Study guide for the third exam and example questions Product positioning You should be familiar with the two positioning models discussed in class (X-YZ‚ I-D-U) and be able to write a positioning statement for a brand (using the template provided in class). Example multiple-choice question: 1. In the I-D-U model of benefit emphasis the I refers to: a. image. b. ideal level. c. interest. d. importance. 2. 7-Up’s long-standing campaign to position
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Mini Case Study. Saxonville was a 70-year-old‚ privately held family business headquartered in Saxonville‚ Ohio‚ with 2005 revenues of approximately $1.5 billion. The company produced a variety of pork sausage products‚ predominantly fresh sausage as opposed to smoked or semi-dried. The heart of the business consisted of branded products: bratwurst (70% of Saxonville’s revenues); breakfast sausage‚ both links and patties (20% of revenues); and an Italian sausage named Vivio (5% of revenues). Store-
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Strategic Brand Management MKTG 532‚ Section 201 Fall‚ 2012 Professor Ralph Oliva Case Overview/Selection/Assignments BrandScape Dates and Assignments Because of the tight seven-week scheduling of this course‚ we need to arrange for teams and team assignments for both the BrandScape and Case Assignments right away. To facilitate this process‚ the assignments and dates are outlined here. Please‚ as soon as is possible‚ sign up for the BrandScape date as
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MINUTES OF THE MEETING HELD ON WEDNESDAY 19 OCTOBER 2011 AT 18.30PM‚ OPEN LEARNING CENTRE (MBA RESOURCE ROOM) -BAST‚ FOURT DIMENSION AND CBS Present : Archbold Ndlovu – Chairperson; Nelisha Chitsungo; Getrude; Tendai; Sheona Pedzapasi; Regina Chefu; Nelson; Barbara Bvunzawabaya; Patience Chirisa (minuting) 1. Welcome The Chairperson welcomed all present and the meeting started promptly at 18:30hrs. The Chairperson emphasised the importance of being punctual so that there
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1. The Product Life Cycle is a fundamental model of marketing. First what is the product life cycle? How do the marketing mix elements have to respond as the product moves through its lifecycle? What are some of the key strategic choices that must be made at each stage of the lifecycle? Based on this discussion discuss the crucial importance of new products and developing strong brands. Why are new products and strong brands so crucial to marketers? How do most firms identify new products
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“One of us is to furnish a repast for the hounds. The other will sleep in the excellent bed. On guard Rainsford.” When Rainsford awoke from his slumber‚ he reluctantly climbed out of the extravagant bed. He could see out the window that the sun was barely up. He found some clothing that previously belonged to General Zaroff in the wonderfully crafted dresser to the left of the bed. Rainsford changed into these clothes and found a wastebasket in the corner of the room to dispose of his old clothes
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JE ENTERPRISE A FEASIBILITY STUDY ON TUNA LONGGANISA OCTOBER‚ 2013 Summary of the Findings I. Background of the Study The project aims to manufacture a nutritious tuna sausage branded as JE Homemade Longganisa‚ the first of its kind in Cagayan de Oro City. Tuna is an excellent source of heart-friendly niacin‚ free radical-scavenging selenium and muscle-building protein. Some of the selenium are found in the form of selenoneine‚ which has antioxidant properties. Tuna is also a very good source
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analysis………………………………………………………………….2 Background information……………………………………………………...2 Current marketing mix………………………………………………………..4 Current positioning …………………………………………………………....7 Problem definition……………………………………………………………..7 External analysis………………………………………………………………….9 Market research………………………………………………………………....9 Competitor analysis………………………………………………………….....11 Positioning …………………………………………………………………………18 Proposition ……………………………………………………………………….....19 SWOT analysis………………………………………………………………….........20
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1. Risk Modeling A study conducted by King’s College London said that‚ risk modeling is about modeling and quantification of risk. For the financial industry‚ the cases of credit-risk quantifying potential losses due‚ such as to bankruptcy of debtors or market-risks quantifying potential losses due to negative fluctuations of a portfolio’s market value are of particular relevance. Operational risk‚ quantifying potential losses incurred due to failing processes is a relevant issue for any form of
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coffee to evening snacks or lunch fare. Process changes in converting ovens and hot plates from grilling sausage patties to grilling burgers is far more straight forward than introducing ovens that cook lunch but that preserve the aroma of coffee in a store. McDonalds faces less risk in the strategy than Starbucks. From a Marketing standpoint McDonalds is a winner too given that it positioning does not change: it is still a purveyor of fast food‚ whereas Starbucks incurs the risk of “getting stuck
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