Maketing questions sheet basic on the project

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Please follow all the require list in the question sheet. For the group work it talking about. My product is “Infused tequila”. A new fashion of drink. Research about this product from marketing point of view. Our main goal is make this brand more successful in the marketing side. Answer the questions below. For each question request a paragraph (at least 6-13 sentences). Seriously answer the question not to miss each small question. Remember to check spelling and grammar as well. Special reminder for question 2 request use the concepts relate in ppt to answer.

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Answer each question completely and in sentences/paragraphs. Bullets okay only for the occasional list. Please submit the answers in numerical sequence, and each section of a question in sequence. It must be typed, 12 point type or larger, and double spaced. Please spell check AND proof. Reread so you find the grammar and syntax errors, as well as the use of the wrong word. As you know, spell check does not catch these errors. You will lose points for these mistakes. Your Group Project: our product is “Infused tequila”. A new fashion of drink. Research about this product from marketing point of view. Our main goal is make this brand more successful in the marketing side. Answer the questions below. For each question request a paragraph (at least 6-13 sentences). Seriously answer the question not to miss each small question. Remember to check spelling and grammar as well. . 1. (10 points)(a)Describe the various environmental forces that affect marketers and their programs. (b)What environmental forces may affect Chobani, why and how? 2. (10 points) Describe the value proposition that a consumer would consider in evaluating your term project product/service and how branding affects value. Use the concepts our PPT discussed. 3. (10 points) (a)Looking at the marketing mix, how do the elements relate to a product being introduced into an EU market rather than the US market? (b)What would you need to change in your group project and why? 4. (5 points) (a)Where would you need to interact with other functional areas (e.g., finance, accounting, management, operations) in a company to get a new product from marketing into the marketplace? (b) How would you interact with each discipline (functional area) in marketing your group project? 5. (10 points)(a) Describe the consumer purchase decision process. (b) Using your term project product, discuss how a consumer would go through the process to purchase. 6. (10 points)(a)Describe the differences between secondary and primary research and explain how each is used for optimal marketing results. (b)Des ibe what you used/are using for your term project and what you got/want to get from it. 7. ( 20 points)(a)Define market segmentation and note the bases on which marketers segment. (b)Discuss why segmentation is such a key marketing concept. (c) Discuss how your team chose the market segment(s) for your group project. 8. (25 points)(a)Describe the Product Life Cycle, provide examples of products in each phase, and explain how marketers use this concept. (b)Be specific regarding the 4 p’s (Product, Price, Promotion, Place) and other strategies and tactics. (c)Describe how Diffusion of Innovation fits with the PLC. Use your group project as an example. Brand Personality and Relationships Soyoung Kim Who would you rather • Be friends with? Be romantic partners with? 1. What is a brand? • A name, term, sign, symbol, design or combination that identifies the products of a firm while differentiating it from the competitors’ Top Ten Global Brands in 2017 7.9B +10% 5.6B +6% 4.7B +10% 18.4B +3% 6.9B -5% 6.4B +29% 4.6B -10% 14.1B +6% 4.8B +48% http://interbrand.com/best-brands/best-global-brands/2017/ranking/ 5.0B -6% 1. What is a brand? • A name, term, sign, symbol, design or combination that identifies the products of a firm while differentiating it from the competitors’ • Brands = MEANING Class Activity: Brand Eulogy • Imagine a brand you like had died and think about what you would say. – We are gathered here today to mourn the loss of (brand) _________. – I have known this brand for _______ (time). – To me, ________ (brand) was ___________________________________ (adjectives). – It used to: _________________________________________. 2. Brand personality The set of human characteristics associated with a brand • Brand personality is transferred from: – People associated with the brand – Advertising – Product attributes – Packaging/labeling – Country of origin Aaker 1997; Ang and Lim 2006; Boudreaux and Palmer 2007; Fetscherin and Toncar 2010; Swaminathan et al. 2009 Types of brand personalities • • • • Sincerity Competence Excitement Sophistication • Ruggedness • Peacefulness Shared across cultures Culturally unique 1) Sincere • Warm • Honest • Down-to-earth • Real • Family-oriented • Friendly • Small town • Trustworthy 2) Competent • • • • Hard-Working Secure Intelligent Technical • • • • Corporate Successful Leader Confident 3) Exciting • • • • • Daring Trendy Spirited Cool Young • • • • • Imaginative Unique Up-to-date Independent Contemporary Old Spice 4) Sophisticated • Upper Class • Glamorous • Good Looking • Charming • Smooth 5) Rugged (North America) • • • • • Outdoorsy Masculine Western Tough Rugged 6) Peaceful (East Asia) • Shy • Mild-Mannered • Peaceful • Naïve • Childlike Why does brand personality matter? • Influences consumer preference and usage • Influences the types of our relationships with brands – Build emotional ties, trust, and loyalty to the brand • Helps to understand how consumer interpret and respond to changes in products Review • Things to know – What is a brand? • Symbolic meaning of brands: What brands mean to consumers – Brand personality • Sincere, Competent, Exciting, Sophisticated • Rugged (North America), Peaceful (East Asia) • Influences types of consumer-brand relationships and consumers’ responses to marketplace behaviors QUESTIONS THANK YOU!
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Answer each question completely and in sentences/paragraphs. Bullets okay only for the occasional
list. Please submit the answers in numerical sequence, and each section of a question in sequence.

