DISCUSSION ON TOPIC 7

  1.  Consider the number of products available in the U.S. consumer market.  In virtually every product category, consumers have many options to fulfill their needs.  Are all of these options really necessary?  Is having these many choices a good thing for consumers?  Why or why not?  Is it a good thing for marketers and retailers that have to support and carry all of these product choices?  Why or why not?
  2. Consider the notion that a truly effective brand is one that succinctly captures the product offering in a way that answers a question in the customer’s mind.  Now, consider these brands (or choose your own): Coca-Cola, Disney, Marlboro, American Express, and Ford.  What questions do these brands answer?  Why are these effective brands?
  3. The great product selection can be classified on the basis of shopping habits and are broken down into four main areas. List these four main areas of consumer shopping habits and explain what elements are included within. Then further explain the concepts of product line width, length, depth, consistency with appropriate examples.


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