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University of the Cumberlands *
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BADM533M50
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Marketing
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Apr 3, 2024
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docx
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4
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Read, Reflection, and Graduate Response:
1.
Read the methodology of Interbrand.com for brand valuations. How might you improve
their methods and the sorts of measures they use to assess brand equity?
The whole technique employed by Interbrand for brand valuation is well thought out and
analytical, and they make a significant effort to comprehend the brand impact that can
motivate customers to interact with their offerings and benefit stakeholders by fostering
the expansion of the brands. They are concentrating on building brand loyalty in order to
increase brand value since they believe this will draw and keep customers while also
assisting them in reducing financing costs. As a result, they consider three key factors
when evaluating their brand value: brand strength, brand role, and financial forecasting.
Financial forecasting, in my opinion, is a fantastic tool to gauge the worth of a business.
Economic profit, which provides the financial returns after all operating profit taxes, is a
brand profit. By using Role of Brand Index, which aids in quantifying the purchase
decision attributing to the brand, Interbrand measures the role of the brand as well.
Interbrand employs Brand Reputation as one of its approaches for brand valuations,
which I believe becomes challenging to quantify because a brand's loyalty cannot be
measured. Interbrand assesses ten brand attributes that are compared to those of their
rivals, providing them with information about the brand's advantages and disadvantages.
Although it's a terrific approach to understand the brand's position, I don't think it adds
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Related Questions
Some contemporary companies intend to attract both the old and new generations with their old ideas, designs and services. Select a company of your own choice to analyse and evaluate the following:a- The customer based-brand equity of this company and the stages it adopts/or had adopted to apply retro branding .b- The marketing strategies and orientations used by this company to develop its retro brand and communicate with the target market
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2. How does Amazon apply the CRM concept in maintaining a good customer relationship?
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Subway Brand (Sandwiches and etc.)
- Expound on the particular target market for Subway and discuss why they are the appropriate segment to target upon to.
- Describe what Subway differentiates from its competitors in the market. Please select an attribute important to the consumers and expound why you use the products or avail the services of this brand.
- Elaborate what you think is the value proposition of Subway when it comes to its products or services.
Own words please but can do additional research. Help! fulfill all 3 requirements in a paragraph or answer very well in bullet type. Make this very well and do not get others work, i will track those! thanks
arrow_forward
You are the new marketing manager for The Westside Coffee Company. You have been tasked with developing a strategic marketing and communications plan to improve store performance. Over the next few weeks, you will develop different elements of your marketing and communications plan. Consumer/Marketplace Insights and Micro-Moments Resource: Read the articles from the University Library. Perform a price/quality segmentation analysis using the resources provided in the University Library. You will need toYou are the new marketing manager for The Westside Coffee Company. You have been tasked with developing a strategic marketing and communications plan to improve store performance. Over the next few weeks, you will develop different elements of your marketing and communications plan.
Consumer/Marketplace Insights and Micro-Moments
Resource: Read the articles from the University Library.
Perform a price/quality segmentation analysis using the resources provided in the University…
arrow_forward
Explain the importance of the marketing mix (4ps) and how should the companies manage this to success.
arrow_forward
A member of an enterprise is participating in the execution of a service of Marketing advisory, in which he was responsible for being a Costumer Analyst Success, that is, responsible for receiving customer feedback and bringing solutionsi n case of any problems. Recently, Dr. Antonio gave a feedback saying that the team did not participate much and that bothered him, evaluating the team with a grade 3/10. What solution would you bring to this situation?
How would you overcome this problem, what would you do as a member of the team?
arrow_forward
Table: Factors causing the decline in salesFactors % ContributionDelayed deliveries 15%Lack of delivery personnel 8%Inaccurate sales orders 25%Wrong deliveries 32%Delayed invoicing 6%Pilferage 7%Expired items 7%
a. Following the Pareto Principle, what are the vital factors or main contributors to the decline in sales? Show your Pareto Chart and indicate or label the vital factors or contributors to the problem.Hint: know the vital few %
b. What are the vital factors or vital contributors to the problem?
c. If the sales and marketing manager wants to reduce the impact of vital factors or contributors by 70%, what will be a good GOAL Statement to improve his sales problem?
