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HI5004 Marketing Management

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Students who cite a minimum of 3 peer-reviewed academic articles (in total) in the text to support their assertions, and list all references appropriately at the end of the report using Harvard referencing style may receive higher marks than those who do not cite relevant materials.

Question 1

For each of the following products, identify the segmentation base that you consider the best for targeting consumers:

(a) biscuits,

(b) shampoo,

(c) wireless broadband,

(d) holidays.

Explain your choices. You are required to use 4 key types of market segmentation provided in lecture 5 to support your justification.

Question 2

  1. Watch the video in the link above and discuss about the reasons Why Starbucks Is Struggling In South Africa
  2. Provide some suggestions to help Starbucks to get out of the struggling.

You must use the information from the video to discuss. You are required to combine your discussion with some knowledge about consumer behaviour provided.

Question 3

Some marketers feel that the image of the particular channel in which they sell their products does not matter—all that matters is that the right customers shop there and the product is displayed in the right way. Others maintain that channel images—such as a retail store—can be critical and must be consistent with the image of the product.  

Take a position: ‘Channel images do not really affect the brand images of the products they sell that much’ versus ‘Channel images must be consistent with the brand image’.  

Question 4

One of the classic debates in the popular press is whether all buzz or word of mouth positive and negative is good for a brand. Some feel that “any press is good press” and that as long as people are talking, that is a good thing. Others challenge that notion and say the content of the dialogue is what really matters.

Take a position: ”All news is good news” and any buzz is helpful for a brand versus the content of buzz can make or break a brand. You are required to combine your discussion with some knowledge provided in Lectures 6 and 12. Answer this question in 300 words.

Question 5

Karl Lipton is the marketing communications coordinator for a major electronics manufacturer. He is assigned with charting out a communications strategy for a new range of mobile phones developed by his company. How will Karl's communications strategy look over the course of the mobile phones' life cycle?

Question 6

Pick one of your favorite brands and go to its Web site. How would you evaluate the Web site? How well does it score on the 7Cs of design elements: context, content, community, customization, communication, connection, and commerce? Answer this question in 300 words.

HI5004 Marketing Management

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More HI5004 HI5004 Marketing Management: Questions & Answers

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Identify and analsye the need and want that led to the purchase of the product or service. Examine an internal and external sources of information. Evaluate alternatives and narrow down the attributes of the product or a service that satisfy the need or want. ...

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