Course Tittle: Marketing Management (MBA)

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QUESTION 4 (25 of 100 points) The so-called Sharing Economy includes companies like Zipcar, Airbnb, and Uber/Didi/Ola, that rent vehicles, accommodations, and rides respectively. Recently clothing has become object that can be rented for short-term use. Given alternate ways of generating buzz (consumer-generated online & offline discussion) about a new service involving short-term rental of moderate to high-end luxury clothing like Canada Goose coats and jackets normally selling for $600-$2000 Canadian, what are an advantage and a disadvantage of using each of the following: 1. Organic unpaid word of mouth 2. Human Influencers (given free access to merchandise, but no money or contract) 3. Virtual Influencers like Lil Miquela (Miquela Sousa) 4. Reputation ratings on its social media sites (1-5 stars + comments) 5. Superbowl advertising (15-second ad) With only these choices, a. which one would you use for such a service with a target market of MBA students in cold climates? b. Why would you choose that one over the others? c. Would your choice be different for a new service offering short-term access to: I. Vehicles? Explain II. Accommodations? Explain III. Rides? Explain