Even More Teaching Activities
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.
Generating New Product Ideas and Concepts
Firms will use a variety of methods to generate new product ideas/concepts. Students review examples and identify what approach each firm is using.
Compensatory Decision Rules
Students are presented with a scoring model to see how compensatory decision-making is undertaken and to choose the best brand.. And they also need to identify how brands can use this information in their marketing mix.
Overcoming Service Intangibility
Students review a marketing campaign video for Taikang Insurance, where the firm has cleverly used technology to overcome the hurdle of service intangibility and make insurance "real".