principle of marketing 4

| December 24, 2015

DQ. This question must be answered in a 150 word count.
Current events frequently make their way into marketing. This concept, called “zeitgeist” — literally, “spirit of the times” — allows

marketers to link their products or services to back-of-mind concerns. (For example, during presidential election years, advertising might

utilize a campaign theme. During recessionary periods, ads often focus on saving money. Many products today are touted as “green,” in

response to concerns about the environment.) Describe at least one company which has utilized “zeitgeist” in their marketing. (Note: Do

NOT use Apple or Nike, which actually create and capture TRENDS.) Why is the concept of zeitgeist important to marketers?
For this and all other Discussion questions, post your initial response (150 -250 words), and reply to at least TWO classmates’ postings

in a minimum of 75 words. Important: In this week’s initial posting, I would like you to use and cite/reference supplemental research. 🙂
DQ. Answer here
Complete section
Read the Chapter 9 Case: Real Choices at Starbucks
Answer each question in 200 – 350 words. A total of 800 word min.

1. Summarize the case and identify the dilemma facing Starbucks.
Complete answer here
2. Explain the product life cycle concept. Select THREE product offerings of Starbucks and discuss how each product is managed during

the different stages of the product life cycle.
Complete answer here

3. Discuss the dimensions of product quality and explain why quality is such an important product strategy objective for Starbucks.
Complete answer here
4. What is branding and why is it important for Starbucks to maintain high brand equity? What can Starbucks do to enhance its brand

equity position? Discuss reasons why you feel the Starbucks brand is successful.
Complete answer here

Category: Essay

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