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MKT501 : Marketing Management

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Question:

Chapter 5 – Consumer and business behavior

Give an example when a company intentionally triggers recognition of a particular need through its promotional campaign.

Chapter 6 – Segmentation, targeting and positioning 

Do some brief research on McDonald’s. Discuss some changes it has done in the past few years to reposition its brand. Why do you think McDonald’s need to reposition its brand? 

Chapter 7: Digital marketing and social networking

Companies increasingly build their brand equity and gain market share with their digital marketing strategies. Visit the Kate Spade website (http://www.katespade.com). How does Kate Spade use its website to interact with customers?

Chapter 8 – The power of branding

Do you think companies that aim to build a sustainable brand are more competitive in today’s marketplace? Why or why not? 

Chapter 10 – Pricing decision 

How do consumers respond to additional airline surcharges? 
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