Questions and Answers of Investment Risk Management

Brand extensions and flanker branding are common strategies for large corporations. In each of the following cases, identify which strategy has been used by the business, and why this is the case:a.
The majority of the most influential and successful brand image specialists have offices across the world.They operate in multiple cultures and languages.According to The Branding Journal, the
Look through your cupboard and locate three packages that you believe are effective. Describe why they are effective. Choose three labels that are effective at capturing attention. What are the
Pick a private label that you have recently purchased.What is your evaluation of the private brand quality compared to national brands? The chapter discussed a number of changes in private label
Find an example of a brand or corporation that has undergone a complete rejuvenation in recent years.Now look for one that seems to have failed to capture the imagination of its existing customers
Henry and Becky Thompson plan to open a new floral and gift shop in Orlando, Florida. They want to project a trendy, upscale, and fashionable image. They are trying to decide on a name and a logo.
Identify a business in any market based in your country that has seemed to defy modernization. This could be a traditional form of business that has not embraced marketing, the Internet, or other
How do the concepts of standardization and adaptation apply to branding strategies?
What ethical issues are associated with brand management?
How can a label support an IMC program or advertising campaign?
What role does a product’s package play in the marketing program?
How has private branding, or private labeling, changed in the past decade?
What methods can be used to measure brand equity?
What is the difference between brand equity and brand parity?
Explain the role of trust in creating a strong brand.
Distinguish between overt, conceptual, and iconoclastic names with some examples.
Why would you want to change a brand image?
What elements of brand images are ideal for retailers?
What is meant by the term “psychological reinforcement”?
What is a brand logo? What are the characteristics of an effective logo?
What does positive assurance mean in relation to brand image, and what is its value?
Describe the use of brand extension and flanker brand strategies.
What aspects or inferences would be ideal in the corporate or brand image of a bank or other financial institution?
Describe the concept of brand image. What are the tangible aspects of a brand image? What are the intangible aspects?
Find each of the following companies on the internet. For each company, discuss how effective its website is in communicating an overall message. Also, discuss how well the marketing team integrates
Reebok’s tagline is now “Be More Human.” Examine Reebok’s website (www.Reebok.com). Define each of the components of the communication process (see Figure 1.1). Then explain each component as
Evaluate the value of using social media for this type of marketing communications effort. Is it necessary or helpful?Why or why not?On October 25, 1985, Emirates flew its first routes out of Dubai
Emirates flies all over the world. Should Emirates modify its messages and channels according to where it advertises? Explain.On October 25, 1985, Emirates flew its first routes out of Dubai with
Classify the IMC tools used by Emirates.On October 25, 1985, Emirates flew its first routes out of Dubai with just two aircraft—a leased Boeing 737 and an Airbus 300 B4. Emirates’ focus has
Explain how Emirates’ marketing strategy has been successful in creating a positive brand image with current and potential customers.On October 25, 1985, Emirates flew its first routes out of Dubai
Will Mike be able to use social media in his marketing communications efforts? If so, how? If not, why not?Northwestern University in Qatar, in partnership with the Doha Film Institute, examined
What should be the first message that Mike should try to communicate to all potential customers? Should he emphasize price, value, or some other element of his business?Northwestern University in
Which of the emerging trends in marketing communications can Mike use to promote his new business? Explain how it can be used.Northwestern University in Qatar, in partnership with the Doha Film
Mike’s store will be a local business that competes with large national companies. What communication challenges does that present? What opportunities does it offer?Northwestern University in
Information is one of the key ingredients to developing a successful integrated marketing communications program. Access each of the following websites.Describe the type of information and news
According to Interbrand, these four are the top rising global brands. Identify the social media that is listed on the brand’s website, and then access the pages. Go to YouTube and locate a TV ad of
Choose a TV ad that is backed up by a print ad.Explain each of the steps in the communication process(Figure 1.1) in terms of both the TV and the print ad.Are there similarities or differences in how
Explain how advances in information technology and communication have increased global competition for goods and services. How has the increased global competition, in turn, impacted brand parity,
The use of social media has grown during the last decade.Discuss your personal use of social media. Which social media platforms do you use? Why did you select those particular ones? How do you use
Why do advertisers ensure that they feature their marketing messages across multiple forms of media?
