Virtual goods, disintermediation,
product maturity and more
Provide logical arguments with support for
each answer.
1) Is the buying and selling of
virtual goods marketing’s new frontier? How can a brand manager take advantage
of the millions of consumers who live in a virtual reality?
2) How does disintermediation and
the restricting of distribution channels impact brick and mortar marketers? Is
the Internet revolutionizing marketing or is it just another distribution tool?
3) Pick a product that is in a
developed nation and is facing maturity and decline within its domestic market.
Describe your strategy for extending the profitable life of the product within
its mature market (do not use international expansion as the strategy).
4) Companies must balance their
competitive and marketing strategies to fit the desires of their target market
while addressing the competitive and realities of the marketplace. Barbie is
celebrating her 50th birthday. What can Mattel do to stop the decline of
Barbie, one of their best selling products in the past?
5) The shelf life of a chief
marketing officer is 26 months on average. How does this short tenure impact
the success or failure of a company’s marketing strategy? What are the
challenges of the position and what can be done to increase the time in the
job?
ScholarMatic: Explanation & Answer
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