EBK MARKETING
6th Edition
ISBN: 8220103676250
Author: Grewal
Publisher: YUZU
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Chapter 11, Problem 9MA
Summary Introduction
To discuss: The reaction of Person X
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Answer the following questions in relation to that product:
Aquaphor Baby Healing Ointment
Questions
(1) Give a detailed overview of the information provided on label (Informational and/or promotional):
(2) Based on how the product was displayed, what position do you believe it command in the market place (premium, discount, basic etc.)
(3) How does the price of the product compare to the prices of the other products in the category? Is it premium, on par, discount etc.)?
(4) Based on the image of the product portrayed in its advertising, does the package support its image and price? Explain
(5) Based on the information you have collected and your observation, state what are the 4 P’s of this product
You are the brand manager for a firm that makes herbs, spices, andother food additives. You have had complaints from some of your retailoutlets that they are finding empty bottles of pure vanilla extract stashedaround the store. Apparently, due to the high (35 percent) alcoholcontent of pure vanilla extract, people are grabbing the cute littlebottles, having a drink, and getting rid of the evidence. Anecdotalevidence from store employees indicates that the majority of theimbibers are teenagers. The cost of placing a tamperproof cap on theextract is a relatively insignificant percentage of the purchase price butwill make it more difficult to open, particularly for older customers.Also, there has been a significant rise in sales to retailers as a result ofthe vanilla “addicts.” What should you do?
What are the deteriorative factors that limit the shelf life of sausages under the packaging conditions ?
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- Briefly introduce your own product (goods or services) And explain why you choose or create that brand name of your product.arrow_forwardA product that a potential buyer knows about but is not actually seeing is called an "unsought" product. Do you feel that the continued marketing of unsought products is unethical? Also, discuss how marketing ethics figure into decisions on branding, packaging and labeling of products.arrow_forwardWhat is the specific purpose of an acceptable use policy?arrow_forward
- You are a brand! To manage any brand effectively, you must carefully be in touch with what you think about your brand and what your consumers think of your brand. Understanding how the brand is perceived internally and externally is critical to building and managing a strong brand. Each student will develop and present their unique brand. The objective of this assignment is for you to practice using brand-building concepts in developing a brand that you should not only know extremely well but be well-versed enough to explain the brand, its features, values, challenges,and future growth – YOUarrow_forwardAn online store posted on their website a product for a lower than usual price. No promotion or special sale was involved. A large number of shoppers visited the website to purchase the product online and save lots of money. If you were the online store manager would you honor or not honor the lower (mistaken) advertised price?arrow_forwardGood branding gives a business several benefits, including establishing a positive reputation and creating an attractive image for customers. Careful brand management seeks to make the product or services attractive to the target audience and/or relevant to them. Brands should reflect more than mere differences between the cost of the product and the selling price. They should represent, to the customer, the sum of all the desirable qualities of a product. To give that we indicate a label which is the carrier of information about the product. The attached label offers information to clients to support their purchasing decision or to help enhance the experience of using the product. In my view, many products in the technology, food and beverage or tobacco industry, such as cigarette products, may often have a negative / bad impact on the lifestyle or health of consumers. What do you think is the reason why customers are still purchasing a product that they all know has a negative impact…arrow_forward
- When a brand selects an athlete endorser, it should make sure O The athlete has rich set of useful and relevant associations for the brand The athlete is well known to improve awareness, image, and responses for the brand O The athlete is not endorsing multiple brands O A and B O A, B, and Carrow_forwardYour R&D department has slightly changed one of your company’s products. It is not really “new and improved,” but you know that putting this statement on the package and in advertising will increase sales. What would you do?arrow_forwardChoose the correct Which of the following constitutes the fruit of successful marketing represented in enabling the buyer to use the product in exchange for paying its value? a) Product b) pricing c) selling d) Distributionarrow_forward
- What is the definition of a brand name? A) A brand is an identifying mark for products or services. B) a description of a product used to identify it to customs officials C) a package of legal rights protecting a company's interest in a product’s name or logo D)the official legal designation of a product's manufacturer or producerarrow_forwardAccording to the text, establishing a brand is important because consumers often like to identify with the companies that they support and to the products that they purchase. O True O Falsearrow_forwardWhat is the primary objective of the “Priceless” campaign?arrow_forward
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