Each of the following three parts needs be done in 200 words, i.e. total of 600 words.
Need them in 3 separate files, therefore don’t mix up.
Chapter 7 - Digital marketing and social networking
Please post your answers to the following questions on the discussion forum and respectfully reply to any other answers provided by your peers.
• 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?
• Consumers freely post both positive and negative comments about their product or service experience via online review websites (e.g. Urbanspoon and TripAdvisor).
• How can companies manage the impact of negative reviews of their products/services?
• Businesses big and small are exposing themselves through more than one social networking site. What are their motivations to become socially present on so many social networking sites?
• What do you think of the UK’s first virtual grocery store? See https://www.youtube.com/watch?v=7JItU05mjCk.
• What do you think of this initiative from
Australia Post? See https://www.youtube.com/watch?v=X4ptrdaJU7c.
Chapter 8 – The power of branding
Chapter 9 – Product and service decisions
Please post your answers to the following questions on the discussion forum and respectfully reply to any other answers provided by your peers.
• Do you think companies that aim to build a sustainable brand are more competitive in today’s marketplace? Why or why not?
• Briefly search for different products. Then give examples of iconic trademarks.
• Write a paragraph or two about your daily grooming routine and the brands that feature in that daily ritual. Reflect on why that has value to you and what makes you loyal to those brands.
• Why the issue of country-of-origin labelling is becoming more important in Australia? Do you have any personal favourites that you have a strong affiliation for?
• When Samsung introduced the Samsung Galaxy S8, was it a line extension or a product modification? Justify your answer.
• Do a brief research on Singapore Airlines. What elements of its service have become their points of differentiation compared to their competitors?
Chapter 10 – Pricing decision
Please post your answers to the following questions on the discussion forum and respectfully reply to any other answers provided by your peers.
• Compare and contrast price and non-price competition. Describe the conditions under which each form works best.
• For what type of products would price skimming be most appropriate? For what type of products would penetration pricing be more effective?
• How do consumers respond to additional airline surcharges?
• Some people purposefully plan to take their holiday during low holiday seasons. For these people, which type of price discounting strategy do they take advantage of? Have you personally tries this yourself? If so, where did you go?
• When a company launches its latest technology product, which pricing strategy do they usually engage in? Justify your answer.