Prof. Davis takes Trooper to class
It was take your dog to work day for Prof. Craig Davis and his Strategic Communication Management for Advertising and PR Professionals, class last Thursday. As an exercise in Marketing planning, Davis had the class come up with terms they might use in order to sell the dog.
My goal was to teach students about how to look at a product at three levels, Davis said. Your basic core product, the actual product, and the augmented product.
The core product is the service being rendered (car provides transportation), the actual product, is the car itself and its components; the term augmented product refers to any kind of service plan or warranty that may come with a car.
It was interesting because the students were talking about the core product that Trooper provides. Some of them said love, others said security; others said companionship. This is a tool you use in the industry.
Trooper was raised in Nelsonville Prison, living with an inmate for the first year of his life.
Davis was able to sum up all three product levels through the following anecdote: When we purchased the dog he came with the cage, he came with the warranty, but it just didnt work out. We had to return him back to the prison.
Trooper responds well to such common commands as sit, paw, and rattle a mug between two bars.