21 May DEFINE CORPORATE CREDIBILITY AND DESCRIBE THE THREE (3) FACTORS UPON WHICH IT DEPENDS.
Discussion Question 3_06
List and describe each of the effective segmentation criteria and discuss why each of the market segments must rate favorably. Next, explain the concept of selective specialization and provide an example not mentioned in the text. Finally, explain the concept of niche marketing and provide an example not mentioned in the text. (26 points) (A 1½-page response is required.)
Discussion Question 3_07
Define corporate credibility and describe the three (3) factors upon which it depends. Identify a company not mentioned in the text that has earned a high level of corporate credibility. Fully support your selection with discussion of how each factor applies. (24 points) (A 1½-page response is required.)
Activity 3_08
Part A List and define three (3) market segments (target markets) into which you fit. (16 points)
Part B Discuss each of the three (3) market segments – including descriptors such as demographics, lifestyle, and usage behaviors of each and why you believe you fit into each one. (30 points)
Part C Apply Maslow’s theory of motivation to each of the market segments. Based on the demographics, lifestyle, and usage behaviors you indicated, select three (3) primary needs for each of your three (3) chosen market segments and describe how each need would drive buying behavior. (54 points)
Discussion Question 4_09
Select one (1) major company whose product(s) you buy. Visit their Web site and then answer the following questions. You may also use articles and advertisements in newspapers, journals, etc. that are about the company. (26 points) (A 1½-page response is required.)
Write a summary about what most influences you personally to buy this product(s) as opposed to the competitor’s product(s). Include a comparison of at least two (2) competitors.
Define how you believe the company segments its market by describing four (4) criteria it uses to identify which consumer group to target.
List two (2) markets that the company is targeting.
Discussion Question 4_10
Explain how a marketer delineates among durable goods, nondurable goods, and services when planning an appropriate market-mix strategy. Describe the strategies used for the different types of good and services. Provide two (2) example products for the consumer market and two (2) example products for the industrial market for each category (durable goods, nondurable goods, and services). (24 points) (A 1½-page response is required.)
Activity 4_11
Part A Choose the type of company for which you work. Although your company is fictional, you may base it on a similar real-life one in order to obtain basic information about the company itself. Describe your new employer, including the following. (10 points)
1. The company and industry in which you operate
2. Your product lines
3. Your total number of employees
4. Your annual revenue
5. Your top competitor
Part B Write an overall description of the new product you will be promoting. Include four (4) product features and one (1) benefit for each feature. (20 points)
Part C Identify and describe the three (3) primary market segments you would target to buy your product. In each description, identify two (2) demographic and one (1) psychographic characteristic. (30 points)
Part D Develop a list of five (5) marketing activities you recommend to promote this new product. Include the reason why you believe each of the marketing activities will be successful. (40 points)
Discussion Question 5_12
Relate the different models of brand equity to each other. How are they similar? How are they different? (24 points) (A 1½-page response is required.)
Discussion Question 5_13
There are certain areas of the country that are so rough that Domino’s, Pizza Hut, and many other restaurant chains will not deliver to them. Imagine that a local entrepreneur has started a company called “Homeboys Restaurant Delivery and Catering Service,” that will deliver to these areas. With a bank of phones and two drivers, the company picks up at the restaurant of your choice and delivers to your doorstep. Its drivers use late-model, inconspicuous used cars. Homeboys runs a tab at the restaurants and pays weekly for food picked up by its drivers. Customers are charged a $3 delivery fee on $10 minimum orders. Its drivers hand out flyers with the Homeboys logo and the names of participating restaurants. Each driver also has the menu from those restaurants. Evaluate the effectiveness of Homeboys in terms of the intangible and/or variable elements of people, physical evidence, and service standards. (26 points) (A 1½-page response is required.)
Activity 5_14
You are working for the Collegetown-based California Happy Valley Beverage Corporation, marketers of California Sunshine Filtered Water. The product has a colorful label and sells well throughout the state, especially among environmentally-conscious consumers. A member of the Collegetown City Council, with a reputation and record for activism, ran across several controversial articles about filtered water production and distribution and proceeded to raise a ruckus, questioning the integrity of Happy Valley Beverage Corporation and the suitability and value of its bottled water product.
The city council has written a pointed letter to your corporation and copied it to the local newspaper, mirroring these concerns. On the attractive bottle label, you and thousands of other consumers can read the statement, “Every drop of this healthy, refreshing beverage is guaranteed to be filtered in conformance with all applicable California and federal government regulations.” What the label does not explicitly state, however, is that the water is actually tap water
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