Identifying Benefits and Features
In this task, students will analyze the design of an everyday food product and dissect it into its three product levels. They will also identify how the consumer derives benefits from various product features.
New Product Process
Does Product Augmentation Matter?
In this task, students will review a billboard ad, which promotes a benefit derived from product augmentation. Students will then discuss the role and value of augmenting a product.
New Products Process MCQ Revision VIDEO
This is a 20 multiple-choice question video quiz on the NEW PRODUCTS PROCESS. It is a fun and interactive approach to revision for students, and a helpful insight for instructors on which new product topics need further explanation and discussion.
Success in Entering a Competitive and Mature Market
In this case study, students review Crust Pizza, an up-market take-away pizza chain that was able to successfully compete in the price-competitive and mature pizza market.
EXCLUSIVE ACTIVITY FOR MEMBERS
Marketing Financial Forecasts
In this mini case study, an accountant firm is trying to forecast the likely profit from a new software program that they plan to launch onto the market – but they have two quite different profit expectations – can your students help them?
Marketing Mix of the Dollar Shave Club
Students review the viral video launch of the highly successful Dollar Shave Club and then identify their 7P’s offering and the mindset of their target market. Great activity for breaking down the full 7P’s marketing mix.
EXCLUSIVE ACTIVITY FOR MEMBERS
Understanding Test Marketing
In this video-based activity, students will review a five-minute video highlighting different approaches to market testing, and then address various questions on the video and the new product process.
Identify the Steps in the New Product Process
In this activity, students match the key step in the new product process to its appropriate definition, to confirm their broad understand of the NPD process.
EXCLUSIVE ACTIVITY FOR MEMBERS
Different Firms – Different Research?
Sometimes a firm’s particular characteristics (or marketing situation) will influence their choice of the most appropriate marketing research design (as this activity will demonstrate). The task in this activity is to match the type of market testing research to the firm most likely to conduct it.
EXCLUSIVE MEMBER ACTIVITY
New Product Evaluation Game
This activity is a ‘game’ played in groups. Although it is a fun game, it is designed to illustrate the challenges that a firm faces when it evaluates and researches a new product.
