链勇4煙降餐多大学 营销学原理 Marketing Applications:Question 1 (a-f) Issues for Discussion: 1.List and explain the "core,actual,and augmented products"of the educational experience that universities offer.How are they different,if at all,from the "product"offered by junior colleges? 2.Get the profile of Lihua Fastfood,Ltd.on its website,and analyze its business model with the theory about service. 3.To get perception from its target market,which way of test marketing is best for a brand-new product such as the flea remover for pets? Case Analysis: 《桑普太阳能案例》(《当代营销学案例集》) Session 11 Product Life-Cycle and Brand Development Time required:2 hours Objectives Requirements Be aware of the five stages of the product life-cycle and their characteristics how marketing strategies change during the product's life cycle what is a brand and what constitute brand equity general branding strategies Essential Concepts ·the concept of PLC the product development stage,the introduction stage,growth stage,the maturity stage,the decline stage application of PLC to a product class,a product form,or a brand marketing strategies for each stage of PLC brand and label ·brand equity ·branding brand sponsorship options brand development strategies Text Chapters and Supplementary Materials Chapter 9,8.Kotler&Armstrong,Principles of Marketing 9thed. References at the end of the chapters,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 2(a-e) Issues for Discussion: 1.Pick a food product,soft drink,fashion,or electronic appliance and trace the product's life cycle. Explain how you separate the stages of the product's evolution.Project where this life cycle will go from here. 2.Analyze and describe the different brand personalities of three typical car brands in China(e.g.Jetta, Polo,Sonata).What are the major advantages and disadvantages of the brands?Are they successful in building their brands? Case Analysis: 第8页共14页营销学原理 Marketing Applications: Question 1 (a – f) Issues for Discussion: 1. List and explain the “core, actual, and augmented products” of the educational experience that universities offer. How are they different, if at all, from the “product” offered by junior colleges? 2. Get the profile of Lihua Fastfood, Ltd. on its website, and analyze its business model with the theory about service. 3. To get perception from its target market, which way of test marketing is best for a brand-new product such as the flea remover for pets? Case Analysis： 《桑普太阳能案例》（《当代营销学案例集》） Session 11 Product Life-Cycle and Brand Development Time required: 2 hours Objectives & Requirements Be aware of • the five stages of the product life-cycle and their characteristics • how marketing strategies change during the product’s life cycle • what is a brand and what constitute brand equity • general branding strategies Essential Concepts • the concept of PLC • the product development stage, the introduction stage, growth stage, the maturity stage, the decline stage • application of PLC to a product class, a product form, or a brand • marketing strategies for each stage of PLC • brand and label • brand equity • branding • brand sponsorship options • brand development strategies Text Chapters and Supplementary Materials Chapter 9,8. Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapters, and in the Course Syllabus Exercises and Discussion Marketing Applications: Question 2(a – e) Issues for Discussion: 1. Pick a food product, soft drink, fashion, or electronic appliance and trace the product’s life cycle. Explain how you separate the stages of the product’s evolution. Project where this life cycle will go from here. 2. Analyze and describe the different brand personalities of three typical car brands in China (e.g. Jetta, Polo, Sonata). What are the major advantages and disadvantages of the brands? Are they successful in building their brands? Case Analysis: 第 8 页 共 14 页