Marketing Management Assignment (pdf)

Running head: MARKETING & MANAGEMENT
Marketing & Management
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MARKETING & MANAGEMENT 2
Week 4: How a consumer’s level of involvement affect his or her choice of problem-solving
process. Compare and contrast with high involvement and low involvement purchases
The level of involvement has a significant impact on the decision of a purchase. If the level of
importance is put high on the item, and the items need, in that case it is fine to say that the item
will be bought (Pierce & Irwin, 2016, p. 60). By distinction, high-involvement decisions take a
higher risk to buyers if they fail, are different, and/or have high price tags.
An example when a company intentionally triggers recognition of a particular need
through its promotional campaign.
A company may intentionally triggers recognition of a particular need through its promotional
campaign in an instance such as, when offering after-sale services through text messages.
An example of a purchase for which you experienced post-purchase cognitive dissonance
and how it was overcome
According to YU-LUN & CHING-JUI (2014), Cognitive dissonance occurs when behaviors
contradict each other. In post-purchase situation, an individual’s idea about the product may
contradict as well, for example, I bought a Sony Xperia mobile whose specifications are almost
similar to that of Samsung mobile, considering the price, I found that Samsung is cheaper than
Sony even with the same qualities. The price was slightly different, so I just felt contented, thus
overcoming the situation of cognitive dissonance.
Major stages in the consumer buying decision process and how the Internet impact this
decision-making process
Consumer problem-solving is categorized into three types. These include limited problem
solving, routinized response behavior, and extended problem solving (Kim et al., 2017). Internet

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is frequently used, for example, when one wants to purchase a new mobile phone, he/she will
just search about the specifications and acquire if it fits hi/her needs.
Changes that airlines are making to save money and fly greener
One of the things that every company would like to do is saving money on operational cost. In
aviation industry, airlines have set goals and have stick with them for effective operation.
Secondly, they have resorted to the use of biofuel to rescue high cost.
Week 5:
Each company’s targeting strategy (MAZDA and Shoes of Prey)
There are various types of targeting strategies; however, from the websites, only two are visible
based on the content from each website. Mazda uses multi-segment targeting strategy while
Shoes of Prey uses concentrated or focus segment targeting strategy. Mazda has more than one
product that targets both genders while Shoes of Prey is one segment that only deals with female
shoes.
Changes that Mc Donald’s has done in the past few years to reposition its brand and why it
needs to reposition its brand
First and foremost, the reason for repositioning is to is reclaim and maintain their standard for
being the healthier fast food chain and to appeal the larger customer segment and to improve
customer satisfaction with the significant change coming from food quality, pleasant, quick
service and order precision. These changes include adding healthier choices in their menu.
Video case: The kind of retail operation to invest in
Box Hill is an area that is known for its cultural diversity and strong specialism in Asian food
and retail. It is a lively area with shops, education, offices, hospitals, transport and services. Its
growth is spread over retail, jobs and more specifically housing. For this reason, it the best place

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to invest especially in small scale retail shop business that deals with food. Having left with
$500, 000, the amount is not enough to invest in real estate even though it is the most lucrative in
the area. However, due to the population size, the area is fit for starting a food retail store to
serve the larger population.
Week 6
How Kate Spade use its website to interact with customers
The best thing about Kate Spade’s website is the availability of live chat platform. This assists
customers who seek to know more about the product get prompt response. The website has
variety of products for the customer to choose, an indication that the customer can choose and
buy from the comfort of bedroom or any place. All the information about the products are
provided thus making customer to make a well-informed decision. Similarly, customers have the
opportunity to post both negative and positive reviews about the products. This is helpful since
the organization gets to know where necessary adjustments are required.
How companies can manage the impact of negative reviews of their products and services
Negative reviews can be of positive gain or negative depending on how the company handle
such situation. Reviews are one of the most effective innovations to emerge from Internet
business, replacing oral as the major driver of a business’ reputation (Windsperger et al., 2018).
Even though it is risky, sometimes it might be helpful to the business. In managing these
reviews, the companies need to increase the conversation on the column and show the urge to
correct the situation that has contributed to the negative review. Secondly, jumpstarting customer
engagement by using the negative reviews as the opportunity to showcase the commitment to
better service is also a good take to managing the reviews. Companies should also ask questions

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using email automation service to nudge customers from posting reviews after buying the
product.
Reasons why companies are socially present on so many social media sites
Social media is not only a tool for socializing but has also become a tool for doing business.
Companies have become socially present on so many social media sites for various reasons such
as;
a) Increase the awareness of their brand and transform followers to customers.
b) Gain worthwhile audience insights and characteristics
c) To start targeted ad campaigns that offer prompt response
d) Improve web traffic an organic domain positions
e) Check on the competitor’s activities
f) For quick consumer service and satisfaction
g) Prompt content delivery and,
h) Develop familiar relationships with customers.
Views about UK’s first virtual grocery store
The use of technology has increased, especially in the mobile phone industry. Companies are
taking advantage on these issues and have started to create a business platform where consumers
can purchase their preferred products through the mobile phones. On virtual grocery, this is this
is the future of shopping and a good initiative that other sectors will imitate. It serves the interest
of the customer since the business has tuned to technology that is widely used. Similarly, on the
use of drone for deliveries, it is the best initiative that will not only save the cost of doing

