MKTG600-3T1 Mid-Term Exam Extra Credit Successful submissions to the following essay may result in up to 10 bonus points on your

mid-term. I will be reading your response carefully and will be very selective in assigning points to your answers. This means you will need to put a lot of effort into this assignment to receive credit. ESSAY Microsoft Xbox is moving into being a total entertainment console. It now offers the options to deliver TV content, in addition to games. You will need to research Xbox on the web to be able to answer the following questions correctly. Please use all relevant and available sources but do not refer to any classmates work. Suppose you are the Chief Marketing Officer of Xbox. Using all available information and concepts we covered in class, please address the following in an essay: 1. Describe Xboxs opportunity in TV? What steps has it taken to achieve this goal so far? a. Create a marketing objective that would address the TV opportunity you defined in question 1. Remember there are three parts of a marketing objective. b. Define 5-10 competitors of Xbox, one of each type: 1) brand competitor; 2) category competitor; 3) generic competitor. Explain why you chose the competitors and why you classified them into the type of competitor you chose. Make sure you include the competitors today, as well as competitors when entering the TV content market. c. Create a perceptual map of the competitors. Please make sure you i. Identify your axes: what differentiates you and your competitors ii. Plot your competitors on the map: based on features/benefits, value, etc. to customers d. Who is the core consumer target of Xbox today? Describe the target in terms of attitudes, behaviors and characteristics (ABCs). How will this change when Xbox moves into TV. e. Develop the future positioning statement for Xbox using the following structure: For (target audience), (brand name) is the

MKTG600-3T1

Mid-Term Exam Extra Credit

(frame of reference) that delivers (benefit/point of difference) because only (brand name) is (reason to believe). f. What are Xboxs current marketing strategies for each of the 5 Ps? Describe how they are meeting these strategies today. 2. How would you change Xboxs current marketing strategies to achieve the business goal of being a total entertainment console? Which of the 5 Ps would you change based on your answers above and why? What would you do differently to address your answer in question 1? 3. Sell me on why your answer to question 2 will allow Xbox to meet or exceed it's marketing objective you defined in question 1. Why should I give you $100 million to move forward with this plan? Please make sure to explain why you answered each question. Do not just list an answer or define concepts we discussed in class. Hand in: Word Document, 8-10 pages double-spaced. Due to me via email on 5/1/12, before 3:30pm (start of class). Please include you name, email address, title of the assignment and your UB ID on the top of the first page.

MKTG600-3T1

Mid-Term Exam Extra Credit