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Case I - product Development
1. Why is it so important for Caterpillar to develop new products on a regular basis?
2. Why is Caterpillar so careful to test-market its products prior to commercialization?
3. What are some of the benefits and risks of Caterpillar's line extensions?
Case II - Starbucks Refines the Customer Experience
1. In terms of situational influences and level of involvement, what are the benefits of mobile pay?
2. With Evolution Fresh, which psychological influences on consumer buying decision does Starbucks seem to be addressing?
3. Why would Starbucks want customers to know that it believes in social responsibility?
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