MKT 100 : chapater 3 answers.docx

112 views6 pages

olivemuskrat381

14 Mar 2012

School

Department

Course

Professor

For unlimited access to Study Guides, a Grade+ subscription is required.

itskiyethangeli and 39956 others unlocked

MKT 100 Full Course Notes

Verified Note

1 document

Document Summary

In the price fixing example where the junior executive did the senior executive"s dirty work: The senior executive received immunity and the junior executive went to jail. Sometimes encourage ethical corner cutting providing it never becomes public. Following orders is no excuse even if you are threatened. According to the cma code of ethics marketers: Cannot send e-mail to potential new customers without first getting their consent. Company codes of ethics are stated in ways: That leave interpretation in a specific situation up to the manager. Whistle blowers who reveal company unethical behaviour too often: The canadian marketing association code of ethics emphasizes: Save the children fund has featured starving children and the fact that 20,000 children die every day, but scf does not sponsor the individual children whose photos you are sent. Instead, they help build schools, and give start-up loans for small businesses and other community-development projects.

Related Questions

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)

redcaribou169

MKT 100 : chapater 3 answers.docx

MKT 100 Full Course Notes

Document Summary

Get access

Related Documents

MKT 100 Chapter : Module Three

MKT 100 Chapter Notes -Categorical Imperative, Marketing Communications, Puffery

MKT 100 : module 3

Related Questions