Assignment:
SECTION 1
Question2
You are to watch Video 7: UPS: How Brown Got Cool. You can view the video by going to the Online learning center at the course web site: https://www.mhhe.com/hawkins12e .
1) What led UPS to pursue an integrated marketing communications approach? What was the promotional objective as it repositioned itself in the " synchronized commerce" marketspace?
2) Was it logical for UPS to have four different marketing approaches? Explain.
3) What are the advantages of UPS using a global marketing strategy?
4) How important is a brand recall rate of 97 percent to 98 percent for UPS? What challenges does this present to competitors?
Question 3
You are to watch Video 9: MINI Cooper: Creating an Iconic Lifestyle Brand. You can view the video by going to the Online learning center at the course web site: https://www.mhhe.com/hawkins12e .
1) What does "classless" brand mean in terms of the MINI Cooper? What type of consumer would this type of branding attract and how does "creative segmentation" apply here? How does this play into the differentiation strategy approach?
2) How important was it to identify the MINI Cooper target consumer as " sharing many of the same traits," tech savvy, online information searchers, etc., prior to launching its marketing campaign? Provide examples of how this information was used in developing and implementing the campaign.
3) Describe how the "make waiting fun" concept works for the MINI Cooper in a market where consumers do not want to wait for anything?
4) Do you feel MINI-USA has been successful in creating a "motoring" consumption subculture? Explain.
Question4
You are to watch Video 12: Prince Segments on Evaluative Criteria. You can view the video by going to the Online learning center at the course web site: https://www.mhhe.com/hawkins12e .
1) Prince has identified three distinct consumer segments, each with its own set of unique product needs. Describe how its marketing efforts differ across segments. What product attributes are different across the following segments?
a) Performance market segment
b) Recreation market segment
c) Junior market segment
2) What surrogate cues does Prince use in its advertising to influence consumers in choosing its racquets and apparel over other brands?
3) What specific elements of Prince's marketing strategy were designed to cope with consumers' need for attribution? Explain.
4) Prince markets its EXO3 technology across its market segments? Explain how this technology is positioned as an important attribute for each of its three target segments. Is technology customized for each segment or is the message simply changed to fit each segment's needs?
Review the attched file below and answer the remaining questions from a attached file..
Attachment:- Questions.rar