Answered: Assume the role of a product manager…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Assume the role of a product manager who is searching for products to import to the US. Propose how the product (Oho Chips) might be marketable to a broader segment of people in the US (not just an ethnic minority group). 1. Review each of the four aspects of the product's marketing mix and which components: (1) could be left standardized, (2) would need to be adapted in some minor ways, or (3) would require complete change. Justify your thinking. a.Product b.Price c.Promotion d.Place 2. Identify and justify the segment of consumers you would focus your marketing efforts upon. Discuss how you would want to position this product in consumers' minds (i.e., what two or three words would you use to describe this product) so that they would think it worth the cost. Create a tagline/slogan that you think fits the positioning which you could use to promote the product. 3. Give the pros and cons of proceeding with this product. 4. Discuss the additional data that you would want in order to proceed to the next step.

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