arrow_forward
Develop a strategic marketing plan for your coffee shop business. The plan must contain the following elements:
ii) Defines the branding elements of the business. (1) Explain what the selected logo represents for the business. (2) Mention the distinctive elements of the business that allow the value proposition to be transmitted. (3) Discuss what represents a competitive advantage in the context of the business brand.F. Marketing strategy i) Identify the product positioning strategy vs. the competition (e.g. cost leadership, differentiation, focus, etc.). Explain what it is and how you would implement it. ii) Describe the advertising strategies to be used to market the business. Consider both traditional marketing elements and digital strategies. iii) Explain the promotion strategy to: (1) Attract new customers (2) Customer retention
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Name a brand that you believe is highly “successful.” list and briefly describe the criteria you would use to determine a brand’s potential success in the marketplace.
arrow_forward
Which is best approach for positioning a brand- Structured or Unstructured?
Please explain and give some specific examples of some brands or companies.
arrow_forward
Suggest 6 recommendations for the brand to improve its current positioning based on your own research. The 6 recommendations must include (1) a product/service strategy, (2) a pricing strategy, (3) marketing tactics strategy, (4) sales strategy (5) a marketing communications strategy and (6) a global marketing strategy.
arrow_forward
New Product Introductionidentify a new product your company will introduce.Address each of the following in your paper:Identify your company and give a short background on the business including their mission, vision, goals, and objectives.Identify the new product you will develop and roll out to the customer.Describe how the design team will include the following functions and organizations, explaining the role for each team member:MarketingEngineeringOperationsSupply ChainQualityKey SuppliersHow will you use technology in the development, manufacture, and supply chain of your new product?How will you ensure the quality of the product in its design and production?
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How would the marketing dashboard differ between a business-to-business company marketing computer software and a producer of packaged consumer products?
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1.Grocery chains such as Abdullah Al-Othaim Markets track consumers’ purchasing habits through store loyalty cards like Iktisab. These cards collect purchasing data and build consumer profiles. How can grocers like Abdullah Al-Othaim Markets use these data to create value for the firm and consumers? (Minimum 150 words)
2.Identify a specific brand of your choice from the local market that has developed a high level of brand equity. What specific aspects of that brand establish its brand equity? Critically examine based on the concepts discussed in Chapter-11. (Minimum 150 words)
3.Coupons and rebates benefit different distribution channel members. Which would you prefer if you were a manufacturer, a retailer, and a consumer and why? Explain based on the concepts discussed in Chapter-15. ) (Minimum 150 words)
4.Some argue that retailers can be eliminated from the distribution channel because they only add costs to the final product without creating any…
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1) Criteria for choosing brand elements are...........
Select one:
O a. All the options
O b. Protectability O c. Likability
O d. Transferability
2) Consumers offer their .............. and loyalty with the clear understanding that the brand will behave in certain ways and give them consistent product performance and appropriate pricing, promotion and distribution programs Select one:
O a. Support
O b. Trading
O c. Trust
O d. Efficiency
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For the successful implementation of category management strategy, it is vital to obtain the acceptance and support of internal stakeholders. Explain how this acceptance and support can be best achieved
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Q 1. How do consumer personal characteristics influence buying behaviour?
Q 2. What major psychological processes influence consumer responses to the marketing program?
Q 3. What buying situations do organizational buyers face
Q 4. Who participates in the business-to-business buying process
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2 xyz produce chocolate bars and sell them to supermarkets. its bestselling brand is chocdelight. it is put in expensive packaging and is sold as a luxury product. this bestselling chocolate bar has had high and steady sales for the last five years, but recently sales have started to fall as it has now reached the decline stage of the product life cycle. a) what is meant by a ' brand? b) identify two ways the business could react to the falling sales of the chocolate bars c) identify and explain two characteristics of the packaging of the chocolate bars . d ) identify and explain two possible reasons why xyz's chocolate bars are successful . e ) do you think giving the chocolate bar a brand name was necessary for its success ? justify your answer .
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Choose the letter of the correct answer
This type of brand that may be a business that provides good and services. It may also be closely related to an indicvidual's brand
a. Individual Brand
b. Organizational Brand
c. Service Brand
d. Personal Brand
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Please provide some disadvantages of the unstructured approach to brand positioning, and how we can combine a both structured approach an unstructured approach to get a successful and effective brand positioning. Give some specific examples.
