MKT 100 : topgun.doc

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olivemuskrat381

14 Mar 2012

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MKT 100 Full Course Notes

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Domino"s pizza decided to offer discounts to their customers past midnight to increase the sales and each customer purchase value. B. dora and diego"s wealth increases, but the total wealth in the economy stays the same. Marketing is a business discipline responsible for product innovation. D. doctors will be feel pressure to prescribe medication based on an unspoken obligation to the pharmaceutical company rather than patient care. D. proper competition and market forces should lead to the lowest price per loaf of bread (assuming adequate quality). / farmers could form a wheat cartel to control the price of the raw material. The company is acting in a legal but unethical fashion. D. cultural values and perspectives have a strong influence on societal perceptions. In doing a situational analysis on this potential purchase some benefits (for canadians) and weaknesses (for canadians) might respectively be. The external environment for mr. hand"s party supply company.

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few years, British Sky Broadcasting has transformed the way people in Britain watch and use their television. Before Sky, people could never have imagined ordering a pizza or sending an email from their set. Today it's an accepted thing.

Part of Sky's success has been in its brand - in defining what makes Sky special and in expressing that difference visually, in products and in the actions of people in the company. And that brand has become one of the company's greatest assets. Brands help companies build a relationship with a customer. A good brand not only helps differentiate a company, it also helps the customer feel something as a result. A pair of Nike trainers might make a person feel more fashionable. A Sony minidisc player might make a person feel they are at the cutting edge of miniature technology. A Rolls Royce might make a person feel that they have reached the top.

Some brands even go beyond that and become so well known that they become generic. This means they're used as a general term for that type of product, even if it's a competitor's product. Walkmans, and Hoovers are a good example. People Hoover the carpet, even if they're really using an Electrolux.

A brand helps customer recognition and enables recognition to be spread by word of mouth as well as by advertising. A brand also adds value. It can allow a company to offer its products at a premium, without reducing the customers' perception of value for money. It also allows a company to extend what they offer to the customer - if a customer trusts one product from that company, they are more likely to trust (and buy) another product from the same company.

That is why Sky has invested so much in its brand. As the first entrant 16 years ago in the field of multichannel television, it had the opportunity to build strong recognition and to even establish itself as the generic brand for multichannel television.

Source: (viewed 10 February 2019)

QUESTIONS

1. In the above article, "if a customer trusts one product from that company, they are more likely to trust (and buy) another product from the same company". Discuss different ways that companies can use to increase brand loyalty. Justify your answers with relevant examples. (5 marks) (500 words)

2. In the above article "brand has become one of the company's greatest assets". Do you agree? Justify your answers with arguments and examples. (5 marks) (500 words)

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MKT 100 : topgun.doc

MKT 100 Full Course Notes

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