APPLYING MARKETING KNOWLEDGE 1. Products can be classified as either consumer or business products. How would you classi

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APPLYING MARKETING KNOWLEDGE 1. Products can be classified as either consumer or business products. How would you classify the following products? (a) Johnson's baby shampoo, (b) a Stanley Black & Decker two-speed drill, and (c) an arc welder. 2. Are Nature Valley granola bars and Eddie Bauer hiking boots convenience, shopping, specialty, or unsought products? 3. Based on your answer to question 2, how would the marketing actions differ for each product and the classification to which you assigned it? 4. In terms of the behavioral effect on consumers, how would a computer, such as an Apple iMac, be classified? In light of this classification, what actions would you suggest to the manufacturers of these products to increase their sales in the market? 5. What methods would you suggest to assess the potential commercial success of the following new products? (a) a new, improved ketchup; (b) a three-dimensional television system that has taken the company 10 years to develop; and (d) a new children's toy on which the company holds a patent. 6. Concept testing is an important step in the new-product development process. Outline the concept tests for (a) an electrically powered car and (b) a new loan payment system for automobiles that is based on a variable interest rate. What are the differences in developing concept tests for products as opposed to services?

APPLYING MARKETING KNOWLEDGE 1. Listed here are three different products in various stages of the product life cycle. What marketing strategies would you suggest to these companies? (a) Canon digital cameras-maturity stage; (b) Hewlett-Packard tablet computers- growth stage; and (c) handheld manual can openers-decline stage. 2. It has often been suggested that products are intentionally made to break down or wear out. Is this strategy a planned product modification approach? 3. The product manager at GE is reviewing the penetration of trash compactors in American homes. After more than two decades in existence, this product is in relatively few homes. What problems can account for this poor acceptance? What is the shape of the trash compactor life cycle? 4. For years, Ferrari has been known as a manufacturer of expensive luxury automobiles. The company plans to attract the major segment of the car-buying market that purchases medium-priced automobiles. As Ferrari considers this trading-down strategy, what branding strategy would you recommend? What are the trade-offs to consider with your strategy? G 40

CHAPTER 9 Applying Marketing Knowledge (find it in the table of contents under Chapter 9) Question #5 ONLY Briefly explain your answers. CHAPTER 10 Applying Marketing Knowledge (find it in the table of contents under Chapter 10) Question #4 ONLY.