Case Study
List and discuss three different types of ethical concerns people might have about this product. If you were the brand manager for bling h2O, how would you respond to these ethical concerns
Q.A1 (15 marks)
What are bling h2O consumers’ purchase motivations? Do you think the company priced their bottled water correctly? Explain your answers with reference to marketing pricing strategies for new products (i.e., skimming vs penetration pricing).
Q.B3 (10 marks)
Outline what is meant by population diversity? Discuss with at least two examples the marketing implications of the ethnic diversity of the Australian population.
Q.B5 (10 marks)
Distinguish between commercial and personal sources of information. Briefly describe the roles of commercial and personal sources of information in the consumer buying decision process
Q.B6 (10 marks)
Briefly describe the various stages that consumers pass through to reach a buying decision. Give an example to describe a buying situation where a consumer EITHER might not pass through all the stages of the buyer decision process OR might pass through the stages in a different order
Q.B9 (10 marks)
Define and differentiate between the core product, the actual product and the augmented product as these concepts apply in the car industry.
Q.B10 (10 marks)
Distinguish between a manufacturer’s brand (or national brand) and a private brand (also called a generic brand, a store brand or a distributor/retailer brand). Who will win the battle of the brands between manufacturers’ brands and private brands? Support your position with at least three rationales
Q.B16 (10 marks)
Discuss the differences among the intensive, selective and exclusive distribution strategies. The characteristics of convenience, shopping, specialty and unsought goods play a major role in determining the marketing mix for products in each of these categories. Briefly describe the distribution strategies (intensive, selective, or exclusive) of each type of product. Which channel member(s) is/are most likely to bear the promotional responsibility for each type of product?
Q.B18 (10 marks)
Compare simple lists such as a mailing list with a customer database. How has the implementation of Do NotCall legislation changed telephone marketing?
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