29 Jun The book we are using is Kotler
Question
Can you please help me with the following questions? The book we are using is Kotler, Philip and Kevin Lane Keller (2012), Marketing Management (14th
Edition), Upper Saddle River, N.J.: Pearson Prentice Hall.
Please answer the following questions. Each answer should be no more than 500 words.
1. What is brand equity? Why is it so important? Why is a brand promise so important when it comes to maximizing your brand value? While explaining this, provide 1. an example of a company that has been doing it well, and 2. an example of a company that has NOT been doing it well.
2. We have discussed the company GoPro in this class on a few occasions. While it is hard to argue with what they have done to this point, there are many questions as to what they should do next. What suggestions or directions could GoPro take in regards to it’s brand image? Can they just simply keep doing what they have been doing?
3. The price of a product is more important than you can possibly imagine. Provide 1. an example of a product or service that is CURRENTLY priced perfectly and 2. an example of a product that is CURRENTLY priced incorrectly. MAKE SURE YOU PROVIDE SOUND MARKETING REASONING FOR BOTH EXAMPLES.
4. Marketing Debate: Some marketers feel that the image of the particular channel in which they sell their products does not matter – all that matters is that the right customers shop there and the product is displayed in the right way. Others maintain that channel images – such as a retail store – can be critical and must be consistent with the image of the product. WHAT DO YOU THINK? Pick a position and argue your point
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