INSTRUCTIONS

1. Please submit your response (as a word/pdf file) to me by email by April 23, End of
2. There are FIVE Each of the five questions you answer is worth the same. (Suggested length per question: Around 1.5 – 2 pages, 11-point font, and single space.)
   • Page lengths are suggestive. Please use your judgment. Also, feel free to exceed the indicative page length to include any citations, tables, images
   • If you use information from the Internet or other external sources (books, articles, company literature ) to support your reasoning, please provide all such citations.
   • If some questions require you to make assumptions, please state
   • Please try to answer in a structured way (e.g., bullets with sub-headings) rather than in long paragraph/unstructured format (where the key points may get obscure).

1. C-D Maps/Branding: Assume that you are the country manager of “American Express” credit cards in Canada https://www.americanexpress.com/ca/en/credit-cards/#OurCreditCards.

Discuss using examples and appropriate assumptions any four practical applications of C-D (centrality- distinctiveness) maps that can be used by American Express to develop/execute their marketing strategy. [Note: If you are uncomfortable with the “American Express” brand (and the credit cards category), please feel free to pick any brand and any category that you are comfortable with. Please state (upfront) the brand and the category chosen].

2. Pricing: Imagine that you have been hired by Toyota Canada. Toyota is planning to launch a new electric car called “bZ4X” in 2022: https://www.toyota.ca/toyota/en/vehicles/future#/al/bz4x-2022. Based on the concepts learnt in the “Pricing” component of the course, develop a framework that you will adopt to determine Toyota’s pricing strategy for its “bZ4X” brand in Discuss all factors that you will consider and defend why.
3. Metrics: How do you think Google should measure the success of its product: “Google Nest Hub” https://store.google.com/ca/product/nest_hub_2nd_gen?hl=en-GB? Which of the conventional marketing metrics or digital marketing metrics will apply for “Google Nest Hub”? Given that, the category is novel; could you propose any other metrics that Google should track? Defend your choices.
4. Brand Equity: Think about your “dream job/role” that you are targeting over the next 3 to 5 years. Now, think about the health of your “personal brand”. To examine the health of your personal brand, use the four dimensions of the Y&R Brand Asset Valuator (BAV). How can you further improve your brand equity on each of these four dimensions of the BAV to make yourself ideal for the target dream job? [In addition to testing concepts, the question aims to help you think deeper regarding what your own personal “brand” is and how you can increase your own “brand equity”]. Please disguise any sensitive information. Your response will be treated in strict confidence. The response will be destroyed after the University mandated period of preserving exam answers for 1
5. Article Reflection: Please review the article below and provide a reflection of the The reflection should include a (i) summary of the key points of the article, (ii) critique or concerns you have regarding the ideas presented and (iii) potential applications of the ideas (presented in the article) to market products/services.
   • Article Name: MARKETING IN THE AGE OF
   • By: DAWAR, NIRAJ; BENDLE, Harvard Business Review. May/Jun2018, Vol. 96 Issue 3, p80-86. HBR database: Go to https://library.ucalgary.ca/az.php?s=8998 and click on “Business Source Complete” database. You can then search for the article within the “Business Source Complete” database.

CITATION