Boots with 6-inch heels were a fashion rage among young Japanese women a few years ago. Several teens died after they tripped over their shoes and fractured their skulls. However, followers of the style claimed they were willing to risk twisted ankles, broken bones, bruised faces, and other dangers the platform shoes caused. One teenager said, “I’ve fallen and twisted my ankle many times, but they are so cute that I won’t give them up until they go out of fashion.” Many consumers around the world seem willing to suffer for the sake of fashion. Others argue that we are merely pawns in the hands of designers, who conspire to force unwieldy fashions down our throats.

What do you think?

What is and what should be the role of fashion in our society?

How important is it for people to be in style?

What are the pros and cons of keeping up with the latest fashions?

Do you believe that we are at the mercy of designers?

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Describe market segmentation and target marketing in a case scenario.

Using the information on the target market you learned from reading Chapters 6 and 8 in your text, original research on the Internet, and the various Learning Activities provided, read the scenario and respond to the checklist items in a business memo format.

Case Scenario: The product is a portable multimedia center, to be marketed in the U.S., called “Media Popup” and made by the startup company Porttron, Inc. The multimedia center is a glossy compact 10ʺ×12ʺ entertainment box. It includes a screen with optional additional screen extension that pops out of the right side; a computer keyboard that folds down; four surround-sound mini-speakers that can be adhered to any hard surface with the stick strips at the back of each speaker; and a subscription to streamed movies, music, and videos for 2 years — all for $499. It is available in three different colors (black, silver, and white).

Business Memo: You are a marketing assistant at Porttron, Inc. tasked with providing a business memo (i.e., an internal company document) to the U.S. executive management team of Porttron, Inc. concerning the checklist items provided below.

Write a minimum 500-word original business memo. In a concise manner, describe to executive management the data you will analyze to determine a potential market for this product. State your purpose in the opening paragraph and provide sufficient information to explain the required items. Finally, provide a concluding paragraph to summarize your suggestions.


Identify either a consumer or business market.
Describes a minimum of four (4) bases each for segmenting the market for at least one market (see Chapter 8).
Identify four (4) segmentation descriptors (e.g., if a company chose usage-rate segmentation they might decide between heavy and light users).
Explain your rationale for the four (4) segmentation descriptors for at least one market.
Describe a minimum of 4 factors of the target market.
Identify a marketing mix (product, place, promotion, price) for the product.

Sample Solution


Do research, analyze, Read the instruction and finish the following using bullet points (see the example I provide):

Kari Kokkonen’s pains:

Ville Nieminen’s pains:

Caverion’s pain reliever toward Kari:

Caverion’s pain reliever toward Ville:

Kari or Ville’s pains that Caverion can not solve:

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  1. Discuss the unique marketing characteristics a product or service requires based on the specific phase of the product life cycle.
  2. Discuss how the marketing mix will vary in relationship to the offering of a service and of a product.

Sample Solution


  1. Which of the following policy options would simultaneously increase interest rates and decrease output in an economy? (3)
    a) The central bank sells bonds through open market operations
    b) The central bank buys bonds through open market operations
    c) The government increases purchases of defence equipment
    d) The government increases the personal income tax rate
    e) The country’s exports fall and imports rise
    Explain your choice:
  2. Why is the Paradox of Thrift named that way? When is it applicable and what are its effects in certain economic situations? (3)
  3. Consider the following data: (4)
    Annual Price of Goods in a Consumer’s Basket
    Year Grubs Snars Jems Pols
    2000 $2 $1.50 $2.10 $1
    2001 $3 $2.50 $2.10 $1.75
    2002 $4 $4.90 $2.12 $2.00

a) If the bundle of goods that is purchased by a typical consumer in any given year is 5 Grubs, 10 Snars, 3 Jems and 2 Pols and 2000 is the base or reference year, what is the rate of inflation between 2000 and 2002?
b) For the same bundle of goods, if 2000 is the base year, what is the Consumer Price Index (CPI) in 2001?
Show and describe all work. Indicate what you are doing in each step – not just numbers please.

  1. Which of the following would cause the short-run Phillips curve to shift to the right? (3)
    a) A decrease in the price of oil
    b) An increase in the price of oil
    c) An increase in consumption spending
    d) An increase in net exports
    e) An increase in the cost of borrowing for investment
    Explain your choice and show why this happens including the effect on AD/SRAS by means of diagrams and words:
  2. Suppose the United States has no exports. The only imports of the US are 400 Mercedes Benz cars worth US$50,000 each from Germany. Germany has no imports and only exports those 400 cars to the US. Neither the US nor Germany trade with any

other countries or engage in any transactions with other countries. Which one of the following statements must be true? (3)
a) The US has a capital account deficit
b) Germany has a current account deficit
c) Germans are buying US assets
d) The exchange rate of USD per Euro must be > 1
e) None of the above
Explain your choice in detail:
What would be the value of US-Germany trade?

