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Marketing Management

Marketing Management

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Published by tps5970
Answers to DMS Course from IIBMS
Answers to DMS Course from IIBMS

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Categories:Types, Business/Law
Published by: tps5970 on Feb 13, 2013
Copyright:Attribution Non-commercial

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06/18/2014

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Marketing ManagementCase 11. What have been the key success factors for Nike?
(a.)
 
 
Celebrity endorsement is the key factor. Nike management hasbeen finding the right synergy between celebrity and product. There
s one factthat advertisers need to keep in mind when using celebrity endorsements and that is tonever let the celebrity become your brand. If so, you
ll run the risk of killing the brandno sooner has the hype around the celebrity faded. It
s also important to be clearabout why a brand should use a celebrity so unacceptable quality cannot bemasked by a celebrity presentation. Is it to boost sale or to boost image it is aboutselecting a spokesperson whose characteristic are congruent with the brand image
2. Where is Nike vulnerable? What should it watch out for?
A) There is one fact that Nike advertiser need to keep in mind whenusing celebrity endorsement and that is to never let the celebrity become your brand. If so,you run the risk of killing the brand no sooner has the hype around the celebrity faded.
B) Selecting a spokesperson whose characteristic are congruent with the brand image
3. What recommendations would you make to senior marketing executives goingforward? What should they be sure to do with its marketing?
A) Find the right synergy between celebrity and product.B) Market potential indicator i.e. going global and evaluate current posturefrequency
 
 
Case 2
1. What have been the key success factors for Disney?
a. Marketing family entertainment, products, and services targeted to specific agegroups within the family.
2. Where is Disney vulnerable? What should it watch out for?
a. Claims of exploitation of products to the very young, and uninformed consumers(children).b. Societal changes regarding marketing to children as expressed by protest groups,churches, and local or national laws.
3. What recommendations would you make to their senior marketing executives goingforward? What should it be sure to do with its marketing?
a. Monitoring societal opinions regarding marketing to children.b. Monitor the proliferation of Disney co-branding so as not to over saturate
the brand’s
exposure.Continue to understand the culture of its target markets (especially the growingHispanic community).b. Continue to understand consumer buying decision-making and consumer behavior.c. Continue to understand the buying processes of its target market(s) especially thepost-purchase use and disposal of their products.
 
 
Case 3
1. What have been the key success factors for HSBC?
a
. Advertising campaigns that illustrate HSBC’s local connection to the
countries andmarkets that they are doing business.
 b. HSBC’s success rests on its ability to understand the local markets and
niche marketsin the countries that they reside.
2. Where is HSBC vulnerable? What should it watch out for?
a. It must continue to understand the local market and to continue to make the
“connection” with local communities.
 b.Rapid changes to their target markets (demographic changes, psychological changes,etc.) in the local and national levels.
3. What recommendations would you make to senior marketing executives goingforward? What should they be sure to do with its marketing?
a. Do not get complacent or overly comfortable with their successes. Avoid becoming
“big” for “bigness sake.”
 b. Continue to capitalize on niche markets, local connections to the communities, andcontinue to investigate the marketing forces of their markets on an individual basis. Do
not try to create “generalizations” for 
the sake of internal efficiencies.

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