When a salesperson approaches you to sell a cemetery

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111. When a salesperson approaches you to sell a cemetery plot, this is considered what type of product? A. Unsought product B. Shopping product C. Convenience product D. Line extension E. Secondary product
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Essay Questions 112.Though most universities are non-profit organizations, they are engaged in marketing strategy choices, just like businesses. For example, universities must decide if they should increase or decrease product mix breadth, or increase or decrease product line depth. Using your university, describe a real or plausible example of each of these four potential changes. 113.What are the brand components used by your university? 114.How do brands add value? 115.Believe it or not, Walmart's first designer label clothing brand was called George. Few Americans know the George brand but in Britain it is well regarded and sold in stand-alone George stores. What would be the benefits to Walmart if the George brand of clothing became recognized and desired in the United States?
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116.How do marketers measure brand value? 117.Creating brand awareness is the first step in creating brand equity. Political candidates know name recognition is critical to success, but at the Congressional level over 90 percent of incumbents get re-elected. If you were marketing advisor to a challenger for the Congressional seat in your district, what would you recommend the candidate do to create brand/name awareness? 118.Almost every business wants brand loyal customers. Why? 119.Helena was surprised to learn that the car and home insurance agency she was just hired by does not have a CRM program. Why should the agency have a CRM program, and what CRM efforts should Helena recommend?
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120.Why would a huge retailer like Walmart carry national brand products? 121.The company Jorge works for has just acquired a regional grocery store chain. The chain has a very strong reputation among consumers in the states in which it operates. The acquired company had been considering launching private label brands. Jorge has been asked to prepare a brief about the options for retaining the private label brands that the chain had been selling. What are the key points Jorge should include? 122.Why do manufacturers like Procter & Gamble spend millions of dollars annually creating and maintaining their brands? Why don't they just manufacture their products and sell them under store brand labels? 123.A currently popular trend in the wine industry is house-labeled wine. Restaurants, hotel chains, and even universities now sell wine under their brand name. Is this type of brand extension a good marketing strategy? Defend your answer.
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124.Walt Disney Company recently announced it would no longer allow its characters to be used in promoting unhealthy foods. In branding strategy, what does this change? From both ethical and marketing perspectives, does this change make sense?
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  • Fall '12
  • Chris
  • Brand, product line, Procter & Gamble, Actual Product

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