INTERNATIONAL EDITION---Principles of Marketing, 17th edition
17th Edition
ISBN: 9780134642314
Author: Philip T. Kotler and Gary Armstrong
Publisher: PEARSON
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Chapter 6, Problem 6.3DQ
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To discuss: The modified rebuy strategies and the straight rebuy and their differences and similarities and the time it is beneficial to use the one approach than the others
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INTERNATIONAL EDITION---Principles of Marketing, 17th edition
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- For years, Ferrari has been known as the manufac-turer of expensive luxury automobiles. The company plans to attract the major segment of the car-buyingmarket that purchases medium-priced automobiles.As Ferrari considers this trading-down strategy, whatbranding strategy would you recommend? What arethe trade-offs to consider with your strategy?arrow_forwardMarketing Management Overview 1 ) Identify the marketing orientation/concept/philosophy adopted by IKEA. Is this concept applied globally? 2 ) Give your opinion on IKEA's business mission and value. 3 ) Describe IKEA's marketing mix strategy, which makes IKEA the 'Most valuable brand'.arrow_forward“Not every brand is created equal. Among our close to 300 products, flagship product San MiguelBeer stands a head above the rest- its appeal to beer lovers having endured over 110 years. AlthoughSMB is probably the best example of a brand that transcends generations despite shifting consumertastes, it has never been our intent to be a one-brand company.“Expanding our product portfolio – either through new product development or acquisitions – is acornerstone of San Miguel’s growth strategy. In 2001, we intend to dram up new products and getthem on the shelf faster. We’re inspired by the success of Ponkana, a powdered juice brand ofSugarland Beverage Corporation, which found its way to the market a mere three months after it wasconceptualized.“We will continue to develop new products that anticipate and fulfill our consumes’ diverse needs.” Questions:1. What is a brand? Why are products branded?arrow_forward
- “Not every brand is created equal. Among our close to 300 products, flagship product San MiguelBeer stands a head above the rest- its appeal to beer lovers having endured over 110 years. AlthoughSMB is probably the best example of a brand that transcends generations despite shifting consumertastes, it has never been our intent to be a one-brand company.“Expanding our product portfolio – either through new product development or acquisitions – is acornerstone of San Miguel’s growth strategy. In 2001, we intend to dram up new products and getthem on the shelf faster. We’re inspired by the success of Ponkana, a powdered juice brand ofSugarland Beverage Corporation, which found its way to the market a mere three months after it wasconceptualized.“We will continue to develop new products that anticipate and fulfill our consumes’ diverse needs.” Question: What are the merits and demerits of product branding and of generics?arrow_forward“Not every brand is created equal. Among our close to 300 products, flagship product San MiguelBeer stands a head above the rest- its appeal to beer lovers having endured over 110 years. AlthoughSMB is probably the best example of a brand that transcends generations despite shifting consumertastes, it has never been our intent to be a one-brand company.“Expanding our product portfolio – either through new product development or acquisitions – is acornerstone of San Miguel’s growth strategy. In 2001, we intend to dram up new products and getthem on the shelf faster. We’re inspired by the success of Ponkana, a powdered juice brand ofSugarland Beverage Corporation, which found its way to the market a mere three months after it wasconceptualized.“We will continue to develop new products that anticipate and fulfill our consumes’ diverse needs.” Question: What is meant by “one-brand company”? “Product portfolio”?arrow_forward“Not every brand is created equal. Among our close to 300 products, flagship product San MiguelBeer stands a head above the rest- its appeal to beer lovers having endured over 110 years. AlthoughSMB is probably the best example of a brand that transcends generations despite shifting consumertastes, it has never been our intent to be a one-brand company.“Expanding our product portfolio – either through new product development or acquisitions – is acornerstone of San Miguel’s growth strategy. In 2001, we intend to dram up new products and getthem on the shelf faster. We’re inspired by the success of Ponkana, a powdered juice brand ofSugarland Beverage Corporation, which found its way to the market a mere three months after it wasconceptualized.“We will continue to develop new products that anticipate and fulfill our consumes’ diverse needs.” Question In what ways can product portfolio be expanded? Explain.arrow_forward
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