Assignment Four 1. Pick two product categories – one should be a physical good and the other should be a service. For each product that you have selected, outline how the three product levels could be structured (Core – Actual – Augmented) (5 points) ————————————————————————————————————————– As you probably know, brand equity is becoming increasingly important factor to successful brands. Brand equity has the ability for firms to to gain additional market share, at a price premium, with increased customer loyalty, and greater acceptance of new products. It also provides significantly more access to more retailer channels and easier ability to enter new markets. Here are the top 10 brands for 2015 as determined by Millward Brown. 1. Amazon 2. Apple 3. Google 4. Microsoft 5. Visa 6. Facebook 7. Alibaba 8. Tencent 9. McDonalds 10. At&T Factors that may contribute to (or detract from) the building of strong brand equity: • Product range, Relative product quality, Points of differentiation, Retailers used, Retailer prominence, CEO profile, Media (mainstream and blogs/forums), Word-of-mouth, Use of celebrities, Other brand associations, Visibility of the product, Social media ‘connection’, Social ‘status’ of the product, Entertainment or self-identity product, Market share (extent of popularity), Perceived innovation, Perceived integrity, Success of new products, Sales + service staff, Target markets, Market coverage (global?), Time in market, Competitive set, B2C or B2B only, Social responsibility, Competitor’s actions, Employee behavior 2. Have a look at the top 10 brands in the world, what similarities can you see in regards to their marketing activities? (3 points) —————————————————————————————————————————— In this activity, you will first review an excerpt from a marketing industry conference where several marketing managers from different industries are discussing who has the hardest task. You should note that each manager markets a product from a different class of the consumer products classification system – namely, convenience products, shopping products, specialty products and unsought products. MARKETING MANAGER’S DISCUSSION David (marketing manager for a charity): My marketing task is clearly the toughest challenge of anyone else here at the conference. Consumers do not want to give money to charities without being asked directly – there’s nothing in it for them. Julie (marketing manager for a candy bar): I don’t agree, many consumers get a feeling of goodwill by supporting their chosen charities. If you present the offer in the right way it should be an easy sell. Jordan (marketing manager for a high fashion brand): And besides, charities can also market to businesses, which is probably a great market for large-scale fund raising events. David: Sure businesses can be an attractive market, but it’s very competitive, and businesses are often set in their ways and difficult to influence. Individual consumers can be persuaded, but it takes expensive and usually quite direct promotional efforts. Sam (marketing manager for sports shoes): You want to hear about expensive promotions? We have to spend a lot of money with image advertising, often with celebrity endorsements to build a brand. And then we need to spend another pile of money on trade promotions to get in the retailer’s door and then obtain a good in-store position. Julie: Yes but once you’ve built the brand and established the retailer relationships, your job is pretty easy. You don’t have all the logistics challenges that we face marketing candy bars. Not only do we have a perishable product, but we have 1,000’s of retail locations to supply and support with point-of-purchase materials. Jordan: But you also sell a lot of product. Most of your customers and habitual repeat buyers; your sales are so predictable and stable. And everything you bring out a product line extension, it’s guaranteed to bring in reasonable sales. In the fashion business, you can be so successful one year and not sell much the following year if you don’t get the fashion trends right. Sam: But once you’ve got a strong fashion brand, consumers will beat a path to your door and buy your products because of the brand alone. You’ve got exclusive retailers, which mean no competition in-store, whereas our products are compared to competitors side-by-side. Jordan: But your retailers provide most of the customers because of your name, we need to work with our retailers to jointly build the brand and the sales – so you have more control over your marketing activities. 3. For each of the marketing managers above, identify which class of consumer product they market: convenience products, shopping products, specialty products or unsought products. (2 points) 4. Prepare a list of advantages and disadvantages involved in marketing each class of product. Use the points from the above conservation, plus your own ideas. (3 points) 5. In your view, which marketing manager (class of consumer product) has the biggest marketing challenge? Why? (2 points) ————————————————————————————————– Mini Case: A company must manage its product lines carefully. Jefferson Company (who has manufactured high-priced, high-quality sports machines for gyms and sport clubs) recently decided to embark/investigate into new business opportunities which they hoped would remedy/fix their declining sales. The company decided to begin to manufacture and market a line of durable but low-priced machines intended for private use. Using the correct terminology with respect to product line decisions (upward , downward, both direction stretching): (5 points) 6. Describe what Jefferson is attempting to do (2 points) 7. Give a judgment about whether you think the new product line might be a good fit. (2 points) 8. Do you have advice for them on how to improve their performance (1 points) Be sure to explain your rationale and justify your conclusions. Good Luck

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1. Policy Topic: The country needs investment? Why? How do we pay for it? What will it do for us?

