Grading instrument

-5 did not address the question

-3 for only addressing part of the question (not all parts of the question)

-3 no page numbers from text

-2 no questions included

-2, did not bold and underline key terms in the answer

-1, incomplete response, did not address specific terminology required

-1 did cover specifics and important aspect on the topic

-1 missing key elements from text on the particular subject

-1 for spelling or grammar errors



Explain and give an example of these terms in your own words.

Product differentiation

Product line and product mix





2.What types of product classifications fit the following products:  a) watches, b) automobiles, and 3) toothpaste?  Explain your reasoning.


3.Choose a product category that you shop often.  Consider the many means of differentiating products and services.  Which ones have the most impact on your choices?  Why?  Can you think of certain brands that excel on a number of these means of differentiation?


4.In what types of stores would you expect to find  a) convenience products, b) shopping products, c) specialty products, and d) unsought products?


5.Explain the concept of positioning.  Include the key aspects of points of parity (POP) and points of difference (POD).