Marco is working on promoting his company’s Snappy brand of electronic razors. Market research suggests that the target audience possesses an intent to use Snappy, but is dithering over actually making the purchase. How can he modify the messaging program to get customers to purchase Snappy razors? Give your own personal example of a similar strategy to show you understand the concept here.
What is direct marketing? Make a list of at least four of the various channels that direct marketers use. Select a business you know that uses direct marketing channels and explain how they are used to show your understanding of the concept.
You run a wholesale grain supply company and want to estimate the area market potential for its high quality grain in Omaha. List the possible steps that the marketers will follow to compute the area market potential. Give a brief explanation of each step in the estimation process.
How does a loyal brand community support the positioning and branding of a small business? Provide an example to support your explanation.
When Sony introduced the world’s first high-definition television to the Japanese market in 1990, it was priced at $43,000. This helped Sony to scoop the maximum amount of revenue from the various segments of the market. The price dropped steadily through the years. A 28-inch Sony HDTV cost just over $6,000 in 1993, but a 40-inch Sony HDTV cost only $450 in 2014. What pricing strategy did Sony use here? Give an example of another company who uses a similar strategy and explain that strategy.
To be useful, market segments must rate favorably on five key criteria. What are those criteria? Give an example of a market segment and explain how it fits the five criteria.
You are the owner of ABC Electronics company that manufactures and markets cloud based storage solutions. The company’s products require high-involvement from the sellers and require salespeople to provide complex and technical information. In your own words, describe the kind of a compensation structure you select for your sales representatives and why you selected these, using the concepts you learned in this course.
What is the role of television as an advertising medium? Name a TV advertisement that you have seen and explain the role that it plays for the company to show you understand the concept.
Name five main ways in which marketers can find relevant online information on competitors’ strengths and weaknesses. Give at least one example for three of these ways, using your own experiences in online information searching.
Compare and contrast the typical traditional organization chart for an organization against the modern customer-oriented organization chart. Give an example of a company using the modern chart and why they use this type of organization, in your own words.