Personal savings is low in the United States. The government runs a budget deficit, and there are also large transfer payment programs in the U.S. Is this connected to, or does this affect any of the following: (a) business investment spending and capital accumulation; (b) long term growth; (c) the U.S. trade balance; (d) the US economic relationship with other countries, like China; and (e) per capita income. Explain. Use math, graphs, and discussion. In particular, consider: (1) national income accounting equations and the three sources of savings (personal, government, foreign); (2) the role of investment in GDP and growth; and (3) the Solow model.

2. Policy Topic: We live in a poor country. Are we doomed to always be poor?

Are some countries doomed to always be poor? Solow’s model suggests that poor countries can achieve a certain level of GDP per capita, but then reach a “steady state.” Explain how/why? And contrast this to the conclusions of the endogenous growth model’s conclusions. Why are the conclusions different? Use math, graphs, and discussion to explain.

3. Policy Topic: We live in a poor country. Would boosting the savings rate fix everything?

If a country increases its savings, it would have more to spend on capital investment, and thus help its production, GDP, and per capita output. Yes? Explain what our different development models would tell policymakers in poor countries about their savings. Use math, graphs, and discussion. In particular, consider both the Solow model and the endogenous growth model,

4. Policy Topic: If we introduce big initiatives to acquire foreign technology, what will happen to us?

Under the Solow Framework, what does an increase in technology do for capital accumulation, growth, and per capita income in a poor country? Use math, graphs, and discussion.

5. Policy Topic: Assume we are in the depths of the 2009 Recession. What should we do?

After the financial crisis began in late 2008, President Bush and then President Obama both introduced heavy stimulus measures to increase output. Using the AS-AD Framework, discuss these measures and all of their effects. How would the Keynesians explain the story? Compare and contrast this to how the classicalists would explain the story. How would both schools suggest the US would get out of a recessionary gap? Use many graphs, math, and discussion. In particular, assume a Classical version of the AS curve; and then separately assume a Keynesian one. Discuss your findings.

1. Policy Topic: We have Stagflation. What can we do?

Janet Yellen and the Federal Reserve are charged with combatting BOTH unemployment AND inflation. Congress doesn’t like either problem, either. If there is another oil shock, this causes the supply curve to shift up, causing both problems: “stagflation” (low GDP and higher prices). Using the AS-AD framework, analyze all of the policy responses and their results. Consider:

a. Contractionary Fiscal Policy

b. Expansionary Fiscal Policy

c. Contractionary Monetary Policy

d. Expansionary Fiscal Policy

e. Combinations of any of the above

f. Do nothing. Assume the Classicalist approach will fix it. (Explain).

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1. potential cultural factors in US firm needs to be aware of before entering the ASIAN market.

 

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1. Prepare the balance sheets of parent ltd and the consolidated balance sheet as at 1 January 20×7 after each transation, using for each qution the balance sheets of parent Ltd and Daughter Ltd as at 1 January 20×7 Which Were as follows

Parent Ltd Daughter Ltd

E E

Ordinary shares of E1 each 40,500 9,000

Retained earnings 4,500 1,800

45,000 10,800

Cash 20,000 2,000

Other net assets 25,000 8,800

45,000 10,800

(a)Assume that on 1 January 20×7 parent Ltd acqurent all the ordinary shares in Daughter Ltd for E10,800 cash, the fair value of the net assets in Daughter Ltd was Their book value

(b) The prchacse consideration was satisfied was satisfied by the issue of 5,400 new ordinary shares in parent Ltd, the fair value of a E1 ordinary share in parent Ltd was E2 the fair value of the net assets in Daughter Ltd was their book value.

 

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1.Pricing technique which transfer from off-peak periods to peak periods is classified as A.complementary pricing B.differential pricing C.reservation pricing D.non-peak pricing 2.Considering categories of services mix, tangible goods such as computers and automobile cars are classified as A.tangible goods with accompanying services B.pure tangible goods C.pure services D.major service with minor goods 3. Services provide by companies that are beyond performance and functioning of product are classified as A.empathy services B.value-augmenting services C.facilitating services D.assurance services 4. Banks, hotels, airlines, law firms and insurance companies are example of services of A.government sector B.private non-profit sector C.manufacturing sector D.business sector 5. Determinants of service quality in service-quality model includes A.reliability and empathy B.responsiveness C.assurance and tangibles D.all of the above

 

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