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Essay Instructions: ( new product develpment) Crawford, M., and Di Benedetto, A. (2008) New Products Management, 9th edition, McGraw-Hill Irwin: Boston
(branding) Keller, K. L., (2008), Strategic Brand Management, Pearson/Prentice Hall. 3e

Q1. A third year marketing student went to a job interview for a large blue chip company.
The CEO of the company asked following questions:
"I was talking just the other day about our most recent acquisition--a chain of
four large general hospitals on the West Coast. These are private hospitals, and
we fully intend them to be profitable, but it is a service, I guess, and there are
some public service overtones in the deal, whether we want them there or not. My
concern, as we talk about evaluating new products, is how would this new
division go about making financial evaluations on new service proposals”*
Now tell me
1) What is product evaluation?
2) Should the new division make evaluations the same way as our divisions
that make goods?
3) Why or why not?

Q2. A third year marketing student went to a job interview for a large blue chip
company. The CEO of the company asked following questions:
"You mentioned this guy Nicholas Graham, the one who introduced those boxer
shorts with loud and colourful designs. I didn't know what was going on at the
time, but I was flying Virgin Air to London one night and a couple people from
that firm stood up, and began passing out yellow boxer shorts decorated with eyes
and smiles. They invited everyone to put them on and then parade up and down
the aisle singing songs. Believe it or not, many did. Now, I found out later that
the fellow who owns Virgin also owns Joe Boxer. So when you told me about
that great idea coming from a Macy buyer, I had to laugh. Seems to me that the
admittedly great boxer shorts were more a promotional success than a creative
one. "*
Now tell me:
1) What type of product do boxer shorts belong to (New to the world product,
new product lines, me-too products etc.)
2) To what extent do you believe following statement is true:
With marketing people like those at Joe Boxer, we do not need great new product
concepts or even new product development at all!
* scenarios adapted from Crawford and di Benedetto (2008)


Section B (Branding)
1. Evaluate the appropriateness of Kapferer’s Brand identity Prism and
Gad’s 4-D Branding model in helping organisations develop brands
which communicate clear values and meaning to their target audiences.
Provide a range of examples to illustrate and support your answer.
2. ‘Clearly established and well understood brand associations help define a
brand’s position in the mind’s eye of the consumer.’
Evaluate this statement with reference to examples to support your
answer.
3. ‘Category Need, Brand Awareness, and Brand Attitude are important
communication objectives, but the most important is Brand Purchase
Intention; because in the end, if the consumer does not buy the product,
our communication has been a waste of time and money.’
Critically assess the validity of this statement, using a wide range of
current examples to support your answer.

There are faxes for this order.

Essay Instructions: New Product Review assignment

1. Analyze the marketing mix and interpret the major decisions each component involves.
2. Compare marketing activities with the other functional areas of an organization.
3. Evaluate the concept of marketing segmentation and target market selection.
4. Explain the relationship between marketing and its environments, and its role in society.
5. Utilize secondary sources (i.e., library) in gaining insight into marketing problems and solutions.
6. Demonstrate the importance of quality and customer satisfaction for the firm in today's competitive environment.
7. Apply proper marketing terminology in problem solving situations.

Your task is to analyze the new product strategy of an entire organization or one new product or service.

You may have considerable knowledge about the organization, or you may be looking in as an outsider. Either way, pick something about which you can find information, either inside the organization, through observation, or through research on the web or in the library.

2 pages maximum, and an overview of something that interests you. Tell us why this is "great" new product strategy.

Sections of your Paper
Use this outline for your paper, covering each of these sections in order:
• Brief description of the organization and/or product or service you are discussing
• Describe the company's strategy behind the new product introduction
• Describe the market for which this is intended
• What customer needs are fulfilled by the company, product or service?
• What are the competitive offerings and how is the company, product or service you are describing different from the competition?
• What makes this new product strategy "great"?
• What would you do to improve this organization, product or service?

Guidelines
The paper is a maximum of 2 pages! The 2-page limit does not include Cover Sheet and Reference Page.
Use at least three references. They should be listed in a References page at the end and also cited at least once in the body of the report. Source citing should be done in APA style.
Single space, 1 inch margins with 12-point type. Include a Cover Sheet with name, course information, title, date etc.
Put your name and a subject title at the top of your paper.

Use the 7 topics in the requirements outline as sub-heads.

? Use section headlines, and formatting such as bold, italics, and bullets will help the reader and improve your effectiveness.

Essay Instructions: Course Project: New Product/Service Development Plan
Objective




The Course Project requires you to practice the development of a new product/service. You will have to generate your idea for an innovative, new product/service. Ideas come from many sources - your imagination, recognizing a void in the marketplace, changes in environmental factors (political, economic, social, technical), friends, relatives, and so on. Once you have the idea, you need to focus on the necessary condition to turn an idea into a developed customer product/service. To that end, you will need to focus on competitors for your innovation and how you will position it versus them. Market-research techniques If you have the book of: - Innovation Management and New Product Development, 4th Edition, Paul Trott?2008 Financial Times Press (see Chapter 15 in the text) that fit your innovation should be described. Finally, you will determine the best product-development process and launch strategy for your innovation.
Guidelines




Your typed paper (using Microsoft Word) should be no more than 10 pages in length (not including the cover page, table of contents, and reference pages), double spaced, using Times Roman 11-point font, and one-inch margins.
APA citation format
Paper should go through a complete spelling and grammar check in Word.
Minimum of six scholarly references cited in the paper
Outline

Cover page
Table of Contents
Executive Summary (this should be the last section written)
Complete product/service description, including the type of innovation represented, and the source for the idea
Product/service offering and a description of benefits that customers will both recognize and realize
Competitive analysis
Market-research steps necessary to test the concept
Safety or health concerns with the use of your innovations, if any
Development strategy
Launch strategy, including any considerations of using strategic alliances to get to market
Works Cited



Best Practices

The following are the best practices in preparing this paper.

Apply a three-step process of writing: plan, write, and complete.
Prepare an outline of your research paper before writing the paper.
Complete a first draft and then go back to edit, evaluate, and make changes as needed.



Course Text: - Innovation Management and New Product Development,

4th Edition,

Paul Trott

? 2008 Financial Times Press

Chapter 15 Market research and its influence on new product development.

Essay Instructions: 1. Create a new product (either to add to an existing line of products or to stand alone).
2. Explain why you feel there is a need/market for this product.
3. Proceed by scanning the external environment for your product. How will your product be affected by macroenvironmental forces (social, demographical, economic, technological, political, legal, and competitive)?
4. End your analysis by describing the marketing mix (explain how product, place, promotion, and pricing are blended to produce a satisfying exchange for your target market).