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The essence of a broad differentiation strategy is to
appeal to the high-end part of the market
and concentrate on providing a top-of-the-
line product to consumers.
incorporate a greater number of
differentiating features into its
product/service than rivals.
lower buyer switching costs.
outspend rivals on advertising and
promotion in order to inform and convince
buyers of the value of its differentiating
attributes.
offer unique product attributes in ways that
are valuable and appealing and that buyers
consider worth paying for.
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How does Core, Actual/Tangible, and Augmented Levels from tangible products compare with levels for services in marketing? (explain please)
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In planning its market offering, the marketer must address the FIVE (5) product levels of the customer value hierarchy. List and explain each level.
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THE THREE WAYS TO IDENTIFY AN OPPORTUNITY INCLUDE:
a.Observing trends, conducting brainstorming sessions, and studying industry trade journals.
b.Observing trends, solving a problem, and finding gaps in the marketplace.
c.Studying industry trade journals, talking to consumers, and solving a problem.
d.Reading books, solving a problem, and findings gaps in the marketplace
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Q2: What is market segmentation and what does it mean to proflie the target audience?
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1. Why is the product life cycle an important consideration in selecting and developing a marketing strategy?
your sources should include at least 1 scholarly peer reviewed journal sources
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Why is quality such an imponant product strategy objective? What are the dimensions of product quality?How has e-commerce affected the need for qualityproduct objectives?
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Brand: Dunkin Donuts
Describe what differentiates it from the competition. You may select an attribute important to the consumers (you are considered as their customer) and explain why you use this product or avail this service.
Describe a main target market and discuss why they are the appropriate segment to target.
Share what you think is the value proposition of your chosen product or service.
arrow_forward
3. Describe the marketing mix decisions (product, distribution, promotional, pricing) that
marketers face. Choose a real-world product or service and apply the marketing mix
decisions to it, explaining your choices.
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Brand: Burger King vs Subway
Describe what differentiates it from the competition. You may select an attribute important to the consumers (you are considered as their customer) and explain why you use this product or avail this service.
Describe a main target market and discuss why they are the appropriate segment to target.
Share what you think is the value proposition of your chosen product or service.
arrow_forward
SEE MORE QUESTIONS
Recommended textbooks for you
Principles Of Marketing
Marketing
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Pearson Higher Education,
Marketing
Marketing
ISBN:9781259924040
Author:Roger A. Kerin, Steven W. Hartley
Publisher:McGraw-Hill Education
Foundations of Business (MindTap Course List)
Marketing
ISBN:9781337386920
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning
Marketing: An Introduction (13th Edition)
Marketing
ISBN:9780134149530
Author:Gary Armstrong, Philip Kotler
Publisher:PEARSON
Contemporary Marketing
Marketing
ISBN:9780357033777
Author:Louis E. Boone, David L. Kurtz
Publisher:Cengage Learning
Related Questions
- Some contemporary companies intend to attract both the old and new generations with their old ideas, designs and services. Select a company of your own choice to analyse and evaluate the following:a- The customer based-brand equity of this company and the stages it adopts/or had adopted to apply retro branding .b- The marketing strategies and orientations used by this company to develop its retro brand and communicate with the target marketarrow_forward2. How does Amazon apply the CRM concept in maintaining a good customer relationship?arrow_forwardSubway Brand (Sandwiches and etc.) - Expound on the particular target market for Subway and discuss why they are the appropriate segment to target upon to. - Describe what Subway differentiates from its competitors in the market. Please select an attribute important to the consumers and expound why you use the products or avail the services of this brand. - Elaborate what you think is the value proposition of Subway when it comes to its products or services. Own words please but can do additional research. Help! fulfill all 3 requirements in a paragraph or answer very well in bullet type. Make this very well and do not get others work, i will track those! thanksarrow_forward
