Question
MKT607 Marketing Management
Week 1 Discussion
DQ1 Product strategy, as part of the marketing mix, should be
driven by consumer needs. Consumers make purchase decisions based
on perceived benefits. Sometimes translating desired benefits to
product design, features, and overall product strategy can be
challenging for marketers. Define the word “product” as it relates
to business, specifically marketing. Discuss specific real-world
examples of products that have been successful and products that
have been unsuccessful. Cite your examples.
DQ2 In the world of marketing, two specific environments
exist: business-to-business (B2B) and business-to-consumer (B2C).
What are the two primary differences in these environments? Give an
example of a company engaged in each environment and describe the
primary product being marketed in each. What is the environment of
the marketing simulation in which you are participating?
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