MKT 500 Marketing Management-DQs

1. The Marketing Excellence section of Chapter 21 is about Unilever's Axe and Dove. Review this and respond to:a. What makes personal marketing work? Why are Dove and Axe so successful at it?b. Can a company take personal marketing too far? Explain.c. Is there a conflict of interests in the way Unilever markets to women and young men? Is it undoing all the good that might be done in the "Campaign for Real Beauty" by making women sex symbols in Axe ads? Discuss.

2. Choose and read three of the sources listed at the bottom of in the Marketing Memo on page 569: "Celebrity Endorsements as a Message Strategy."After reading these articles, take a position: For or against using celebrities as endorsers.

3. Has TV Advertising Lost Power?

Long deemed the most successful advertising medium, television advertising has received increased criticism as being too expensive and, even worse, no longer as effective as it once was.

Critics maintain that consumers tune out too many ads by zipping and zapping and that it's difficult to make a strong impression. The future, claim some, is with online advertising. Supporters of TV advertising disagree, contending that the multisensory impact of TV is unsurpassed and that no other media option offers the same potential impact.

Take a position: TV advertising has faded in importance versus TV advertising is still the most powerful advertising medium.

4. Dell Computers has begun setting up kiosks demonstrating their products in regional malls across the country. They are also selling their computers in Wal-Mart stores, Best Buy, and other U.S. retailers. Dell will soon be selling through retailers in China. Consumers are no longer directed to their web site to place an order. Obviously, Dell has had to change its "contact" with consumers. What effect do you believe this type of change in their direct marketing mantra is having on Dell's business? Must other direct marketers make the change?

Essay Writing:

1. Create a new beverage for coke (What would it be)

2. How would you market it in a country of your choice?

3. How would this build on the coke brand?