1. What is product life cycle? Do you think Chuck Taylor was successfully reborn? 2. What is meant by an iconic brand? What is the risk of changing the product design of an iconic brand? Explain in the context of the Chuck Taylor All Star sneakers. 3. Would it be appropriate to call Converse a retro brand? Why or why not? 4. What is music sponsorship? Why did Converse leverage it? Was music sponsorship an appropriate marketing strategy for Converse? Why or why not? 5. Explain how marketing is changing with the evolution of new technologies such as virtual reality. Do you think such new technologies should be used for Converse' newly launched Thermo-Boots? Why or why not? 6. Discuss the future growth strategy for Converse. Do you think current strategies adopted by Converse including innovative marketing and product redesign can sustain its growth? Why or why not?

1. What is product life cycle? Do you think Chuck Taylor was successfully reborn? 2. What is meant by an iconic brand? What is the risk of changing the product design of an iconic brand? Explain in the context of the Chuck Taylor All Star sneakers. 3. Would it be appropriate to call Converse a retro brand? Why or why not? 4. What is music sponsorship? Why did Converse leverage it? Was music sponsorship an appropriate marketing strategy for Converse? Why or why not? 5. Explain how marketing is changing with the evolution of new technologies such as virtual reality. Do you think such new technologies should be used for Converse' newly launched Thermo-Boots? Why or why not? 6. Discuss the future growth strategy for Converse. Do you think current strategies adopted by Converse including innovative marketing and product redesign can sustain its growth? Why or why not?

MARKETING 2018

19th Edition

ISBN:9780357033753

Author:Pride

Publisher:Pride

Chapter18: Personal Selling And Sales Promotion

Section18.2: Mistine’s Mystique: Great Promotional Strategies

Problem 2C

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