International Business > QUESTIONS & ANSWERS > Questions and Answers >MANAGEMENT 514 International Business Management Unit 4 Exam (All)

Questions and Answers >MANAGEMENT 514 International Business Management Unit 4 Exam

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MANAGEMENT 514Cons Chapter 6 1.Discuss the success of L’Oréal’s slogan “Because I am worth it” over time, and how it has managed to connect with women. What is role of cosmetics in the ... way women of different ages look at themselves and define their self-concept and self-esteem? 2.Comment on the role of female celebrities in delivering L’Oréal’s brand message. How do you think the message of self-worth would be received by women if L’Oréal did not use celebrities in its marketing? 3.Discuss the appeal of the Age Perfect advertising campaign for the older women. Actress Helen Mirren insisted that her facial features, including wrinkles and age spots, were not to be air brushed or retouched. Do you think this strategy will work better than glossy and airbrushed campaigns? Chapter 7 1.Based on your understanding of the personality attributes influencing consumer behavior, describe how consumers identify themselves with the brand personality of Red Bull. What goal and values are the consumers of Red Bull trying to achieve? -Discuss how Red Bull can be considered a lifestyle brand. Looking at the diverse activities that Red Bull associates itself with, is there a single way to define the Red Bull lifestyle? Chapter 8 1.Describe Cream Silk’s promotion within the context of the multiattribute model: Which attribute(s) were central to the promotion and how does the model explain what the company was trying to accomplish with the “Human Hair Quartet?” What limitations might this model have for predicting consumer’s attitudes and purchase behavior towards Cream Silk? (Hint: Take a look at the Theory of Reasoned Action.) - 2.In contrast to the Cream Silk promotion, Old Spice used its characteristically quirky approach to persuade men to try its hair care products. The integrated campaign, “That’s the Power of Hair,” incorporated a popular Huey Lewis tune, an interactive Web site, and funny ads featuring animated hair. Discuss the type of message appeal and the Elaboration Likelihood Model route each campaign used. [Show More]

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