If you were a chief executive of Southwest Airlines, in need of a new strategic vision, which course of action would you choose and why in terms of a "cost leadership" or a "differentiated" business strategy? Use table 5.1 in the text as a foundation for

Chapter 8: Video Case: Carmex: Leveraging Facebook for Marketing Research

2. a. “Engagement” is a metric that measures how much activity is happening on the Carmex Facebook page. Activity being, wall posts, likes, and comments.

· “Likes” is also a metric that measures the number of new “Liker’s” on Carmex’s Facebook page. It is important to have a lot of “Likes” as well as “Engagement” on the Facebook page.

b. For Carmex, I believe “engagement” would be more important. The cost to increase engagement is lower than the cost to increase likes. Also, I believe that engagement is a better measure of what their consumers really enjoy and want from Carmex, instead of just a base number of people who supposedly “like” Carmex.

4. a. An advantage of using a fixed-alternative poll is that it does not require the consumer to type in an answer. They simply need to pick between the fixed-alternative answers that are given to support what they think is correct for that poll. It is both quick and convenient and will likely yield better results.

b. Open-ended questioning would be best utilized when trying to spark a conversation up with consumers about detailed things they like or dislike about the product. An open-ended question could be posted on the wall of the brand page and consumers could share their thoughts with other consumers about the product.

2.

References

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2015). Marketing. New York: McGraw-Hill

Education.