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ASHFORD BUS 330 Full Course Principles of Marketing

Question # 00003151
Subject: Business / General Business
Due on: 11/05/2013
Posted On: 11/05/2013 03:49 AM
Posted By:
maqj
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Week 1

DQ 1 Role of the Marketing Function. What is the role of the marketing function in business?

In 200 to 250 words, explain the role of the marketing function. What are some activities of the marketing department? Explain how the marketing function determines customer value. Respond to at least two of your classmates’ posts.

Guided Response:

Review several of your peers’ posts and identify activities of the marketing department they did not include in their post. Respond to at least two of your peers and provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to rethink the marketing function.

DQ 2 Products and Services. It can be harder to sell an intangible service than a tangible product. After reading Chapter 3 of the text, pick one of the cells in Table 3.4: “Service Classifications” and name a service offered in that class—for example, business remodeling service under consulting and operations. In 200 to 250 words, describe a service in your chosen category in terms of the four ways a service is different from a product—its intangibility, inseparability, variability, and perishability. Propose a solution for sale that could be used as a point of competitive differentiation in a marketing campaign.

Guided Response:

Review several of your peers’ posts. Respond to at least two of your peers and provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to rethink the differences between services and products.

Week 1

Learning Reflection

Think for a moment about the last product you purchased. What was the product? What is the brand name of the product? How would you describe the customer for this product? What is the product’s closest brand competitor? Explain why you chose this brand rather than the competitor’s brand. How did the marketing for the product influence your purchase?

Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.

Week 2

DQ 1 

Product Life Cycle. By having an understanding of the product life cycle, businesspeople can make savvy marketing choices. What is a popular item today that you’ve seen go through the product life cycle? Explain the characteristics for each phase of the product’s life cycle. How can each phase of the life cycle impact the product’s brand? You must use the text and at least one additional scholarly source.

Guided Response:

Review several of your peers’ posts. Respond to at least two of your peers to provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to rethink the product life cycle.

DQ 2 

Product Usage Categories. Visit Minimus.biz (Follow the link located in required resources), a company specializing in individually-sized products. Review the different product categories along the left navigation panel of the home page. How might these items be combined to create a usage group like a “convention survival package” or “campers’ kit”? Explain the reason for your choice.

Which items, if purchased, might create complementary demand for another item in the line? Explain how it might accomplish this?

Which items might substitute for another item? Why did you choose that substitute and how might it affect demand?

Guided Response:

Review several of your peers’ posts and respond to at least two of your peers. Provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to consider other usage groups.

Week 2

Learning Reflection

How would you apply the four p’s to a service? Choose a service you use. What is the service? What is the name of the business that delivers the service? Describe the role of the four p’s in the company’s marketing for that service.

Week 3

DQ 1

Customer Relationship Management. Choose a water park or other vacation destination. Create a hypothetical marketing campaign that uses what you’ve learned about the CRM approach. Describe how you might apply insights about developing long-lasting relationships with customers to retain or reactivate past visitors. You must use the text and at least one additional scholarly source.

Guided Response:

Review several of your peers’ posts. Respond to at least two of your peers and provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to rethink the use of CRM in a marketing campaign.

DQ 2


 Demographics and Trends.Appraise the three trends described byAmerican DemographicsasAmerica the Crowded,The Mighty Mature Market, andThe Consumer Kaleidoscope. Explain how these trends overlap. Select a trend and describe how it has contributed to more than one of these population changes. You must use the text and at least one additional scholarly source.

Week 3

 Written Assignment. The dramatic population growth underway in China and India is currently dominated by the young. Trends toward western-style consumption are underway in both nations. Given the emphasis on the youth market in the US over the last 60 years (ever since the baby boom), what can you predict for marketers in these newly youth-oriented consumer economies, as they follow the same path?

Guided Response:

What products and services will interest these new youth markets?

Compare and contrast the micro- and macro-environmental forces that can influence the marketing strategies for these products and services.

Will marketers in these countries use similar marketing strategies to influence this group or will their strategies be different from Western-based consumption marketers? Explain your reasoning.

What opportunity for U.S. companies might you foresee? Support your reasoning.

This assignment is designed to assess your critical thinking, problem solving, and communication skills. Your paper will be graded for its clarity, relevance, coherence, logic, and depth.

Week 4

DQ 1 

Functions of Marketing Management. Assume you are the Marketing Manager for Target or another brand. How would you apply the four functions of the marketing management process in your role? In your answer, identify how a marketing manager might realize when it is time to focus on one function or another. You must use the text and at least one additional scholarly source.

Guided Response:

If you select Target, you may useVideo 9.1: Marketing Successas a source. Approach this discussion from the role of a Marketing Manager. Review several of your peers’ posts. Respond to at least two of your peers and provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to reevaluate their explanations for the four functions of management. Provide examples that support your peers’ explanations.

DQ 2

Marketing Plan. Imagine you are consulting with a manager of a business that sells cleaning supplies to nursing homes. Your client wants to develop a marketing plan but has a small budget for marketing his business. How would you show your client the benefits of a marketing plan? If your client does not agree with your marketing strategy for his business, explain how you would respond and what approach you would use to convince the client the marketing plan can be successful. You must use the text and at least one additional scholarly source.

Guided Response:

Respond to at least two of your peers and provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to reevaluate their explanation of the marketing plan. Assume the role of the client for at least one of your peers’ posts and present questions, as well as reasons the client may not accept the marketing plan based on what you have learned.

Week 5

DQ 1

Corporate Social Responsibility. The BP and Toyota cases concern companies that acted in ways that would clearly cause harm to the public and/or the planet. To do so, individuals at many levels played a part. If you worked in the marketing department of BP or Toyota, explain your department’s responsibility related to these issues. You must use the text and at least one additional scholarly source.

Guided Response:

Review several of your peers’ posts. Respond to at least two of your peers and provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to reevaluate their explanations. Provide examples that support your peers’ explanations or that provide a different perspective

Week 5 

DQ2

Marketing Ethics and Children

Describe ethical considerations with regard to marketing to children. When the marketers’ pitch includes a cause component, such as a breakfast cereal that promises to provide breakfasts to undernourished school children, explain whether this is ethical or unethical marketing. You must use the text and at least one additional scholarly source.

Guided Response:

Review several of your peers’ posts. Respond to at least two of your peers and provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to reevaluate their explanations. Provide examples that support your peers’ explanations or that provide a different perspective.

Week 5

Focus of the Final Paper

The Final Paper should demonstrate understanding of the reading assignments as well as the implications of new knowledge. The eight- to ten-page paper should integrate readings and class discussions into work and life experience. It may include explanation and examples from previous experience as well as implications for future application.

Assuming the role of Marketing Manager, select a product that is sold in the United States and has sales opportunities in a foreign market. Apply your critical thinking skills and the knowledge you have acquired throughout this course and address the following in your Final Paper:

1. Describe the product by analyzing its customer value equation as it relates to the four utilities of customer value.

2. Explain how the marketing process will be applied to the promotion of the product you’ve selected. How would you develop, execute, and measure a campaign for this product?

3. Applying your knowledge of the four p’s of the marketing mix, describe how you would apply the segmentation, targeting, and positioning (STP) approach to market the product, and how you might incorporate the Customer Relationship Management (CRM) philosophy into your marketing program.

4. Analyze and explain the major environmental factors and trends in those countries that might affect sales of the product?

5. Who are currently the largest customers of the product in its home market, and who would be its likely customers abroad?

6. Analyze the competition of the product category in the foreign market you’ve identified. Describe the nature of competition in that product category.

7. Describe the U.S. and international ethical marketing considerations.