Question.2709 - W2 DISCUSSION PROMPTS: (respond to ONE)A) Identify a brand that you have purchased from before and liked. Discuss how the brand reflects specific personality traits of a target segment (think about which segment you're a part of), plus the reference groups and cultural values/influences. Then compare your post-purchase experience of the brand you liked to another brand where you experienced cognitive dissonance. What could they have done better to improve your post-purchase experience? How much impact do these areas have on your consumer behaviors with different brands? Justify why understanding the consumer behaviors is beneficial. B) Identify a retailer brand that you have purchased from before and liked. Identify the current marketing segmentation and differentiation strategies, plus relevant information about its market. Then identify a manufacturer brand (i.e., they only produce their own brand's products and sell them in B2B and/or B2C markets) that you think would be a good fit for a new strategic alliance with the retailer you like (e.g., The Disney Store and Lululemon; Pura Smart Fragrance Diffuser and Hotel Lobby Candle). Decide the most appropriate form of the partnership and the factors that would impact long-term success. Discuss the advantages and disadvantages both brands would receive from with the partnership (focus on their business model perspectives).
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