Pricing Objectives
Pricing decisions will form a key part of the firm’s overall marketing strategy. In this activity, the task is to identify why the firm has adopted their particular pricing approach.
Pricing Objectives Review the Teaching Activity
Review Exercises
Line and Brand Extensions
Firms are usually faced with four broad branding choices, with the key goal of growing brand equity. In this activity, students classify examples to the type of brand strategy.
Line and Brand Extensions Review the Teaching Activity
Talk Benefits, Not Features
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
Classifying Consumer Products
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
How to Classify Product Levels
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 Meets a Need
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
Product Development Team Structure
There are five different examples of how firms can structure their new product development project teams. Can students identify which team structure approach would be the most effective?
Product Development Team Structure Review the Teaching Activity
Speed of New Product Adoption
Smart TVs became popular within a few years, yet microwave ovens faced significant market resistance and took decades to get adopted. The challenge is to determine why this was the case.
Speed of New Product Adoption Review the Teaching Activity
A Great Idea, But Would You Invest?
Students review several new product proposals. Which ones have potential and should go ahead? Which ones have limited potential?
A Great Idea, But Would You Invest? Review the Teaching Activity
Not Enough New Product Ideas?
The ability of firms to generate new product concepts is a key factor in new product success. Some firms appear to be more successful at this task than others. This firm is not very good at it – but why?
Not Enough New Product Ideas? Review the Teaching Activity