When Eric Kim came to Samsung in 1999, he realized that Samsung's basic problem lay in the brand's image. Describe the state of Samsung's brand image at that time and discuss the actions Kim took to fix the brand image problem
What will be an ideal response?
The Samsung brand was perceived to be inferior to other brands with comparable products. To dig out specific actionable issues, Kim conducted marketing research involving focus groups, depth interviews, and surveys of channel partners and customers. The research revealed that brand image was fuzzy and inconsistent from market to market. One reason was that it employed 55 ad agencies. Kim consolidated advertising and sponsored big-ticket events like the Salt Lake City Olympics in 2002, gaining quick, cost-effective global exposure.
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Which of the following statements about subpoenas is correct?
a. A subpoena can only be issued by agents of a grand jury or of the court. b. A subpoena is one of the two ways to gain access to difficult to obtain information. c. A subpoena must be signed by the chair of the grand jury. d. A subpoena's only purpose is to access difficult to obtain documents.
Which of the following statements is not an objective of discriminant analysis?
A) examination of whether significant differences exist among the groups, in terms of the criterion variables B) determination of which predictor variables contribute to most of the intergroup differences C) classification of cases to one of the groups based on the values of the predictor variables D) evaluation of the accuracy of classification
Answer the following statements true (T) or false (F)
1. The “wow” word of mouth can be just as valuable or even more valuable than negative word of mouth because it can be used as testimonials on the company’s website. 2. Service failures can be turned into service wows due to a positive service recovery and eventually those guests could be turned into evangelists. 3. Yellow and black flags is a system designed for airlines to notice possible service failures and to assign them yellow for caution, possible failure, and black for eminent failure. 4. Employees should be encouraged and even rewarded for soliciting and reporting service failures even if they are their own failure.
Which of the following is a method for measuring service quality?
A) SWOT analysis B) a market audit C) break-even analysis D) the critical incident technique E) market fulfillment