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MARKETNG 2503 Marketing Communications II

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Questions:

1.Product bundle pricing has the potential to bring in a lot of additional revenue. Think of three different products that rely on product bundle pricing and explain why the company has used these strategy.

2.Market-skimming pricing is used many times when companies invent new products and first introduce them to the market. Think of 3 “new” products that you believe are employing a price skimming strategy. Back up your answers.

3.What is a franchise organization? Discuss the different types of franchise organizations and give local examples of each of the franchise examples. www.franchise.org maybe useful. Explain why the company has chosen these franchise arrangement.

4.Identify an international company that has launched a new product recently. Identify the following:

  1. a) What is the target audience?
  2. b) What are the communication objectives?
  3. c) What kind of message has been designed? (content/appeal, structure, format).
  4. d) Which media is being used to reach the target?
  5. e) Which method do you think has been used to set the promotional budget?

5.Conduct and illustrate a customer value analysis for three local restaurants (or other businesses that you prefer to analyze).Who are the strong and weak competitors? For the strong competitors, what are their vulnerabilities?

6Discuss the advantages of being a market follower and factors to consider when pursuing this strategy, identify a company that uses this strategy well.

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