Assignment:
Creating Brand Equity
Marketing Management.
Consider the following as you read:
• What is integrated marketing and how does it fit in a marketing plan?
Addressing Competition and Driving Growth
Marketing Management.
Consider the following as you read:
• What is the difference between fad, fashion, and style?
Setting Product Strategy
Marketing Management.
Consider the following as you read:
• Has Toyota followed the Form or Function paradigm?
Designing and Managing Services
Marketing Management.
Consider the following as you read:
• What are the various categories (5) of the service mix?
Introducing New Market Offerings
Consider the following as you read:
• How does one manage new product/service ideas and bring them to market?
Product Life Cycle Discussion
PLC
There are many decisions that need to be made during the product life cycle in order to maximize profits. With each decision point, we must consider the pros and cons of each direction. A company that sets specific goals helps marketers in decision making. What are some of the decisions along with the relevant considerations that need to be made and what is the best method to evaluate each?
New Product Discussion
New Product Development
What should a company consider when attempting to develop a new product? Can you think of some new products that have failed?
What do you think were the causes of this failure? How would you have handled the product launch differently?
Consumers in Product Development Discussion
Consumer Research
Some new-products experts maintain that getting close to customers through intensive research is the only way to develop successful new products. Other experts (the late Steve Jobs at Apple was one) disagree and maintain that customers can't possibly provide useful feedback on what they don't know and can't provide insights that will lead to breakthrough products.
Take a position: Consumer research is critical to new-product development versus Consumer research may not be all that helpful in new-product development