There are 3 subjective essay questions. Prepare a well-organized response to the questions, fully explore the concepts provided by the textbook authors and your ability to recognize the when and how to appropriately employ the concepts.
ESSAY QUESTIONS Scenarios:
1. You are a VP of Marketing and Sales for Winn-Dixie grocery store. You are under pressure to increase sales and profits (you can"t compress prices to reach your goal) for the next calendar year. Develop a promotion plan idea, utilizing the advantages and disadvantages of each, and provide detailed explanations for the ones you use and why you did not use others techniques or methods. (2 pages)
2. You are a Senior VP Marketing and Sales for a company created by Microsoft and Levi Strauss retail store. The company plans to enable consumers to design their own clothing using internet based applications. Consumers will have two options available: (1) "Do-it-yourself" - where the consumer"s designs are translated to sewing patterns and the make their own garments; or (2) "Professional Tailoring" - using skilled workers, from off-shore locations, produce the garments based on the patterns created from the consumer"s original designs. The new product(s) has/have not yet been named. You will have a meeting with your new boss next week and you are expected to provide a detailed brief on the following: (1) The name(s) for the new product(s); (2) How the product(s) should be branded; (3) Identify all potential target markets; (4) Should product line extension to be used; (5) The type of marketing channels to use; and finally (6) What promotions should be employed with this new product(s). This is a great opportunity to be creative, using your marketing talents. (2 pages)
3. Innovative Internet marketers have developed "virtual shopping malls" that replicate the mall shopping experience through the presence of common mall retailers, as well as unique small retailers and producers, and even the ability to place goods in your own shopping cart or bag. Check out the two popular online shopping malls: (1 page)
http://www.thevirtualmall.co.uk/ and http://www.pointshop.com
Be sure to address the following:
Which of the virtual shopping malls better simulates the mall shopping experience? What factors were most important in your decision?
Would you classify these virtual shopping malls as a form of direct marketing? With which forms of direct marketing do they have the most in common; classify each of these virtual shopping malls as neighborhood, community, regional, or nontraditional shopping centers. Defend your classification.
ESSAY QUESTIONS Scenarios:
1. You are a VP of Marketing and Sales for Winn-Dixie grocery store. You are under pressure to increase sales and profits (you can"t compress prices to reach your goal) for the next calendar year. Develop a promotion plan idea, utilizing the advantages and disadvantages of each, and provide detailed explanations for the ones you use and why you did not use others techniques or methods. (2 pages)
2. You are a Senior VP Marketing and Sales for a company created by Microsoft and Levi Strauss retail store. The company plans to enable consumers to design their own clothing using internet based applications. Consumers will have two options available: (1) "Do-it-yourself" - where the consumer"s designs are translated to sewing patterns and the make their own garments; or (2) "Professional Tailoring" - using skilled workers, from off-shore locations, produce the garments based on the patterns created from the consumer"s original designs. The new product(s) has/have not yet been named. You will have a meeting with your new boss next week and you are expected to provide a detailed brief on the following: (1) The name(s) for the new product(s); (2) How the product(s) should be branded; (3) Identify all potential target markets; (4) Should product line extension to be used; (5) The type of marketing channels to use; and finally (6) What promotions should be employed with this new product(s). This is a great opportunity to be creative, using your marketing talents. (2 pages)
3. Innovative Internet marketers have developed "virtual shopping malls" that replicate the mall shopping experience through the presence of common mall retailers, as well as unique small retailers and producers, and even the ability to place goods in your own shopping cart or bag. Check out the two popular online shopping malls: (1 page)
http://www.thevirtualmall.co.uk/ and http://www.pointshop.com
Be sure to address the following:
Which of the virtual shopping malls better simulates the mall shopping experience? What factors were most important in your decision?
Would you classify these virtual shopping malls as a form of direct marketing? With which forms of direct marketing do they have the most in common; classify each of these virtual shopping malls as neighborhood, community, regional, or nontraditional shopping centers. Defend your classification.
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