Describe how Zappos is building brand equity along the four dimensions of brand personality.

1- Describe how Zappos is building brand equity along the four dimensions of brand personality.

 

2- What steps might Zappos take to build its private brands with-out endangering its 

 

Video Case 14.2:

1- Over the next 10 years, do you think Small’s insistence on exclusivity will continue to benefit his business or begin to be detrimental? Why?

 

 

2- In your opinion, why does Small have such successful partner-ships throughout his marketing channels?

 

 

Video Case 15.2:

1- Experience has taught the Kings that smaller, specialty markets are the strongest retail outlets for their GaGa SherBetter. Under what conditions might they begin to make a successful move into the larger supermarket chains?

 

 

2- How might the right wholesaler ultimately create marketing utility for GaGa?

 

 

Video Case 16.2:

1- Describe how the Pepe’s pizza giveaway promotion relates to each step in the AIDA concept.

 

2- How might Pepe’s use guerilla marketing to promote its brand among college students?

 

 

Video Case 17.2:

1- Describe how Hubway can use relationship selling to build partnerships with retailers and corporations.

 

2- How might Hubway create sales promotions using specialty advertising?

 

 

 

Video Case 18.2:

1- Ski Butternut avoids pricing to meet the competition. Instead, it focuses on the value that it creates for customers. In your opinion, why is this a successful strategy?

 

2- What factors might determine demand elasticity for Ski Butternut’s offerings?

 

 

Video Case 19.2:

1- How does BoltBus use a combination of penetration pricing and everyday low pricing (EDLP) to achieve its objectives?

 

2- BoltBus is well-known for its $1 ticket sales promotion. Though it has been successful thus far, could it ever backfire? If so, how?