MANAGEMENT DECISION CASE Crafty Credit Card Competitor “Chases” Amex for Share of Millennials’ Wallets As noted in the chapter, an external positioning statement is not just about being able to describe how your product benefits the customer—it also needs to explain how your product is different from the competition. Chase’s “It’s not your father’s credit card” external positioning statement sums up in six words the idea that Chase is young while its competitors are old. The statement leads millennial consumers to consider what this card could do for them, beyond what their father’s card could. Amex’s positioning has always been that its card is for the successful professional— what would happen if Amex changed that positioning? (As a bonus, try to create a short external positioning phrase for Amex to use with millennials.)

MANAGEMENT DECISION CASE Crafty Credit Card Competitor “Chases” Amex for Share of Millennials’ Wallets As noted in the chapter, an external positioning statement is not just about being able to describe how your product benefits the customer—it also needs to explain how your product is different from the competition. Chase’s “It’s not your father’s credit card” external positioning statement sums up in six words the idea that Chase is young while its competitors are old. The statement leads millennial consumers to consider what this card could do for them, beyond what their father’s card could. Amex’s positioning has always been that its card is for the successful professional— what would happen if Amex changed that positioning? (As a bonus, try to create a short external positioning phrase for Amex to use with millennials.)

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter7: Consumer Buying Behavior

Section7.2: Campbell’s Soup Company Cooks Up New Marketing

Problem 2C

See similar textbooks

Similar questions

Choose any two main brands. Pick the category dominated bythese two main brands. Evaluate the positioning of eachbrand. Who are their target markets? What are their mainpoints-of-parity and points-of difference? Have they definedtheir positioning correctly? How might it be improved? Givesuggestions for improvement separately for each of thebrands.
Suppose you are the brand manager for ‘ZING”, an unscented deodorant shampoo aimed at Generation-X members. Sales of your product have been declining. Exploratory research suggests your brand is not price competitive. Outline a research plan that would provide you with the information you need to decide what to do. Explain why you selected certain methods and not other ones.
Chapter 9 also discusses brand image and productpositioning. Think about Ford and other automobilemanufacturers’ brand images. Then, construct a perceptual map that includes several automobile manufacturers that are targeting Millennials.
Market Positioning is an essential practice by all professional marketers. Understanding the perceptual map which helps managers display the perceptional locations of how customers view their offerings and those of its competitors. Recognizing the power of "market segmentation positioning" give an example of how a specific product has been "repositioned" in the marketplace for decades to come since the Global Pandemic of 2020. Defend your answer.
For each of these products—chocolate bars and cereals—describe how marketers can apply their knowledge of the differential threshold to packaging, pricing, and promotional claims during periods of (a) rising ingredient and materials costs and (b) increasing competition.
. Do you think the following market segmentation criteria listed below bring market opportunities to some product marketers? Are these segments viable for certain products? If so, identify them. Also, identify some leading brands currently positioned for people in these segments : People who are into fitness and working out and believe in total fitness lifestyle. Online shoppers who tend to be more affluent than average when compared to those who are online but don’t shop
To what extent would you agree to the claim that Deliveroo's has a market orientation? justify your stand points with reference to key Theory and application to Deliveroo's
As you start developing the marketing plan, you realize the product (iPad) and customer’s need must match. Customers are motivated to by products and services based on their personnal wants and needs. Research the products your selected company promotes. Choose 1 top product. Cutomer Target: Who is your primary cutomer target? (b) Explain the demographics and psychographic profile of your primary customer. (c) Consider if this target market will change and grow in the next decade. (d) Include this information in this section.Customer segments:Decide if the customer groups should be segmeted. (b) Renmember to segment based on homogenous and heterogenous groups. (c) It is important to make sure the groups are large enough to generate substantial revenue for the company.Product Position: Consider the images of your company and its 1 top product (iPad) (b) What positioning strategy will you incorporate into the plan? (c) Consider how you will position the product in the market. (d)…
Explain the difference between enculturation and acculturation. Discuss how marketers use these concepts to sell their products. Provide specific examples to illustrate your ideas. In replies to peers, discuss whether you agree or disagree with the examples provided and include additional examples that support your ideas. 250 words
Give an analysis of the marketing mix used for AEIV AGE Young's skin care products. What are its strongest points? Explain reasons for choice.
The news media reports a shocking fact from the Centers for DiseaseControl and Prevention (CDC): Bread is the number-one source ofsodium in the average American diet. In fact, most people get twiceas much sodium from bread and rolls as they do from a bag of saltysnacks such as chips or pretzels.29 Imagine that you are a marketer fora baking company whose main product lines are bread and rolls. Foryears, your company has focused on “heart-healthy” as a key claim.1. You have been assigned to create a new strategy and tacticsfor your firm’s Facebook page. Would you continue toemphasize the heart-healthy message? Would you refer tothe CDC study or ignore it?
Please answer this Simple question