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MKT724 GDB 1 Solution and Discussion

MKT724 - Brand Management

zareen Cyberian's Gold last edited by
Total Marks 5
Starting Date Wednesday, January 15, 2020
Closing Date Monday, January 20, 2020
Status Open
Question Title Advertisement & Promotion
Question Description

Brand Management (MKT724)

Fall, 2019

Graded Discussion Board

Due Date: 20th January, 2020

Total Marks: 05

Topic: Advertisement & Promotion

Learning Outcome:

After attempting this GDB, students will know the role and importance of advertising

Point of Discussion:

Critically analyze why most of the marketers said that TV ads are weak medium for advertising?

Student’s Guide
1. Keep you discussion with the mentioned scenario and irrelevant answers and material will not be graded.
2. Be careful from those blogs who are promoting cheating culture among our students and killing their creativity and critical thinking. Answers copied from such blogs will be straightaway marked as zero. Similarly any relevant or irrelevant material copied from internet sources will get the same treatment. It can seriously damage your grades.
Note:

For acquiring the relevant knowledge, do not rely only on handouts but also watch the course video lectures and read additional material available online or in any other mode.

Important Instructions:

· Your discussion must be based on logical facts.

· The GDB will open and close on above specified date and time. Please note that no grace day or extra time will be given for posting comments on GDB.

· Use the font style “Times New Roman” and font size “12”.

· Your answer should be relevant to the topic i.e. clear and concise.

· Do not copy or exchange your answer with other students. Two identical / copied comments will be marked Zero (0) and may damage your grade in the course.

· Books, websites and other reading material may be consulted before posting your comments; but copying or reproducing the text from books, websites and other reading materials is strictly prohibited. Such comments will be marked as Zero (0) even if you provide references.

· You should post your answer on the Graded Discussion Board (GDB), not on the Moderated Discussion Board (MDB). Both will run parallel to each other during the time specified above. Therefore, due care will be needed.

· Obnoxious or ignoble answer should be strictly avoided.

· You cannot participate in the discussion after the due date via email.

· Questions / queries related to the content of the GDB, which may be posted by the students on MDB or via e-mail, will not be replied till the due date of GDB is over.

· For planning your semester activities in an organized manner, you are advised to view schedule of upcoming Assignments, Quizzes and GDBs in the overview tab of the course website on VU-LMS.

Note related to load shedding: Please be proactive

Dear students!

As you know that Post Mid-Term semester activities have started and load shedding problem is also prevailing in our country. Keeping in view the fact, you all are advised to post your activities as early as possible without waiting for the due date. For your convenience; activity schedule has already been uploaded on VULMS for the current semester, therefore no excuse will be entertained after due date of assignments, quizzes or GDBs.

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SAMPLE SOLUTION:
Question 1:
Analyze three key components of service brand and discuss which one plays more critical role in service brand development.
The role of customer as co-creators in service brand development. According to branding theory, strong brands are developed by means of a co-creation process that involves a number of players, especially brand consumers and brand managers. Thus, creating a successful brand involves more than just the production and delivery of an effective core product or service. Simmons
The role of leadership as change masters in service brand development. The perception of the brand as a strategic resource or asset implies that top management/leadership plays a decisive role in brand development. In fact, a firm’s corporate strategy may change, which, obviously, has consequences on its web of strategies, including the brand strategy. Thus, the brand as an intangible asset is not a static entity, but needs to be subject to changes in order to keep an organization’s position as a strong brand owner. Illustratively, when new competitors enter the market, an enterprise may need to change its brand promises accordingly in order to stay competitive.
The role of employees in service brand development. The important role of service employees in the delivery of services is evidenced in the service management literature particularly in relation to securing the required level of service quality in service processes. In past studies of service branding, the important role of service employees is recognised , as employees’ are assessed to be an important source of brand equity. In other words, the “quality” of the service personnel may be the factor that differentiates one service provider’s offerings from those of its competitors.
The coupling between these actors forms an interactive model of service brand development. So no single element is more important than other.
Question 2:
Is linear process model of service branding more suitable as compared to interactive circular
model for service brand development. Analyze which one is more comprehensive and applicable model considering today’s changing environment?
The interactive model of service brand development shows how three key actors of service branding, customers, service leadership and service employees, interact and thereby influence service brand development in individual service enterprises.
A set of models has been described in the research literature. Illustratively, Boyle (2007) suggests a process model of service brand co-creation. The model features a linear process of services branding, including five distinct stages. One key characteristic of the process is duality that implies that the process is twofold; one part is controlled by the service provider, the other is controlled by customers. Contrasting the linear characteristic, the interactive model suggested in this paper features a circular model, as the key actors form a relationship system. The essence is that there is no starting point of the service development process and no ending point. Illustratively, in order to obtain success in services branding, a service provider may start in the market (a market approach) by identifying the key requirements of customers’ and then adjust and develop products and services to meet their requirements as well as develop an appropriate communication mix in which brand slogans, messages, values and brand promises are incorporated. Similarly, employees may be a starting point by employing a service employee approach in services brand development by upgrading their service roles because their knowledge, skills, attitudes and actions represent the brand’s functional and emotional values (Kimpakorn and Toquer, 2009, 2010). Finally, the starting pointmay be service leadership by employing a management approach to brand development, as the top leadership team is responsible for and has the authority to develop competitive branding strategies (Tidd et al., 2005; Trott, 2005), which need to be aligned with the organisation’s vision and mission (Daft, 1999). Thus, the interactive service brand model, by being built from a systemic perspective in which several approaches may be applied, shows the benefits of applying a circular model to branding in contrast to a linear model of service brand development.
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@zareen said in EDU515 Assignment 2 Solution and Discussion:

