02 May QuestionText: Marketing Management, 15th edition, by Phillip Kotler a
Question
Text: Marketing Management, 15th edition, by Phillip Kotler and Kevin Lane Keller, Pearson, 2016. ISBN 978-0-13-385646-0
Topic Essays: 2-page written paper (12 point font, double spaced).
1. Chapter 5 Creating Long Term Customer Relationships. (1st paper)
Research what is being said on the Internet regarding Starbucks products.
a. What affects/effects does this type of dissemination of consumer opinions via the Internet have on the company’s marketing strategies?
b. What can the company do to stem the tide of such comments?
c. How does a company defend itself against blatantly untrue consumer opinions?
Choose ONE of the 5 winning strategies to improve the aggregate value of the customer base of your company/product (Lecture Note).
a. Reducing the rate of customer defection
b. Increasing the longevity of the customer relationship
c. Enhancing customer growth through share of wallet, cross-selling and up-selling
d. Making low-profit customers more profitable or terminating them
e. Focusing disproportionate effort on high-profit customers
2. Chapter 11 Creating Brand Equity. (2nd paper)
1. Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called BrandAsset® Valuator (BAV). What is the intent of the BAV model? List and briefly characterize the four key components (pillars) of brand equity.
2. The brand resonance model also views brand building as an ascending series of steps, from bottom to top: (1) ensuring customers identify the brand and associate it with a specific product class or need; (2) firmly establishing the brand meaning in customers’ minds by strategically linking a host of tangible and intangible brand associations; (3) eliciting the proper customer responses in terms of brand-related judgment and feelings; and (4) converting customers’ brand responses to intense, active loyalty. The creation of significant brand equity involves reaching the top or pinnacle of the brand pyramid. What are the six components of the brand resonance pyramid?
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