Chapter 6. Brands, Buying Process, and Product Development Discussion Questions

1. Why would State Farm have as its slogan "Like a good neighbor State Farm is there?" What family or household stage might they be targeting?
2. What is the main difference between consumers' perceptions of private labels (store brands) and nationally advertised brands?
3. What are the steps in the prepurchase process? Why is so much time taken before purchase?
4. What are the stages in product development? Give an example other than those in the chapter for each stage.
5. Go to the Procter & Gamble Web site (www.pg.com) and click on P & G Products. Find out the brand names of different laundry detergents or shampoos. Why would the same company offer different products at different price levels that essentially perform the same function?
6. Select a life stage (households) and predict what products or services they would most likely need.