Chapter 1- Text Book Hands on Questions PDF

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Download Chapter 1- Text Book Hands on Questions PDF

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Chapter 1 Hands on: Apply your knowledge

Q: Marketing Mix Assignment PUR Gum has experienced success focusing on the healthconscious customer and an integrated promotional strategy. Review the opening vignette on PUR Gum and then brainstorm on a new marketing mix for PUR Gum that includes new forms of content marketing, real time marketing, social media marketing, mobile marketing, and partnership marketing. Outline the new marketing mix under the headings Product, Price, Place, and Promotion.

A: New Marketing Mix for PUR Gum Product: NEW PURR Heath Bars Price: $1.50 for 1, $5 for 4 Place: Health Stores Promotion: Samples in stores, Social Media and Word of Mouth Content Marketing – Youtube videos on the ways these bars can benefit your healthy lifestyle. Research paper on the benefits of the ingredients. Real Time Marketing – Answering questions and commenting on Social Media. Posts for when something in the world changes, or an event. Ex. Covid or a Huge Hockey game. Social media Marketing – Social Media adds. Partnership Marketing – Maybe partner with Amazon or a online Health Company.

Chapter Activity This chapter’s opening vignette examines PUR Gum’s approach to marketing. Brainstorm in groups, the idea of evolving the PUR Company into a “healthy lifestyle” company. What new products would you consider? Would CSR be part of your plan?

Data Analysis Review the Infographic that details information on corporate citizenship. What is your favourite brand or company? Does it participate in any corporate social responsibility (CSR) initiatives? Research your favourite brand or company and document its CSR investments. Are you surprised by this brand or company’s significant support or perhaps lack of support for CSR initiatives? Does this make a difference to you?...