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business but also saves time for the customer. It has so many benefits that brings luxury in
business for all parties.
Week 7
Do you think companies that aim to build a sustainable brand are more competitive in
today’s marketplace?
Yes, they are competitive in the current market place. Currently, sustainability in business is one
of the major issues that can fail or make the business succeed. Sustainable business practices
leads to better cooperate culture and long term profitability and reliability with huge customer
base.
Iconic trademarks
Iconic, is rare for a top brand to elevated to that status, it is a gigantic statement. Some of the
iconic brands we have are Red Cross, Apple, Subway, Addidas, Google, IKEA, Charity Water,
Coca-Cola among others.
Daily grooming routine and the brands that feature in my daily ritual
I do physical exercise every morning before embarking on any activity. I have been using
Addidas sprinter sport shoes since 2007 and its quality is amazing, durable and comfortable. That
has made fall in love with their products a well. On the other hand, I don’t do alcohol and I use
soft drinks to quench my thirst on a daily basis. Ever since I was born, I have never known any
drink to be better than Coca-Cola; it is what my family and use. I believe in their quality of
production and I have become loyal as well.

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Why country –of-origin labeling has become important in Australia
The emergence of fake products in the market is on the rise. There are countries that are
suspected and some have been confirmed to be distributing fake and low quality items in the
market (Raska et al., 2014).Therefore, since quality is the key issue when buying any product,
country of origin has to be very important. Yes, I have a strong personal favorite especially for
the items that comes from the United States and the UK due to strictness of the guiding
principles in production processes.
Was Samsung Galaxy S8 a line extension or product modification?
There is a big difference between product modification and line extension, line extension is the
use of an established product for a new product in the same category with additional features.
Product modification is the revision of the existing product on the basis of feedback from
consumers or any errors in product (Tadajewski & Jones, 2014). S8 is a product modification of
S7 since features are the same, the only things done on it is that its android version has been
increased to 7.0 and memory from 250 GB to 400. All other features are the same.
Singapore Airlines. What elements of its service have become their points of differentiation
compared to their competitors?
Singapore Airlines have embarked on repeatability in terms of cost and service. They have
continuously offered low cost charges with remarkable services to the customers throughout their
operations. The level of service is maintained.
Week 8
Comparison of price and non-price competition

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The non-price competition is a marketing policy where one organization attempts to differentiate
its product or service from competing products on the foundation of features like design and
workmanship, this applied in new products for market penetration (Sang, 2014, p. 275). Price
competition is a situation where two similar products are judged by the prospective of the
consumers based on pricing to maximize sales volume.
Types of products that is most appropriate for price skimming
Price skimming strategy is used to set a relatively high initial price for a new product then
reduces over a time. This strategy is used in electronics devices such as mobile phones, music
system and Television sets.
How consumers respond to additional airline surcharges
Customers will always go for an option with lowest total cost.
Some people purposefully plan to take their holiday during low holiday seasons. For these
people, which type of price discounting strategy do they take advantage of? Have you
personally tries this yourself? If so, where did you go?
People who travel during low season take advantage of seasonal discount strategy. Personally, I
have never taken advantage since I rarely travel.

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When a company launches its latest technology product, which pricing strategy do they
usually engage in? Justify your answer
For the new technology product, non-pricing strategy is the most appropriate to engage in since it
a strategy that is used to distinguish a product based on design and workmanship and not price
for market penetration.

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List of References
Kim, M. J., Lee, C., & Bonn, M. (2017). Obtaining a better understanding about travel-related
purchase intentions among senior users of mobile social network sites. International
Journal Of Information Management, 37(5), 484-496.
doi:10.1016/j.ijinfomgt.2017.04.006
Pierce, D., & Irwin, R. (2016). Competency Assessment for Entry-level Sport Ticket Sales
Professionals. Journal Of Applied Sport Management, 8(2), 54-75.
Raska, D., Keller, E. W., & Shaw, D. (2014). The Curriculum-Faculty-Reinforcement Alignment
and Its Effect on Learning Retention of Core Marketing Concepts of Marketing Capstone
Students. Marketing Education Review, 24(2), 145-158. doi:10.2753/MER1052-
8008240205
Sang, S. (2014). Optimal models in price competition supply chain under a fuzzy decision
environment. Journal Of Intelligent & Fuzzy Systems, 27(1), 257-271. doi:10.3233/IFS-
130994
Tadajewski, M., & Jones, D. B. (2014). Historical research in marketing theory and practice: a
review essay. Journal Of Marketing Management, 30(11-12), 1239-1291.
doi:10.1080/0267257X.2014.929166
Windsperger, J., Hendrikse, G. J., Cliquet, G., & Ehrmann, T. (2018). Governance and strategy
of entrepreneurial networks: an introduction. Small Business Economics, 50(4), 671-676.
doi:10.1007/s11187-017-9888-0

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Yu-Lun, L., & Ching-Jui, K. (2014). Cognitive Dissonance, Social Comparison, and
Disseminating Untruthful or Negative Truthful Ewom Messages. Social Behavior &
Personality: An International Journal, 42(6), 979-994.