5. shopper marketing

II. Essay Questions1. What is consumer-generated marketing? (10%)

What is consumer-engagement marketing? (10%)

Based on the main purpose, what is the major difference between these two? (10%)

Please discuss the possible reasons why My Warm Day breakfast restaurant is able to absorb the increase in costs. (10%)

Please discuss three appropriate price-increase strategies based on your concern and explain why. (15%)

3. The term "greenwashing" refers to the process which a company deceptively use green marketing as a means to create a false impression about their products and brands that are environmental friendly. Google recently announced that 2020 was the fourth consecutive year for the company achieving 100% renewable energy. Another tech giant, Apple, has also created a greener supply chain since 2007. Suppliers including Foxconn Technology Group and Taiwan Semiconductor Manufacturing Company (TSMC) should use renewable energy and reduce overall energy usage while decreasing carbon emissions.On the basis of environmentalism, please discuss in details about whether Google and Apple are truly guided by any given sustainable marketing principles that have been discussed in class or they are just greenwashing. (20%)

1. 品牌權益 (brand equity)

2. 永續行銷 (sustainable marketing)

3. 大數據 (big data)

4. 展示廳現象 (showrooming)

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