(二)教学内容Chapter Outline a.What is a product b.Product and service decisions c.Services Marketing d.Branding strategy:building strong brands (三)思考与实践Critical thinking exercises a.What is your all-time favorite brand?What do you most like about the product and/or brand name?What (if anything)doyou dislike?What image does the brand have in your mind?How loyal are you toward the brand?Why? b.Go to the supermarket and take a look at the brand extensions that exist for Coke.Do you think this makes sense or not?When is brand extension a good strategy?When is it a poor one? c.Consider Starbucks coffee.Consumers sometimes bond very closely with their preferred brands.What type of brand equity do you believe they have established over the years?How did this happen? (四)教学方法与手段Teaching methods 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 This chapter mainly teaches by use lectures,multimedia,group discussions,and classroom discussions. Chapter 9 New Product Development and Product Life-Cycle Strategies (一)目的与要求Goals and Requirements a.Explain how companies find and develop new product ideas b.List and define the steps in the new product development process and the major considerations in managing this process c.Describe the stages of the product life cvcle and how marketing strategies change during a product's life cycle d.Discuss two additional product issues:socially responsible product decisions and international product and services marketing 1010 （二）教学内容 Chapter Outline a. What is a product b. Product and service decisions c. Services Marketing d. Branding strategy: building strong brands （三）思考与实践 Critical thinking exercises a. What is your all-time favorite brand? What do you most like about the product and/or brand name? What (if anything) do you dislike? What image does the brand have in your mind? How loyal are you toward the brand? Why? b. Go to the supermarket and take a look at the brand extensions that exist for Coke. Do you think this makes sense or not? When is brand extension a good strategy? When is it a poor one? c. Consider Starbucks coffee. Consumers sometimes bond very closely with their preferred brands. What type of brand equity do you believe they have established over the years? How did this happen? （四）教学方法与手段 Teaching methods 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 This chapter mainly teaches by use lectures, multimedia, group discussions, and classroom discussions. Chapter 9 New Product Development and Product Life-Cycle Strategies （一） 目的与要求 Goals and Requirements a. Explain how companies find and develop new product ideas b. List and define the steps in the new product development process and the major considerations in managing this process c. Describe the stages of the product life cycle and how marketing strategies change during a product’s life cycle d. Discuss two additional product issues: socially responsible product decisions and international product and services marketing