Marketing
14th Edition
ISBN: 9781259924040
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
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Textbook Question
Chapter 22, Problem 4AMK
Suppose your Great States lawn mower company has the market-product concentration situation shown in Figure 22-4A. What are both the synergies and potential pitfalls of following expansions strategies of (a) market specialization and (b) product specialization?
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One of the key steps in the selling process is assessing customer needs. Needs assessments will help develop solutions and will help handling objections. For each of the following scenarios, provide questions you would ask your customer to probe for customer needs.
Product being Sold
Question 1
Question 2
Question 3
Purchasing a sleep number bed
Cost - $8.600
Purchasing a new vehicle.
Cost – $25,000
Purchasing a jacket
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Choose a product and explore its competitive advantage. Provide the following
What are the competitive advantages of your product?
How will you use informative promotion?
How will you use Persuasive promotion?
How will you use reminder information?
How are you going to use connection to promote your product?
What tools from the promotional mix will you use?
Finally provide a video link or a picture of a print ad for your product, keeping competitive advantage in mind.
Identifying Product Benefits Assignment 4.7
Provide an example of a product attribute
Provide an example of a product benefit
In your own words tell me what is the difference between a product attribute and product benefit.
Explore advertising appeals. Please provide an example of an advertisement that represents each appeal. Advertisement can be a commercial, print Ad picture, etc.
Refer to the figure below to assist you with advertising appeals and their goals towards a target market.
Profit
Health
Convenience
Environmental consciousness
Chapter 22 Solutions
Marketing
Ch. 22.1 - Explain how marketing managers allocate resources.Ch. 22.1 - Prob. 22.1LRCh. 22.1 - Prob. 22.2LRCh. 22.2 - Prob. 22.2LOCh. 22.2 - Prob. 1MMCh. 22.2 - Prob. 2MMCh. 22.2 - Prob. 3MMCh. 22.2 - Prob. 22.3LRCh. 22.2 - Prob. 22.4LRCh. 22.2 - Prob. 22.5LR
Ch. 22.3 - Prob. 22.3LOCh. 22.3 - Prob. 1MMCh. 22.3 - Prob. 2MMCh. 22.3 - Prob. 3MMCh. 22.3 - Prob. 4MMCh. 22.4 - Prob. 22.4LOCh. 22.4 - Prob. 22.6LRCh. 22.4 - Prob. 22.7LRCh. 22.4 - Prob. 22.8LRCh. 22.5 - Prob. 22.5LOCh. 22.6 - Prob. 22.6LOCh. 22.6 - Prob. 22.9LRCh. 22.6 - Prob. 22.10LRCh. 22 - Prob. 1AMKCh. 22 - Prob. 2AMKCh. 22 - Prob. 3AMKCh. 22 - Suppose your Great States lawn mower company has...Ch. 22 - Prob. 5AMKCh. 22 - Prob. 6AMKCh. 22 - Prob. 7AMKCh. 22 - Prob. 8AMKCh. 22 - Prob. 9AMKCh. 22 - Prob. 1BYMPCh. 22 - Prob. 2BYMPCh. 22 - Prob. 3BYMPCh. 22 - Prob. 4BYMPCh. 22 - Prob. 1VCCh. 22 - (a) Who is the target market? (b) What is the...Ch. 22 - Prob. 3VCCh. 22 - Prob. 4VCCh. 22 - Prob. 5VC
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