What are the key objectives for Eastman Kodak that encompass the operational, financial, human resource aspects of the business? How are these objectives essential to the success of the company within the Cloud service industry? What are Kodak's horizontal and vertical integration strategy and determine the corporate level s
Read the article "Nike Faces Marketing Challenge in China: Make Running Cool" (http://adage.com/article/global-news/nike-faces-marketing-challenge-china-make-running-cool/230717/). Based on what you know from this article about how the sport of running is viewed in China, do you think that Nike's marketing approach is feasibl
OnStar General Motors includes the OnStar system in many of its vehicles. OnStar is a location system, information system, and communication system available to those drivers who wish to subscribe to the service. 1 - Go to the OnStar website, http://www.onstar.com and read over some of the services that are offered to consumer
Take a position between these two views: "The best way to position a brand is through a structured approach" compared to "The best way to position a brand is through an unstructured approach".
Step #1: Go to http://www.surveymonkey.com/ and create a new account (choose the free account option). Then, follow the directions to create a survey of your own design. Your survey can be based on any marketing-related product or service situation. Some suggestions are as follows: - Imagine you are designing a new product or
Please help me to write a 2-page memo in which you comment on aspects of at least two of these websites that find relevant or interesting in the context of learning more about consumer groups in the United States or throughout the world. You can pertain to the functionality of the websites themselves, the quality of the informat
What brands and products do you feel successfully "speak to a 30-40 year old group" and effectively target this age group? Why? Which ones do not? What can they do better? Use real life examples.
1. With a portfolio as diverse as Google's, what are the company's core brand values? 2. What's next for Google? Is it doing the right thing taking on Microsoft with the concept of cloud computing, and Apple in the fight for smart phones?
How do you know if a particular attraction will be entertaining? What key factors do you consider when making the decision to visit an attraction?
Reply to the following: With the spread of the internet helping feed globalization around the world it is only a matter of time before the entire planet becomes a melting pot, much in the same way the United States was at its birth. This ties really closely with an article I read today from io9 that points out some interesting
Respond to the following: The world contains numerous diverse cultures and it is evident that within every culture there are similarities and differences. Although there are all of these cultures with their differences, some things within the world are making the youth and teens more similar through the world. With social med
Reply to the following: According to Keller & Kotler (2012), the development of the Web, the spread of cable and satellite TV, and the global linking of telecommunications networks have led to a convergence of lifestyles. Increasingly common needs and wants have created global markets for more standardized products, particularl
Reply to the following: I totally agree that consumer research is critical to new product development. Customer needs and wants are the logical place to start the search. Companies are increasingly turning to "crowd sourcing" to generate new ideas. Crowd sourcing means inviting the internet community to help create content or
Analyze the following case study: Ziba Design [Video File 10:38 minutes]. Pearson Education. Retrieved from mms://winmedia.leg.akamai.pearsoncmg.com/ph/bp/bp_video_library/Ziba.wmv Include responses to the following questions in your analysis. - Discuss what occurs before Ziba develops a design or advertising
Reply to the following post: Ad pretesting is an important diagnostic function for marketers. Pretesting is done prior to putting the ad into media and after it is printed or broadcast, this helps the marketer to determine if the advertisement is communicating its message effectively (Kotler & Keller, 2012). There are several
Advertising creatives have long lamented ad pretesting. They believe that it inhibits their creative process and results in sameness in commercials. Marketers, on the other hand, believe that ad pretesting provides necessary checks and balances as to whether an ad campaign is being developed in a way that will connect with consu
Please discuss "the interpersonal determinants of consumer behavior: cultural, social, and family influence and how they influence the purchase categories." Please make sure your responses are robust, meaningful and stimulates further inquiry.
Respond to the following post: Television advertising is still viable. From personal experience I have seen the trend of Cable's On Demand not allowing the fast forward option to operate during viewings so I have to painfully sit there to watch the advertisements. Every opportunity to fast forward a previously recorded show i
Respond to the following post: Television has not always been a regular item in households across the world but over the past couple of decades it has. Marketing originally began on televisions that only reached individuals who had television sets and then came billboards and the internet. Although the internet is the newest
Respond to the following post: Television is still the most powerful advertising medium. I remember years ago there was a "can you hear me now" Verizon commercial, or the famous "Flo" character from progressive car insurance company. I still believe TV is a powerful advertising tool. Haven taken a "why we eat and our perce
Channel images must be consistent with the brand image. Different types of customers shop in different stores. Most times the store selection is based on the income of the customer. Therefore, when selling high-end products, one must use channels that are known for selling high-end products. There are many stores that are capab
I will take the position that channel images must be consistent with the brand image, at least with brands that want to be perceived as high quality or exclusive. In our text, there is the example of Nike pulling their products from Sears stores when Sears bought K-Mart, because Nike did not want to be sold through K-Mart (page
I believe that channel images must be consistent with the brand image. Marketing channels also represent a substantial opportunity cost. One of their chief roles is to convert potential buyers into profitable customers. Marketing channels must not just serve markets, they must also make markets (Kotler, 2012). A perfect example
Long deemed the most successful advertising medium, television advertising has received increased criticism as being too expensive and as being less effective than it once was. Critics maintain that consumers tune out too many ads by channel surfing and that it is difficult to make a strong impression. The future, claim some,
Respond to the following: I think that product functionality is the one I would choose first. 1. Product functionality - I need transportation to get from one location to the next. Primary function is met which is transportation. 2. Product design - I need a specific type of transportation to get from point one locat
Respond to the following: We as consumers do tend to purchase certain products to satisfy a need as we learned earlier in this course, and through satisfying, those needs we also make decisions about those products purchased based on the way they use the product. The value of the product that the marketer must consider as
The argument of form versus function seems to come more into play with the more widespread use of credit by consumers which has helped to streamline the purchasing decision. With the massive expansion of the availability of credit since the 1970s people have been more likely to react on impulse and just buy what they want now a
Respond to the following: The item I recently purchased was a Chrome Book as a gift for my mother. I did not buy this because of the looks, but I was very focused on functions the Chrome Book offered and the intended performance. My mother needed something simple, as she is not tech savvy and usually just googles things and
When I went to purchase my last mobile phone I purchased a Nokia. I was swayed by its user-interface screen and its big huge form factor with the shiny screen of high resolution. I was sold by its high resolution camera higher than any other phone on the market ever. Encirclement attack was used in ads to show that noone has eve
Respond to the following: Attack, Follow or Create a Niche Collapse Total views: 3 (Your views: 1). My most recent purchase was based on habit. I bought the usual brand that I buy because of its ability to meet and exceed my expectations. To gain some to the target customer base a market challenger must first define