Product Strategy and New-Product Development -
1. Define the terms core product, enhanced product, convenience goods, specialty goods, product mix, market penetration, product life cycle timeline and innovation diffusion model
2. How can marketing managers use the information listed in the product life phases?
3. From your perspective, which of the listed category leads to the greatest potential failure for products and services?
4. list categories included in the Consumer Product Adoption Chart. Why is this model important for marketing managers?
Build the Brand
1. Define the terms Brand, Brand Equity, Brand Identity, Brand Associations, Brand Assets, Co-Branding and Category Extensions
2. You are the product manager for Ralph Lauren’s Polo shirts. What specific information are you trying to convey in the brand’s iconic polo pony logo? What does the Polo brand say about quality, features, style relative to the Tommy Hilfiger and Lacoste brands?
3. You have been asked by Coca-Cola’s product manager to present the arguments for and against extending the Coke brand to a new cola drink. What would be the arguments for and against extending the Coke brand to a new cola drink?
Service as the Core Offering
1. Define the terms service economy, service sector, fluctuating demand, customer-centric, customer expectations management, customer advocacy and dimensions of service quality.
2. The chapter identifies five dimensions of service quality. Considering these with respect to Netflix, how does the firm stack up on each of these dimensions to set itself apart from competitors and other providers of entertainment content?