  1. Explain the savings = investment identity in terms of where and how investors get to borrow the funds that need for their projects. Start right at the beginning and indicate the flow of funds from households to investors. Use a diagram if needed. Who is the middleman or facilitator in all this? (6)
  2. Why was the multiplier so crucial to Keynes in The General Theory in terms of explaining how nations spend their way out of recessions? Explain carefully and completely. If R.F. Kahn had not invented the multiplier and Keynes had not used it, would The General Theory have had the same impact? Why or why not? Explain. (8)
  3. An investor is looking at building a factory to make gizmos. He estimates that it would cost $150,000 to build this factory from scratch. He reckons that his returns from the sale of gizmos would be $20,000 at the end of year 1, 35,000 in year 2, 40,000 in year 3, 60,000 in year 4 and 75,000 in year 5. The bank currently offers an interest rate of 8% on loans. The investor does his calculations and goes to present his proposal to the bank manager. Would the bank manager approve the loan? Why? Calculate the investor’s exact MEC? Make sure to show every step in the calculations to get full marks. Round off to whole numbers. (4)
  4. The table below shows data about the country of Costa Erica in 2011
    Total Population 30 million
    Population 15 years old and younger 5 million
    Working age population:
    Working at least 1 hour per week 20 million
    Not working and seeking work 1 million
    Not working and not seeking work 4 million

a) What is the LFPR of Costa Erica?
b) What is the unemployment rate in Costa Erica?
c) Suppose the nation’s economy improves in 2012, and now 1 million citizens, who were not looking for work in 2011, now begin to look for jobs in 2012. How will this affect the LFPR and the unemployment rate in 2012?
Show all working to get marks. (6)

  1. Syldavia is experiencing a severe recession. The government steps in and pumps money into the economy. This is phase one. At the end of phase one, the leader of Syldavia realizes that the pump-priming done by his finance minister was not enough to bring the economy around and so instructs the central bank governor to conduct expansionary monetary policy in phase 2 immediately. Select a tool that the central bank may use to do this and explain how it would work. Then show both effects on the same diagram, clearly indicating which is phase 1 and which is phase 2.
    If at the end of phase 1, and during phase 2, the wage rate falls in Syldavia, show on a separate diagram what the economy would look like at the end of phase 2. The question

calls for two diagrams. Anything more or less than this will result in zero marks. Explain what is happening in phase 1, phase 2a and phase 2b clearly. (4)

  1. Consider the following Balance of Payments data for Borduria. (all in $ billion)

Import of Services 25 Export of Goods 55
Inward Remittances 10 Returns to Foreigners for their holding of Financial Assets 15
Export of Services X Foreigners’ purchase of domestic property 5
Import of Goods 45 Returns to Domestic Holders of Foreign Financial Assets 10
Domestic purchases of Foreign Property 3 Domestic purchases of Foreign Financial Assets 14
Foreign Purchases of Domestic Financial Assets 8 Statistical Discrepancy 0
Net Addition/Subtraction of Foreign Reserves Y
Current Account Balance 10

Using the data above, carefully calculate X and Y, showing all steps in the calculations of X and Y. (4)

  1. Which of the following assets is the LEAST liquid? (2)
    A) a $50 bill
    B) a $50 gift certificate
    C) 100 shares of Microsoft stock
    D) an economics textbook
    Explain your choice in detail:

Sample Solution

Marketing, Digital and Social Strategies

Many digital and social media sites are widely used in marketing strategies.
Prepare a 10- to 15-slide presentation with detailed speaker’s notes and visuals elements.
Complete the following in your presentation:
Identify a company that could benefit from better use of social media.
Analyze at least 10 digital and social media channels and describe the strengths and weaknesses of each of these as a marketing tool for this company.
Design an online strategy that maximizes the use of some or all of the digital and social media channels, as appropriate, based on your team’s analysis.
Determine key performance indicators to measure the success of the online strategy.

Sample Solution


Is it socially irresponsible to issue credit cards to college students when you know both that current college students will have greater incomes in the future and that college students will use the cards irresponsibly?

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1) Define the marketing goals for the second phase of the Unleashed Dog Park promotional efforts.

2) How would the three-exposure hypothesis or recency theory apply to this advertising program in its initial stages? What about the second campaign after consumers are aware of the dog park?

3) Which traditional advertising media should the marketing team use for the second campaign? Discuss the pros and cons of each in terms of the Unleashed Dog Park campaign and the desire to stimulate trial usage.

4) How could social media and nontraditional media be used to supplement a traditional media campaign in this circumstance?

Sample Solution


Create an executive and company summary, a market analysis, a market strategy, an implementation strategy, financial statements and a financial report.

Sample Solution