The company faces a challenge—to find effective digital technologies that connect with younger customers while maintaining ethical standards regarding underage drinking. How should the company deal with this challenge? If you were CEO at Diageo would you sponsor a virtual bar in Second Life? Why or why not?
Answer to relevant QuestionsYou are the product manager for Ralph Lauren’s Polo shirts. What specific information are you trying to convey in the brand’s iconic polo pony logo? For example, what does the Polo brand say about quality, features, ...Licensing the brand name and symbol is an important source of revenue for Harley. What types of products do you think do not fit with the Harley image and therefore are not good candidates for licensing by Harley? Develop a ...Review the Gap Model of Service Quality (Exhibit 9.6). Consider each of the five gaps where customer expectations might not be met. Select a firm of your choice and for each potential gap list specific actions that firm ...Select any three of the pricing tactics identified in the chapter. For each tactic: a. Identify a brand (other than the examples in the chapter) that you believe is currently employing that tactic. b. Provide evidence to ...The chapter discusses the importance of being “nimble” in all aspects of a firm’s operation – that is, to be in a position to be maximally flexible, adaptable, and speedy in response to change. a. Identify two ...
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