UCA The Positioning and Strat

Making use of relevant academic concepts, discuss how elements of the marketing mix are being used as tactics to achieve the positioning of one of the following three brands within their competitive marketplace (choose only one). You are not being asked to recommend or propose new tactics.

  • Starbucks Coffee UK 
  • Apple iPhone 
  • ASOS clothes for women 

readings:

Core Textbook: – Kotler & Keller (2016): A Framework for Marketing Management 6th Edition

Keshav, S (2007). How to Read Academic Papers

Burmann, C., Jost-Benz, M., & Riley, N. (2009). Towards an identity-based brand equity model

C?t?lin, M. C., Andreea, P., & Adina, C. (2014). A holistic approach on internal marketing implementation

Urde, M., Baumgarth, C., & Merrilees, B. (2013). Brand orientation and market orientation—From alternatives to synergy

Edelman, D. C. (2010). Branding in the digital age

Hoyer, W. D. (1984). An examination of consumer decision making for a common repeat purchase product. Journal of consumer research, 11(3), 822-829.

Ramsøy, T. Z., & Skov, M. (2014). Brand preference affects the threshold for perceptual awareness. Journal of Consumer Behaviour, 13(1), 1-8.

Priester, J. R., Nayakankuppam, D., Fleming, M. A., & Godek, J. (2004). The A2SC2 model: The influence of attitudes and attitude strength on consideration and choice. Journal of Consumer Research, 30(4), 574-587.

Ritson. M (2021) Trust in Brands is illusory

Christiansen, L. (2011). Personal privacy and Internet marketing: An impossible conflict or a marriage made in heaven?. Business horizons, 54(6), 509-514.

Hassan, S. S., & Craft, S. H. (2005). Linking global market segmentation decisions with strategic positioning options. Journal of Consumer Marketing, 22(2), 81-89.

Berger, J., & Milkman, K. L. (2012). What makes online content viral?. Journal of marketing research, 49(2), 192-205

Coulter, K. S., & Coulter, R. A. (2010). Small sounds, big deals: Phonetic symbolism effects in pricing. Journal of Consumer Research, 37(2), 315-328.

Vanhuele, M., Laurent, G., & Dreze, X. (2006). Consumers’ immediate memory for prices. Journal of Consumer Research, 33(2), 163-172.

Schnack, A., Wright, M. J., & Holdershaw, J. L. (2020). An exploratory investigation of shopper behaviour in an immersive virtual reality store. Journal of Consumer Behaviour, 19(2), 182-195.

Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of advertising research, 40(3), 67-72.

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