1. Chapter Seven was all about building customer value through products, services, and brands. There are several important key concepts and terms, but the following are ones that were found most important in relation to ESPN. Two important terms in the chapter are consumer products and specialty products. Consumer products are products or services bought by the final consumers for personal consumption or usage. This includes any product or service in any market. A specialty product is different because it is a consumer product with a certain uniqueness in the product or service that causes the final consumer to put a special effort into purchasing that product or service. These terms apply to ESPN because ESPN would be considered a specialty