Compare and contrast your chosen company to analyse their financial performance, assess company risks and essentially analyse the company’s competitive environment.
Examine the application and value of augmented reality and virtual reality technologies within physical and online retail environments. Further assess the challenges associated with the diffusion and adoption of these technologies. Use relevant examples and theory to support your answer.
Produce a marketing communications research overview on Brand Placement.
This should be in the form of a critical review of academic literature of Brand Placement.
Discuss Strategic Marketing for Healthcare Professionals.
As a social media marketing consultant during the covid pandemic you are required to develop a specialist niche marketing and social media campaign bid.
Discuss the Principles and practices of marketing.
| i) | You will need to design a questionnaire for the study you stated in Part A as a vehicle to find solutions for improving continued usage of e-learning/user satisfaction. Your questionnaire must include an introduction and 20 questions.
Guidelines: The 20 questions include: 1. Two filtering questions (Hints: you want to exclude respondents who cannot provide useful and relevant information); 2. Three classification questions (two demographic variables and one lifestyle variable) (hint: a lifestyle variable is one that classifies interests, opinions, behaviours, or behavioural orientations of an individual); 3. A 5-item scale developed by you for measuring the “X” you stated in Part A; 4. A 5-item scale developed by you for measuring the “Y” you stated in Part A. 5. A 5-item scale developed by you for measuring the “Z” you stated in Part A show your questionnaire on one A4 page.
|
(20 marks) |
| ii) | Discuss whether you would choose to use 5-point, 6-point or 7-point scales for i)(3), i)(4) and i)(5) and justify your selections. | (4 marks) |
| iii) | Explain the difference between nominal, ordinal, interval or ratio scale. Use some of your 20 questions in part i) as example.
|
(16 marks) |
Part C (30 marks)
Your reseach team decided to use one of the following sampling methods to select a sample of 300 respondents from OUHK students. Your reseach team would like to estimate the continued usage of e-learning/user satisfaction of all OUHK students based on the selected samples.
The selection of the sampling method depends on the 3rd numerical value of your student ID. For example, the 3rd digit of s1243657 is “4”, then the selection would be “Stratified Sampling” according to the table below. You are then required to use “Stratified Sampling” to complete your analysis.
| The value of the 3rd digital of your Student ID
e.g. s1243657 |
Sampling method |
| 0 or 4 or 8 | Stratified Sampling |
| 1 or 5 or 9 | Quota Sampling |
| 2 or 6 | Simple Random Sampling |
| 3 or 7 | Convenience Sampling |
state your own research question and suggest an appropriate research method with your own reasons.
Describe how you could collect data using the stated sampling method and state whether the sampling method is probability or non-probability sampling method.
Additionally, discuss the advantages and disadvantages of the selected sampling method and explain whether or not it is the best alternative among other methods in your case.
Write a marketing plan for Delta Airline’s.
Sephora, a premium cosmetics retailer, has earned tremendous loyalty by extending their brand across what its customers value—all things beauty. The company understands that its customers want to enjoy and experience their passion for beauty in different ways, and it uses several brand touchpoints to enable this.
The first is by providing a sensory-filled in-store experience. As they shop, Sephora customers have the unique opportunity to physically interact and experiment with different lines of products. Such accessibility has resonated especially well among Millennials, who view beauty buying as a “hunt” for their right individual look. The company has introduced numerous customer-facing tools to further facilitate finding a personalized style. For example, InstaScent spritzes raw notes of a perfume to help customers determine which defining scent they identify with the most before exploring specific fragrances with a store consultant. Sephora offers the Color IQ handheld device to aid customers in understanding what products match their skin tones.
Sephora’s commitment to the experiential element of shopping for beauty products extends to its web presence. Sephora Virtual Artist allows customers to try on dozens of lipstick color variations in seconds, with add-on features like the ability to compare different shades simultaneously or randomize options to test out. For customers either seeking something specific or hoping to be inspired, the Sephora Beauty Board is a great resource. Along with the option to simply browse through the site, users can post pictures of products to gain feedback from others. Sephora TV provides yet another platform where customers can see “how-to” instructional videos on how to achieve a certain look.
Lastly, Sephora views its online community as valuable for connecting customers who share the same passion for beauty. The BeautyTalk forum provides an opportunity to converse with experts about makeup, skin care, fragrances, and more.
With 360 stores in North America and nearly 1,800 worldwide, Sephora’s footprint continues to grow. By offering programs that connect its brand to what customers value, Sephora has successfully strengthened customer–brand relationships and improved brand loyalty.
One of Sephora’s biggest competitors is ULTA Beauty. Since opening its first store in 1990, ULTA has grown to be the largest U.S. beauty retailer and the premier beauty destination for cosmetics, fragrance, skin care products, hair care products and salon services.
Questions
Describe how the brand touchpoints for Sephora provide emotional, self-expressive, and social benefits. Be specific, and be sure to not combine these 3 benefits into 1—discuss each in turn. How does ULTA Beauty compare?
Compare and contrast the general service, pricing, and integrated marketing communications strategies for 2 of the following airlines. Be sure to align with course concepts (especially Chapters 10, 11, 14). Also, how are your selected airlines positioned in relation to their direct competitors?
American Airlines
British Airways
Frontier Airlines
Qatar Airways
Ryanair
Singapore Airlines
Southwest Airlines
United Airlines
Airline of your choice
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