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Critical Thinking Exercises
1. Like Nike’s marketing adaptation with “Nike by You,” other retailers offer customers individualized products. For instance, you can design your own jeans online. Brainstorm five other products that may lend themselves to customized offerings that expr...
9.6 Forms of Brand Development, Brand Loyalty, and Brand Metrics
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify branding strategies. 2 Describe degrees of brand loyalty. 3 Discuss metrics that can be used to measure brand strength and value. Brand Development New products can b...
Critical Thinking Exercises
1. Brainstorm purchases that you have made this week. Classify each into convenience products, shopping products, specialty products, or unsought products. 2. Explain the product life cycle. How and why might it change based on certain crite...
Applied Marketing Knowledge: Discussion Questions
1. Think of a product that you have used recently. What are the core, actual, and augmented products? 2. How would you promote a shopping product differently than a specialty product? 3. Look at the Oreo product line. Why are th...
Key Terms
actual product product available for purchase augmented product product having unseen aspects essential to customers brand an intangible asset with tangible value; made up of promotion efforts and customer meaning brand engagement measure of how deeply ...
Chapter Summary
Products are the consumer offering. They are the reason that the customer is making a value exchange. Products and services differ but are inextricably linked through experiences. Consumer products are classified in four ways based on consumer behavior, price,...
9.9 Ethical Issues in Packaging
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain ethical issues with respect to product packaging. 2 Discuss product safety and ethical packaging trends. The Importance of Ethics in Product Packaging In addition to co...
9.8 Environmental Concerns Regarding Packaging
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe environmental concerns with respect to product packaging. 2 Discuss strategies that are being used to address environmental concerns. Environmental Concerns in Product ...
9.7 Creating Value through Packaging and Labeling
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe how an organization creates value through packaging and labeling. 2 Explain how packaging is used as a marketing tool. Creating Value through Packaging and Labeling If...
9.5 Branding and Brand Development
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define branding and discuss its benefits. 2 Discuss ways in which an organization can build strong brands. Branding A brand is an intangible asset with tangible value. We canno...
Building Your Personal Brand
Students who are building their résumés have always been encouraged to set themselves apart from the competition for internships, jobs, and volunteer experiences. In other words, focus on what makes you stand out from other job seekers. If you are bilingual, w...
9.4 Marketing Strategies at Each Stage of the Product Life Cycle
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss marketing strategies in the introduction stage of the product life cycle. 2 Classify marketing strategies used in the growth stage of the product life cycle. 3 Characterize ma...
9.3 The Product Life Cycle
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define the product life cycle. 2 List and describe the stages of the product life cycle. The Product Life Cycle Have you ever wondered what happens after a new product launch? ...
9.2 Product Items, Product Lines, and Product Mixes
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define product items, product lines, and product mixes. 2 Describe product line length and depth. 3 Discuss product line filling and product line stretching. Product Line Lengt...
9.1 Products, Services, and Experiences
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Differentiate between products, services, and experiences. 2 Describe how consumer and business/industrial products are classified. 3 Identify the four levels of a product. Pro...
In the Spotlight
Figure 9.1 Marketing strategies define and support the product life cycle and brand, such as Peloton’s approach to bundling fitness products and online classes. (credit: modification of work “Woman Riding Exercise Bike” by onthegosports.com.au/SportsFanati...
References
1. Procter & Gamble, A Common Goal Drives Our Aspirations: P&G and the Hispanic Community, n.d., https://www.pg.com/images/company/who_we_are/diversity/multi/Hispanic%20Corporate%20Brochure%20-%20English.pdf. 2. OWN, “OWN and P&G Present: Widen ...
Closing Company Case
Lineout If 50 is the new 30, most 50-year-olds want to look 30. Consumers in their twenties want to look like their favorite Hollywood star or Instagram influencer. New methods, procedures, and products are flooding the market to appeal to the market demand...
What Do Marketers Do?
Relatively few recent marketing graduates think about entering the nonprofit arena. Some of the key positions in nonprofits include marketing director, event coordinator, director of development, communications specialist, and volunteer coordinator. There are...
Building Your Personal Brand
Can you honestly say that you “own” who you are? Do your habits and mannerisms belong to you? Are you comfortable in your skin? In her TED Talk, Harvard professor Amy Cuddy discusses how body language impacts how others perceive you. Our nonverbals give other...