Consumers buy a product solution (the benefits) for their need/problem. In promotional communications, it is important to communicate benefits – not features! In this activity, students will convert features into benefits.
Talk Benefits, Not Features Review the Teaching Activity
This company has an idea to modify the attributes of its existing product. The goal is to try and increase sales. However, there is a risk that sales could actually decrease instead – what do your students think?
Changing Product Attributes – A Good Idea? Review the Teaching Activity
By changing a product’s mix of attributes you effectively create new products, which may provide a unique solution. In this activity, students modify the mix of attributes for a table, in order to meet different needs.
Product Design = Mix of Attributes Review the Teaching Activity
Services have a number of distinct characteristics that create a unique set of marketing challenges for services marketers. The task is to review customer statements to identify the distinguishing service characteristic.
Unique Characteristics of Services Review the Teaching Activity
Consumer products can be classified into four different types, to help understand consumer behavior and to assist in the design of the marketing mix. The task is to classify a list of products.
Classifying Consumer Products Review the Teaching Activity
In this activity for a banking ‘club”, students need to determine what would be the appropriate level of augmentation for each of the club’s elements.
Designing a Product’s Augmentation Review the Teaching Activity
Students choose between sets of competitive product offerings. One of the choices is more heavily augmented. How important is the augmented product in the decision? Are students willing to pay more?
Does Product Augmentation Provide Value? Review the Teaching Activity
The task in this activity is to classify the offerings of a computer retailer into core, actual and augmented product levels.
How to Classify Product Levels Review the Teaching Activity
A product should meet a need or provide a solution for a consumer. In this activity, students identify the consumer’s need and/or identify the product solution.
A Product Meets a Need Review the Teaching Activity
For this activity, students identify what ‘type’ of new product the firm has developed – new category, product line extension, and so on.
Classifying New Products Review the Teaching Activity