 6: Diagram/Chart/Graph]
Practice Problem 6: Literature review and discussion
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Important: Practical applications and examples
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Interdisciplinary approaches
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
[Figure 9: Diagram/Chart/Graph]
Definition: Current trends and future directions
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Part 2: Ethical considerations and implications
Definition: Literature review and discussion
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 11: Diagram/Chart/Graph]
Remember: Current trends and future directions
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Learning outcomes and objectives
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Fundamental concepts and principles
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Key terms and definitions
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Problem-solving strategies and techniques
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Current trends and future directions
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 17: Literature review and discussion
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Note: Statistical analysis and interpretation
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 19: Experimental procedures and results
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Quiz 3: Experimental procedures and results
Practice Problem 20: Best practices and recommendations
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Key terms and definitions
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Practice Problem 22: Best practices and recommendations
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Interdisciplinary approaches
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
[Figure 24: Diagram/Chart/Graph]
Definition: Ethical considerations and implications
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Remember: Study tips and learning strategies
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 26: Diagram/Chart/Graph]
Important: Comparative analysis and synthesis
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Literature review and discussion
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 28: Diagram/Chart/Graph]
Important: Statistical analysis and interpretation
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Important: Learning outcomes and objectives
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 30: Diagram/Chart/Graph]
Quiz 4: Current trends and future directions
Important: Current trends and future directions
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 31: Problem-solving strategies and techniques
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 32: Research findings and conclusions
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 33: Diagram/Chart/Graph]
Important: Study tips and learning strategies
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Practical applications and examples
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Case studies and real-world applications
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Current trends and future directions
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Statistical analysis and interpretation
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Definition: Ethical considerations and implications
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 39: Critical analysis and evaluation
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Quiz 5: Interdisciplinary approaches
Example 40: Research findings and conclusions
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Definition: Problem-solving strategies and techniques
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Note: Interdisciplinary approaches
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Critical analysis and evaluation
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 44: Diagram/Chart/Graph]
Important: Statistical analysis and interpretation
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 45: Diagram/Chart/Graph]
Definition: Comparative analysis and synthesis
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 46: Historical development and evolution
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 47: Practical applications and examples
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Literature review and discussion
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Problem-solving strategies and techniques
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Module 6: Literature review and discussion
Practice Problem 50: Statistical analysis and interpretation
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 51: Diagram/Chart/Graph]
Note: Learning outcomes and objectives
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 52: Diagram/Chart/Graph]
Important: Statistical analysis and interpretation
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Key Concept: Current trends and future directions
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Best practices and recommendations
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Key Concept: Comparative analysis and synthesis
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Important: Comparative analysis and synthesis
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 57: Diagram/Chart/Graph]
Note: Assessment criteria and rubrics
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Comparative analysis and synthesis
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Definition: Study tips and learning strategies
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Methodology 7: Critical analysis and evaluation
Example 60: Interdisciplinary approaches
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Literature review and discussion
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 62: Interdisciplinary approaches
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Case studies and real-world applications
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Study tips and learning strategies
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
[Figure 65: Diagram/Chart/Graph]
Practice Problem 65: Practical applications and examples
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Theoretical framework and methodology
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 67: Best practices and recommendations
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 68: Diagram/Chart/Graph]
Note: Ethical considerations and implications
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 69: Key terms and definitions
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Part 8: Best practices and recommendations
Practice Problem 70: Learning outcomes and objectives
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Practice Problem 71: Study tips and learning strategies
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Interdisciplinary approaches
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Practice Problem 73: Practical applications and examples
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Definition: Theoretical framework and methodology
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Important: Study tips and learning strategies
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
[Figure 76: Diagram/Chart/Graph]
Practice Problem 76: Comparative analysis and synthesis
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Learning outcomes and objectives
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Key terms and definitions
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Definition: Ethical considerations and implications
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Module 9: Fundamental concepts and principles
Key Concept: Interdisciplinary approaches
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Definition: Statistical analysis and interpretation
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 82: Diagram/Chart/Graph]
Example 82: Practical applications and examples
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Learning outcomes and objectives
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 84: Diagram/Chart/Graph]
Key Concept: Historical development and evolution
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Definition: Research findings and conclusions
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
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