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Why do you think Red Lobster relies so much on Internet surveys to track customer opinions, preferences, and criticisms?
Having been in business for five years, ReadyMade now has a lot of research on the various characteristics of its readers.
Break into groups of four or five. Have the members of the group classify each of the following products into the category.
A local civic organization has asked you to give a luncheon presentation about planned obsolescence.
A local supermarket would like to introduce its own brand of paper goods (e.g., paper towels, facial tissue, etc.) to sell alongside its current inventory.
Describe marketing uses of packaging and labeling. Packaging has four functions: containing and protecting products.
List the countries to which Levi Strauss & Co. markets through the Web site www.levi.com. How do the product offerings differ between the U.S.
Describe how and why product warranties are important marketing tools. Product warranties are important tools because they offer consumers protection.
Can you re-create Hydrox through a name change? What kind of brand name could go head-to-head with Oreo? (Most people unfamiliar with Hydrox)
How can you package your renewed sandwich cookie to make it more attractive on the shelf than Oreo?
How would you classify the offering to your customers? Is it a consumer product? A business-to-business product?
Place your company’s offerings into a product portfolio. Consider the broader impact of marketing a product item within a line or mix.
Does your chosen company have a brand name and brand mark? If not, design both. If so, evaluate the ability of the brand name and mark to communicate.
Should your URL be the same as your company name? Why or why not? What happens if a customer mistypes your name?
Is the product packaged and labeled? How should it be packaged and why? Does the package and label design match other communications tools?
Design the parameters for warranties and return policies. Should your return policy be stricter on-line than off-line? Why or why not?
Environmentally friendly products have never been as hot as they are now, and the number of brands touting their “green”.
Unquestionably, Kodak is one of the most recognized brands in the United States and the world.
Describe the bases for segmenting business markets. Business markets can be segmented on two general bases.
Discuss alternative strategies for selecting target markets. Marketers select target markets using three different strategies.
Explain one-to-one marketing. One-to-one marketing is an individualized marketing method that utilizes customer information.
Explain how and why firms implement positioning strategies and how product differentiation plays a role.
Do you think Diet Coke could have been repositioned to change consumers’ perceptions of it enough to be considered a drink equally appealing to men?
The database will generate many cluster descriptions based on your ZIP code. Depending on the functionality of the Web site.
Now pick a product category, like automobiles, athletic shoes, beverages, or health and beauty products.