18. Factors affecting the mechanism of brand-consumer relationships do not include
1) the external environment;
2) value orientations of the individual;
3) motivational - need properties of the personality;
4) the attitude of the consumer to other brands.
19. Complete the missing steps in the brand positioning process.
1) product and market analysis, (study of competitors);
2) segmentation;
3) comparative analysis (brand position formation).
20. What brand dimension describes the perceived value of a product?
1) functional;
2) social;
3) mental.
21. For a correct definition of ..., you need to ask yourself one question:
“What would we be doing if we weren’t doing this for money?”
1) missions;
2) style;
3) utility.
Questions for self-control
1) What components are included in the concept of "product" in marketing?
2) What can be the item?
3) How are goods classified according to the degree of durability?
4) How are goods classified by use?
5) How are goods classified according to consumer demand?
6) In what three levels is the product considered according to the classification of
F. Kotler?
7) What is the WCT? Describe the life cycle model goods.
8) Give a description of the main stages of the product life cycle. Give an example of goods for each stage of the life cycle.
9) What is the reason for the limited "life" of the product?
10) What is included in the concept of a new product?
11) Why should a company develop new products?
12) Describe the stages of developing new products.
13) What are the types of risks associated with the launch of new products on the
market, and the reasons for the failure of new products on the market?
14) What is a commodity policy, what is its essence?
15) What is called the product range?
16) What decisions can be made about increasing the product range?
17) For what purposes is the product range saturated?
18) What brand strategies do you know?
19) What are the main requirements for the brand name?
20) Is it possible to put an equal sign between a brand and a trademark?
21) What is the essence and function of packaging?
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