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DISCUSSION STARTERS
Discussion Starter 1: Consumer Products
Look at the following examples of products. Identify whether the product is a convenience, shopping,
specialty, or unsought product.
1. Wedding dress
2. Towing services
3. Canon camera
4. Coffins
5. Toothpaste
6. BMW
7. Bananas
8. Microwave
9. TAG Heuer watch
10. Pets
Answers:
1. Specialty
2. Unsought
3. Shopping
Discussion Starter 2: Labeling Genetically Modified Foods
ASK: Should genetically modified salmon be labeled as such?
Consumers may soon see genetically modified meat on their dinner plates. The Food and Drug
Administration (FDA) is considering whether to approve genetically modified Atlantic salmon that
ASK: Would labeling of genetically modified salmon unfairly imply that it is unsafe to consume?
© 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed
with a certain product or service or otherwise on a password-protected website for classroom use.
Class Exercise 3: Similarities between Products
Recommended as a group activity
Often organizations deliver a wide variety of products and services with the same brand name. These
product lines generally have something in common which unifies the offerings. In this exercise, examine
the underlying similarities across diverse product and service lines.
Step 1: Think about Disney. Then brainstorm the product lines which carry the Disney name.
Step 2: Categorize your list into categories which make sense to your group participants.
Step 3: Identify similarities across all product lines.
Step 4: What is Disney’s product?
Class Exercise 4: Business Products
Look at the following examples of products. Identify whether the product is an installation, raw material,
process material, component part, business service, MRO, or accessory equipment.
1. Wind turbine
2. Dishwasher detergent at a restaurant
3. Professional audits from an accounting firm
4. Rubber for tires
5. Office computer
6. Side mirror for an automobile
7. Perfume oils
Answers:
1. Installation
7. Process material
Semester Project
You Are Your Product
© 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed
with a certain product or service or otherwise on a password-protected website for classroom use.
4. Discuss the factors that could contribute to the failure of your product. How will you define
product failure?
© 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed
with a certain product or service or otherwise on a password-protected website for classroom use.
11. What is co-branding? What major issues should be considered when using co-branding?
Co-branding is the use of two or more brands on one product. Marketers employ co-branding to
capitalize on the brand equity of multiple brands. The brands used for co-branding can be owned by
the same company or by different companies. Some issues to consider when using co-branding are
12. Describe the functions a package can perform. Which function is most important? Why?
A package can perform several functions, including protection, economy, convenience, and
13. What are the main factors a marketer should consider when developing a package?
When making packaging decisions, marketers must take into account a variety of issues. Cost is a
critical consideration when developing a package. Some available processes and designs are very
expensive, so before making packaging decisions, marketers engage in research to determine how
14. In what ways can packaging be used as a strategic tool?
Because a package has the potential for giving a product a competitive edge, marketers often regard
packaging as an important strategic tool. Altering a package can make a product more convenient or
safer, promote a new feature, or assist product repositioning. A secondary-use package, one that can
© 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed
with a certain product or service or otherwise on a password-protected website for classroom use.
15. What are the major functions of labeling?
Marketers use labeling in a variety of ways. By highlighting the brand with an eye-catching graphic
Comments on the Cases
VIDEO CASE 11.1: GAGA: NOT JUST A LADY
Summary
This case focuses on GaGa’s SherBetter, a dessert product that is in between sherbet and ice cream. Jim
King founded GaGa and instantly began finding ways to market the SherBetter product. King landed his
first sale to Munroe Dairy, who ordered 500 pints of his lemon SherBetter. The brand continued to
expand and new flavors of SherBetter were created. In addition, new products were created such as frozen
dessert novelty bars and the toasted coconut SherBetter. To increase brand awareness, King and his wife
set up tables and gave free samples outside the frozen sections of grocery stores. Although the marketing
budget for GaGa is relatively small, Jim King has still found ways to get the word out and increase the
sales of his products.
Questions for Discussion
1. When GaGa began adding novelty bars in new flavors, what was the effect on the width and
depth of its product mix?
2. Why is packaging particularly important for a company like GaGa, which can’t afford
advertising?
GaGa needs to attract the customer’s attention by making its products stand out on crowded store
3. Do you think GaGa’s SherBetter pints and bars are likely to follow the product life cycle of
traditional ice cream products? Explain your answer.
Students who say GaGa’s products are likely to follow the product life cycle of traditional ice
cream products may point to the similarities between SherBetter and sherbets and ice creams—
© 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed
with a certain product or service or otherwise on a password-protected website for classroom use.
CASE 11.2: WYNDHAM HOTELS PORTFOLIO OF BRANDS
SATISFIES DIVERSE CUSTOMER NEEDS
Summary
This case examines how Wyndham Worldwide customizes its hotel chains to attract and satisfy
different target markets. While the core product, a place to stay, is the same no matter the hotel, the
supplemental and experiential benefits of Wyndham’s hotel chains differ. The company adjusts its
marketing strategies to suit both the product’s benefits and its stage in the product life cycle. Overall,
Wyndham has achieved great success in creating a successful product mix to meet the needs of
different customers.
Questions for Discussion
1. How is Wyndham using symbolic and experiential benefits to target its hotels to certain
groups of travelers?
Experiential benefits are based on customers’ experiences with the product and often have
symbolic meanings for buyers. The atmosphere at each of Wyndham’s hotels is its main
experiential benefit. For example, its Night hotel in New York City claims to be “for the traveler
2. How is Wyndham using supplemental features at its hotels to create a competitive
advantage?
Travelers expect supplemental items from hotels, such as certain amenities and friendly service.
Hotels that do not meet these expectations tend to receive bad reviews and have fewer customers,
supplemental benefits as well.
3. How should Wyndham market its hotels according to their stages in the product life cycle?
Wyndham adjusts its marketing strategies according to each chain’s stage in the product life
cycle. For its Night and TRYP hotel chains, which are in the introductory and growth stages,
