Marketing: Week 4

Assignment 1:

How do marketing channels differ around the world? Why is it sometimes difficult for firms to penetrate foreign markets?

 

Assignment 2:
Respond to Five of the following questions Address five of the following six questions in your Midterm Exam. Follow the 6th edition APA format including ample qualified research. It is recommended that you aim for 3-4 paragraphs of fifty-words each for every question and use each item as a heading so that the paper is organized. Deliverable length is 5-6 pages. There is no Abstract.

Question 1: Define what is meant by “brand equity” and discuss what a company can do to maintain brand equity.

Question 2: Discuss the Product Life Cycle Concept and include the relative amounts of sales and profit during each stage. In what ways can a PLC be extended or shortened. Why would a company want to extend or shorten the PLC?

Question 3: In 1964, novelist Eugene Burdick published The 480. The title refers to 480 categories of voters, defined by demographic characteristics,
created by Simulmatics Corp., a real company, as a way of targeting appeals to small subgroups. Today, you are hired as a marketing consultant to identify the appropriate (meaning profitable) target audience for an odorless shampoo. How are you going to go about doing this for your client? Who is the appropriate audience?

Question 4: Suppose you work for a major hotel chain. Using Dr. Michael Porter’s Five Forces Model for dealing with competition, discuss what you
need to consider regarding each force.

Question 5: Hos do Maslow’s hierarchy of needs and learning affect how companies market to consumers? To respond correctly to this question, you must understand that Maslow believed that a satisfied need was no longer a motivator. Therefore, according to Maslow, you are motivated by only one need at a time.

Question 6: Define direct marketing and provide real-world world examples that have been successful and those that have failed. Are specific products or services more susceptible to using direct marketing?