What Is Needed for Marketing to Occur? (graded)
- When you go for a job interview, is marketing taking place? Please discuss your reasons for answering yes or no.
- Think about your day today. How many times were you in a position when you fulfilled the criteria for marketing to occur? What were you marketing?
- What are the different kinds of things that can be exchanged in marketing? Give some examples.
Strategic Marketing Process (graded)
IBM: Using Strategy to Build a Better Planet. Read the case study on pages 46 and 47 in the text. Use the following questions as a guide to participate in the discussion.
- What is IBM’s Smarter Planet business strategy? How does this strategy relate to IBM’s mission and values?
- Discuss the strengths, weaknesses, opportunities, and threats associated with IBM’s Smarter Planet initiative.
- What are the relevant trends for IBM to consider for the next 3 to 5 years?
week 2 discn
Purchase Decision Process (graded)
Groupon: Helping Consumers with Purchase Decisions. Read the Groupon case on pages 133–135 in the text. You may also watch the video at the publisher’s website if you choose. Use the following questions as a guide to participate in the discussion:
- How has an understanding of consumer behavior helped Groupon grow from 40 subscribers in Chicago in 2008 to 60 million subscribers in 40 countries today?
- What is the Groupon Promise? How does the Groupon Promise affect a consumer’s perceived risk and cognitive dissonance?
- Describe the five-stage purchase decision process for a typical Groupon user.
Buyers and Markets (graded)
- Visit the U.S. Censuswebsite. What information can you find on this site that will help you to estimate size of market for your marketing plan topic?
- By using the Internet to also research articles written by trade journals and industry experts, what other relevant information can you find about your industry to help you estimate your market size and market potential?
Understanding Consumers (graded)
Buyology: How “Neuromarketing” Is Trying to Understand Consumers. Read the Marketing Matters box on page 201 in the text.
- Why is neuromarketing important to marketers?
- What do you think about neuromarketing?
- Are you concerned that marketers will invade your privacy by influencing what you buy?
Target Marketing (graded)
“To Which Flock Do You Belong?” Read the Marketing Matters box on page 226 in the text. Go to www.mybestsegments.com and click the “You Are Where You Live” image. Then type in your ZIP code to find out what the most common segments are in your neighborhood.
- How can you use this information for your Course Project?
- What specific product or service organizations might be interested in targeting these segments?
- How could this information be used with social media?
New Products (graded)
When a National Brand Doesn’t Work in an Unfamiliar Market. Read the Marketing Matters box on page 250 in the text.
- What went wrong for these new product examples?
- What are some of the marketing reasons that new products fail?
- What are some organizational reasons that new products fail?
Building a Brand (graded)
Mary Kay, Inc.: Building a Brand in India. Read the Mary Kay case study on pages 290–293 in the text. You may also choose to visit the publisher’s website to view the video, but this is optional.
- What is a positioning statement?
- What information should be included in a written positioning statement for Mary Kay?
- Is Mary Kay a global brand? Why or why not?
Price Perception (graded)
Energizer’s Lesson in Price Perception—Value Lies in the Eye of the Beholder. Read the Marketing Matters box on page 346 in the text.
- Why didn’t Energizer capture market share from Duracell when it priced its Advanced Formula brand the same as its standard AA battery?
- Consider the example of Energizer. How do you think that customers will perceive your course project product or service? How will you consider that in your pricing strategy?
- What are the circumstances in pricing a new product that might support skimming or penetration pricing?
Flexible Pricing (graded)
Flexible Pricing—Is There Discrimination in Bargaining for a New Car? Read the Making Responsible Decisions box on page 355 in the text.
- Why would a seller choose a flexible price policy over a one price policy?
- Is price discrimination legal?
Integrated Marketing Communications
See Your Favorite Super Bowl Ads Again and Again! Read the Going Online exercise on page 462 in the text.
- Which ads are your favorites? What makes them good ads?
- Compare the ads from the same advertiser for different years. What changes do you notice?
- What message does your favorite ad convey?
Using Social Media (graded)
What are some of your favorite social networks? Read the Marketing Matters box on page 501.
- Which is your favorite social network? Why?
- How is user-generated content presented by someone using Facebook?
- What are some ways that brand managers use Facebook to converse with a brand’s fans?
Delivering the Goods (graded)
Amazon: Delivering the Goods . . . Millions of Times a Day. Read the Amazon case on pages 400 and 401. You may watch the video at the publisher’s website if you choose.
- How do Amazon.com’s logistics and supply chain management activities help the company create value for its customers?
- What systems did Amazon develop to improve the flow of products from suppliers to Amazon distribution centers?
- What systems improved the flow of orders from the distribution centers to customers?
Marketing Mash Up: The Four Ps Marketing Mix (graded)
Be sure to view the four Ps interactive in this week’s lecture prior to entering this discussion.
- Which option did you choose for Our Town Photography? What rationale did you use to select the option you chose?
- What changes would you recommend to the marketing mix for the Our Town Photography Premier Portrait Service?
- Comment on the following statement: There is a correct marketing mix for every product and/or service.