Marketing

Reverend Musical Instruments: Individual Case Assignment #3
Please answer the following question. The answer to the question should be kept within 1 page (you do not need to repeat the question inyour answer sheet). Please write your answer in prose form – bullet points and numbering should be avoided. The answer should be written on a word processor with an 11 point font Times New Roman, 1.5lines spacing and 1 inch margins on all sides of the paper. Your assignment cover page should only have your student ID, the assignment number and section number. The assignment is due electronicallyon the R-World (via the Edropbox). The due date and time for sections 2 and 3 is 2pm Wednesday, Nov 30th; and the due date and time for sections 1 and 4 is 9am, Thursday, Dec 1st.

Q. The onlineguitar communities (e.g., www.harmony-central.com) seemed to have played a key role in the success of Reverend Musical Instruments (RMI), a start up company with limited financial resources. One ‘obviousway’ in which the online guitar communities helped with the growth of RMI is that these communities helped gather guitar enthusiasts in one central place, which created an opportunity for RMI to reacha large number of its potential customers at a very low cost. Thus, in this ‘obvious’ way, the online communities worked as a low cost advertising medium; and this low cost medium allowed a smallfirm like RMI to inform/advertise to its potential consumers on how good its Reverend guitars are (such as RMI uploading the press releases of its guitars onto the online community websites; RMI’sfounder, Joe Naylor, discussing how good the Reverend guitars are with the potential customers in the online communities). Given this ‘obvious way’, please answer the following question: Besides the‘obvious way’, discuss three more ways (which are distinct from each other, and are also distinct from the ‘obvious way’) in which online guitar communities would have helped with the development and...