Marketing
Test Your Knowledge
1. What are some reasons a firm might determine it should expand a product line? What are some reasons for contracting a product line? Why do many firms have a product mix strategy?
2. Why is quality such an important product strategy objective? What are the dimensions of product quality? How has e-commerce affected the need for quality product objectives?
3. Explain the product life cycle concept. What are the stages of the product life cycle?
4, How are products managed during the different stages of the product life cycle?
5. What is a brand? What are the characteristics of a good brand name? How do firms protect their brands?
The starbucks case: You Make the Call
1. What is the decision facing Starbucks?
2. What factors are important in understanding this decision situation?
3. What are the alternatives?
4. What decision (s) do you recommend?
5. What are some ways to implement your recommendation?