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MKT203 Marketing And Strategy

tag 0 Download 9 Pages / 2,236 Words tag 26-05-2021
  • Course Code: MKT203
  • University: University Of Rochester
    icon is not sponsored or endorsed by this college or university

  • Country: United States


  1. Based on Table 1 (market segmentation result), (1) create a table in which you name each segment and describes its characteristics and (2) select a target segment market and defend.
  2. Pick any one online shopping site or digital app (but not and evaluate its quality based on eQUAL (see the class PPTs).
  3. Understand what “the fake meat” is by reading restaurant using the fake meat rather than the real meat opens, (a) which pricing strategy, penetration or skimming, would you recommend for its burgers? (b) And why? Defend your position.
  4. Decide the price for the combo meal based on the most acceptable price survey result as shown in Table 2 and defend.
  5. Using Table 3 (average data of 14 brands x 10 attributes), (a) create a positioning map by running MDS in SPSS, (b) put the overall mean (mean of all attributes per brand) on each brand on the map, and (c) discuss where you want to put a new product on the map.
  6. (a) Find the revenue graph of any one product category (not a brand) covering the first year (or many years back) to now (the graph may show the world’s revenue or one country’s revenue) and (b) discuss which strategy, offensive or defensive, should be used for the product category.
  7. From a brand equity perspective, marketing activities are divided into brand-building and brand-hurting activities. Discuss “any one” brand-building marketing activity other than price, store image, distribution  intensity, ad spending, and price deals and defend why.
  8. Find a newspaper article which reports that a brand’s sales has increased when its advertising activity was cut (i.e., Ackoff and Emshoff’s (1962) V effect). Summarize what has happened and discuss the reasons of the increase in sales for decrease in ad activity as the article reports and/or you evaluate.
  9. Draw a scatter plot for any one company in which the horizontal axis is the company’s ACSI – America Customer Satisfaction Index ( over years and the vertical axis is any one

10.performance (financial or nonfinancial) of the company. And add a trend line on the graph (tip – Excel’s scatter plot has that capability) and discuss the relationship between the ACSI and the performance.

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Total 9 pages

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