2 marketing short answer questions

Business Finance

1. Debate question

Branding is not very important for startups and new businesses.

Marking guide

Makes at least 2 strong arguments in support of the topic [2 marks each]

Supports arguments for the topic with examples [1 mark]

Makes at least 2 strong arguments against the topic [2 marks each]

Supports arguments against the topic with examples [1 mark]

2. Essay question

You have been hired by Converse to serve as their brand manager in Australia. The brand’s key concern is building a strong relationship with their customers. Suggest four ideas in detail that you plan to adopt to brand the relationship with customers and build real engagement. Remember to give examples and justifications to support your proposed ideas.

Marking guide

Provides 4 excellent ideas on how to brand the relationship *(Judge this based on how practical the idea is. It can be from lecture slides, e.g. personalized marketing, gifting behavior, permission marketing etc., or the student’ s creative ideas) [2 Marks each]

Justifies ideas by showing how clearly each idea will lead to attitudinal and purchase loyalty [2 marks each]

Provides examples to support each idea [1 mark each]

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