Description
access to “Iacobucci, D. (2021). Marketing Management. Sixth Edition, CengageLearning” textbook is preferred (an image of the cover is inside the attached doc).Please write a separate essay for each paragraph in the attached while following the submission instructions. Please implement the articles and textbook materials for each essay. if you do not have access to the articles or textbook materials please let me know and I will provide.
Unformatted Attachment Preview
Submission Instructions:
•
•
•
•
•
Submit a single Microsoft Word document containing your answers to these essay questions.
Each essay is to be at least one page, and each is to be separate.
The bibliography/references are the only elements of these two separate essays that can be
combined.
Remember ALL essay assignments will be checked for plagiarism and the involvement of artificial
intelligence resources like ChatGPT.
Cite your sources using APA style, including the textbook and articles.
These questions aim to address the first two Course Learning Objectives, explaining marketing concepts
in the context of marketing problems and designing proposals for solutions to marketing problems. As
with all such essays, the goal is to synthesize and apply what you have read. Use the details of the
articles to support your answer, but a summary of the article is unnecessary.
Textbook:
1. Essay question
Instructions: In keeping with the first Course Learning Objective, explain marketing concepts in the
context of marketing problems. A) How do the concepts of Consumer Purchase Types and Involvement,
as discussed in Chapter 2, relate to the specific challenges mentioned in the WSJ article faced by travel
and event companies? Provide examples. B) How can elements of Sensation and Perception, as well as
Learning Memory and Emotion, enable Hostess, Hershey, and Simply Good Foods to encourage repeat
purchases when facing the specific challenges mentioned in the WSJ article? Provide examples.
Instructions: In keeping with the second Course Learning Objective, design and debate proposals
for solutions to marketing problems. How might Kellogg’s and General Mills make their cereals or
other products more appealing to parents and children? Consider and describe how these
companies might employ A) Operant Conditioning, B) Classical Conditioning, C) Motivations,
and D) Behavioral Economics. E) Which techniques do you feel would be the most effective?
Justify your answer with facts from the book and WSJ articles, as well as examples.
https://www.wsj.com/finance/investing/cereal-decline-breakfast-trend6dd591e8?mod=ctx_edu_articleshare&reflnk=ctx_edu_articleshare
https://www.wsj.com/business/ozempic-impact-snack-food-companies9eec87e5?mod=ctx_edu_articleshare&reflnk=ctx_edu_articleshare
https://www.wsj.com/personal-finance/inflation-fun-activity-prices-high802c5782?mod=ctx_edu_articleshare&reflnk=ctx_edu_articleshare
2. Essay question (chp 3-5)
In the WSJ article by Jim Carlton, beyond just the issue of age, what other demographic, attitudinal, and
behavioral characteristics distinguish Gen Z from other generations? Explain. B) When considering this
community, how might Ticketmaster, a company specializing in selling event tickets, evaluate this
concert-going Gen Z segment based on profitability, identifiability, access, and fit? Explain. C) Based on
this information, would breweries and bars be wise to target this customer segment for sales initiatives?
Provide reasons why or why not.
As discussed in the WSJ articles by Jacob Gallagher and Kate Morgan, both plus-sized men and techsavvy members of the Gen-Z are currently underserved. A) You are now the CMO of a plus-sized men’s
clothing line. Using what you learned from Chapter 5, how would you combine price, distribution,
product quality, and promotional breadth to address the plus-sized men’s clothing market? Give
examples. B) If you were the CMO for a flip-phone manufacturer, would you use the high-promotion,
exclusive distribution, broad quality, and broad price strategy illustrated in Figure 5-11? Why or why not?
