Choose a brand that you think is weak

Choose a brand that you think is weak in the minds of customers. What is the brand? Who is the target market?
1. Choose a brand that you think is weak in the minds of customers. What is the

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brand? Who is the target market? Why do you think this is a weak brand? How

would you attempt to Build or rebuild this brand?

2. You will undoubtedly be asked to develop a social media strategy once you get

established in a marketing career path. Choose a retailer who desperately needs

help with their social media strategy. Describe the product assortment/target

market (for my purposes in grading). What’s wrong with their current approach?

Clearly state the primary objectives underlying your recommended social media

strategy. Discuss and justify the components of the social media strategy. How

will you evaluate the effectiveness of this strategy in achieving these objectives?

3. A large part of this course has been focused on the Marketing issues & Challenges

(MIC) team project. At the core of the MIC project is a detailed marketing plan. Now,

you have been asked to provide guidance-specific guidance-to your new employer on

how to approach marketing planning, what elements are necessary to include in a

good marketing plan, and what cautions or concerns you have about developing and

utilizing marketing plans. Please include some great sources of secondary information

and provide your insight on when primary data collection is needed. Based on your

experience with the MIC project, what is the one biggest obstacle to overcome when

developing a workable marketing plan?

4. Marketing managers do a lot: develop market strategies and plans; capture

marketing insights; connect with customers; build strong brands; shape market

offerings; deliver value; communicate value; create long-term growth, etc. Please

choose two of these "tasks." Provide a specific example for each of these two tasks

that demonstrate these tasks being performed effectively; i.e., "best practices." Justify

why these are great examples. [This is not necessary – but, if it helps to make your

points, include documentation; e.g., reference to an article, an advertisement, the

website url, etc.]

M KTG690-Final Exam

5. Throughout this course, we have used information databases (e.g., Euromonitor);

strategy development procedures (e.g., questions to ask when developing channel

systems); theories (e.g., Porter’s 5 Forces; attitude theory; means-end chain); simple,

albeit quite complex, concepts (e.g., customer satisfaction and retention); marketing

metrics (e.g., Customer Lifetime Value); articles (e.g., The "Consumer Decision

Journey" – from the McKinsey Quorterly); videos – short and long (e.g., Wall Street

Journal on advertising using mobile devices or Heath on "Making Ideas Stick");

personal applications/reflections (e.g., marketing yourself; daily quotes); professional

applications (e.g., your MIC projects; Keeping it Recrl presentations); guest speakers

(Robert Carr and Jon England from Walmart; Ryan Michaelis from Hormel Foods;

Doug Wilson on marketing plans; Peter Vomocil on marketing metrics; and Katrina

Galas on branding the Olympics), etc., etc. According to you [and only you], what are

the two most important things you learned in this class? Briefly explain. How will

they help you in your educational career, professional career and/or life?

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