1. Nike ad with LeBron James promoting basketball shoes is an example?
2. Your company is working on an advertisement. You want to sell to engineers, so you have added engineering software to your computer product. Additionally, you have included in the ad copy about the engineering software and a picture in your ad of an engineer using the computer. What factor is influencing your ad?
| market segmentation plan. |
| customer excellence strategy. |
3. You are on a team redesigning your company website that provides consumers with general information about your products and provides consumers the ability to purchase. One of the options you are considering is adding a “Share it!” button on the website. This button encourages a customer to post a link to a product page on Facebook or Twitter. Your team’s goal is for customer’s friends (who are probably very much like current customers) to click the link, visit the page, and make purchases. This is an example of a ______ growth strategy.
4. You are a well-established European computer seller. Your only target market prefers high-end expensive desktop computers. Later this year you plan to add a laptop for a secondary target market that is interested in more moderately priced computers. You would be pursuing a ______ growth strategy.
5. You have the ability to install a customer retention program. Such programs designed to help keep customers are based on what concept?
| Customer excellence is the easiest macro strategy to follow. |
| Customer relationships should be viewed from a lifetime value perspective. |
| Importance of maximizing profits the first few months of a customer relationship |
| Segmentation, targeting and positioning analysis should not be rushed. |
| Firms must spend large amounts of money to retain customers |
6. You are a marketing manger for a computer company and you have decided this year to upgrade to the ultrafast processor and include the software upgrade with the computers you sell. What ___________ strategy are you pursuing?
