Markting Homework

Team-Exercise #1; turn in ONE copy per team; team size: 4 students max

Your names: _____________________

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1. Warm-up exercise (critical thinking) (20 points)

In class we watched the following spot (created by a recent film school graduate who was NOT hired by Mercedes Benz to create this):

http://vimeo.com/72718945#

Mercedes-Benz contacts you, a marketing expert:

· Should they use this video for advertising purposes? Or should they rather publically distance themselves from the video – why / why not (there currently is a heated debate on this in Germany)

2. (Chapter 1) Does a firm have the right to “create” wants and try to persuade consumers to buy goods and services they didn’t know about earlier? (10 points)

3. The following questions deal with the Boston Consulting growth matrix

a) What is the function of the BCG? What is this tool used for? (5 points)

b) Describe briefly the 4 quadrants using product examples you can think of! (8 points)

c) What are disadvantages or limitations of the BCG matrix? (15 points)

4. Select one strength, one weakness, one opportunity, and one threat from the SWOT analysis for Ben & Jerry’s shown in Figure 2-7. Suggest an action that a marketing manager might take to address each factor. (Chapter 2) (20 points)

Strength (pick one)	What should be done?
Weakness (pick one)	What should be done?
Opportunity (pick one)	What should be done?
Threat (pick one)	What should be done?

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