Review the RELATIONSHIP APPLICATION concerning Procter & Gamble’s advertising efforts designed to avoid its core brands such as Tide detergent becoming commodity products. Consider whether it is possible for consumers to genuinely engage with products of this kind.
Answer to relevant QuestionsDiscuss how Godiva Chocolatier’s website (www.godiva.com) corresponds to the brand image portrayed by its retail stores. What are the promotion objectives that Godiva’s management seems to be pursuing on the website? What are the important considerations in determining a promotion budget? Review the STRATEGY APPLICATION concerning Wyeth’s sales force initiatives. Discuss how these changes should be integrated with the drug company’s promotion and marketing strategies. Suppose you have been asked to evaluate whether a regional camera and consumer electronics retailer should obtain Internet space. What criteria should be used in the evaluation? Read the INNOVATION APPLICATION “Venture Marketing Organization at Starbucks”. What lessons can be learned about the organizational requirements for rapid and effective innovation?
Post your question