1. Jitterbug is a cell phone created for older consumers who don't care about all of the different features of the newest cell phones; they want a phone that makes and receives calls. The numbers on the Jitterbug are large, so that they are visible to older consumers. The following website will give you additional information about the Jitterbug: https://www.jitterbugdirect.com/ Assume that you work in the marketing department for Jitterbug. This is your product; given what you know about it, how will you use the other three components of the marketing mix to create a marketing plan for this product?
2. This is the corporate mission statement of Coca Cola. "To refresh the world...To inspire moments of optimism and happiness...To create value and make a difference." As you probably know, sales of soft drinks have been declining lately because of health concerns - people are trying to cut down on added sugar, and recent research shows that the artificial sweeteners in diet sodas are harmful and can actually cause weight gain.Assume that you work in the marketing department of Coca Cola.
- What marketing strategy that fits this mission statement could you adopt to try to increase sales?
- What target market(s) would you select to carry out your marketing strategy?
- What marketing mix would you adopt to carry outyour marketingstrategy?
There are no totally wrong answers here, but for each of your choices, explain why you have selected them and how you expect them to help you increase sales. I'm most interested in your explanation.
3. Choose a food item that you often purchase at the grocery. Describe how this product is or might be affected by (1) legal and regulatory forces, (2) technological forces, and (3) sociocultural forces.
4. Assume that you work in the marketing department of a chain store that sells pet food and pet products. The CEO of your store is quite old fashioned and the store has never used technology to track customers or promote its products. However, the CEO is willing to change, and has asked you to write him a short memo listing two specific technologies the store could adopt. For each one, he wants to know how it works, what data it could generate, how you can use the data, and any ethical issues that might be involved.
5. You have just received a sizable inheritance. After giving part of it to charity, you have $500,000 remaining to begin a new retail operation in your local area.
- What kind of operation will you open?
- What market or segment of a market exists in your area with unfulfilled needs or wants?
- Briefly describe the nature of the operation you would open to meet the needs of a specific market segment(s).
a. Good or service?
b. Price range?
c. Location?
- Will you use a concentrated or a differentiated targeting strategy? Why?
- What segmentation variables will be useful in describing your target market(s)? Why?