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Susan Fournier argues that customers have relationships with brands.

In her 1998 paper Susan Fournier argues that customers have relationships with brands. 1. Explain what Fournier means by "having a relationship" with a brand. (20%) 2. Using two brands chosen from the product categories below, explain whether or not you believe that customers have relationships with those brands.

Trusted Brands

Compare a brand that you think has broken its brand promise to its customers to a trusted brand that you think keep their promise to their customers. Provide 1 example for each brand that helps to support your claim. Explain how they each differ in their marketing approaches and whether or not you feel their marketing presents t

International Marketing Plan Mission Statement and Objectives Paper

I need help with writing a 300 word paper with the selected country being (Japan/Toyota) On my selected country, be aware of the following factors: access to information about the country, the ability to incorporate personal and professional experience and the plausibility of marketing the selected product to the country. J

Develop a plan for your advertising, creative, and media strategies

Based upon the advertising objectives developed in your Learning Team Advertising Plan and Creative Brief, prepare a paper in which you develop a plan for your advertising, creative, and media strategies. Creative strategies that you will adopt to develop your campaign. A positioning statement for the campaign. Be sure

Identify the target market: Google's China Strategy; Expedia v Priceline; Adidas

1. Why is it important to identify your target market before anything else? 2. What are your thoughts on Google's New China Strategy: Your Questions Answered? Will Chinese view Google's latest move as a compromise or a slight? 3. What are your thought pertaining to Expedia vs. Priceline, Whose Media Plan to Book? 4. Yo

Snickers: Distribution channel, target markets, channel members

My product is Snickers candy bar 1. An overview of distribution channel Channel levels-direct versus indirect distribution Channel organization-conventional, vertical, horizontal, and multichannel marketing system. 2. Analyze your target markets need. Explain what you know about your target market and what they want

Heinz Corp Marketing: Concept of core benefits to explain the firm's strategy.

When asked to explain its success in international marketing, the Heinz Corporation often says that although it may sell the same products in many of its foreign markets, it rarely sells them as if they were the same product. Use the concept of core benefits to explain the firm's strategy. Please provide examples also.

Global marketing

The Whirlpool Corporation is anxious to provide a wealth of information about its products, including direct comparisons against its major rivals, and offers the strongest warranties and customer service department in its industry. The firm has explained its policies by pointing to the fact that customers tend to experience perc

Advertising Past and Present

Research a print advertisement from before 1970 for a product/service that is still in existence today; and then locate a current advertisement for the same product/service. Based on the readings and your research on the two advertisements, analyze how the target market for the product/service has changed. Over the years ad

Coke and Pepsi Wars

A relevant article: 1. Discuss Coke and Pepsi's current situation. 2. Discuss how Coke has been a leader in the cola wars and Pepsi a follower. 3. Discuss how Pepsi has been a leader in the cola wars and Pepsi a follower. 4. Discuss the direction of

Question about advertising strategy

Why is it important to have an advertising strategy? How would your strategy differ for product advertising as opposed to service advertising? Why is there a difference? Provide an example of each type of advertising.

Carnival Cruise: Brand name leverage, CRM system, loyalty programs

Discussion 1 Discuss how Carnival can use its brand name to leverage business in the industry. Discussion 2 Discuss how implementing an effective CRM system at Carnival can lead to satisfied guests and repeat customers. Discussion 3 Evaluate the viability of loyalty programs in the cruising industry. Discussion 4 Di

Advising against a marketing idea

Although we try to be optimistic and idyllic when applying marketing skills and in our way of thinking, there isn't always a positive "win-win". How do you work with a company or client in advising them if there is an idea that is not a good? How do you remain in a strategic role even when you advise against a marketing idea? In

The Importance of Distribution and Supply Chain Management

1. Is distribution an important element of the marketing mix? What value does it add to the product? Describe one of the three major distribution strategies with an example. Discuss whether that strategy was successful, and describe an alternative strategy that might have also worked. 2. Why is it important for a supply chain


I have to develop a two-to-three page survey instrument (questionnaire) that could be used to evaluate the consumer's view of a product or service. This should be approximately 15 questions. The choice of product or service is mines. I have to define it clearly and early in the survey document. Also, have to include a short

Controlling channels

If you were in a marketing leadership role at a product company, how might you retain control over your channels? Is control important to you if results are good? How might you ensure that your brand stays in tact? If each channel is hitting their sales numbers and goals, is there a downside?

Information Technology

1. Do you think Information Technology is instrumental in improving a company's performance or is it an overhead? Give your perspective using appropriate examples. Consider a company's performance with respect to the following parameters: Market share Consumer loyalty Recognition/awards 2. What makes a good brand

High-volume/low-margin or a low-volume/high-margin company

1) What premium-priced companies can you identify that are successful? - What premium-priced companies have you seen fail? - What justifies a premium price? - What are the risks starting your price too low? - What are the risks starting your price too high? 2) How do you determine whether you will aim to be a high-volume

Less than perfect products and products with slow start

1) If you were a Microsoft or auto manufacturer, justify why you would put less than perfect products in the market place. What is the strategy? Is this by design? Are you concerned about the long-term brand impact it will have? 2) GPS is one example of a product with a slow start, but the potential for a huge future. So, how

The Internet's Effect on Marketing-Communication Strategies

The Internet is rapidly overtaking traditional communications media as the primary, if not sole, source of information for the cohorts in Generation X and Generation Y. What are the implications for marketing-communications strategies if these trends continue?

Market Research Implementation Plan: Starbucks

Hello. I need help with the following: **The selected organization is STARBUCKS. My scenario: I am focusing on competing coffee companies and what attracts people to those other companies. Starbucks needs to meet the needs and demands of those consumers, whatever that may be. I see this leaning more towards price because S

Define Marketing: three researched definitions

Write a paper in which you define marketing. Apply your interpretation of THREE researched definitions to examples of how marketing strategies and tactics create success in ONE company. Properly cite researched sources of marketing definitions used. Format according to APA standards. Include references for reference page in A

Define market research, identify different types

Uni Care Life & Health Insurance Company ? Write a paper in which you describe the importance of marketing research to Uni Care's Life & health organization's management team. In the paper address the following: o Define market research. o If your selected organization uses marketing research, identify the different types