Marketing Answers

Pick Ethiopian brand. Attempt to identify its sources of brand equity. Assess its

level of brand awareness and the strength, favorability, and uniqueness of its associations (25

points).

Assignment on the course Product & brand Management year 2022 G.C

Assignment 1: Review brand architecture strategies (provide Ethiopian brand as an example):

Areas to be covered (25 points):

A. An over view of brand architecture

B. The main types of brand architecture

C. Choosing the appropriate brand strategy

D. Brand hierarchy

E. Multi Brand Strategy

1

Watch the following video that gives us a basic idea of what we regard as communication and how important it is to our day-to-day interaction:

Defining Communication

Imagine a study room with two persons in it who sit and study without talking to each other. This lasts for about two hours until they both leave the room. As an observer, would you say that communication has occurred between the two persons in that room? Substantiate your answer in a brief essay.

South African Health Minister Joe Phaahla hosted a digital press conference to update the public on the heath and vaccination platforms. During the briefing he outlined some of the distribution plans and national vaccine programmes. Many people complained that the medical jargon puzzled them. The Minister announced that the provincial MECs and media houses will clarify the medical terms as he cannot address any concerns during the speech. In his closing remarks he encouraged the public to consult the media and the Government Gazette about the Covid-19 vaccine and updates. The press conference was held on Wednesday 05 January 2022 from 12:30 to 14:00 on Microsoft Teams.

In view of the above scenario, identify and explain the basic components of communication. 

Management is confused about the selection of the production process. Kindly suggest the best method in the production process that improves efficiency.

1). Describe how ethical decisions can influence relationships in selling.

2). Use examples to factors that influence ethical conduct in salespersons.

3). Use examples to discuss guidelines for developing a personal code of ethics.

Assume you are the sales Manager of a company and was task with creating a policy that deals with ethics in the company. Give a brief six- point summary of what you would include in this policy.

Trust reflects the extent of the Buyer’s confidence that it can rely on the Salesperson’s integrity. One of the keys to a long-term relationship with any client is to create a basis of trust between the Sales Representative and the client organization, which results in increased long-term revenues and profits.” Address the following issues:

(a) Why is it important that a Field Salesperson understand the importance of ‘Sales Ethics’? and Why is ethics considered to be the foundation of a long-

term successful sales career?

You have been hired by DUNA CORPORATION to lead its local and international expansion efforts. Considering that DUNA CORPORATION already has products which it sells locally, it has become vital that it makes new additions to its current product variants , as well as promote these new and existing products in markets different from its existing markets. Drawing on your knowledge of marketing strategy and with the aid of a diagram, propose four (4) relevant strategies and the key marketing mix decisions you have to make in achieving its expansion objectives.

ABC sells musical instruments online. In the recent week the company has observed that there are a lot of visits on the Guitar landing page of the website, but consequently, the percentage of actual conversions into sales is very small.