Marketing-9

Test Your Knowledge

9-1. What are some reasons a firm might determine it should expand a product line? What are some reasons for contracting a product line? Why do many firms have a product mix strategy?

9-2. Why is quality such an important product strategy objective? What are the dimensions of product quality? How has e-commerce affected the need for quality product objectives?

9-3. Explain the product life cycle concept. What are the stages of the product life cycle?

9-4, How are products managed during the different stages of the product life cycle?

9-5. What is a brand? What are the characteristics of a good brand name? How do firms protect their brands?

The starbucks case:You Make the Call

9-29. What is the decision facing Starbucks?

9-30. What factors are important in understanding this deciSion situation?

9-31. What are the alternatives?

9-32. What decision (s) do you recommend?

9-33. What are some ways to implement your recommendation?