CASE 2 Concept Application: 1. During the past few years, Nike has successfully entered the golfing market with a line of clubs, bags, balls, footwear and apparel to men, women and kids. Most visibly, Nike has enlisted the services of Tiger Wood to promote its Golf Products. Prepare a brief marketing plan for Nikes golfing products line for the coming year. In preparing the plan, consider who Nike is targeting and how it positions its golfing products in its target markets. For more information, visit www.nikegolf.com 2. Assume you are a marketing manager for an automobile company. You have been charged with repositioning an SUV model that was once identified as a fuel guzzler. The model has been redesigned with a superefficient, nonpolluting hybrid engine. Which of the different types of markets/publics would have the greatest impact on yo0ur establishing the new fuel efficient positioning? Why did you say so? Make a simple plan. 3. Theres an old saying that two good marketing people cant make up for one bad technology decision. Is it a certainty that a company will lose out on new opportunities if it does not keep up with new technology? Explain your position. Can you think of an industry where technology may not play an important role? 4. Do you think that the 4 Ps marketing mix framework does an adequate job of describing marketer responsibilities in preparing and managing marketing programs? Why? Do you see any issues with this framework in relation to service products?