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Assignment 7: Goods and Services Marketing
The success of a product or a company in the marketplace is highly dependent on the target
markets ability to distinguish a given product from another. One way this is accomplished is
through branding. When it comes to branding, companies must make complex decisions that
will have a prolonged effect on the perception of the product and company in the marketplace.
In this discussion, you will discuss product placements based on brand name marketing in the
film industry.
Scenario:
Product placement deals have been a common practice in the film industry for quite some time,
but the focus on placing popular brands in movies and television shows was never as important
as it is today. To execute this Discussion, watch one of your favorite television shows or a
recent popular movie and discover a brand of a product that is featured in the plot of the story.
Pay close attention, sometimes it can be tricky to identify a popular brand being featured if your
mind is not consciously looking for it.
Directions to complete this Assignment:
● Read Chapter 10 in your textbook to understand how companies make branding
decisions.
● View marketing uses of branding. Download the transcript.
● Watch the video segment concerning Brand, Design, and Differentiation as discussed by Tom
Peters (Tom Peters Company ©1999-2014) to supplement your understanding of product
branding by Tom Peters-Filmed by BVO 2009 and now available via YouTube™ at:
Used by permission of Tom Peters. See www.tompeters.com for additional information.
Checklist: In 250 words or more, answer the following questions:
1. Identify the television show or recent movie you watched, and introduce the brand of a
consumer product that you found was featured in the plot of the story.
2. Discuss the type of consumer product (convenience, shopping, specialty, unsought) you
identified in the plot of the story. Explain your answer.
3. Discuss how the television show or movie increases or decreases the brand equity of
the product.
4. Describe the brand strategy of the product you identified within the plot of the story.
Directions for Submitting this Assignment:
Review the grading rubric below before beginning this activity. Respond in a Microsoft
Word document in a minimum of 250 words to the checklist items above using APA format
and citation style. Make sure to include an additional Title and references page.
For additional help with your writing and APA citation, please visit the Kaplan University
Writing Center accessed from the home area of this course. Save your Assignment titled
per the example (Ex: TAllen-MT219 Assignment-Unit 7.docx) and submit your file by
selecting the Unit 7: Assignment Dropbox by the end of Unit 7.
Unit 7 Assignment:
Goods and Services
Marketing
Content per Checklists
Answer provides
complete information
demonstrating analysis
and critical thinking in
response to the checklist
items.
Based on the reading of
Chapter 10 and the website
video segment, provides a
correct minimum response of
250 words to the following:
5. Identify the television
show or recent movie
you watched, and
introduce the brand of a
consumer product that
you found was featured
in the plot of the story.
2. Discuss the type of
consumer product
(convenience, shopping,
specialty, unsought) you
identified in the plot of
the story. Explain your
answer.
3. Discuss how the
television show or movie
increases or decreases
the brand equity of the
Percent
possible
100%
Points
possible
50
80%
10
10
10
Points
Earned
Comments
product.
10
4. Describe the brand
strategy of the product
you identified within the
plot of the story.
Subtotal:
Provides a complete
response in a minimum of
250 words to the checklist
items in a Word document
using correct grammar,
spelling, and APA format and
citation style and reference
page.
Your Assignment
Score:
80%
40
20%
10
Percent
100%
Total
Points
possible
50
…
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