Answer each of the following questions, each response should be around half a page of well-thought-out material:
- Imagine that you inherit a 12-unit apartment building in Cupertino, in the heart of Silicon Valley, and decide not to sell it. How would you apply the concept of Targeting to your marketing of the units for rent? Note that you cannot make the building anything other than what it is – an apartment building in Cupertino – but there are ways in which you could modify the product (P for Product) being offered depending on the target that you choose. How would you do that?
- Under what circumstances is a Freemium Pricing model possible? Give at least two examples and how they work.
- What are the upside benefits and downside risks of a promotional campaign that relies solely on social media influencers? Give an example of one that did not turn out so well and one that was very effective being sure to include who the influencers were and what happened.
- When might it be appropriate for your firm to pay for stadium naming rights (e.g. Oracle Arena, ATT Park, Chase Center etc.) and what would you hope to achieve from this considerable expenditure? What are the pros and cons for a firm sponsoring a stadium?
EXAM GRADING GUIDANCE
The learning objectives of this exam are to give you practice in writing with concision (expressing the greatest amount of information in the least amount of words) and in structuring an argument in good business writing style. The following elements will be roughly equally graded:
- Content and adequate research: Evidence of reasonable online research about the topic. That is, in developing your thinking you’ve read online articles about.
- Analysis: Considers the merits of different points of view and critically evaluates sources of information.
- Argumentation: Takes a clear position that is well defended while carefully considering the merits of the opposing point of view.
- Structure: Your paper should make your position clear from the outset; it should have good logic flow in the paper overall and well-structured paragraphs that begin with a conclusion then move to evidence and evaluation of the evidence for and against your conclusion.
- Style: Matches business writing style—clear opinion backed up by good evidence.
- As to references: Business writing doesn’t use footnotes or any other kind of references. However, as this is an academic exercise, please use the end note function in Word to document your sources. You can use any format of citation. Just list each source one time without repetition.
- Properly format your answers: 11-point Verdana font, one-inch margins on all sides. Single-spaced within paragraphs, double-spaced between paragraphs. Within each answer, it is important to organize your thoughts and break each answer properly into paragraphs. It should be possible to fully answer each question in less than one page in this format.
2. Bullet-point lists that essentially copy-type lecture notes or references without application, analysis and critical thinking (especially what is most important or most applicable) will get a low score. Please write in full sentences.
- Number your answers according to the questions posed.
Begin each answer on a new page and please use the question numbers provided.
Write your answer in well-organized paragraphs. You will do well if your answer is concise, expressing the maximum amount of meaning in the fewest amount of words and using correct marketing vocabulary. Please carefully select the information that is relevant to each question and organize your answer with the most-important points first.