Marketing

Table of Contents

1. Topic pack - Marketing - introduction
2. 4.1 The role of marketing - notes
3. 4.1 The role of marketing - questions
4. 4.2 Marketing Planning - notes
5. 4.2 Marketing planning - questions
6. 4.3 Product introduction - notes
7. 4.3 Product - questions
   1. Product life cycle & product portfolio- self-test
   2. Product - case study
   3. Product portfolio analysis - short answer questions
   4. Product branding - short answer questions
   5. Product positioning - short answer question
   6. Vorsprung durch Technik
   7. Branding - is it becoming a joke?
   8. Answering the call of nature in Lagos
   9. AOL rebrands as Aol
   10. 3D or Holographic TV - is the world ready to upgrade?
   11. Bratz fighting back
8. 4.3 Product - simulations and activities
9. 4.4 Price - notes
10. 4.4 Price - questions
11. 4.4 Price - simulations and activities
12. 4.4 Promotion - notes
13. 4.5 Promotion - questions
14. 4.6 Place (distribution) - notes
15. 4.7 International marketing - notes
16. 4.7 International marketing - questions
17. 4.8 E-commerce - notes
18. 4.8 E-commerce - questions
19. Printable version

Vorsprung durch Technik

Audi known for its catchphrase, progress through technology, is employing cutting edge marketing techniques to promote its new Audi A1 model. Audi's corporate strategy is to place itself firmly in the same premium brand category as its rivals such as Mercedes and BMW.

Read the articles:

• The strategy of the Audi A1 starts running
• A1 Augmented reality
• Spanish Mobile Advertising Campaign For Audi Sees 50,000 Impressions In A Matter Of Days

(you can do this in the windows below or follow the previous links to read the articles in a separate window) and then consider answers to the questions below.

Question 1

Describe the importance of innovation in the car market

Question 2

Outline Audi's marketing approaches for the Audi A1.

Question 3

Analyse the advantages and disadvantages for Audi if the demand for the Audi A1 exceeds production capacity.

Question 4

Evaluate the use of cutting edge marketing technologies to achieve Audi's corporate vision of "Audi: the number one premium brand,"