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Strategic Marketing Management
, Second Edition
Carol H. Anderson, Rollins College, Emerita
Julian W. Vincze, Rollins College, Emeritus
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| | Chapter Exercises
Chapter 8: Product Strategy
- What is a product and what are the dimensions of the "augmented product concept"?
- How can consumer goods be classified, and of what use are these classifications for consumer marketing strategy decisions?
- How can organizational goods be classified, and of what use are these classifications for business-to-business marketing strategy decisions?
- What are the key product-related issues that confront marketers, and what are some ways that each issue can be resolved?
- What are the advantages, disadvantages, and significance of the product lifecycle concept, and how can it be applied to marketing decisions?
- Why is test marketing used, and what are the advantages and disadvantages of using this approach when entering a new product and/or market situation?
- What are the basic strategies for launching new products?
- What are the elements of a branding strategy, and what role does brand equity play in an overall product and marketing strategy?
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