Select a product type product–market (e.g., ice cream). Discuss the use of functional, symbolic, and experiential positioning concepts in this product category.
Answer to relevant QuestionsDiscuss the conditions that might enable a new competitor to enter a mature product–market. How might a medium-size bank determine the major market targets served by the bank? Examine the material presented in the GLOBAL APPLICATION concerning BP’s Russian alliances. Use an Internet search to update on the status of BP’s Russian ventures. What does this case illustrate about the challenges in ...Discuss the similarities and differences between strategic alliances and joint ventures. Visit the website of the Gap (www.gap.com). Discuss how the web can be used in new-product planning for a bricks-and-mortar retailer such as the Gap.
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