If not, what would you propose instead? Provide reasons for your answer.
https://www.wsj.com/articles/ed-mendoza-plus-size-menswear79708a75?mod=ctx_edu_articleshare&reflnk=ctx_edu_articleshare
https://www.wsj.com/articles/gen-z-flip-phones-might-be-onto-somethingc4744796?mod=ctx_edu_articleshare&reflnk=ctx_edu_articleshare
https://www.wsj.com/us-news/alcohol-free-gen-z-rock-concerts77e0cfea?mod=ctx_edu_articleshare&reflnk=ctx_edu_articleshare
3. Essay question (chp 6-8)
Read the Wall Street Journal article by Allison Pohle and Nora Eckert. A) How far along have electric
vehicles progressed regarding the Diffusion of Innovation? What are the characteristics of the furthest
group electric vehicles have reached? Why? B) Where in the Product Life Cycle are electric vehicles in
general and the Mustang Mach-E in particular? What goals, product, price, and promotion actions
should the Mustang Mach-E marketing team pursue? Explain your reasoning. C) Describe a Co-Branding
product the Mustang Mach-E and Hilton Hotel marketing teams could pursue. Would the product you
describe be evaluated based on search or credence? Give reasons for your answers.
Read the Wall Street Journal article by Trefor Moss. A) Based on this article and what you know of Ikea,
what are the Core and Value-Added offering characteristics of Ikea? What are your reasons? B) Which of
the five Brand Personality types would you say Ikea represents? Why? C) Based on the actions described
in the article, which of the four Growth Strategies do you think Ikea is pursuing? Why? D) Based on the
trend in the article and the book, would you suggest Ikea focus on expanding its Product Depth or
Breadth? Give an example of a product that would fit your proposal. Is your recommendation in keeping
with what you believe is the Growth Strategy? Why or why not?
https://www.wsj.com/articles/ikea-furniture-inflation-billyc2f835bc?mod=ctx_edu_articleshare&reflnk=ctx_edu_articleshare
https://www.wsj.com/articles/electric-vehicles-hotels-road-tripsd61375e7?mod=ctx_edu_articleshare&reflnk=ctx_edu_articleshare
https://www.wsj.com/articles/ford-mustang-mach-e-price-earningsfa85a1cb?mod=ctx_edu_articleshare&reflnk=ctx_edu_articleshare
4. Essay question (chp 9-10)
In the article by Asa Fitch, Apple makes a deal with a chip supplier, Broadcom, and Taiwan
Semiconductor Manufacturing announces the construction of new manufacturing facilities in the
United States. A) If Apple were to purchase Broadcom, would this purchase represent a forward or
backward integration? Define each and give examples other than this Apple deal. B) In Chapter 10,
five forms of power are listed. How might Taiwan Semiconductor Manufacturing employ each of
these forms of power with its channel partners? Give illustrative examples. C) Taiwan Semiconductor
Manufacturing has received tax subsidies encouraging them to open these US facilities. What form
of power are the state governments employing by offering these tax subsidies? Justify your answer.
D) Considering Apple’s vast array of products, everything from Consumer iPhones to Enterprise
Information Technology and Security Services for corporations, for which products would Apple use
pull-based marketing strategies? For which products would Apple use push-based marketing
strategies? Give reasons for each of your answers.
In articles by Lettie Teague and Nick Kostov, demand elasticity, price sensitivity, and nudge
psychology all play a role. In Chapter 9, factors contributing to price sensitivity are also discussed.
Based on what you learned in this chapter, answer the following. A) According to established logic,
increased prices should decrease sales, but wines seem to contradict this. What role does behavioral
economics play in wine pricing? What type of cue might be involved? Explain and give an example of
something else where the demand increases as the price increases. B) Building upon what we
learned in Chapter 3, are wine drinkers a single monolithic segment? Explain your answer regarding
the differences in price sensitivity described in Teague’s article. C) Based on what we have learned
from the lectures, the book, and Nick Kostov’s article, what does Gucci’s decision to decrease supply
and increase prices indicate about their pricing strategies and the segments Gucci chooses to pursue
or neglect? Explain your answer.
https://www.wsj.com/articles/apple-strikes-multibillion-dollar-supply-deal-with-broadcom58c0c7e7?mod=ctx_edu_articleshare&reflnk=ctx_edu_articleshare
https://www.wsj.com/arts-culture/food-cooking/should-you-ever-judge-a-wine-bottle-by-its-price5b04ce1e?mod=ctx_edu_articleshare&reflnk=ctx_edu_articleshare
https://www.wsj.com/business/retail/the-onetime-auditor-brought-in-to-reinvent-gucci0cbf5915?mod=ctx_edu_articleshare&reflnk=ctx_edu_articleshare
Purchase answer to see full
attachment
