1- Describe how Zappos is building brand equity along the four dimensions of brand personality.
2- What steps might Zappos take to build its private brands with-out endangering its
Video Case 14.2:
1- Over the next 10 years, do you think Small’s insistence on exclusivity will continue to benefit his business or begin to be detrimental? Why?
2- In your opinion, why does Small have such successful partner-ships throughout his marketing channels?
Video Case 15.2:
1- Experience has taught the Kings that smaller, specialty markets are the strongest retail outlets for their GaGa SherBetter. Under what conditions might they begin to make a successful move into the larger supermarket chains?
2- How might the right wholesaler ultimately create marketing utility for GaGa?
Video Case 16.2:
1- Describe how the Pepe’s pizza giveaway promotion relates to each step in the AIDA concept.
2- How might Pepe’s use guerilla marketing to promote its brand among college students?
Video Case 17.2:
1- Describe how Hubway can use relationship selling to build partnerships with retailers and corporations.
2- How might Hubway create sales promotions using specialty advertising?
Video Case 18.2:
1- Ski Butternut avoids pricing to meet the competition. Instead, it focuses on the value that it creates for customers. In your opinion, why is this a successful strategy?
2- What factors might determine demand elasticity for Ski Butternut’s offerings?
Video Case 19.2:
1- How does BoltBus use a combination of penetration pricing and everyday low pricing (EDLP) to achieve its objectives?
2- BoltBus is well-known for its $1 ticket sales promotion. Though it has been successful thus far, could it ever backfire? If so, how?
