APPLYING MARKETING KNOWLEDGE 1. Products can be classified as either consumer or business products. How would you classify the following products? (a) Johnson's baby shampoo, (b) a Stanley Black & Decker two-speed drill, and (c) an arc welder. 2. Are Nature Valley granola bars and Eddie Bauer hiking boots convenience, shopping, specialty, or unsought products? 3. Based on your answer to question 2, how would the marketing actions differ for each product and the classification to which you assigned it? 4. In terms of the behavioral effect on consumers, how would a computer, such as an Apple iMac, be classified? In light of this classification, what actions would you suggest to the manufacturers of these products to increase their sales in the market? 5. What methods would you suggest to assess the potential commercial success of the following new products? (a) a new, improved ketchup; (b) a three-dimensional television system that has taken the company 10 years to develop; and (c) a new children's toy on which the company holds a patent. 6. Concept testing is an important step in the new-product development process. Outline the concept tests for (a) an electrically powered car and (b) a new loan payment system for automobiles that is based on a variable interest rate. What are the differences in developing concept tests for products as opposed to services?