1- Kellogg's uses its corporate brand name with its individual product brands as with Kellogg's rice krispies,...

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1- Kellogg's uses its corporate brand name with its individual product brands as with Kellogg's rice krispies, Kellogg's raisin bran, and Kellogg's corn flakes. Which branding strategy is being used by the company?

2- When Sony introduced the world's first high-definition television to the Japanese market in 1990, it was priced at $43,000. This helped Sony to scoop the maximum amount of revenue from the various segments of the market. The price dropped steadily through the years — a 28-inch Sony HDTV cost just over $6,000 in 1993, but a 40-inch Sony HDTV cost only $450 in 2014. What pricing strategy did Sony use here?

3- Dormentor Inc. produces, converts, and markets packaging products including boxboard, container board, and numerous other specialty packaging products. In an attempt to increase its organic growth, the company decides to introduce new products. It asks the managers and employees to send in ideas for new products. Before launching products based on any of these ideas, what are the stages that the company has to go through?

4- The Wells Fargo account fraud scandal is an ongoing controversy brought about by the creation of millions of fraudulent savings and checking accounts on behalf of Wells Fargo clients without their consent. News of the fraud became widely known in late 2016 after various regulatory bodies fined the company a combined US$185 million as a result of the illegal activity. The company has faced and faces additional civil and criminal suits reaching billions of dollars. Though Wells Fargo has made attempts at rebuilding its tarnished image, the megabank has been plagued by new accusations and bad press since 2016, making it a challenge to repair their damaged reputation. Develop a brief marketing plan to help Wells Fargo regain consumer trust.

5- Kansas City-based Hallmark Cards, Inc., is the "personal expressions" industry leader, selling nearly half of all greeting cards purchased in America. Joyce C. Hall founded the company in 1910. Since that time, the company's creative staff has grown to more than 740 in-house artists, designers, stylists, photographers, writers and editors who design nearly 30,000 products each year. It also has a very large marketing department which relies heavily on in-house marketing research as well as independent marketing research companies to develop and evaluate, not only ideas for its cards, but various segmentation bases.

A. Discuss two possible segmentation variables that Hallmark could use to segment the market. Describe the different segments resulted from the segmentation. One segmentation must be based on a behavioral variable.

B. Identify one segment resulted from using one of the segmentation variables discussed above. Explain how you would evaluate this specific segment. Decide whether targeting this segment would be profitable.

6- 'Consumer Reports' publishes the results of a study on shampoos that provides strong evidence that all shampoos are basically the same as far as the ability of cleaning the hair and scalp is concerned. After reading the report, what actions might you take if you are a high price shampoo marketer?