Managing product mix and product lines
Problem 1: How would you market an Apple iPhone to a middle-aged man compared to a teenage girl? Is it the same?Problem 2: What is the best way a company can build and manage its product mix and product lines? Be specific. Provide an example.
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What supporting points could be made over allocation of indirect marketing costs, by the proponents of each side, in the full-cost versus contribution-margin controversy ? Which of the two concepts do you advocate, and why?
What were some of the business issues that retailers, like A&F, faced in the early and mid-1900's? How have these issues changed over time?
Google the latest gaming promotions. Select three different promotions and evaluate them: What is the promotion and how does it work? Who is the customer they are trying to attract?
The way that services are offered to consumers is changing drastically because of the impact of the Internet. How have the following industries had to change to adapt to this technological change?
What is the best way a company can build and manage its product mix and product lines? Be specific. Provide an example.
Lancome sunscreens has a negative perceived customer value compared with the other brands. How can Lancome improve its customer value?
Is marketing an unnecessary expense? Should correctly priced health care products sell themselves? What are your thoughts on these questions? Provide a current marketplace example to support your viewpoint.
Describe each company's target market and positioning. Give some examples of how these strategies are implemented for each company.
Based on the trends that you are seeing today, how will this notion of being frugal affect how we as marketers market?
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