2 U Section B Answer all of the following questions (questions 6 through 11). Question 6 20 pts You have been asked to d

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2 U Section B Answer all of the following questions (questions 6 through 11). Question 6 20 pts You have been asked to develop an advertising campaign for a local baker. You decide to use the 5M framework as a framework for creating your advertising platform. a) List the 5Ms and explain what their purpose is. Use the local baker example as a way to explain what each of the 5Ms does. b) How are the 5Ms related to one another? c) Which of the 5Ms relates to the product's point of difference (PoD)? Why? d) Which of the 5Ms do you think is most important, and why? Fait Miner Infort For
D Question 7 15 pts Mark is a marketing intern at Puma, the manufacturer of athletic and casual shoes. He has been asked to develop a perceptual map of the athletic footwear market. a) What is the purpose of a perceptual map? How would it be used for the athletic footwear market and what questions does it answer? b) Mark decides to develop a questionnaire to collect data for his perceptual map. What information would Mark want to collect to develop the perceptual map? Use the athletic footwear market as an example. c) Why is a perceptual map sometimes called a gap analysis? Explain the types of gaps that would be of interest in a perceptual map from a strategic perspective. Edit View Insert Format Tools Table 12pt Paragraph BIU ATVE
D Question 7 15 pts Mark is a marketing intern at Puma, the manufacturer of athletic and casual shoes. He has been asked to develop a perceptual map of the athletic footwear market. a) What is the purpose of a perceptual map? How would it be used for the athletic footwear market and what questions does it answer? b) Mark decides to develop a questionnaire to collect data for his perceptual map. What information would Mark want to collect to develop the perceptual map? Use the athletic footwear market as an example. c) Why is a perceptual map sometimes called a gap analysis? Explain the types of gaps that would be of interest in a perceptual map from a strategic perspective. Edit View Insert Format Tools Table 12pt Paragraph BIU ATVE
D Question 8 20 pts Paula is a marketing intern at Chipotle. She has been asked to come up with potential growth strategies for the company. She decides to use the Ansoff Matrix to identify four growth strategies. a) Describe each of Ansoff's growth strategies. Use Chipotle as an example to explain each strategy. b) Which of the four growth strategies do you think would be riskiest for Chiptole? Why? c) Which of the four growth strategies do you think has the greatest growth potential for Chipotle? Why? d) Which of the four strategies do you think would lead to the greatest cannibalization (make sure that you explain what cannibalization is within this context) and which would lead to the least cannibalization? Edit View Insert Format Tools Table
D Question 8 20 pts Paula is a marketing intern at Chipotle. She has been asked to come up with potential growth strategies for the company. She decides to use the Ansoff Matrix to identify four growth strategies. a) Describe each of Ansoff's growth strategies. Use Chipotle as an example to explain each strategy. b) Which of the four growth strategies do you think would be riskiest for Chiptole? Why? c) Which of the four growth strategies do you think has the greatest growth potential for Chipotle? Why? d) Which of the four strategies do you think would lead to the greatest cannibalization (make sure that you explain what cannibalization is within this context) and which would lead to the least cannibalization? Edit View Insert Format Tools Table
Question 9 20 pts Your marketing company has been asked by Under Armor to segment the athletic footwear market and to identify potential target segments for the company. a) What is the purpose of segmentation and why is it an important concept in marketing strategy? b) Is it better to segment the market based on needs or profiles? Explain and provide an example for each approach, based on the athletic footwear market. c) What criteria would you use to identify potential target segments for Under Armor? d) What is the purpose of a positioning statement and how does it relate to the target market? Edit View Insert Format Tools Table
Question 9 20 pts Your marketing company has been asked by Under Armor to segment the athletic footwear market and to identify potential target segments for the company. a) What is the purpose of segmentation and why is it an important concept in marketing strategy? b) Is it better to segment the market based on needs or profiles? Explain and provide an example for each approach, based on the athletic footwear market. c) What criteria would you use to identify potential target segments for Under Armor? d) What is the purpose of a positioning statement and how does it relate to the target market? Edit View Insert Format Tools Table