How many different forms of advertising are you exposed to over the course of a normal day? Do you recall any specific advertising that had relevance and resonance with you? Compare your observations
The marketing director for Tempur-Pedic mattresses is assigned the task of emphasizing the mattress’s superior sleep quality in the company’s next integrated marketing communications program.
The Lean Cuisine effort to shift consumer perceptions of frozen food products is a typical example of a business attempt to transform consumer opinions and habits.Select a business in your country or
What is the difference between standardization and adaptation in GIMC programs?
What is a GIMC? Why is it important for multinational firms?
What are the components of an integrated marketing communications program, as outlined in this textbook?
In the marketing process, what does an advertiser hope for in customer feedback?
Identify the role of integrated marketing in relation to new marketing trends.
What is meant by the term “quality marketing communication”?
Why is it vital for marketing professionals to check the marketing messages they send?
Identify and describe four ways consumers can interact with multiple media formats.
How has the use of digital media impacted marketing communications?
What trends were given to explain the growth in importance of IMC plans in this chapter?
What are the key purposes of a SWOT analysis?
What are the foundations of marketing strategies?
What is the expanded view of promotion?
Define clutter. Name some of the forms of clutter in marketing communications.
Name the transmission devices, both human and nonhuman, that carry marketing messages.
What pivotal role does communication play in all marketing and advertising programs?
What are the parts of an individual communications model?
What types of behavioral evaluations can be employed to assess IMC programs?
How do online evaluation systems assist advertising managers in assessing the quality of a firm’s internet activities?
Which evaluation criteria are suggested by the positioning advertising copytesting (PACT)system?
What forms of message evaluations can be conducted to assess IMC programs?
How do marketing teams match evaluation methods with IMC objectives?
What are the three broad categories of evaluation tools used to evaluate IMC systems?
What international issues influence the discussion of legal and ethical marketing activities?
How can marketers apply the various ethical frameworks and ethics programs to their activities and actions?
Which marketing tactics raise ethical concerns?
What ethical criticisms have been registered against advertising and marketing practices?
How do the three major industry regulatory agencies help keep advertising and business practices from injuring customers or other businesses?
What legal remedies can agencies use to correct deceptive communications practices?
What are the relationships between puffery, deception, and substantiation?
Which agencies and laws regulate marketing communications?
How can companies adapt public relations programs, sponsorships, and event marketing to international settings?
What roles can event marketing play in creating customer excitement and brand loyalty?
How can marketers tie sponsorships to public relations efforts to strengthen a customer base?
What steps can companies take to prevent or reduce image damage when negative events occur?
What types of positive, image-building programs can companies feature as parts of a public relations program?
How can the public relations functions build better relationships with all internal and external stakeholders?
What relationships exist between public relations and the marketing activities performed by a company?
What issues complicate international sales promotions programs?
What concerns exist for manufacturers considering trade promotions programs?
What types of trade promotions can help push products onto retailers’ shelves and eventually to end users?
How do different types of customers respond to consumer promotions?
How can the various forms of consumer promotions help to pull consumers into stores and push products onto the shelves?
What are the differences between consumer promotions and trade promotions?
How should database marketing and personal selling programs be adapted to international settings?
What are the tasks involved in developing successful personal selling programs for consumers and businesses?
When should direct response marketing programs be used to supplement other methods of delivering messages and products to consumers?
How do database-driven marketing programs create sales and build bonds with customers?
How can database-driven marketing communications programs help personalize interactions with customers?
What role does database marketing, including the data warehouse, data coding and analysis, and data mining, play in creating and enhancing relationships with customers?
What methods are used to adapt alternative marketing programs to international marketing efforts?
How can brand communities enhance brand loyalty and devotion?
How have in-store marketing and point-of-purchase displays evolved into effective communication and sales tools?
Why has the use of alternative media venues, especially video game advertising, grown in marketing communications programs?
What methods can be used to effectively employ product placements and branded entertainment?
How can buzz marketing, guerrilla marketing, lifestyle marketing, and experiential marketing enhance a marketing communications program?
How can marketers use social media strategies in international operations?

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