Do not use any sources other than the textbook and material discussed in class. If you directly quote material from the textbook, you must cite properly.
Please be concise but complete in your answers to demonstrate that you have mastered the course material. Good luck!!!
1. You are the Marketing Director at Calvin Klein menswear. You have recently completed a Marketing course in the EMBA for the Americas at the University of Miami. You want to utilize the knowledge you acquired in the course and demonstrate how you have been transformed into a Marketing genius.
In your studies, you have seen the value of brands for customers and companies. You know that in order to maximize a brand's value (or brand equity), companies must manage their brands intelligently and efficiently.
Proper use of branding strategies is an excellent way to ensure your brands are, indeed, managed properly.
Design a brief branding strategy for the Calvin Klein menswear brand in Latin America, with an example of each of the following:
Retailer/Store Brand
Brand Extension
Line Extension
Co-branding
Brand licensing
Brand repositioning (rebranding)
2. Several pricing strategies are commonly used in retail stores. These include: Product line pricing, volume (quantity) discounts, product bundling and optional-product pricing.
You are the inventor of a new device called LightMyFire. The device works on a timer and allows homeowners in New England to light their home fireplaces one hour before arriving home.
The product is innovative and has attracted the attention of four retailers who are interested in carrying it in their stores. Each retailer uses one of the pricing strategies listed above and you can only choose to place your product in one of the stores.
Describe how each pricing strategy would be implemented for LightMyFire and which strategy you would eventually choose
Hint1:
Product line pricing: for example, if you buy Audi, You compare Audi A1 ----A8, of course Audi A1 is cheaper than A8
volume (quantity) discounts: for example, buy one get one for free
product bundling: combine several products and offer bundle at a reduced price. (two or more different products)
optional-product pricing: pricing optional or accessory products sold with the main products.
Hint: CHAPTER 14, PAY ATTENTION because the question here mentioned the product is a new device.p299. you need to write 3-4 paragraphs to answer this question, not just copy and paste what my hint tells you.
3. You are the Marketing Manager of Dandy Candy, Inc. which has just launched a new organic chocolate bar with fair trade cocoa and extra Vitamin B12.
A) Describe how consumers will go through each of the five stages of the Consumer Decision Process before buying your new product.
Hint: Chapter 6 in the book?Consumer Decision Process is in book starting page 133??
B) Discuss how you will ensure there is no post-purchase cognitive dissonance and, if there is, how you will resolve it.
4. When companies enter new international markets, they face important decisions regarding entry strategy.
You are the International Marketing Director for Sticky Stick, a medium-sized U.S.-based manufacturer of glue products for home and office use.
You are very interested in entering the Peruvian market based on the brilliant Marketing Research and SWOT analysis you performed earlier this year.
Choose two potential entry strategies (exporting, JV, licensing, etc.) and describe:
A) How you will execute each strategy.
B) Discuss the pros and cons of each strategy.
C) Which of the two you would eventually choose?
Attachment:- Marketing Management.rar