Project #121320 - Marketing Management

Answer the following questions: Remember quality not quanity

Text book: Marketing Managment: 4th ed Russell S. Winer Ravi Dhar

 

Chapter 7:

1) Pick two companies with different branding stategies (ie: Corporate parent brands versus distinct product brands). Why do you think they are using different brand approaches?

2) Given the two brand names Mercedes-benz and nabisco, choose several brand extentions that you believe make sense and several that do not. Explain why?

Chapter 8:

1) What are the pros and cons of the three approaches to new-product devolpment discussed in the chapter? Are there some circumstances (different product categories) in which one approach might be better than another?

2)For frequently purchased products, successful new product must have high trial and repeat rates. What tools can the marketing manager use to increase trial rates? Repeat rates?

Chapter9:

1) Why is the marketing strategy so important to the pricing decision? Can you think of some examples in which the strategy and the price appear to be inconsistant?

2) Find other illustrations of companies that have set prices lower than customer value. Do you think they were set that way intentiallly? If so, Why?

Chapter 10:

1) Occasionally companies will use media contrary to normal industry practice. For example, a B-to-B product might be advertised on network tv and a frequently purchased product would use no TV advertising. Under what conditions might that happen?

2) Suppose that a new communications program is being devolped for your school. What would be the goals of this program? What information would you collect to measure the effectiveness of the program?

Chapter 11:

1) How are advertising ans sales promotion similiar? Different? Which do you think is more effective communications tools and why?

2) Are particular kinds of customer-oriented sales promotions more likely to have long-term effects on buying behavior than others?

Chapter 12:

1) What are the pros and cons of using the web a distribution-channel? Are there some situstions where it should not be a part of the channel mix?

2) Devolp two examples of companies that are using other companies as distributers such as AT&T using fry's electronics for internet service. What benefits are the origanl companies recieving in these two cases?

Chapter 13:

1) Considering the different tasks a salesperson must perform, how is the job different from an automobile salesperson and a representive selling a computer system?

2) What products or services would be more appropriate for implenting the three different approaches to determining sales force size described in this chapter? Be specific.

Chapter 14:

1) Think of a recent example in which you were treated poorly by a company. Assuming you do not to choose to buy from that companies products or services, approximately what is the present value of the revenue that company lost?

2) Are loyalty programs more likely to be successful in certain kinds of products and services than others? Given the proliferation of loyalty, how can you differencate your program from competitors' programs?

Chaptrer 15:

1) Recall the last time you had an unsatisfactory encounter with a service provider. Given the demensions of service quality discussed in this chapter, exactly where were the negative gaps between expections and the actual servcie?

2) Pick two services, one consumer and one industrial. What can acompany in each industry do to make its services more tangiable to customers?

 

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Due By (Pacific Time) 04/15/2016 12:00 am
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