Solution Manual for Marketing: Real People, Real

Choices, 7/E7th Edition

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Solution Manual for Marketing: Real People, Real Choices, 7/E7th Edition

Solomon Chapter 9

VI. ADDITIONAL PROJECTS, ASSIGNMENTS, AND

EXAMPLES
These assignments can be used in many ways: homework assignments, critical thinking
assignments, web-based research assignments, individual assignments, and/or group
assignments.

►Student Projects
1. List four consumer products that you use at least one time each week. Conduct research on
those products and determine which stage of the product life cycle they are currently in.
Prepare a brief report and summarize the results of your analysis. (Objective 2)
2. Find two products that you believe are in the introduction stage of the Product Life Cycle
(PLC). Prepare a brief report and explain why they are in that stage and justify your beliefs.
(Objective 2)
3. Find a product in your pantry and observe the label on the product. Prepare a brief report and
discuss how the branding strategy of that product creates brand identity for the product. How
does the company differentiate the product? How does that packaging and labeling create and
contribute to the brand identify? (Objectives 3 and 4)
4. Choose a product that has a trademark on the label. Prepare a brief report and define the term
trademark. Next, explain why marketers register their trademarks. Why are trademark
protection and other branding strategies important to a marketer? (Objective 3)

ASSIGNMENTS
►Small Group Assignments
1. Form students into groups of three to five. Each group should review Figure 9.3 on page 251.
Assign each group a product and ask the students to evaluate the ability of the product on the
overall ability of the product to provide the benefits customers want. Next, ask the students to
evaluate the level of quality and consistency of quality based on the items listed below and
share the outcome with the class: (Objective 4)
a. Degree of pleasure
b. Product safety
c. Ease of use
d. Need satisfaction
e. Versatile
f. Precision
g. Reliable
h. Durable

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2. Divide the class into fairly large groups. Have each group (with your prior approval) invite
an expert from the community to speak about the important concepts related to licensing.
Your guest might be a lawyer, someone from the university representing the athletic
department, someone from the entertainment industry, etc. Encourage the students to be
creative in their approach and ask the students to compile a list of questions ahead of time,
asking about the importance of licensing, interesting stories, interesting connections,
ramifications if licensing should but doesn’t take place, etc. Students can conduct a panel
discussion in the class or prepare a brief report that summarizes the outcome of their
interview. (Objective 4)

3. Form students into groups of three to five. Recall that when a consumer feels good about a
product or service they are willing to pay extra to purchase that product or service. Assign
each group a specific product and ask students to prepare a presentation on how to measure
brand equity for each of the following metrics: (Objective 3)
a. Customer mind-set metrics
b. Product-market outcomes metrics
c. Financial market metrics
d. Revenue premium metrics

►INDIVIDUAL ASSIGNMENTS
1. You learned that new products are created through acquisition or new product-development
efforts. Create a new product (real or made up) that you would like to develop now or in the
foreseeable future. Write a brief one-page report that illustrates your new-product
development and answer the following questions. You can also present your data to the class.
(Objectives 1 & 2)
a. Did you develop your product from an acquisition or new-product development?
b. List the eight major stages in the new-product development process.
c. Do you believe that your new product has a chance in the marketplace?

2. Review the stages of the Product Life Cycle (PLC) characteristics. Prepare a brief report that
considers the objectives and strategies of the PLC and answer the following questions.
(Objective 3)
a. What are two products you consider to be in the Decline stage of the PLC? Justify your
answer.
b. HDTV seems to be all of the rage today. In which stage of the PLC would you place
HDTV? Why?
c. How do you know when a product has moved from the Growth stage to the Maturity
stage of the PLC?

3. The BP Oil spill in 2010 was a disaster that will impact the company name for many years.
Discuss the product issues associated with this disaster and the importance of product quality.
What can the Marketing Director of BP Oil do to protect their brand image both domestic
and international? Write a two-page report that explains that explains the issues related to
 total quality management (TQM) and the obstacles to protect both product quality and its
brand image. (Objective 1)

►THINK—PAIR--SHARE
Consider the following questions, formulate and answer, pair with the student on your right,
share your thoughts with one another, and respond to questions from the instructor.

