Question 1

As the marketing manager for your firm,you have been approached by your key component manufacturer suggesting that your two firms "ingredient brand" a new item.What are some of the requirements for succeeding in ingredient branding

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Question 2

Your firm is contemplating a bundling strategy for its line of products.In a memo to your boss,you outline the three guidelines for correctly implementing a building strategy.

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Question 3

Your research shows that over 53% of all purchases are made on impulse.As you sit down with your packaging design team,you tell them that the package must communicate many of the sales tasks.List the sales tasks that packaging must now incorporate due to the increase in self-service sales.

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Question 4

Your service firm is contemplating adding a "guarantee" component.Members of senior management are unclear as to the marketing advantages of a guarantee.How would you convince members of senior management that a guarantee can provide a marketing advantage

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Question 5

During a meeting,you were asked by the vice-president of marketing,to comment on the company's pricing strategy for its products.Recalling your marketing management course in college,your comments define the six situations involving product-mix pricing.List these six product-mix pricing strategies.

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Question 6

In discussions with the packaging design team,it seems that they are unclear as to what should be included on the final product (consumer package)packaging.You list these objectives in a memo.List these objectives here.

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Question 7

As the newest member of the marketing department,your immediate boss asks you to comment on the company's proposal to add two new shoes to the company's middle-of-the-road pricing and product-line strategies.The first pair will retail for $ 40.00 and has as its target market the "bargain" shopper.The second pair will retail for $ 200.00 and is targeted at the "sophisticated shopper." In relation to product-line strategy,what is the company trying to accomplish with these two new items

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Question 8

As you contemplate the introduction of your company's newest services,you think that the offering of a service guarantee would be a "marketing coup" and completely surprise your competition.You remember that your marketing management text stated that guarantees are most effective in two situations.What are these two situations

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Question 9

How do the four product-mix dimensions (width,length,depth,and consistency)affect a firm's product and corporate strategies

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Question 10

In discussions with the packaging design team,you note that they do not have a firm design objective for the final package.In an internal memo to your boss,you outline the objectives (both company and consumer orientated)that you wish to see implemented by the design team.List these objectives.

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Quiz 12: Setting Product Strategy