part 1 discussion question(120 words for each one)

Question 1

Branding issues are of extreme importance to manufacturers, traditional retailer, and customers. The growth of the internet has lead to the increased importance of a strong product brand name. The brand name is used to differentiate products in both traditional and online retail situations. Online, there is increased importance because of trust and security issues.

Pick a company from the list below and write a few words that describe your thoughts about the company whose web site you are about to visit.

Now, browse the company’s website and get a good feeling for what information is presented at the site, how the site is organized, how the designers have chosen the theme, color scheme, images, etc.

1. What is the main purpose for the web site?

2. Briefly discuss what messages the web site is trying to convey.

3. Compare what you thought about the company before visiting the web site to the message that was conveyed by the material on the web site. Does the Web material match what you thought or is it different?

Question 2

What is Direct Marketing and how is it used? Cite and reference any sources used.

Part 2 assignment

  • Read Case 5 – Coach, Inc. : Is its advantage in Luxury Handbags Sustainable ? and Identify and write the main issues found discussed in the case (who, what, how, where and when (the critical facts in a case).
  • List all indicators (including stated “problems”) that something is not as expected or as desired.
  • Briefly analyze the issue with theories found in your textbook or other academic materials. Decide which ideas, models, and theories seem useful. Apply these conceptual tools to the situation. As new information is revealed, cycle back to sub steps.
  • Identify the areas that need improvement (use theories from your textbook)

Please use this strategy when you analyze a case:

  1. Identify and write the main issues found discussed in the case (who, what, how, where and when (the critical facts in a case).
  2. List all indicators (including stated “problems”) that something is not as expected or as desired.
  3. Briefly analyze the issue with theories found in your textbook or other academic materials. Decide which ideas, models, and theories seem useful. Apply these conceptual tools to the situation. As new information is revealed, cycle back to sub steps a and b.
  4. Identify the areas that need improvement (use theories from your textbook)
    • Specify and prioritize the criteria used to choose action alternatives.
    • Discover or invent feasible action alternatives.
    • Examine the probable consequences of action alternatives.
    • Select a course of action.
    • Design and implementation plan/schedule.
    • Create a plan for assessing the action to be implemented.
  5. Conclusion (every paper should end with a strong conclusion or summary)

Writing Requirements

  • 3–5 pages in length (excluding cover page, abstract, and reference list)
  • APA format, Use the APA template located in the Student Resource Center to complete the assignment.
  • Please use the Case Study Guide as a reference point for writing your case study.

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