Exam 7: Product Strategy

Although the product is at the heart of marketing strategy, it is important to remember that the product offering itself is of little value to customers. The real value that a product offering come from:

Identify the unique characteristics of services (relative to tangible goods) and list the marketing challenges created by each characteristic.

If you purchase a notebook computer from Dell, you will note several brand insignias on the outside, such as Dell, Intel, and Microsoft Windows. What type of branding strategy does this example represent?

Most firms today compete in mature markets characterized by commoditization. In these cases, the _____ typically becomes incapable of differentiating the product offering from those of the competition.

Since the introduction of the Atkins diet, many food and beverage marketers have focused on the low carbohydrate counts in their products. Many of these firms have launched promotional campaigns that directly compare their products to competing products having higher carbohydrate counts. In terms of product positioning, these promotional campaigns are designed to: