Corporate communication Final Review Questions with Complete Solutions Graded A+
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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
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