Inhalte, soweit ich mich daran erinnere:
Detailfragen:
- Explain five product levels using the example of a kitchen stove.
What is viral marketing? Name an example.
What is brand extension? Explain using a fast moving consumer product (FMCP) as an example. Name benefits and drawbacks of brand extension.
What makes services different from material goods from a marketing perspective?
Cases: Either a healthy tea-based soft drink that's been around for a few years on the European market or a new moderately high-tech lighting system that saves energy by detecting ambient lighting conditions and the presence of people in order to dim or turn of lights when they are not needed (with sensors being embedded invisibly in the walls).
The tea is produced and sold as the only product of a small company whereas the lighting system is one out of a range of professional lighting products of a medium-sized (250 employees) company.
Tasks: carefully define the target audience, design the marketing mix.