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.
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.
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.
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?
The task in this activity is to classify the offerings of a computer retailer into core, actual and augmented product levels.
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.
For this activity, students identify what ‘type’ of new product the firm has developed – new category, product line extension, and so on.
For this exercise, students are required to determine the positioning goals associated with various positioning tag lines.
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.