Билет №9
How does organizational structure of a business influence the activities and success of the business?
What role do smells, sounds and sights play in a customer’s decision to buy a product?
Билет №10
Explain the difference between centralized and decentralized organizations.
Prove that the customer is the king in the digital marketplace.
This new consumer power is changing the way the world shops. The ability to get information about whatever you want, whenever you want, has given shoppers unprecedented strength. In markets with highly transparent prices, they are kings. The implications for business are enormous: threatening for some, welcome for others. For instance, the huge increase in choice makes certain brands more valuable, not less. And as old business divisions crumble, a strong brand in one sector can provide the credibility to enter another. Hence Apple has used its iPod to take away business for portable music players from Sony; Starbucks is aiming to becomea big noise in the music business by installing CD-burners in its cafés; and Dell is moving from computers into consumer electronics.
Билет №11
Describe the basics of Maslow’s hierarchy of needs.
What is the essence of a good brand?
Brand management is the application of marketing techniques to a specific product, product line or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable.
The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.
A good brand name should:
be legally protectable
be easy to pronounce
be easy to remember
be easy to recognize
attract attention
suggest product benefits (eg.: Easy off) or suggest usage
suggest the company or product image
distinguish the product’s positioning relative to the competition
Brand rationalization refers to reducing the number of brands marketed by a company. Companies tend to create more brands and product variations within a brand than economies of scale suggest they should. Frequently they will create a specific product or brand for each market that they target. They also do this to gain precious retail shelf space (and also reduce the amount of shelf space allocated to competing brands). But this can be a very inefficient strategy so a company may decide to rationalize their portfolio of brands from time to time. They may also decide to rationalize their brand portfolio as part of an overall corporate downsizing.
Билет №12
Define theory X and theory Y. Compare them.
What are the main points of successful brand management?
Brand management is the application of marketing techniques to a specific product, product line or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable.
The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.
A good brand name should:
be legally protectable
be easy to pronounce
be easy to remember
be easy to recognize
attract attention
suggest product benefits (eg.: Easy off) or suggest usage
suggest the company or product image
distinguish the product’s positioning relative to the competition
Brand rationalization refers to reducing the number of brands marketed by a company. Companies tend to create more brands and product variations within a brand than economies of scale suggest they should. Frequently they will create a specific product or brand for each market that they target. They also do this to gain precious retail shelf space (and also reduce the amount of shelf space allocated to competing brands). But this can be a very inefficient strategy so a company may decide to rationalize their portfolio of brands from time to time. They may also decide to rationalize their brand portfolio as part of an overall corporate downsizing.