Evaluate Accenture on page 208 of the textbook. Respond to each of the questions using theory as well as practical managerial thought. 1. What has

Evaluate Accenture on page 208 of the textbook. Respond to each of the questions using theory as well as practical managerial thought.

1. What has Accenture done well to target its B2B audience?

Suggested Answer: The company came up with the name Accenture which connoted accent of the future, retained the Ac of the original company and helped retain some of its former brand equity and the web URL. Accenture also helps by playing a role as a partner to aid execution of strategy. Accenture also see its differentiation as having the ability to provide both innovative ideas (strategy) and the expertise in IT to execute them well.

2.Has Accenture done the right thing by dropping Tiger Woods as its spokesperson? Discuss the pros and cons of its decision.

Suggested Answer: Student opinions will vary, but good students should note that “focus groups showed that consumers were too distracted by the scandal to focus on Accenture’s strategic message,†which one does not want to have happen to one’s brand.

Reference: The above questions and suggested answers are retrieved from file:///C:/Documents%20and%20Settings/Computer/My%20Documents/Downloads/kotler_mm14e_im_07_GE%20(1).pdf

Reference: The pdf file relating to Accenture is extracted from Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall