 Instructions

There are two sections in this examination.

Section A (questions 1-25): 25 Multiple choice questions of 1 point each. There is only one
correct alternative.

Section B (questions 26-30): 5 paragraph questions of 5 points each, based on the case, are
provided. There are points for both theory and application, but the majority of the points are
awarded for quality of answers and reference to the case.

A copy of the case is attached to each question in this section.

In the paragraph questions, please mark clearly which part your are answering.

Read the questions before attempting to answer them.

IMPORTANT: ANSWER THE QUESTIONS ASKED

Note: this is a closed book exam. No aids of any kind are permitted.

1 Question 1
Which one of the following statements is correct?

Select one alternative:

Only when a product has high quality does it provide value to the customer.

The selling price of a product is an important factor in determining the value of a product.

If there is a large difference between benefits and price, the consumer will experience value.

Value is something that is only important to people who have a limited income.

Maximum marks: 1

1/17
2 Question 2
Which of the following statements is NOT true of marketing?

Select one alternative:

Marketing involves building long-term, mutually rewarding relationships with customers.

Marketing focuses primarily on selling goods, services, and/or ideas to customers.

Marketing focuses on practices that deliver value and benefits to customers.

Marketing employs the combined use of communication, distribution, and pricing strategies.

Maximum marks: 1

3 Question 3
A sales orientation is common for businesses selling products or services in which of the
following?

Select one alternative:

Situations that convince people to buy products they do not want

Situations when intermediaries do not push manufacturers’ products

Highly competitive markets

Markets with a low level of competition

Maximum marks: 1

2/17
4 Question 4

Which of the following activities is NOT required to achieve a market orientation?

Select one alternative:

Obtaining information about customers and competitors

Employing a high-quality sales force to aggressively promote goods and services

Examining information about markets from a business perspective

Determining and implementing actions to provide and deliver added value to customers

Maximum marks: 1

5 Question 5
Which of the following is the goal of strategic planning?

Select one alternative:

Long-term expansion and innovation

Long-term profitability and growth

Short-term profitability and growth

Short-term employment gains

Maximum marks: 1

3/17
6 Question 6
Which of the following statements is a difference between buyers in consumer markets and
buyers in business markets?

Select one alternative:

Buyers in consumer markets tend to be insensitive to price, while buyers in business

markets are very particular about price.

Buyers in consumer markets approach purchasing more informally, while buyers in

business markets approach purchasing more formally.

Buyers in consumer markets generate less stable demand trends, while buyers in business
markets generate more stable demand trends.

Buyers in consumer markets involve more people in a single purchase decision, while
buyers in business markets involve less people in a single purchase decision.

Maximum marks: 1

7 Question 7
In the context of SWOT analysis, which of the following can be considered a strength of an
organization?

Select one alternative:

Superior production technology

Increased taxes on products

A new unserved market

Easily imitated products and services

Maximum marks: 1

4/17
8 Question 8
Junet is an Internet service provider based in Science Park, Jönköping. They have completed a
market segmentation process, identifying entrepreneurial businesses one of the potential
segments. For it to be regarded as a segment, it is important that it be ___________.

Select one alternative:

substantial, identifiable and accessible

profitable, reasonable and professional

local, measurable and convenient

actionable, profitable and active

Maximum marks: 1

9 Question 9
What key business component is defined by the examination of essential statistics about
individuals, including age, race, ethnicity, and location?

Select one alternative:

Component lifestyle

Social networking

Social marketing

Demography

Maximum marks: 1

5/17
10 Question 10
Which of the following is true of outsourcing?

Select one alternative:

It reduces productivity and revenue growth.

Firms can face production delays due to faulty parts.

It increases energy costs in the company's home country.

It reduces corporate growth.

Maximum marks: 1

11 Question 11
Which of the following statements is true of postpurchase behavior?

Select one alternative:

Consumers expect certain outcomes from a product after making a purchase.

Consumers tend to increase dissonance by justifying their purchase decision

Marketers encourage customers to have doubts even after they purchase a product.

Communication with consumers does not help in reducing cognitive dissonance

Maximum marks: 1

6/17
12 Question 12
Which of the following statements is true of relationship marketing?

Select one alternative:

Business suppliers use social networking sites sparingly as these sites discourage
businesses from shopping for all their needs.

Relationship marketing has become more important than before because competition has
become more intense.

Loyal customers are less profitable than those who are price sensitive and perceive no
difference among brands or suppliers

For many suppliers, retaining their current customers has become a secondary focus in
relationship marketing.

Maximum marks: 1

13 Question 13
Which of the following is the purpose of market segmentation?

Select one alternative:

Eliminate the need for developing marketing objectives

Divide a market into submarkets of equal size and equal number of customers

Enable a marketer to tailor marketing mixes to meet the needs of one or more specific
segments

Change consumer attitudes and beliefs toward a product

Maximum marks: 1

7/17
14 Copy of Question 14
In 2018, the Tesla Model S started to get noticed as an electric car. Even though it was gaining
popularity, still needed to convince customers that it will function, and it is practical. The
environment was changing continuously enabling some stability for Tesla, since more electric
charging points were available, and more and more people were getting used to the idea of using
instead electric cars. In which stage of the Product Life Cycle was Tesla Model S during this
period?

Select one alternative:

Introductory stage

Growth stage

Decline stage

Maturity stage

Maximum marks: 1

15 Question 15
The most important use of marketing research is which of the following?

Select one alternative:

It helps managers eliminate the use of big data for data analysis.

It can help managers serve both current and future customers accurately and efficiently

It helps managers focus on quantity rather than quality of products.

It can help managers ensure that secondary data do not influence marketing decisions.

Maximum marks: 1

8/17
16 Question 16
Red Bull is best known for its energy drinks. Years ago, when it decided to expand its business
activities and operations into media to create TV shows, magazines, books, and music, it was
gearing up to offer which of the following?

Select one alternative:

Product line extensions

New product lines

Discontinuous innovations or new-to-the-world products

Repositioned products

Maximum marks: 1

17 Question 17
Sabina created her own clothing business. During her development phase, she decided to have
only an online store. Which of the following is a key advantage to remaining all online?

Select one alternative:

No physical store is needed, therefore lower costs

One-on-one attention to customers

A tangible experience

More products are available for purchase

Maximum marks: 1

9/17
18 Question 18
Nissan has launched a new sport utility vehicle (SUV). Its advertising firm develops a marketing
message and places advertisements on leading websites, social media, and streaming platforms
to inform consumers about the new SUV and its various features. In the context of the
communication process, Nissan is which of the following?

Select one alternative:

Sender

Encoder

Receiver

Decoder

Maximum marks: 1

19 Question 19
Personal selling is more important than advertising and sales promotion if the products being sold
are which of the following?

Select one alternative:

Of a low value

Standardized

New and require explanation

Popular with consumers

Maximum marks: 1

10/17
20 Copy of Question 20
Medical technologies AB manufacture very complex medical equipment. Which of the following
marketing channel intermediaries would they not use?

Select one alternative:

Industrial distributors

Agents

Brokers

Retailers

Maximum marks: 1

21 Question 21
Strategic Planning is the process of creating and maintaining a fit between your objectives and
resources AND..

Select one alternative:

Evolving market opportunities

Logistical supply chains

Target audience lifestyles

Reducing sender receiver dissonance

Maximum marks: 1

11/17
22 Question 22
StylingYou, a fashion designing company, organizes an online contest. Participants need to
design outfits for women. The designs are to be posted on a social media website where
members can vote and provide feedback. Based on the votes, StylingYou. would announce the
winner and also offer a job at its firm. In this scenario, Wennel Inc. is involved in ________.

Select one alternative:

tagging

blogging

crowdsourcing

brandjacking

Maximum marks: 1

23 Question 23
. Which of the following statements is true of markets?

Select one alternative:

They influence consumers to buy products they do not need

They are mostly digital

They have only existed since 1998

They are composed of people or organizations

Maximum marks: 1

12/17
24 Question 24
Santa Maria TexMex food products are about to launch a new product line with Indian food
products including bread, spice mixes and sauces. The market is competitive and highly price
sensitive, so you decide to launch the products at a lower price than the competitors, hoping that
this will help you to gain market shares quickly. What is this pricing method called?

Select one alternative:

Market penetration pricing

Market skimming pricing

Good-value pricing

Captive share-product pricing

Maximum marks: 1

25 Question 25
Lxygolv AB is a flooring organisation that manufactures and retails flooring and floor coverings
(like mats) for individuals and consumers. They have decided to also start offering to fit the
flooring (when the customer purchases the flooring). For Lyxgolv AB this is an example of a
________ strategy.

Select one alternative:

diversification

market penetration

market development

product development

Maximum marks: 1

13/17
 Case Study

Nintendo is a valuable brand in the gaming industry, known for popular games like Mario,
Pokemon, and The Legend of Zelda. With a market capitalization of $49.97 billion, Nintendo has a
strong presence in the market. Nintendo has built a household brand name through its marketing
strategies and how it continues to shape the future of the gaming industry. As the gaming industry
continues to evolve, digital marketing has become an essential component of brand promotion.
Nintendo’s marketing strategy focuses on understanding its target audience and delivering tailored
advertising campaigns through various marketing channels. Extensive market research and
analysis inform Nintendo’s product positioning and content strategy, ensuring that the brand
remains relevant and engaging.

Nintendo’s marketing strategy is centered around understanding its target audience and delivering
tailored advertising campaigns. The company’s strong brand identity and unique gaming
experiences have helped it establish a dominant position in the gaming industry. Nintendo’s
success lies in its ability to adapt to market trends and leverage digital marketing channels
effectively. Extensive market research and analysis drive Nintendo’s product positioning and
content strategy. The company utilizes a multi-channel distribution strategy to ensure its products
are readily available to customers.

The latest addition to Nintendo’s impressive lineup was the Nintendo Switch, a revolutionary
gaming console that offers both handheld and home console gaming experiences in one device.
With its versatile design and extensive library of games, the Nintendo Switch has become a
favorite among gamers of all ages. Launched in 2017 the device has been the biggest selling
games console worldwide with almost 150 million sold. Easily outselling the more expensive
consoles such as Sony’s Playstation and Microsoft’s Xbox. Nintendo even launched a mobile only
version, the Switch Lite which is cheaper but can’t be played on a TV.

Nintendo’s marketing strategy is designed to cater to a wide range of audiences, encompassing

both casual and serious gamers. The brand has successfully appealed to the nostalgia of older
gamers who grew up playing iconic titles like Mario, while also captivating younger gamers with
innovative gaming experiences. Understanding the demographics and preferences of its target
audience is of utmost importance for Nintendo’s marketing efforts.

14/17
 Nintendo has target both casual and more serious gamers with their marketing. Families have
been one of their core targets with simple games designed for everyone ensuring that parents and
children can play and have fun together. Iconic characters copyrighted by Nintendo such as Mario,
Link and Donkey Kong have ensured that their most popular games are only playable on Nintendo.
Games such as Mario Kart and Mario Party allow families and friends to sit together and have fun
while single players can spend months adventuring alone in a Zelda game. Games can be
purchased both as digital downloads through the Nintendo e-shop but also can also be purchased
as physical copies in many retailers.

In 2025 they are going to launch a brand-new console. It’s still top secret and will be an updated
version of the Switch but also have brand new features that level up the Nintendo gaming
experience. Nintendo have identified you as the perfect person to lead the launch of the new
console at a national level and will allow you to do this in a country of your choice!

They don’t care if you know anything about video games, they want you for your marketing
expertise and knowledge. They tell you: tell us the country you want to work in and we will
make it happen. But first you must do an interview with one of their lead games designers who
doesn’t know anything about marketing. Impress this creative with your marketing knowledge so
that you get the job. Make sure that you help him understand through answering his questions and
use the case to support your answers.

26 Question 26
Question 1

Explain to the game designer what marketing and branding is from your perspective (2 marks).

Explain the differences between a sales and marketing orientation. Refer to the case to help him
understand (3 marks).

Please indicate clearly which part of the question you are answering.

Fill in your answer here

Maximum marks: 5

15/17
27 Question 27
Question

The games designer is curious about the country you will operate in.
He wants you to explain what market segmentation is (1 mark)
How would you segment the market in your country of choice in terms of national culture,
demographics and psychographics to launch the new console to two target audiences. Describe
two potential audiences you would target using these segmentation variables (4 marks)

Fill in your answer here

Maximum marks: 5

28 Question 28
Question 3
The Games Designer is confused by the terms he has heard, B2C and B2B. Explain what they
are, the differences and which applies to the new console launch (2 marks).
He asks what a marketing mix is and how you would use it to help make the new console launch
a success (3 marks)

Please indicate clearly which part of the question you are answering.
Fill in your answer here

Maximum marks: 5

16/17
29 Question 29

The Games Designer says that you are both digital experts but you know much more about
marketing which includes both analogue and digital.
He wants to know what Integrated Marketing Communications is and how traditional analogue
marketing is used alongside digital marketing in IMC (2 marks).
Describe one of each (one analogue and one digital tool/platform) that you would use, including
their strengths and weaknesses. and why will these help make the new console launch a
success? (3 marks).

Please indicate clearly which part of the question you are answering.
Fill in your answer here

Maximum marks: 5

30 Question 30
Finally, the Games Designer has an idea despite being clueless about marketing. He says
should we launch a Nintendo Retail Store in the country you will work in? Tell him yes or no,
explaining and justifying your choice (5 marks).

(Note: Either yes or no can be a good answer. There are many angles you can take here
including aspects such as the national culture, branding, services marketing, relationship
marketing, the macro/external environment, current trends, demographics, the product,
consumer behaviour, products, diffusion and so on).

Fill in your answer here

Maximum marks: 5

17/17
Document 2
Attached
Nintendo is a valuable brand in the gaming industry, known for popular games like Mario,
Pokemon, and The Legend of Zelda. With a market capitalization of $49.97 billion, Nintendo
has a strong presence in the market. Nintendo has built a household brand name through its
marketing strategies and how it continues to shape the future of the gaming industry. As the
gaming industry continues to evolve, digital marketing has become an essential component
of brand promotion. Nintendo’s marketing strategy focuses on understanding its target
audience and delivering tailored advertising campaigns through various marketing channels.
Extensive market research and analysis inform Nintendo’s product positioning and content
strategy, ensuring that the brand remains relevant and engaging.

Nintendo’s marketing strategy is centered around understanding its target audience and
delivering tailored advertising campaigns. The company’s strong brand identity and unique
gaming experiences have helped it establish a dominant position in the gaming industry.
Nintendo’s success lies in its ability to adapt to market trends and leverage digital marketing
channels effectively. Extensive market research and analysis drive Nintendo’s product
positioning and content strategy. The company utilizes a multi-channel distribution strategy
to ensure its products are readily available to customers.

The latest addition to Nintendo’s impressive lineup was the Nintendo Switch, a
revolutionary gaming console that offers both handheld and home console gaming
experiences in one device. With its versatile design and extensive library of games,
the Nintendo Switch has become a favorite among gamers of all ages. Launched in 2017 the
device has been the biggest selling games console worldwide with almost 150 million sold.
Easily outselling the more expensive consoles such as Sony’s Playstation and Microsoft’s
Xbox. Nintendo even launched a mobile only version, the Switch Lite which is cheaper but
can’t be played on a TV.
Fig. 1. Nintendo Switch, OLED version & Nintendo Switch Lite

Nintendo’s marketing strategy is designed to cater to a wide range of audiences,

encompassing both casual and serious gamers. The brand has successfully appealed to the
nostalgia of older gamers who grew up playing iconic titles like Mario, while also captivating
younger gamers with innovative gaming experiences. Understanding the demographics and
preferences of its target audience is of utmost importance for Nintendo’s marketing efforts.

Nintendo has target both casual and more serious gamers with their marketing. Families
have been one of their core targets with simple games designed for everyone ensuring that
parents and children can play and have fun together. Iconic characters copyrighted by
Nintendo such as Mario, Link and Donkey Kong have ensured that their most popular games
are only playable on Nintendo. Games such as Mario Kart and Mario Party allow families and
friends to sit together and have fun while single players can spend months adventuring
alone in a Zelda game. Games can be purchased both as digital downloads through the
Nintendo e-shop but also can also be purchased as physical copies in many retailers.
Figure 2: Nintendo Switch Games

In 2025 they are going to launch a brand-new console. It’s still top secret and will be an
updated version of the Switch but also have brand new features that level up the Nintendo
gaming experience. Nintendo have identified you as the perfect person to lead the launch of
the new console at a national level and will allow you to do this in a country of your choice!

They don’t care if you know anything about video games, they want you for your marketing
expertise and knowledge. They tell you: tell us the country you want to work in and we will
make it happen. But first you must do an interview with one of their lead games designers
who doesn’t know anything about marketing. Impress this creative with your marketing
knowledge so that you get the job. Make sure that you help him understand through
answering his questions and use the case to support your answers.
Question 26
Attached
Nintendo is a valuable brand in the gaming industry, known for popular games like Mario,
Pokemon, and The Legend of Zelda. With a market capitalization of $49.97 billion, Nintendo
has a strong presence in the market. Nintendo has built a household brand name through its
marketing strategies and how it continues to shape the future of the gaming industry. As the
gaming industry continues to evolve, digital marketing has become an essential component
of brand promotion. Nintendo’s marketing strategy focuses on understanding its target
audience and delivering tailored advertising campaigns through various marketing channels.
Extensive market research and analysis inform Nintendo’s product positioning and content
strategy, ensuring that the brand remains relevant and engaging.

Nintendo’s marketing strategy is centered around understanding its target audience and
delivering tailored advertising campaigns. The company’s strong brand identity and unique
gaming experiences have helped it establish a dominant position in the gaming industry.
Nintendo’s success lies in its ability to adapt to market trends and leverage digital marketing
channels effectively. Extensive market research and analysis drive Nintendo’s product
positioning and content strategy. The company utilizes a multi-channel distribution strategy
to ensure its products are readily available to customers.

The latest addition to Nintendo’s impressive lineup was the Nintendo Switch, a
revolutionary gaming console that offers both handheld and home console gaming
experiences in one device. With its versatile design and extensive library of games,
the Nintendo Switch has become a favorite among gamers of all ages. Launched in 2017 the
device has been the biggest selling games console worldwide with almost 150 million sold.
Easily outselling the more expensive consoles such as Sony’s Playstation and Microsoft’s
Xbox. Nintendo even launched a mobile only version, the Switch Lite which is cheaper but
can’t be played on a TV.
Fig. 1. Nintendo Switch, OLED version & Nintendo Switch Lite

Nintendo’s marketing strategy is designed to cater to a wide range of audiences,

encompassing both casual and serious gamers. The brand has successfully appealed to the
nostalgia of older gamers who grew up playing iconic titles like Mario, while also captivating
younger gamers with innovative gaming experiences. Understanding the demographics and
preferences of its target audience is of utmost importance for Nintendo’s marketing efforts.

Nintendo has target both casual and more serious gamers with their marketing. Families
have been one of their core targets with simple games designed for everyone ensuring that
parents and children can play and have fun together. Iconic characters copyrighted by
Nintendo such as Mario, Link and Donkey Kong have ensured that their most popular games
are only playable on Nintendo. Games such as Mario Kart and Mario Party allow families and
friends to sit together and have fun while single players can spend months adventuring
alone in a Zelda game. Games can be purchased both as digital downloads through the
Nintendo e-shop but also can also be purchased as physical copies in many retailers.
Figure 2: Nintendo Switch Games

In 2025 they are going to launch a brand-new console. It’s still top secret and will be an
updated version of the Switch but also have brand new features that level up the Nintendo
gaming experience. Nintendo have identified you as the perfect person to lead the launch of
the new console at a national level and will allow you to do this in a country of your choice!

They don’t care if you know anything about video games, they want you for your marketing
expertise and knowledge. They tell you: tell us the country you want to work in and we will
make it happen. But first you must do an interview with one of their lead games designers
who doesn’t know anything about marketing. Impress this creative with your marketing
knowledge so that you get the job. Make sure that you help him understand through
answering his questions and use the case to support your answers.
Question 27
Attached
Nintendo is a valuable brand in the gaming industry, known for popular games like Mario,
Pokemon, and The Legend of Zelda. With a market capitalization of $49.97 billion, Nintendo
has a strong presence in the market. Nintendo has built a household brand name through its
marketing strategies and how it continues to shape the future of the gaming industry. As the
gaming industry continues to evolve, digital marketing has become an essential component
of brand promotion. Nintendo’s marketing strategy focuses on understanding its target
audience and delivering tailored advertising campaigns through various marketing channels.
Extensive market research and analysis inform Nintendo’s product positioning and content
strategy, ensuring that the brand remains relevant and engaging.

Nintendo’s marketing strategy is centered around understanding its target audience and
delivering tailored advertising campaigns. The company’s strong brand identity and unique
gaming experiences have helped it establish a dominant position in the gaming industry.
Nintendo’s success lies in its ability to adapt to market trends and leverage digital marketing
channels effectively. Extensive market research and analysis drive Nintendo’s product
positioning and content strategy. The company utilizes a multi-channel distribution strategy
to ensure its products are readily available to customers.

The latest addition to Nintendo’s impressive lineup was the Nintendo Switch, a
revolutionary gaming console that offers both handheld and home console gaming
experiences in one device. With its versatile design and extensive library of games,
the Nintendo Switch has become a favorite among gamers of all ages. Launched in 2017 the
device has been the biggest selling games console worldwide with almost 150 million sold.
Easily outselling the more expensive consoles such as Sony’s Playstation and Microsoft’s
Xbox. Nintendo even launched a mobile only version, the Switch Lite which is cheaper but
can’t be played on a TV.
Fig. 1. Nintendo Switch, OLED version & Nintendo Switch Lite

Nintendo’s marketing strategy is designed to cater to a wide range of audiences,

encompassing both casual and serious gamers. The brand has successfully appealed to the
nostalgia of older gamers who grew up playing iconic titles like Mario, while also captivating
younger gamers with innovative gaming experiences. Understanding the demographics and
preferences of its target audience is of utmost importance for Nintendo’s marketing efforts.

Nintendo has target both casual and more serious gamers with their marketing. Families
have been one of their core targets with simple games designed for everyone ensuring that
parents and children can play and have fun together. Iconic characters copyrighted by
Nintendo such as Mario, Link and Donkey Kong have ensured that their most popular games
are only playable on Nintendo. Games such as Mario Kart and Mario Party allow families and
friends to sit together and have fun while single players can spend months adventuring
alone in a Zelda game. Games can be purchased both as digital downloads through the
Nintendo e-shop but also can also be purchased as physical copies in many retailers.
Figure 2: Nintendo Switch Games

In 2025 they are going to launch a brand-new console. It’s still top secret and will be an
updated version of the Switch but also have brand new features that level up the Nintendo
gaming experience. Nintendo have identified you as the perfect person to lead the launch of
the new console at a national level and will allow you to do this in a country of your choice!

They don’t care if you know anything about video games, they want you for your marketing
expertise and knowledge. They tell you: tell us the country you want to work in and we will
make it happen. But first you must do an interview with one of their lead games designers
who doesn’t know anything about marketing. Impress this creative with your marketing
knowledge so that you get the job. Make sure that you help him understand through
answering his questions and use the case to support your answers.
Question 28
Attached
Nintendo is a valuable brand in the gaming industry, known for popular games like Mario,
Pokemon, and The Legend of Zelda. With a market capitalization of $49.97 billion, Nintendo
has a strong presence in the market. Nintendo has built a household brand name through its
marketing strategies and how it continues to shape the future of the gaming industry. As the
gaming industry continues to evolve, digital marketing has become an essential component
of brand promotion. Nintendo’s marketing strategy focuses on understanding its target
audience and delivering tailored advertising campaigns through various marketing channels.
Extensive market research and analysis inform Nintendo’s product positioning and content
strategy, ensuring that the brand remains relevant and engaging.

Nintendo’s marketing strategy is centered around understanding its target audience and
delivering tailored advertising campaigns. The company’s strong brand identity and unique
gaming experiences have helped it establish a dominant position in the gaming industry.
Nintendo’s success lies in its ability to adapt to market trends and leverage digital marketing
channels effectively. Extensive market research and analysis drive Nintendo’s product
positioning and content strategy. The company utilizes a multi-channel distribution strategy
to ensure its products are readily available to customers.

The latest addition to Nintendo’s impressive lineup was the Nintendo Switch, a
revolutionary gaming console that offers both handheld and home console gaming
experiences in one device. With its versatile design and extensive library of games,
the Nintendo Switch has become a favorite among gamers of all ages. Launched in 2017 the
device has been the biggest selling games console worldwide with almost 150 million sold.
Easily outselling the more expensive consoles such as Sony’s Playstation and Microsoft’s
Xbox. Nintendo even launched a mobile only version, the Switch Lite which is cheaper but
can’t be played on a TV.
Fig. 1. Nintendo Switch, OLED version & Nintendo Switch Lite

Nintendo’s marketing strategy is designed to cater to a wide range of audiences,

encompassing both casual and serious gamers. The brand has successfully appealed to the
nostalgia of older gamers who grew up playing iconic titles like Mario, while also captivating
younger gamers with innovative gaming experiences. Understanding the demographics and
preferences of its target audience is of utmost importance for Nintendo’s marketing efforts.

Nintendo has target both casual and more serious gamers with their marketing. Families
have been one of their core targets with simple games designed for everyone ensuring that
parents and children can play and have fun together. Iconic characters copyrighted by
Nintendo such as Mario, Link and Donkey Kong have ensured that their most popular games
are only playable on Nintendo. Games such as Mario Kart and Mario Party allow families and
friends to sit together and have fun while single players can spend months adventuring
alone in a Zelda game. Games can be purchased both as digital downloads through the
Nintendo e-shop but also can also be purchased as physical copies in many retailers.
Figure 2: Nintendo Switch Games

In 2025 they are going to launch a brand-new console. It’s still top secret and will be an
updated version of the Switch but also have brand new features that level up the Nintendo
gaming experience. Nintendo have identified you as the perfect person to lead the launch of
the new console at a national level and will allow you to do this in a country of your choice!

They don’t care if you know anything about video games, they want you for your marketing
expertise and knowledge. They tell you: tell us the country you want to work in and we will
make it happen. But first you must do an interview with one of their lead games designers
who doesn’t know anything about marketing. Impress this creative with your marketing
knowledge so that you get the job. Make sure that you help him understand through
answering his questions and use the case to support your answers.
Question 29
Attached
Nintendo is a valuable brand in the gaming industry, known for popular games like Mario,
Pokemon, and The Legend of Zelda. With a market capitalization of $49.97 billion, Nintendo
has a strong presence in the market. Nintendo has built a household brand name through its
marketing strategies and how it continues to shape the future of the gaming industry. As the
gaming industry continues to evolve, digital marketing has become an essential component
of brand promotion. Nintendo’s marketing strategy focuses on understanding its target
audience and delivering tailored advertising campaigns through various marketing channels.
Extensive market research and analysis inform Nintendo’s product positioning and content
strategy, ensuring that the brand remains relevant and engaging.

Nintendo’s marketing strategy is centered around understanding its target audience and
delivering tailored advertising campaigns. The company’s strong brand identity and unique
gaming experiences have helped it establish a dominant position in the gaming industry.
Nintendo’s success lies in its ability to adapt to market trends and leverage digital marketing
channels effectively. Extensive market research and analysis drive Nintendo’s product
positioning and content strategy. The company utilizes a multi-channel distribution strategy
to ensure its products are readily available to customers.

The latest addition to Nintendo’s impressive lineup was the Nintendo Switch, a
revolutionary gaming console that offers both handheld and home console gaming
experiences in one device. With its versatile design and extensive library of games,
the Nintendo Switch has become a favorite among gamers of all ages. Launched in 2017 the
device has been the biggest selling games console worldwide with almost 150 million sold.
Easily outselling the more expensive consoles such as Sony’s Playstation and Microsoft’s
Xbox. Nintendo even launched a mobile only version, the Switch Lite which is cheaper but
can’t be played on a TV.
Fig. 1. Nintendo Switch, OLED version & Nintendo Switch Lite

Nintendo’s marketing strategy is designed to cater to a wide range of audiences,

encompassing both casual and serious gamers. The brand has successfully appealed to the
nostalgia of older gamers who grew up playing iconic titles like Mario, while also captivating
younger gamers with innovative gaming experiences. Understanding the demographics and
preferences of its target audience is of utmost importance for Nintendo’s marketing efforts.

Nintendo has target both casual and more serious gamers with their marketing. Families
have been one of their core targets with simple games designed for everyone ensuring that
parents and children can play and have fun together. Iconic characters copyrighted by
Nintendo such as Mario, Link and Donkey Kong have ensured that their most popular games
are only playable on Nintendo. Games such as Mario Kart and Mario Party allow families and
friends to sit together and have fun while single players can spend months adventuring
alone in a Zelda game. Games can be purchased both as digital downloads through the
Nintendo e-shop but also can also be purchased as physical copies in many retailers.
Figure 2: Nintendo Switch Games

In 2025 they are going to launch a brand-new console. It’s still top secret and will be an
updated version of the Switch but also have brand new features that level up the Nintendo
gaming experience. Nintendo have identified you as the perfect person to lead the launch of
the new console at a national level and will allow you to do this in a country of your choice!

They don’t care if you know anything about video games, they want you for your marketing
expertise and knowledge. They tell you: tell us the country you want to work in and we will
make it happen. But first you must do an interview with one of their lead games designers
who doesn’t know anything about marketing. Impress this creative with your marketing
knowledge so that you get the job. Make sure that you help him understand through
answering his questions and use the case to support your answers.
Question 30
Attached
Nintendo is a valuable brand in the gaming industry, known for popular games like Mario,
Pokemon, and The Legend of Zelda. With a market capitalization of $49.97 billion, Nintendo
has a strong presence in the market. Nintendo has built a household brand name through its
marketing strategies and how it continues to shape the future of the gaming industry. As the
gaming industry continues to evolve, digital marketing has become an essential component
of brand promotion. Nintendo’s marketing strategy focuses on understanding its target
audience and delivering tailored advertising campaigns through various marketing channels.
Extensive market research and analysis inform Nintendo’s product positioning and content
strategy, ensuring that the brand remains relevant and engaging.

Nintendo’s marketing strategy is centered around understanding its target audience and
delivering tailored advertising campaigns. The company’s strong brand identity and unique
gaming experiences have helped it establish a dominant position in the gaming industry.
Nintendo’s success lies in its ability to adapt to market trends and leverage digital marketing
channels effectively. Extensive market research and analysis drive Nintendo’s product
positioning and content strategy. The company utilizes a multi-channel distribution strategy
to ensure its products are readily available to customers.

The latest addition to Nintendo’s impressive lineup was the Nintendo Switch, a
revolutionary gaming console that offers both handheld and home console gaming
experiences in one device. With its versatile design and extensive library of games,
the Nintendo Switch has become a favorite among gamers of all ages. Launched in 2017 the
device has been the biggest selling games console worldwide with almost 150 million sold.
Easily outselling the more expensive consoles such as Sony’s Playstation and Microsoft’s
Xbox. Nintendo even launched a mobile only version, the Switch Lite which is cheaper but
can’t be played on a TV.
Fig. 1. Nintendo Switch, OLED version & Nintendo Switch Lite

Nintendo’s marketing strategy is designed to cater to a wide range of audiences,

encompassing both casual and serious gamers. The brand has successfully appealed to the
nostalgia of older gamers who grew up playing iconic titles like Mario, while also captivating
younger gamers with innovative gaming experiences. Understanding the demographics and
preferences of its target audience is of utmost importance for Nintendo’s marketing efforts.

Nintendo has target both casual and more serious gamers with their marketing. Families
have been one of their core targets with simple games designed for everyone ensuring that
parents and children can play and have fun together. Iconic characters copyrighted by
Nintendo such as Mario, Link and Donkey Kong have ensured that their most popular games
are only playable on Nintendo. Games such as Mario Kart and Mario Party allow families and
friends to sit together and have fun while single players can spend months adventuring
alone in a Zelda game. Games can be purchased both as digital downloads through the
Nintendo e-shop but also can also be purchased as physical copies in many retailers.
Figure 2: Nintendo Switch Games

In 2025 they are going to launch a brand-new console. It’s still top secret and will be an
updated version of the Switch but also have brand new features that level up the Nintendo
gaming experience. Nintendo have identified you as the perfect person to lead the launch of
the new console at a national level and will allow you to do this in a country of your choice!

They don’t care if you know anything about video games, they want you for your marketing
expertise and knowledge. They tell you: tell us the country you want to work in and we will
make it happen. But first you must do an interview with one of their lead games designers
who doesn’t know anything about marketing. Impress this creative with your marketing
knowledge so that you get the job. Make sure that you help him understand through
answering his questions and use the case to support your answers.