HI5004 Marketing Management 4
Purpose:
This individual assignment is an opportunity for students to demonstrate their understanding of marketing management
Answer all five of the following questions.
Q 1.
Watch the video and answer 3 following questions
- What is the message that P&G wants to send to its customers?
- According to your opinion what does the benefit P&G gain when they implemented the Thankyou Mom campaign’?
- What kind of emotions does this video evoke in you? Explain what you felt and why. (there are no wrong answers here, just you thinking (
Q 2.
Watch the video and answer 2 following questions
- Who do you think is the target customer of this product?
- Do you think this product will be success, if yes, why and how? If no, why not?
Q 3.
Agatha’s Inc. is about to introduce a new product in the market, but is not sure as to how it should price the product. The company is facing intense competition from five other companies. In such a situation, what should be Agatha’s Inc. pricing objective? Provide an explanation for your answer.
Q 4.
Briefly explain the 4 levels of marketing channels with example.
Q 5.
Focus on Technology: Tracking Customers
According to Nielsen, more than 50 percent of mobile phone consumers own smartphones. Many of them use free Wi-Fi when available for faster connections and to reduce data usage charges. But even when they don’t log on to Wi-Fi, the device continues to search, giving information on users’ locations. By using the signals emitted by shoppers’ smartphones, retailers can keep tabs on shoppers, knowing where they are and what they are searching for on their phones’ browsers. Retailers can learn on which aisles shoppers are most likely to check online prices at retailers such as Amazon.com and can send an alert to a sales representative. “Heat mapping” identifies traffic patterns and locations attracting the greatest number of shoppers checking the Internet. This gives retailers an idea of the products most vulnerable to “showrooming”—the practice of shoppers visiting stores to learn about and try products and later purchasing them for less online.
- What is shopper marketing and how might retailers use Wi-Fi technology to implement it?
- What may be the likely response as more shoppers learn that retailers gather information without their knowledge?
