Marketing

Posted: December 10th, 2013

Chapter 8

1. Find a new product which was launched in the US market recently,

a)      Describe the three layers of the product concept of this new product.

b)      What will be a good target segment for the product?

c)      Will this new product diffuse quickly among these target customers? Base your analysis on the five factors that affect the rate of adoption (relative advantage, compatibility, complexity, trialability, and observability).

d)      Give advice to the company to improve the adoption and diffusion of this new product.

This new product should be significantly different from previous products. It is either brand new or a major modification.

Chapter 9

2.Find a product category and identify one product or brand in this product category at each stage of the Product Life Circle. Discuss why these products are at these stages respectively. These products may be offered by different companies in the same industry.

Notes:

• Only non-presenters are required to hand in written answers.
• Show your sources of information in “Works Cited”.