I am looking for guidance on a brand name and product name for a fruit juice based beverage marketed to health conscious consumers. The new product will be known as an energy drink targeted at not specifically athletes but ever health conscious men and women within the middle and upper classes of socio economic buying power. We
Select a brand for which you feel loyalty. It could be a brand of ketchup, toilet paper, underwear, an engine part, or even a telecommunications provider. Analyze how you became loyal to the brand. What types of strategies has the brand undertaken over the years to maintain and extend its appeal to the consumer? Please respo
The online market for travel services will reach $63 billion within a few years, and Priceline.com aims to capture a significant share; already, it is high on the top-ten list of travel Web sites. After a brief period of diversification into name-your-price sales of groceries and gasoline, the company has refocused on its core t
A father goes to a pharmacy late at night for cold medicine for a sick child. There are many liquid cold medicines, all of which have almost exactly the same ingredients. Yet medicines with brand names that the man recognizes from television commercials are for more than the unadvertised versions. Explain in economic terms, this
Find two people who recently made a purchase of the same type of product or service (e.g., a meal at a restaurant, a piece of furniture, a pair of shoes). Create a series of interview questions based on the "Buyer Decision Process." Compile the answers of the two individuals and compare and contrast them with regard to the steps
In 2005, Microsoft shook up the marketplace - and the marketing industry - again with its non-traditional launch for the Xbox 360. Read Microsoft's Xbox 360 spin(http://news.com.com/Commentary+Microsofts+Xbox+360+spin/2030-1069_3-5706144.html) and address the following questions: QUESTIONS: 1. What are the key elements o
- What is the importance and effectiveness of various pricing strategies? - What is the importance and effectiveness of distribution channel options? - Consider an IT company which deals in developing spftware application products for the telecommunications sector. What could be an element of promotional mix which is used
Case You are the new marketing consultant for the Puget Sound Food Company based in Seattle, WA. The company manufactures many types of packaged and frozen food products currently marketed in the Northwest. The company is considering how to best grow and develop its brand and is targeting a product line extension or a new pro
Jack Trout of the famous marketing combo Trout and Ries, argues companies must "Differentiate or Die." Please assess his premise. What do you think he means? Is Differentiation "THAT" important? Why or why not? Give an example or two.
What are the considerations in designing a line of products and making modifications to that line over time? How might this effect brand image?
Please read the article that I attached, "Wal-Mart's Fashion Faux Pas" about Wal-Mart failed attempt to persuade consumers to buy high end items at its store., and address the following question. As a marketing consultant to Wal-Mart (hired to help the corporation achieve its goal of getting a segment of the consumer market t
Scenario: Global Gadgets Imports (GGI) began operations in 1992 as an importer of home decor and gift items. Initially, GGI imported from various Asian manufacturers and sold its inventory through a network of distributors and other intermediaries who supplied to the retail and mail order catalog market. In 1995, GGI opened i
Identify a recent brand extension and discuss how exposure, attention, and comprehension processes can influence the effectiveness of that brand.
False and misleading advertising-in 2005 a federal court issued an order January 6th that barred Listerine advertisements that claim the mouthwash is as effective as floss in reducing interproximal plaque and gingivitis. Judge Chin concluded that the Listerine claims represent "false and misleading advertising" and pose a public
I need to do a projected P & L statement for a new product that I am introducing to the market world. The new product is a Nike running shoe that track miles. The numbers do not have to be true figures or extensive.
International marketing Out of the following three, which is the most extreme, most feasible, and least reasonable - explain 1. customization of a product according to country 2. standardization of a product for all countries 3. adaptation of a product according to country
Develop and describe in detail a budgeting plan for a restaurant that is going to introduce low-carb meals.
Read Case 14, "Reebok International, Ltd. (2002)" pages 14-1 through 14-42 in your text. Based on the case, your readings to date, and any additional resources necessary, you are being asked to complete the following sections of a Strategic Audit: 1. Analysis of Strategic Factors 2. Strategic Alternatives and Recommended S
Most marketing managers consider their product form or product category competitors to be the most serious threats. What are the pros and cons of this perspective. Rate the intensity of competition. Given the two brand names Nabisco and Mercedes Benz choose several brand extensions that you believe make sense and several tha
What are the advantages and disadvantages of marketing both value and premium brands in the same product line?
Competition in the soft drink industry is intense. Describe a soft drink brand you are familiar with (Coca-Cola, Fanta Orange, 7Up, Mountain Dew, etc.) in terms of the six level meaning a product brand has. Kotler, P. (2003). Marketing Management, 11/E. Prentice Hall. Chapters 14, 15, and 16, Pages 406-502.
How would the research of John Naisbitt and Faith Popcorn be useful for Fireside Recordings, a producer and marketer of books on tape, to use when developing its marketing program or are they good for fireside reading? Kotler, P. (2003). Marketing Management, 11/E. Prentice Hall. Chapters 6-7, Pages 158-214. (Level MBA)
Suppose you are the brand manager for Do-the-Wild-Thing, an unscented deodorant shampoo aimed at Generation-X members. Sales of your product have been declining. Exploratory research suggests your brand is not price competitive. Outline a research plan that would provide you with the information you need to decide what to do. Ex
Suppose you are the brand manager for Do-the-Wild-Thing, an unscented deodorant shampoo aimed at Generation-X members. Sales of your product have been declining. Exploratory research suggests your brand is not price competitive. Outline a research plan that would provide you with the information you need to decide what to do. Ex
1. Marketing talks about several types of pricing objectives that manufacturers use to sell their products. Describe two common, everyday products and the pricing objective the company uses to sell it. 2. Is it possible for a company to use two or more pricing objectives either simultaneously or back to back? Why or why n
Q: Even after corporate travel managers have selected and negotiated with individual hotel chains, the individual corporate traveler can still choose among the various chains listed in his company's directory. How can Westin and the other Starwood Hotel brands differentiate themselves from other hotel chains and make themselves
My product is a lingerie business that sells eco-friendly undergarments. It is time to begin developing a Comprehensive Strategic Marketing Plan. The first two components of such a plan are where your Objectives and Product Services & Features. Now looking at Target Audience & Competition, to choose an appropriate target mar
Discuss Ethics in Sales promotions giving examples of misleading advertising and promotions? Also discuss effective public relations campaigns from and IMC perspective.
Please provide the following: An evaluation of the role stakeholder relationships play in the pharmaceutical brand-building process.
Describe the marketing strategy you would use to build an existing pharmaceutical brand, including the following: An assessment of the importance of aligning your low-level brand-building strategies with the organization's overall strategy. An evaluation of the role stakeholder relationships play in your brand-building pro