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Discussion # 1

Read the Audi case (Case 1-1) at the end of Chapter 1 and the article, “Inside the Audi U.S. Sales Momentum Story” listed under Required Articles. Answer the following questions based on what you read. Respond to at least two of your classmates’ postings.
a. Describe and evaluate Audi’s brand building initiatives.
b. How important are quality gains to Audi in closing the revenue gap with BMW and Mercedes?
c. Review the required article, and consider the role of SUV models in Audi’s 2010 success compared to its competitive strategy discussed in the case study.
d. Analyze the market data presented in the required article and explain how the branding initiatives discussed in the case study may have led to favorable results in 2010

Discussion #2

Visit and explore the website for Hoover's, paying special attention to the “About Us” and “Products” tabs. Investigate the different options for competitive and market analysis provided. How can these online tools best be utilized by marketing researchers and analysts? Provide specific examples. What limitations apply?