It must be typed, 12 point type or larger, and double spaced. Please spell check AND proof.
Reread so you find the grammar and syntax errors, as well as the use of the wrong word. As
you know, spell check does not catch these errors. You will lose points for these mistakes.

Your Group Project: our product is “Infused tequila”. A new fashion of drink. Research about
this product from marketing point of view. Our main goal is make this brand more successful
in the marketing side. Answer the questions below. For each question request a paragraph (at
least 6-13 sentences). Seriously answer the question not to miss each small question.
Remember to check spelling and grammar as well.
.
1. (10 points)(a)Describe the various environmental forces that affect marketers and their
programs.
There are internal and external forces which can enhance or frustrate the efforts of marketers.
Internal factors include but are not limited to the objectives and mission of the firm, the value system
and the internal relations within a firm such as the support or communication between or among
departments influence the overall performance (Barney and Hesterly, 2006). The culture, beliefs,
norms, and practices affect the overall performance of a business. This means that the strategy that
the firm or an organization has employed in its daily practices influences the overall efficacy and
service delivery. The priorities of a firm are determinant in that they determine which factors are to
be considered and what is to be prioritized.

(b)What environmental forces may affect Chobani, why and how?

Marketing Chobani is going to be affected by culture, beliefs, and the objectives set. This is because
the employees and the marketers are going to be focused on the main objectives of the employer.
Besides, the culture of the firm will be crucial since it determines what the best practices are and what
should not be followed (Barney and Hesterly, 2006).
2. (10 points) Describe the value propositionthat a consumer would consider in evaluating your
term project product/service and how branding affects value. Use the concepts our PPT
discussed.
The brand of our product is crucial since it determines the customer’s loyalty. We will tailor our
marketing statement to answer why this product is the best the customers can consume due to its
elegant touch, health promotion, and fair price. The customers are considerate of the utility they
derive from our products. The customers will scrutinize the added benefits they get from consuming
the infused tequila which we want to popularize in the market. The customers need to know how we
are different from our competitors and what makes our product unique. The Brand personality will
be crucial as it will give the customers a chance to identify us from the competitors.
3. (10 points) (a)Looking at the marketing mix, how do the elements relate to a product being
introduced into an EU market rather than the US market?
The marketing mix for our product takes consideration of several factors. These include but are not
limited to people, place, physical environment, promotion strategies and the processes involved in
the process of marketing (Goi, 2009). Besides, the price is another factor which has to be taken into
account. Looking at the two target market in the US and the European Union market, it is apparent
that the EU has a large market. Therefore, marketing Chobani will fetch more market since there is
a high population in the European Market. Moreover, there is diversity and the number of people
who would prefer infused tequila drink over the other in the market.
(b)What would you need to change in your group project and why?
We need to fine-tune our marketing strategy to take care of the existing changes in the market. Since
most people are now digital and can access several social media platforms, we will focus on running

our adverts on these social platforms and the mainstream media. We will also ask customers to
upload their experiences to our website through narration, audio or through video clips. This will be
instrumental in ascertaining that we outdo our competitors.
4. (5 points) (a)Where would you need to interact with other functional areas (e.g., finance,
accounting, management, op...


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