Write a detailed note on plate tectonics of the Earth. Use diagrams related to the question.

Plate tectonics, theory dealing with the dynamics of Earth’s outer shell—the lithosphere—that revolutionized Earth sciences by providing a uniform context for understanding mountain-building processes, volcanoes, and earthquakes as well as the evolution of Earth’s surface and reconstructing its past continents and oceans.

5cdb0b21-a367-46b3-8550-5df448fc498d-image.png
© MinuteEarth (A Britannica Publishing Partner)

The concept of plate tectonics was formulated in the 1960s. According to the theory, Earth has a rigid outer layer, known as the lithosphere, which is typically about 100 km (60 miles) thick and overlies a plastic (moldable, partially molten) layer called the asthenosphere. The lithosphere is broken up into seven very large continental- and ocean-sized plates, six or seven medium-sized regional plates, and several small ones. These plates move relative to each other, typically at rates of 5 to 10 cm (2 to 4 inches) per year, and interact along their boundaries, where they converge, diverge, or slip past one another. Such interactions are thought to be responsible for most of Earth’s seismic and volcanic activity, although earthquakes and volcanoes can occur in plate interiors. Plate motions cause mountains to rise where plates push together, or converge, and continents to fracture and oceans to form where plates pull apart, or diverge. The continents are embedded in the plates and drift passively with them, which over millions of years results in significant changes in Earth’s geography.

The theory of plate tectonics is based on a broad synthesis of geologic and geophysical data. It is now almost universally accepted, and its adoption represents a true scientific revolution, analogous in its consequences to quantum mechanics in physics or the discovery of the genetic code in biology. Incorporating the much older idea of continental drift, as well as the concept of seafloor spreading, the theory of plate tectonics has provided an overarching framework in which to describe the past geography of continents and oceans, the processes controlling creation and destruction of landforms, and the evolution of Earth’s crust, atmosphere, biosphere, hydrosphere, and climates. During the late 20th and early 21st centuries, it became apparent that plate-tectonic processes profoundly influence the composition of Earth’s atmosphere and oceans, serve as a prime cause of long-term climate change, and make significant contributions to the chemical and physical environment in which life evolves.

For details on the specific effects of plate tectonics, see the articles earthquake and volcano. A detailed treatment of the various land and submarine relief features associated with plate motion is provided in the articles tectonic landform and ocean.

In essence, plate-tectonic theory is elegantly simple. Earth’s surface layer, 50 to 100 km (30 to 60 miles) thick, is rigid and is composed of a set of large and small plates. Together, these plates constitute the lithosphere, from the Greek lithos, meaning “rock.” The lithosphere rests on and slides over an underlying partially molten (and thus weaker but generally denser) layer of plastic partially molten rock known as the asthenosphere, from the Greek asthenos, meaning “weak.” Plate movement is possible because the lithosphere-asthenosphere boundary is a zone of detachment. As the lithospheric plates move across Earth’s surface, driven by forces as yet not fully understood, they interact along their boundaries, diverging, converging, or slipping past each other. While the interiors of the plates are presumed to remain essentially undeformed, plate boundaries are the sites of many of the principal processes that shape the terrestrial surface, including earthquakes, volcanism, and orogeny (that is, formation of mountain ranges).
A cross section of Earth’s outer layers, from the crust through the lower mantle.
A cross section of Earth’s outer layers, from the crust through the lower mantle.
Encyclopædia Britannica, Inc.

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