Assignment 1:
How do marketing channels differ around the world? Why is it sometimes difficult for firms to penetrate foreign markets?
Question 1: Explain what is meant by “brand equity” and discuss what a company can do to maintain it.
Question 2: Discuss the Product Life Cycle Concept and include the relative amounts of sales and profit during each stage. In what ways can a PLC be extended or shortened. Why would a company want to extend or shorten the PLC?
Question 3: In 1964, novelist Eugene Burdick published The 480. The title refers to 480 categories of voters, defined by demographic characteristics,
created by Simulmatics Corp., a real company, as a way of targeting appeals to small subgroups. Today, you are hired as a marketing consultant to identify the appropriate (meaning profitable) target audience for an odorless shampoo. How are you going to go about doing this for your client? Who is the appropriate audience?
Question 4: Suppose you work for a major hotel chain. Using Dr. Michael
need to consider regarding each force.
Question 5: companies market to consumers? To respond correctly to this question, you must understand that Maslow believed that a satisfied need was no longer a motivator. Therefore, according to Maslow, you are motivated by only one need at a time.
Question 6: Define direct marketing and provide real-world world examples that have been successful and those that have failed. Are specific products or services more susceptible to using direct marketing?
