Part 1

1a. Explain the concept of co-branding and support this explanation with examples like the Sports Kit by Nike and Apple, Project Fusion by Adidas and Polar Electro, the Fusion Chrome Collection by The Art of Shaving and Gillette, Nokia 8800 by Aston Martin and Nokia, and the Nvifone product line by Garmin and Asus.

1.b. Discuss three different instances where you played the role of 1) innovator, 2) early adopter, and 3) non-adopter. Students should be prepared to elaborate on the factors that influenced them during each stage of diffusion. This exercise will help you better understand the diffusion of the innovation process.

Part 2

Read chapter 8 Mini-Case 8: Wild Foods. This case explores the product line extension process for a consumer packaged goods firm. Students should read the case study text and then answer the associated discussion questions.

1. In the company's projection of their product line's likely success, what assumptions do you believe they've made, and do you agree with all of them?

2. What kinds of pre-launch marketing questions, about any of the 4Ps, do you have?

3. What kinds of marketing research would you suggest for them to address your concerns?