Learning Outcomes:
1. Recognize an understanding of the overall marketing concepts, goals and strategies within the context of organizations goals and strategies. (LO-1)
2. Demonstrate the ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumer’s decision. (LO-3)
3. Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the changing global environment. (LO-4)
Critical Thinking (Max Marks-10)
1. Firms institute a variety of brand-related strategies to create and manage key brand assets that includes like brand extension and line extension, manufacturer brands and private-label brands, co-branding and Brand Licensing. Critically examine these all strategies with the help of suitable examples from the local market. (CH-11, CLO-1) (4 Marks)
2. A local health club is running a promotional campaign that promises you can lose an inch a month off your waist if you join the club and follow its program. How might this claim cause a communications gap? What should the club do to avoid a service failure?
(CH-13, CLO-3) (3 Marks)
3. Imagine you are the product manager for Neutrogena’s sun protection product line and your team developed a new type of sunscreen. Which B2B pricing tactics would you use to promote it? Why? (CH-15, CLO-4) (3 Marks)
Answers
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