|
"What
makes a good website?"
"How
does the brand positioning of Lotus compare to Skoda?"
"How
would you compete with Pepsi and Coca-Cola?"
These Internet Exercises are designed to make you think
about questions like these! Below we have provided exercises
to help you to explore marketing issues that apply to real
organisations. Each exercise relates to the issues and ideas
discussed in the corresponding chapter of the book. Click
on the menu below to choose a chapter, and follow the links
on each exercise to the websites of leading household names,
such as Gap, Sony Music, Gucci, Starbucks, and Nike. By
exploring their websites, you can learn more about their
strategies, branding and pricing decisions, and their approaches
to market segmentation and product differentiation. Try
to answer the questions in each exercise to apply your knowledge
and analyse global marketing in practice.
|
