BUS 620 ASH Course Material BUS 620 Entire Course (Ash) BUS 620 Final Marketing Plan (Ash) • BUS 620 Week 1 DQ 1 What is Marketing (Ash Course) • BUS 620 Week 1 DQ 2 Marketing Strategies (Ash Course) • BUS 620 Week 1 The Future of the New York Times (Ash Course) • BUS 620 Week 2 DQ 1 Buyer Behavior (Ash Course) • BUS 620 Final Marketing Plan
BUS 620 ASH Course Material BUS 620 Industry Forecasting (Ash) BUS 620 Promotion (Ash) • BUS 620 Industry Forecasting • BUS 620 Promotion
BUS 620 ASH Course Material BUS 620 Retail Business Analysis (Ash) BUS 620 Space and Place (Ash) • BUS 620 Retail Business Analysis • BUS 620 Space and Place
BUS 620 ASH Course Material BUS 620 The Exchange Relationship (Ash) BUS 620 Week 1 Assignment Tesco Case (Ash) • BUS 620 The Exchange Relationship • Read the article: The Future of the New York Times, BusinessWeek, January 17, 2005, 64-72 (Also Posted in the Announcement page). • Readership through circulation and news quality are key ingredients to profitability in the newspaper business industry.
BUS 620 ASH Course Material BUS 620 Week 1 DQ 1 What is Marketing (Ash) BUS 620 Week 1 DQ 2 Marketing Strategies (Ash) • What is Marketing? Marketing has often been defined in terms of satisfying customers’ needs and wants. Critics, however, maintain that marketing goes beyond that and creates needs and wants that did not exist before. • Marketing Strategies. Complete the “Think About It” activity in Section 1.2 of the text: • Select a consumer product of personal interest—one that you have purchased within the past six months. It can be anything, just as long you are familiar with the product and generally understand how it is marketed.
BUS 620 ASH Course Material BUS 620 Week 2 DQ 1 Buyer Behavior (Ash) BUS 620 Week 2 DQ 2 Customer Needs (Ash) • Buyer Behavior. The typical buying process consists of the following sequence of events: problem recognition, information search, evaluation of alternatives, purchase decision, and post purchase behavior. What specifically do you do as a consumer in each of these stages in a high involvement purchase like buying a house or a car? • Customer Needs. Visit GE Healthcare (www.gehealthcare.com/). In context to the major points of chapter 5, define how GE is addressing the needs of their hospital customers by the design of this Web site? Where and what is GE doing right, what is GE doing wrong, and where can GE improve using marketing research?
BUS 620 ASH Course Material BUS 620 Week 2 Industry Forecasting (Ash) BUS 620 Week 3 DQ 1 Braining Nordstrom (Ash) • Which factors are perceived to be the biggest weaknesses of the industry? Which factors play to the industry’s strengths? What are some opportunities for growth that could be capitalized upon over the next five years? • How does this partnership fit into Nordstrom’s current brand management strategy? Will it appeal to its target markets? How will it allow Nordstrom to differentiate itself from the competition?
BUS 620 ASH Course Material BUS 620 Week 3 DQ 2 Marketing Segmentation (Ash) BUS 620 Week 3 The Case of the New Apple, Inc. (Ash) • Marketing Segmentation. What are the different levels of market segmentation? Synthesize the segmentation strategies that manufacturers of personal computers should implement to attract both the Gen Y and baby boomer generation to increase their purchases of computers. • The Case of the New Apple, Inc. Read the article: • Burrows, P., &Satariano, A. (2012). Can Phil Schiller keep Apple cool? Bloomberg Businessweek. Retrieved from http://www.businessweek.com/articles/2012-06-07/can-phil-schiller-keep-apple-cool#p2
BUS 620 ASH Course Material BUS 620 Week 4 Ad Compaign - Article Review (Ash) BUS 620 Week 4 DQ 1 The Role of Pricing (Ash) • In a 2-3 page paper, answer the following: • Is Mountain Dew’s advertising campaign directed at the right market segment, does it differentiate the product from the competition, and does it communicate effectively the product benefits? Explain your answer. • Is your own buying behavior influenced by coupons and sales? • Why do you think J.C. Penney’s pricing strategy has not been successful as compared to other “low price” proponents like Walmart?
BUS 620 ASH Course Material BUS 620 Week 4 DQ 2 Product Development Process (Ash) BUS 620 Week 5 DQ 1 Marketing Channels (Ash) • Product Development Process. Do an internet search of the new product development process of any product of your choice, and analyze the process for developing the product. Review the reasons why new products fail and make two specific recommendations to improve the high failure rate of new products. • Marketing Channels. Analyze the challenges that organizations face in the effective transition between selling products using the traditional brick and mortar marketing channel and selling products online.
BUS 620 ASH Course Material BUS 620 Week 5 DQ 2 Going Global (Ash) BUS 620 Week 5 Marketing in a Global Economy (Ash) • Going Global. Identify the strategies for entering into the global market. Assess the strengths and limitations of each. Give an example of a company that has made a success of doing business in the global economy. What lessons from McDonald’s success in the global marketplace are transferable across industries? • According to the article, Italy poses a “reputational risk” for Starbucks. In a 2-3 page paper, examine some of the challenges Starbuck’s faces in addressing that risk. Determine whether there is a strategic advantage to entering the Italian market.
BUS 620 ASH Course Material BUS 620 Week 6 DQ 1 Proctor & Gamble in Vietnam (Ash) BUS 620 Week 6 DQ 2 Creating a Plan (Ash) • Coleman-Lochner, L. (2012). P&G plays kindergarten catch-up with Unilever in Vietnam. Bloomberg. Retrieved from http://www.bloomberg.com/news/2012-07-04/p-g-plays-kindergarten-catch-up-with-unilever-in-vietnam.html • Creating a Plan. Provide a brief overview of the product for which you are going to write your Marketing Plan. Why did you choose it? Which elements of the plan are you having difficulty with? What additional information would be needed to make the most informed strategic decisions for the future implementation of your plan?
BUS 620 ASH Course Material BUS 620 Week 6 Final Paper (Ash) • Develop a marketing plan for the successful development, commercialization and introduction of any product of your choice in the market place. You are required to: (1) analyze the general business situation in detail, including organizational strengths and weaknesses, environmental opportunities and threats, industry trends, and direct and indirect competition.
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