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Students are expected to complete a number of readings for discussion in class based on the booklet Baumann, C. and Valentine, T. (2009)? Marketing In Focus: The Global Financial Crisis, Pearson Education Australia (see table below).
The individual assignment in Week 4 must be submitted in hard copy form to your tutor during your scheduled tutorial class. The assignment must also be submitted on line via turn-it-in. On line submission must be complete by 3pm Friday, 23/3/12.
This assignment should not exceed approx 150 words per question or 3 X A4 pages (exclusive of the list of references, attachments like appendices and exhibits)- typed with double line spacing using font Arial size 12, margins top/bottom 1.00″ and left/right 1.25″ (measurement in inches ? MS Word default). This will allow enough space for comments. Marks will be deducted for exceeding the number of pages. All assignments must be typed. This assignment is worth 10%.
You are not expected to type your responses to the additional reading assignments (see table below) and they will not be collected for assessment. However you are expected to complete the reading, have prepared answers and be prepared to participate in tutorials. The quality of the tutorials will depend on the quality of your own participation and contributions.
As a minimum it is expected that you will refer to sources (for each of the questions) in addition to your Global financial Crisis booklet. Additional instructions will be provided in tutorial must be proof-read before being handed in. Proof-read in this context means that the paper must have page numbering and have been subjected to a complete spell check and grammar check (use programs which are now widely available in word processing packages; read the paper yourself several times and possibly ask a friend/colleague to read it as well). A substantial amount of marks will be deducted for substantial levels of spelling and grammar mistakes.
Papers must be referenced using the APA Style. Marks will be deducted for failure to conform to this style. Students who are unclear about this referencing style should refer to the APA website:
3. The Lipstick Effect Pp 59 -63 Questions. Please note that the questions below vary in comparison to those provided in the booklet.
Questions
1. Think of cosmetic or personal product that you could do without during the GFC and decreased income. Did you discontinue using products, or did you switch to a cheaper brand? Explain why or why not.
2. Which luxury brands do you think will survive the GFC without substantial drops in sales. In other words which brands are crisis proof. Provide rationale and support for your recommendation.
3. Which brands do you think have grown strongly in the emerging markets and why?
4. Which brands do you think will be able to charge premium process beyond the GFC and why?
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