Discussing applying the concepts

Discussing the Concepts

1. What is a product and how can product planners build customer value?

2. How does an industrial product differ from a consumer product? Discuss the types of industrial products and provide an example of each.

3. Discuss the product attributes through which benefits are communicated and delivered to customers.

4. Define brand equity. What competitive advantages does high brand equity provide a company?

5. Discuss the brand development strategies marketers use to develop brands. Provide an example of each strategy.

6. Describe the four characteristics of services that marketers must consider when designing marketing programs. How do the services offered by a dentist differ from those offered by a drug store regarding these characteristics?

Application Questions

1. The Coca-Cola Company produces concentrate, which is then sold to various licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce the finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. Visit your national Coca-Cola Web site and examine the list of brands. Name and define the four dimensions of a company's product mix and describe Coca-Cola's product mix on these dimensions.

2. Using the six qualities that a good brand name should possess, create a brand name for a personal care product that has the following positioning statement: "Intended for

X-Games sports participants and enthusiasts,_is a deodorant that combines effective odor protection with an enduring and seductive fragrance that will enhance your romantic fortunes."

3. Many retailers have their own private-label brands. What does this mean, and are the brands too powerful a force in marketing?

Salehoo Secrets and Tips

Salehoo Secrets and Tips

As with any web site, SaleHoo has a number of features that will help you in buying products from around the world. Once you have an account on SaleHoo, which only costs a one-time fee, you can establish up to twenty named searches for products. After that, any time those items become available, you’ll be alerted.

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