Apple: Building the World’s Most Valuable Brand”
Analyze the case from the perspective of a marketing professional and address Apple’s current position in the market. Identify a potential issue for the tech company and perform an analysis resulting in a recommendation for Apple’s marketing strategy to address the problem you identified
Aaker, D. A., & Moorman, C. (2017). Strategic market management (11th ed.). Wiley Publishing.
Create a marketing strategy for your CVS that includes the below components:
Promotion – How should CVS tell its consumers about how great CVS is? (Internal and external promotional ideas)
People – How should CVS create employee buy-in and create subject matter experts to be consistent with service and product knowledge?
Go to the “Explore” section of Kickstarter.com and select a for-profit business project and based on the information given:
Identify relevant key market segments using whichever segmentation variables you think are appropriate. Use at least three different variables, but be brief (i.e. no need to “defend” your choices, just be reasonable).
Suggest how you would position this new to the market product and brand, if possible addressing through research who key competitors might be and what competitive advantages exist for this new “player”.
Build a perceptual map using whichever two dimensions you think are more important.
Write a positioning statement for the product
As usual, be brief and be as specific as humanly possible and identify sources of information. One page MAX (not including the perceptual map).
Customer Service
Evaluate the effects of the external environment and internal cultureon marketing customer services
Identify the nature of customer-to-employee interactions in service settings
Enumerate and evaluate the skills and competencies required of customer service employees
Identify the required elements for managing customer relationships and building loyalty be addressing customer expectations, service quality and customer satisfaction
Benefits of Global Marketing
Who is Volkswagon targeting in this ad? In your view, how is this commercial helping Volkswagen market globally? Do you feel Volkswagen has benefited from globalization? Why or why not?
Link to video: https://www.youtube.com/watch?v=R22WNkYKeo8&ab_channel=adsoftheworldvideos
Social media is a very powerful marketing tool, especially if you actively engage with your audience — the ones who are following you.
Things can go sour very quickly on any social media channel when you allow people to comment, which is what you should do, of course.
What one person thinks is acceptable, another person may feel is not. It’s always about the other person’s perspective on the situation.
You may not be the person writing content, or posting the photos or videos, etc., so how would you, as a leader, monitor what’s going on with your social media marketing to ensure it’s ethical/appropriate before it gets posted?
Read required pages in Chapter 8 then review the video case and view the video for “Life is Good” as provided below. Answer in essay form.
1. What are people buying when they purchase a Life Is Good product?
2. What factors have contributed to the Life Is Good brand image?
3. What recommendations would you make to Life Is Good regarding brand development strategies?
Text: Principles of Marketing by Kotler, Philip
17th Edition (Upper Saddle River, NJ: Pearson/Prentice Hall)
Principles of Marketing
Choose an organization that markets to consumers (not one that you plan to use for your marketing plan assignment). Answer the following questions based on that organization.
1. There are various factors influencing consumer behavior (see your textbook discussing characteristics affecting consumer’s behavior – cultural, social, personal, psychological…). Select two factors/characteristics and discuss how the target consumer’s behavior can be influenced by the same. Provide examples.
2.Of the four types, what type of buying decision behavior would the target consumer that you described above, represent? Analyze.
Marketing
Discuss one company that you think is compromising its strategic success by focusing on too many different customers. From the CRM perspective, what changes do you recommend? include resources to support your response
For our final discussion:
Describe the three important marketing concepts you learned about in this course.
Explain why these concepts will be useful to you in your current or future position.
3 choices
Branding, Marketing, advertising
