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1. Why do people participate in Groundswell the first place? What’s their emotional motivation? What do they get out of it? 2. You have been assembled to analyze and assess the NikeiD incident. In 15 minutes you are to report back to Mark Parker (CEO) about: • What was the reason for the NikeiD disaster? • What are the implications of the NikeiD incident for Nike’s online marketing strategy (name two)? • Based on your analysis provide two recommendations for improving Nike’s online marketing strategy. 3. What are the major benefits of CRM to e-‐marketers? 4. Name 5 characteristics of brand communities according to Fournier. 5. Name 3 things we can learn from Wikinomics according to Tapscott. 6. Von Hippel states that “Full-‐function communities in which users actually produce their innovations” can only exist under one condition. Which condition is that? 7. What is “strategic” about frequent price changes online? Is it good enough to be second lowest offer? By: Jessica Gahtan 8. What are network effects? In what ways do network effects affect pricing strategy? 9. When should a product/service be free? How do you define value if the product is free? 10. Virden a. What should Jim Merrick do about VM 2.0? b. What do you think of Merrick’s crew? Does it need to change? If so how? c. What should be the role of marketing in high-‐technology firms? 11. Goldcorp. a. Describe McEwen's problem (strategic issue). b. Analyze the challenge for reaching Goldcorp's strategic objective. c. Based on your knowledge from other industries and Chui et al.’s points, recommend a course of action for McEwen. 12. Define High-‐Tech and explain why are High-‐Tech markets particularly dynamic. By: Jessica Gahtan 13. Give an example of what you would consider a disruptive technology and develop a short definition. 14. Contingent on the type of innovation, the role of marketing differs. How? 15. Why is pricing such a challenge in online markets? 16. Give an example of what you would consider a radical innovation and develop a short definition. 17. As a marketing consultant, what do you recommend a company do that has a breakthrough product on its hand ready to launch? 18. What do you consider the most important barriers to adoption of the Wearable Computer? 19. Communispace a) As a brand manager would you use Communispace’s service? When would you use it? wouldn't you use it? b) What are the advantages and disadvantages of this market research tool? By: Jessica Gahtan c) What is Communispace’s competitive advantage? How is the company creating value? d) What do you think of Communispace’s business model? e) How is it different from that of traditional market research companies? f) If you were Diane Hessan, would you launch a WOM product? What impact would this launch have on the company brand? 20. As a brand manager would you use Communispace’s service? When would or wouldn’t you use it? What are the advantages and disadvantages of this market research tool? By: Jessica Gahtan 21. It is Monday and you are ready for another day of action-‐packed marketing work for your employer, the online retailer AwesomeElectronicsRealCheap.com! In charge of the LCD/ HDTV/Plasma television category, you notice that sales of the Toshiba SRT 37” flat screen TV have declined dramatically over the weekend. Last week, it was the hottest thing on the shelves, really moving fast. a. What might have happened? b. Why could this have happened? c. What could you and also your company do to prevent this from happening again? By: Jessica Gahtan 22. Fresh out of Schulich with your BBA in hand, you just started your dream job as the Assistant Brand Manager for Sweet Dreams, a new, exciting, and delicious ice cream sandwich positioned as a premium offer in the specialty desert market. During the latest meeting of the Sweet Dreams product group, your boss told you that she wants you to develop a community strategy for the brand. As you return to your cubicle you wonder how to do that? By: Jessica Gahtan 23. During a job interview, Peter the marketing director for robotic and cybernetic consumer products at Honda, asks you about your thoughts on the Sony AIBO. You know that the AIBO is one of several types of robotic pets designed and manufactured by Sony; there have been several different models since their introduction in 1999. Able to walk, "see" its environment via camera, and recognize spoken commands, they are considered to be autonomous robots, since they are able to learn and mature based on external stimuli from their owner or environment, or from other AIBOs. Artist Hajime Sorayama created the initial designs for the Aibo and you have been an admirer of his work ever since. The huge success of the AIBO is so puzzling to Peter because this robotic pet is technologically quite flawed, acts up on funny ways, and also very expensive. Peter wonders how you would explain what seems to be a marketing paradox. Flawed technology for a high price = huge success. After many fun-‐
filled, yet also grueling weeks of a Digital Marketing class at Schulich you are uniquely equipped with theories from marketing, philosophy, and the social sciences to explain to Peter what is going on with Sony’s Aibo: By: Jessica Gahtan 24. A program by clothier Diesel offers consumers a way to use QR Codes to tell friends on Facebook which item of clothing in the store they liked. In this case, if you “liked” a product, you got a discount on it. Is this a smart mobile marketing campaign? Why? Why not? By: Jessica Gahtan ...
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- Fall '11
- Jessica Gahtan