- You are the new marketing manager for The Westside Coffee Company. You have been tasked with developing a strategic marketing and communications plan to improve store performance. Over the next few weeks, you will develop different elements of your marketing and communications plan. Consumer/Marketplace Insights and Micro-Moments Resource: Read the articles from the University Library. Perform a price/quality segmentation analysis using the resources provided in the University Library. You will need toYou are the new marketing manager for The Westside Coffee Company. You have been tasked with developing a strategic marketing and communications plan to improve store performance. Over the next few weeks, you will develop different elements of your marketing and communications plan. Consumer/Marketplace Insights and Micro-Moments Resource: Read the articles from the University Library. Perform a price/quality segmentation analysis using the resources provided in the University…arrow_forwardExplain the importance of the marketing mix (4ps) and how should the companies manage this to success.arrow_forwardA member of an enterprise is participating in the execution of a service of Marketing advisory, in which he was responsible for being a Costumer Analyst Success, that is, responsible for receiving customer feedback and bringing solutionsi n case of any problems. Recently, Dr. Antonio gave a feedback saying that the team did not participate much and that bothered him, evaluating the team with a grade 3/10. What solution would you bring to this situation? How would you overcome this problem, what would you do as a member of the team?arrow_forward
- Table: Factors causing the decline in salesFactors % ContributionDelayed deliveries 15%Lack of delivery personnel 8%Inaccurate sales orders 25%Wrong deliveries 32%Delayed invoicing 6%Pilferage 7%Expired items 7% a. Following the Pareto Principle, what are the vital factors or main contributors to the decline in sales? Show your Pareto Chart and indicate or label the vital factors or contributors to the problem.Hint: know the vital few % b. What are the vital factors or vital contributors to the problem? c. If the sales and marketing manager wants to reduce the impact of vital factors or contributors by 70%, what will be a good GOAL Statement to improve his sales problem?arrow_forwardDevelop a strategic marketing plan for your coffee shop business. The plan must contain the following elements: ii) Defines the branding elements of the business. (1) Explain what the selected logo represents for the business. (2) Mention the distinctive elements of the business that allow the value proposition to be transmitted. (3) Discuss what represents a competitive advantage in the context of the business brand.F. Marketing strategy i) Identify the product positioning strategy vs. the competition (e.g. cost leadership, differentiation, focus, etc.). Explain what it is and how you would implement it. ii) Describe the advertising strategies to be used to market the business. Consider both traditional marketing elements and digital strategies. iii) Explain the promotion strategy to: (1) Attract new customers (2) Customer retentionarrow_forwardName a brand that you believe is highly “successful.” list and briefly describe the criteria you would use to determine a brand’s potential success in the marketplace.arrow_forward
- Which is best approach for positioning a brand- Structured or Unstructured? Please explain and give some specific examples of some brands or companies.arrow_forwardSuggest 6 recommendations for the brand to improve its current positioning based on your own research. The 6 recommendations must include (1) a product/service strategy, (2) a pricing strategy, (3) marketing tactics strategy, (4) sales strategy (5) a marketing communications strategy and (6) a global marketing strategy.arrow_forwardNew Product Introductionidentify a new product your company will introduce.Address each of the following in your paper:Identify your company and give a short background on the business including their mission, vision, goals, and objectives.Identify the new product you will develop and roll out to the customer.Describe how the design team will include the following functions and organizations, explaining the role for each team member:MarketingEngineeringOperationsSupply ChainQualityKey SuppliersHow will you use technology in the development, manufacture, and supply chain of your new product?How will you ensure the quality of the product in its design and production?arrow_forward
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SEE MORE QUESTIONS
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Recommended textbooks for you
- Principles Of MarketingMarketingISBN:9780134492513Author:Kotler, Philip, Armstrong, Gary (gary M.)Publisher:Pearson Higher Education,MarketingMarketingISBN:9781259924040Author:Roger A. Kerin, Steven W. HartleyPublisher:McGraw-Hill EducationFoundations of Business (MindTap Course List)MarketingISBN:9781337386920Author:William M. Pride, Robert J. Hughes, Jack R. KapoorPublisher:Cengage Learning
- Marketing: An Introduction (13th Edition)MarketingISBN:9780134149530Author:Gary Armstrong, Philip KotlerPublisher:PEARSONContemporary MarketingMarketingISBN:9780357033777Author:Louis E. Boone, David L. KurtzPublisher:Cengage Learning
Principles Of Marketing
Marketing
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Pearson Higher Education,
Marketing
Marketing
ISBN:9781259924040
Author:Roger A. Kerin, Steven W. Hartley
Publisher:McGraw-Hill Education
Foundations of Business (MindTap Course List)
Marketing
ISBN:9781337386920
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning
Marketing: An Introduction (13th Edition)
Marketing
ISBN:9780134149530
Author:Gary Armstrong, Philip Kotler
Publisher:PEARSON
Contemporary Marketing
Marketing
ISBN:9780357033777
Author:Louis E. Boone, David L. Kurtz
Publisher:Cengage Learning