Corporate communication Final Review Questions with Complete Solutions Graded A+
3 views 0 purchase
Course
Corporate communication
Institution
Corporate Communication
Corporate communication Final Review Questions with Complete Solutions Graded A+
stakeholders - Answers groups with invested interest in the brand:
-consumers
-employees
-investors
-community
-competitors
-suppliers
-media
-government
Case Study: Google - Answers - China wanted to censor ...
Corporate communication Final Review Questions with Complete Solutions Graded A+
stakeholders - Answers groups with invested interest in the brand:
-consumers
-employees
-investors
-community
-competitors
-suppliers
-media
-government
Case Study: Google - Answers - China wanted to censor Google search results
- Google motto: "don't be evil"
- China was enormously important market that Google couldn't lose, but Google could not do business
there without censoring online info availability
- Google agreed; NGOs and US gov't freak out
- battle between providing censored information vs no information at all
Case Study: Galen Healthcare - Answers - Health care services organization
- specialty practices were taking over because of other groups joining GPOs
- Galen couldn't be a segmented supplier anymore; hired pros to prep Galen to join a GPO
- drafted a memo to the purchasing department
- the local purchasing departments never followed though b/c the memo was very impersonal and
Gunerson never made an effort to meet in person
Case Study: Sweet Leaf Tea - Answers - personable brand
- expanded their brand through sampling at music festivals
- partnered with Whole Foods to reach their target market
- connected to fans personally with CEOs at music festivals handing out drinks and maintaining a strong
FB presence
, - used virtual advertising for products
Case Study: Jet Blue - Answers -Feb 14, 2007 - Jet Blue didn't cancel flights ahead of time, leading to
passengers sitting in planes for 6-9 HOURS on the runway
-Planes were stranded on the runway and passengers -couldn't get off until they called buses
-Because of the disruption at JFK, hundreds of other flights around the country were messed up too
-
Case Study: Starbucks - Answers Didn't want to commit to fair trade coffee right away because of all the
additional possible implications
- Starbucks is defined as a socially responsible and ft coffee is a good objective but price and consumer
reaction were another concern
Case Study: Coors - Answers
Case Study: Westwood Publishing - Answers case study about layoffs
the management wanted the one guy, Cassidy, to take the heat for the layoffs
Case Study: Steelcase - Answers
Case Study: Disney "Disney's America" - Answers -Disney announced the building of a park right outside
Washinton, DC
-controversy around the park was damaging Disney's image
-DC was a good urban location for tourists, close to an airport, and off a highway interstate
-got the support of Virginia governor that needed economic growth
- upbeat news conference and press release
- references to having a historical American experience were taken out of context and exploited
-Gov. Allen promoted Disney's America so Virg. could be a tourist destination
- PEC (Piedmont Environmental Council) was the main opposition; argued that Disney's park would ruin
land that is a national treasure
- Eisner needed to weigh the cost of disappointing the governor and job-promises to the harm of the
vocal opposition on the Disney image
Case Study: Coca-Cola - Answers Pesticides found in Coke products in India
- coke and pepsi products banned in India
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller TutorJosh. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.99. You're not tied to anything after your purchase.
