Marketing Management

Project description
1.A major adult alcoholic-beverage marketer is considering introducing an adult soft drink that would be a socially acceptable substitute for alcohol.
What cultural factors could influence the introduction decision and subsequent marketing mix?

2.A person will tend to buy the brand in the product class whose image is most congruent with his or her self-image. Is a persons self-image a highly reliable predictor of his or her brand choice? Why or why not?

3. Describe the consumer market for briefcases, using the Seven Os
framework described in chapter 4.

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