1. How do companies find new products? (Objective 2)

2. Define the stages of the New Product Development Process. (Objective 2)
3. How are competitors a source of new product ideas? (Objective 2)
4. What are the advantages of team-based new product development? (Objective 2)

►OUTSIDE EXAMPLES
1. Take a look at the Telsa electric car (http://www.teslamotors.com/). How is this company
striving to build excitement and demand for its all-electric sports car? Discuss the features
and benefits of this new product. Do you believe the company practices TQM? Discuss the
quality of the product. How would you classify this product in the product life cycle stage?
Do you believe the branding strategies create product identity? Explain how package and
labeling contribute to the product identity? (Objectives 1, 2, 3 and 4)

Possible Solution. The student response will vary based on their perception of the
product/product life cycle stage. Students should discuss that the company practices TQM
because they produce a quality car that contributes to conservation and economic
conservancy.

All the information is designed to provide excitement concerning this new product. In
Addition, they go to great efforts to point out how cutting edge this product is – it is the first
true high-performance production electric car, it is environmentally-sensitive and correct, it
is economically-reasonable. It is a good company because it not only enhances the
environment; and it provides a positive brand image because the company implements new
and environmentally safe products. The company created effective branding strategies to
enhance vitality of the product. The product identity is enhanced by the name Telsa electric
car. The company is successful with their branding strategies and it contributes to the
product identify of the electric car.

2. Research the bottled water market. Check out the websites for Evian (www.evian.com/us),
Aqua Pacific (www.aquapacific.com), Mountain Valley Spring Water
(www.mountainvalleyspring.com), and Perrier (www.usa.perrier.com). What stage of the
 PLC would you say bottled water occupies? How is each of these companies attempting to
maintain or grow sales of their products? (Objective 3)

Possible Solution. From a review of the information available, it is probably safe to say
bottled water is in the Growth phase of the Product Life Cycle. Sales continue to increase at a
healthy pace year-to-year (http://www.bottledwater.org/public/marketin.htm will give you
sales statistics).

Evian is attempting to position itself as the bottled water for the younger, active group. The
music played on their website as well as the new product-forms they are introducing,
reinforce this idea.

Aqua Pacific is promoted as more exotic and unique than the ‘traditional’ bottled water. It
reaches out to the consumer interested in the “finest” water available.

Mountain Valley Spring Water has positioned itself as “America’s Spring Water.” Mountain
Valley appeals to the traditionalist. Everything about their website is “homespun” and
“local.”

Perrier, long viewed as the grandfather of all bottled water, is remaking itself. A review of
materials on its website shows the company is positioning its water as “young,” “hip” and
“sophisticated.” They even provide information for party planning.

3. Nearly all of us have heard of Kool-Aid®, and in fact many of us look forward to the new
flavors introduced each year. Kool-Aid® was first developed in the mid-1920s. Review the
following Web site http://www.hastingsmuseum.org/koolaid/kahistory.htm and read about
the history of Kool-Aid®. Using the information from this site, and other sources as needed,
write a short report describing the firm’s strategies for keeping the product alive. Refer back
to the discussion about the product life-cycle. (Objective 3)

Possible Solution. The students will discuss the strategies that the company used to build
and maintain their brand image. They should discuss that in the product development stage,
Edwin Perkins developed the product as an experiment.

The students should also discuss that in the introduction stage, he initiated a mail order
business. Students will also include how the company progressed in the growth stage, the
maturity stage, and the decline stage. The company reduced prices during the depression and
this allowed the company to stay in business during a recessionary period.
Solution Manual for Marketing: Real People, Real Choices, 7/E7th Edition

4. Go to the patent office web site http://www.uspto.gov/ and review the differences among
trademarks, patents, and copyrights. Use the information from this site, write a short report
to:
a. Identify the different categories in each of the three areas.
b. How can a company use a patent to create a socially responsible company?
c. How can a patent, trademark, or copyright enhance the brand image and protect the
company?
d. Explain the differences among trademarks, patents, and copyrights.
(Objective 4)

Possible Solution. The students will discuss the similarities and differences of trademarks,
patents, and copyrights. The students should include that the company protects its products
and services with patents, trademarks, or copyright violations. They ensure social
responsibility in the company and they enhance social responsibility. It also can protect itself
in international markets.

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