Week 1 discussion
DQ1 Strategic Marketing Process?
How do the goals set for the marketing program in the
planning phase relate to the evaluation phase of the strategic marketing
process? What would you do with the results of the evaluation if: a) you
exceeded your goals? b) you fell short of your goals?
DQ2 Environmental Scanning
Environmental scanning is critical to acquire information on
events occurring outside of the organization. For example, in 2009, the U.S.
economy faltered and the unemployment rate rose. As a result, dollar (type)
stores flourished. The poor economic trend actually became a huge opportunity for
an entire retail segment. Select one of the five environmental forces (social,
economic, technological, competitive, and regulatory), discuss an actual trend
that fits into that particular environmental force, and provide an accompanying
marketing opportunity
Week 2 discussion
DQ1 Consumer Behavior
The purchase decision process can vary greatly in terms of
the time required from the moment a need is perceived until the actual purchase
event. Provide an example of an item that may require a long time, and another
that may progress relatively quickly through the purchase decision process.
What may be some common characteristics among items that have a longer time
frame?
DQ2 Understanding the Market
Visit the U.S. Census website. 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?
Week 3 discussion
DQ1 Understanding Consumers Using Research
Companies want to make the best marketing decisions possible
regarding which customers to pursue, which products or services to introduce or
promote, where to sell their products or services, and at what price. Although
not perfect, the use of market research reduces some risk. Suppose you want to
open a bow tie shop in Washington, D.C. What information would you want to know
before funding such a project? How would you find that information?
DQ2 STP: Segmentation, Targeting, and Positioning
Occasionally, a student will suggest that his or her product
or service is universally needed, such as providing a haircut. Therefore, they
plan to target everyone. Why is this not a good idea? What criteria should be
used to determine which market segment(s) to target?
Week 4 discussion
DQ1 Product Lifecycle
Products, like people, are viewed as having a life cycle.
Product life stage cycles include (a) Introduction, (b) Growth, (c) Maturity,
and (d) Decline.
What Life stage would you say the following items reside?
Canon digital cameras
Hand-held manual can openers
HP tablet computers
What marketing strategies would you suggest to these
companies?
DQ2 Branding
Some have said that a brand is a promise. What does that
mean and why is having a strong brand an advantage to a company and to the
consumer?
Week 5 discussion
DQ1 Pricing Decisions
Pricing is a critical decision made by a marketing executive
because price has a direct effect on a firm’s profits. Note the six major steps
in the process organizations go through in setting prices on pages 322–323.
Step one involves identifying pricing objectives and constraints. Give an
example of a pricing strategy and describe how specifics constraints may
prevent the fulfillment of reaching that pricing objective.
DQ2 Pricing Adjustments
There are times when pricing adjustments are made. List
three specific types of price adjustments and explain the rationale for making
such an adjustment.
Week 6 discussion
DQ1 Integrated Marketing Communications (IMC)
Marketing communications has evolved significantly in the
past some years. There are so many different ways to communicate from PR to
Lead Generation, Advertising to Direct Mail. At times, the types of
communications to end users, leveraging various approaches were executed off as
separate activities. There was no continuity, no specific overall strategic
plan. Thanks to improvements in technology, drive for ROI, the concept, and
approach of integrated marketing communications has become a huge focus.
In fact, clients and employers are asking for measurable
results. No longer is the phrase uttered by John Wanamaker, “Half the money I
spend on advertising is wasted; the trouble is I don’t know which half.”
acceptable.
What is Integrated Marketing Communications and why is it so
important in the 21st century for marketers to embrace this?
DQ2 Social Media and Marketing
As marketers, we have less control over our brand messaging
because of social media, correct? Think about it. All of our customers have
unlimited online access to praise, or smear, our brand. That is a lot of power?
How do marketers deal with this reality?
We listen. If we don’t, we are rendered useless to respond.
Check out this article and give me your thoughts.
https://medium.com/on-management/125283bc4100
Week 7 discussion
DQ1 Distribution – Delivering the Goods
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?
DQ2 The Four Ps
For your final discussion topic, I’d like to hear your
opinion. We can all agree that each of the four Ps are critical marketing
considerations. That said, which one (product, price, promotion, or placement)
is the most important and why? Make a strong case for your decision.
