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BUS330: Principles of Marketing

A solved assignment covering core principles of marketing.

Owen Collins
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BUS330: Principles of MarketingQuestion1.Question :Which campaign example BEST illustrates a focus on capturing“share of customer”?Student Answer:Starbucks rolls out a mobile phone app that works like afrequent-purchase rewards card but captures data to measureCustomer Lifetime Value.Trader Joe’s mails “Trader Joe's Fearless Flyer,” anadvertising circular, to 350,000 San GabrielValley households.Mars Candy uses newspaper advertising and in-store eventsto promote a new ice cream novelty line that extends the well-known candy brand.Post Cereal extends its Honey Bunches of Oats product linewith Fruit Blends, using coupons on the original product toencourage consumers to try the new line. (The answer can befound in Section 2.3: "Marketing Process Step 3: CampaignDevelopment" inPrinciples of Marketing)Points Received:1 of 1Comments:Question2.Question :What specific marketing response might counteract the essentialvariability of services?Student Answer:Bring employees from all locations together for training.Build loyalty by encouraging adapting offerings tocustomers’ tastes.Use technology to entertain customers so variability ofservice is less apparent.Promote a brand image that makes variability part of theservice’s persona. (The answer can be found in Section 3.4:"When the Product is a Pure Service" inPrinciples of Marketing)Points Received:0 of 1

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Document Details

University
Murdoch University
Course
BUS 330
Subject
Marketing

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