DISCUSSION QUESTIONS

  1. Which component of the 4E framework does Red Bull’s digital media strategy leverage most frequently?
  2. Using the components of the 4E framework, outline how an entrepreneur marketing low-sugar candy might apply it to his or her marketing mix efforts.
  3. Suppose an herbal tea company introduced a new product called Mint-Enhanced Tea—a mint and lemon herbal tea. How should it go about creating excitement using various social and mobile media tools?
  1. If you were marketing a new running shoe, what sort of mobile applications might enhance your marketing efforts?
  2. Assume you work for a large consumer packaged-goods firm that has discovered that its latest line of snack foods is moving very slowly off store shelves. Recommend a strategy for listening to what consumers are saying on blogs, review sites, and the firm’s website. Describe how your strategy might provide insights into consumers’ sentiments about the new product line.
  1. As an intern for Starbucks, you have been asked to develop a social media campaign for a new latte. The objective of the campaign is to increase awareness and trial of this new line. Use the listen–analyze–do framework to outline a new campaign.
  1. You were just hired by a company that wants to produce apps that help people become healthier by exercising, eating well, and reducing stress. On which customer motivations would you recommend the company focus? Describe the app you would design, the customer motivations it meets, and why your app is the right design for your potential customers.
  1. The company loves the idea for the app you suggested in the previous question, but is concerned about how it will make money on the app. Suggest a pricing model for the app and discuss why this model will maximize profits.