Reference no: EM132163083

1. Select a sports and leisure footwear company. What macro-environmental trends (at least 3) will affect the success of the company in the decade ahead? 2. Compare and contrast market-skimming and market penetration pricing strategies (with examples) and discuss the conditions which each is appropriate 3. Identify proper steps in developing effective marketing communication. 4. What variables are usually used for segmenting the market for: a. casual clothing; b. night clubs; c. holidays. 5. List attributes of the augmented product. Explain why producers pay more attention to this level of the product these days. 6. Distinguish level 0, level 1 and level 2 distribution channels and explain why companies use one or the other of the channels; describe different types (minimum 2 types) of intermediaries during the discussion. 7. Explain the four pricing strategies emerging from price and quality relationship with examples. 8. What variables are usually used for segmenting the market for: a. trainings; b. soft-drinks; c. chocolates. Provide examples (5 points). 9. Compare and contrast company’s marketing objectives and marketing mix change for the product life cycle stages of introduction and maturity. Provide your answer with real-life examples. 10. Explain the concepts of customer lifetime value and customer equity with examples. 11. Describe the stages of the product life cycle and discuss company’s marketing objectives and marketing mix change during the product’s life cycle. Provide your answer with real-life examples. 12. Why companies use BCG matrix, explain 4 different product portfolios and provide appropriate strategic steps (at least one) for each type of product portfolios. 13. Draw Ansoff’s product growth strategy table-grid and write 2 possible sub-strategies on each grid. 14. Describe intensive, selective and exclusive distribution stating their unique features. Give three (for each type) examples of products (brands) which intensive, selective and exclusive distribution can be used. 15. Find examples of products that depend strongly on demographic segmentation, make sure that you find at least one example for each of the main demographic variables. 16. Explain factors (three) a company considers when choosing a target market. 17. List and define all five elements of Promotional Mix. Provide real life examples for each element. 18. Explain four types of buying decision behavior (Complex buying behavior, Variety seeking, Dissonance reducing and Habitual buying behavior) and provide one example for each. 19. Explain important components of Marketing Information System (internal and external information – marketing intelligence, research). 20. What is actual product and what are its important elements? Describe the elements (at least five) of product labeling; explain its functionality and importance. 21. Provide three examples for each type of consumer and industrial products; explain difference of consumer product types within pricing, distribution, promotion and consumer buying behavior. 22. What is marketing myopia? How marketing myopia may happen with different marketing management orientations (explain how it happens with two different marketing management orientations minimum). 23. Explain the share of the market and the share of customer. 24. Explain the distinct features of advertising, sales promotion, public relations, personal selling and direct marketing. How do you understand the integrated use of these communication tools? 25. Find examples of products that depend strongly on geographic segmentation, make sure that you find at least two examples for two of the main geographic variables and justify.