When Eric Kim came to Samsung in 1999, he realized that Samsung's basic problem lay in the brand's image. Describe the state of Samsung's brand image at that time and discuss the actions Kim took to fix the brand image problem
What will be an ideal response?
The Samsung brand was perceived to be inferior to other brands with comparable products. To dig out specific actionable issues, Kim conducted marketing research involving focus groups, depth interviews, and surveys of channel partners and customers. The research revealed that brand image was fuzzy and inconsistent from market to market. One reason was that it employed 55 ad agencies. Kim consolidated advertising and sponsored big-ticket events like the Salt Lake City Olympics in 2002, gaining quick, cost-effective global exposure.
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Which of the following statements regarding trusts in life insurance is NOT correct?
A) Life insurance proceeds may be handled by a trust. B) Trusts may be named as a beneficiary on behalf of a minor. C) The beneficiary is the person receiving the benefits from a trust. D) The grantee is the party that manages a trust."
______ refers to connecting directly with customers and handling the final sale of product and/or the delivery of services without the assistance of a channel intermediary.
A. Express distribution B. Direct distribution C. Indirect distribution D. Degree of sales support E. Accessible distribution