DISCUSSION QUESTION:

1. Identify one of your favorite products that is in the maturity stage of the product life cycle.

2. Discuss how the company has managed and marketed the product in EACH of the stages of the product life cycle from introduction through maturity.

3. What has the company done recently to ensure the product remains in the maturity stage and avoids decline?

Read the Chapter 9 Case: Real Choices at Starbucks

Answer each question in 200 words.

Summarize the case and identify the dilemma facing Starbucks.

Explain the product life cycle concept. Select THREE product offerings of Starbucks and discuss how each product is managed during the different stages of the product life cycle.

Discuss the dimensions of product quality and explain why quality is such an important product strategy objective for Starbucks.

What is branding and why is it important for Starbucks to maintain high brand equity? What can Starbucks do to enhance its brand equity position? Discuss reasons why you feel the Starbucks brand is successful.

Correct APA Source Citing of the Textbook:

In-Text Citation

ï‚· First in-text use is: (Solomon, Marshall & Stuart, 2012).

ï‚· Subsequent in-text uses is: (Solomon et al., 2012)

Reference Section:

Solomon, M. R., Marshall, G. W.; & Stuart, E. W. (2012). Brand you: marketing

real people, real choices. (4th ed.). Upper Saddle River, N.J.: Pearson, 2012. Print.