explain the five types of needs associated with a consumer who says she wants a “nice mp3 player
- In a short essay, explain the five types of needs associated with a consumer who says she wants a “nice mp3 player.”
- In a short essay, discuss the marketer’s argument for why an organization should embrace the marketing concept.
- Joe Valdes is a machinist and owns his own shop in southern Massachusetts. Valdes makes parts for Raytheon weapon systems and does a little work for his friend’s auto repair shop. Valdes hires you to help him explore ways in which he can grow his business. In a short essay, suggest at least four different strategic ways Valdes could grow his business.
- Perform a limited SWOT analysis for the Wal-Mart company.
- Suppose you are the brand manager for Wild Thing!, an unscented deodorant shampoo aimed at the so-called “Millennial Generation” consumer. Sales of your product have been declining. Exploratory research suggests your brand is not price competitive. In a short essay, outline a research plan that would provide you with the information you need to decide what to do. Then, explain why you selected those specific methods instead of others.
- Zonkers Wrap Shack on Long Island has just been bought by a young, retired Wall Street type. The new owner wants to make Zonkers stand out among the many competitors by being the highest quality restaurant. Explain the types of quality.
- Tiffany Abdul is 16 years old. She drives a new VW Beetle convertible. She won’t be seen in public without her cell phone. She hangs around with a group of people who have formed a Coldplay (a popular power-ballad rock band) fan club. She has gone to the country club every weekend she can remember. She likes to take tennis lessons and has even tried golfing. She is co-captain of her high school’s varsity cheerleading squad. Her parents would like her to join the Honor Society (her grades are good enough), but she thinks its members are losers. Her boyfriend is a starter on the basketball team. In a short essay, identify the different types of reference groups that might influence Tiffany and discuss three ways they might influence her consumer behavior.
- The information search in the buying decision process involves gathering information from a number of sources. In a short essay, name the four different sources and give examples of each source an individual could use when buying new carpet.
- Imagine you are a salesperson for a company that sells office supplies to buyers in different buying situations. In a short essay, develop three scenarios that illustrate each of the three situations.
- Markets can be segmented at four levels. In a short essay, describe each level and explain the benefits associated with segmenting the market at each of the four levels.
- As multinational companies look for ways to improve their efficiency, one solution is the purchase of executive jet planes. It is quite often necessary for management to fly to other operations around the world. Having a corporate jet removes time constraints from these trips. In a short essay, discuss which major segmentation variables for business markets a manufacturer of corporate jets can use.
- What are some of the different roles played by different brands in a brand portfolio? Give an example of each.
- What is a brand audit? Why is it done?
- Nearly every consumer electronics maker recognizes Apple Computer’s iPod as the gold standard for personal music devices. Apple has by far the largest market share and its players are elegantly designed. The company prices competitively and yet still makes huge profits on this line of products. If a company considers Apple as its “opponent” and the objective is to take away market share, what are five general market-challenger attack options?
- What are PODs and POPs? Give examples of each.
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