MKTG 317 Study Guide - Midterm Guide: Florsheim Shoes (Company), Faith Popcorn, Brand Equity

• School: University of Calgary
• Department: Marketing
• Course: MKTG 317
• Professor: Edmund Gee

Document Summary

10/23/2015 (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) Get there early bring a pen and pencil. 3 parts: mc = textbook based, short answer = in class material, case: practice cases, in-class framework. Manage your time (1hr 15 min case, 1hr sa, 45min mc) Internal to the company: brand name, # of product lines, company history, company management, financial history, research and development, human resource abilities. Not speculation (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) Examples: market share, brand equity, consumer loyalty, can talk about these and will not be considered speculation. Avoid: sales will increase , profits will increase . Key question: how to target gen y and modernize their brand. Strength: florsheim shoes has a diverse line of products, which have varying levels of popularity globally. Having many different product lines spread across many economies can help in targeting a large array of people, as well as provide economic stability in unstable times.