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The objective of the IMC strategy is to raise Michelin’s market share by 5 percent in the United States in the next 18 months.
You were sitting in the school cafeteria yesterday, and a young man from your marketing class, whom you don’t know well, asked if he could sit down.
The site contains a lot of information about what IMC is and how it can be used effectively by a wide variety of companies.
Choose one of the ads featured in this book and identify its page number. What are the objectives of this ad?
Using the 2 × 2 matrix, provide an example of how it might design a campaign for each type of ad.
Bernard’s, a local furniture company, target markets college students with apartments and households of young people purchasing their first furniture items.
Suppose Lexus is introducing a new line of light trucks and has already created the advertising campaign. How would you assess the effectiveness of the campaign
Suppose now that Lexus is planning a sales promotion campaign to augment its advertising campaign for the new line of light trucks.
You are invited to your six-year-old niece’s birthday party and bring her the new superhero doll being advertised on television.
Companies like L.L.Bean have expanded their offerings beyond their original channels to sell through multiple channels.
The store policy is to charge a “substantial” slotting fee for the placement of new items. Slotting fees were originally designed to cover the costs.
If the company were to change to a penetration strategy, what issues would it need to wrestle with?
In what ways can the flow of information be managed in the supply chain? How can the ready flow of information increase a firm’s operating efficiencies?
Describe how B2B transactions might employ EDI to process purchase information.
What are the differences between the use of a traditional distribution center and one that relies on cross-docking?
Choose a local retailer and examine the advantages and disadvantages of its use of a JIT system. Do you believe it should use JIT? Why?
Why would a big company like Nike want to develop strategic partnerships with locally owned running stores?
When you arrive at the plant you learn that a key supplier has become increasingly unreliable in terms of quality and delivery.
Dell is considered exemplary in its ability to manage its supply chain efficiently. Log on to the company’s Web site (www.dell.com).
What are some of the ways that Wal-Mart’s supply chain management system has provided it the benefits of higher levels of product availability.
Why don’t traditional department stores have the same strong appeal to American consumers that they once enjoyed during their heyday.
Discuss the extent to which bricks-and-mortar retailers are threatened by Internet-only retailers with regard to these factors.
Some argue that retailers can be eliminated from the distribution channel because they only add costs to the final product without creating any value-added.
Many years ago, the corporations that sold gasoline made the strategic move to include a substantial offering of food items.