From a brand-building perspective, television
Marketing Management 2
Q1. From a marketing perspective, what has Guinness done to ensure its longevity?
Q2. How would you characterize the Guinness brand?
Q3. What could Guinness do to attract younger drinkers? And to retain its older loyal customer base? Can both be done at the same time?
Q4. Is the quick- pour concept a good or bad idea? Why?
Q5. Discuss the micro and macro forces that are affecting the music industry.
Q6. Based on this analysis, what strategic options would you recommend for both music publishers and music retailers in the current marketing environment?
Q7. Discuss the advantages and disadvantages associated with online distribution from a music label’s perspective.
a) From a brand-building perspective, television advertising has two particularly important strengths. List and briefly explain these strengths.
b) Prior research has shown that although consumers may have fairly good knowledge of the range of prices involved, surprisingly few can recall specific prices of products accurately. When examining products, consumers often employ reference prices. List the possible prices consumers use as their “reference.”
c) Brands can be differentiated on the basis of many variables; however, four differentiation strategies are emphasized in the text. List and briefly characterize the three differentiation strategies.
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