- Marketing has been described as being both an “art” and a “science.” Discuss the differences and similarities between these two marketing thrusts. Provide your theoretical response and a “real-life” example where you have seen both processes work effectively at creating customer value and loyalty.
- According to Starbucks Chairman Howard Schultz, “Consumers now commonly engage in a cultural audit of [product and service] providers. People want to know your value and ethics demonstrated by how you treat employees, the community in which you operate.” How does social responsibility impact both companies and consumers?
- SKIP
- Identify a research question for Billabong (surf). Define the problem, decision alternatives and research objectives. What research instruments should you use to assess the issue?
- Identify some of the major trends anticipated in each of the six major forces in the macroenvironment? Which of these trends are likely to have the greatest impact and why?
- Review the measuring and forecasting demand handout. Using the product category offered by Billabong, identify factors that could be used to calculate demand using the Chain Ratio Method. Briefly explain how these factors would be relevant in estimating potential demand.
- Discuss the factors that you think were included in the market segment for Aloft hotels. What are other possible market segments for niche hotels? How could these factors be leveraged for the brand (how can it be communicated?) Utilize the link below:
- Explain how framing could be used by your selected brand to influence consumer decision making.
- The attached advertisement utilizes an image of actress Mila Kunis and directs viewers of the advertisement (in a luxury women’s fashion magazine) to ask their jeweler for Gemfields responsibly sourced gems. Who is Gemfields customer? Are they B2B or B2C? Briefly assess Gemfields’ strategy.
- Does culture impact business buying decision making? Explain.
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