Theory Part: Define positioning and discuss its seven steps in the positioning process

Topic: Final Exam
Paper details:

* Use Firefox or other browser(s) approved by WTClass; have a secure Web connection. Do not use sites available at airports, bookstores, coffee shops, etc.

* There is no page limit in each question. Use double-space/Times New Roman/page numbers.

* Use headings and sub-headings; make Tables/Figures/Charts.

* If you answer more than two questions, I will grade the first two answers.

* Use data from Value Line, S&P Net Advantage, Yahoo Finance, American Customer Satisfaction Index, etc.

* Provide proper references (APA Style). References can be from the WSJ, FT, NYT, Fortune, Forbes, academic journals and periodicals.

* Do Not Copy and Paste and material and Text/Tables/Charts from the Internet; have your own value added. Also write in your own language. No points will be given for Copying from the Web.

* Be specific in your answers. No point will be given for just making basic generalizations.

Q 1.
a. Theory Part: Define positioning and discuss its seven steps in the positioning process and their applications to marketing strategy.

b. Application Part: From your assigned company, pick a product or a brand and discuss its positioning activities that cover the seven steps of positioning. Also use data and the analyst’s comments from ‘Value Line’ or ‘American Customer Satisfaction Index (ACSI)’.
Q 2.
a. Theory Part: Define and discuss (with examples) “common strategic traps” which firms can fall into during the shakeout period.
b. Application Part: Investigate and discuss your assigned firm and its strategic traps (problems and failures) which were encountered by the company during its evolutionary growth, corporate history, current situation. Also use analyst’sbpt comments from ‘Value Line’.

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