1. Select a product category and identify examples of product forms, brands and models. Describe some of the attributes, positive benefits and negative risks, and value meanings for each of these levels. Classify the value meanings as instrumental, terminal or core values and motivate your classification.
2. Analyze the possible meanings of mouthwash or deodorant in terms of positive (perceived benefits) and negative (perceived risks) consequences of use. Why are both types of meaning important?
3.Go to www.edisonawards.comand look for the 2018Edison Best New Product Awards Winners. Choose any product from the page and construct a means-end chain for the product.
4. Construct a means-end chain for ...... product. Specify the following for your means-end chain:
a) The product level of your means-end chain
b) Tangible / intangible attributes
c) Functional consequences
d) Psychosocial consequences specify the type of perceived benefits
e) Value satisfaction for customer specify the type of value benefit
5. Define the concept of involvement, describe the general characteristics of involvement, and illustrate a low and high involvement product for you personally using a means-end chain for involvement.
6. Contrast a low and high involvement product using the means-end basis of involvement in the model of customer product involvement
7. Discuss how the marketers of a low-involvement product (e.g. flip-flops) can get customers to be more involved with their product by changing customers intrinsic and situational self-relevance