Should We Broaden Our Product Offering?
In this exercise, students assess the for and against of a franchised food retailer broadening their product range, as the proposed move has both opportunities and substantial risks.
Products and Brands
How Positioning Slogans Communicate
For this exercise, students are required to determine the positioning goals associated with various positioning tag lines.
Classifying New Products
For this activity, students identify what ‘type’ of new product the firm has developed – new category, product line extension, and so on.
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.
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.
Does Product Augmentation Provide Value?
Students choose between sets of competitive product offerings. One of the choices is more heavily augmented. How important is the augmented product in the decision? Are students willing to pay more?
Designing a Product’s Augmentation
In this activity for a banking ‘club”, students need to determine what would be the appropriate level of augmentation for each of the club’s elements.
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.
Unique Characteristics of Services
Services have a number of distinct characteristics that create a unique set of marketing challenges for services marketers. The task is to review customer statements to identify the distinguishing service characteristic.
Product Design = Mix of Attributes
By changing a product’s mix of attributes you effectively create new products, which may provide a unique solution. In this activity, students modify the mix of attributes for a table, in order to meet different needs.