If you were marketing a lower cost ($25-$50) product in a highly competitive field, which of the seven remaining Ps, other than Price (Product, Promotion, Place, People, Processes, Programs, Performance) would you prefer to have an advantage over your competitors, and why? Please choose at least two.
WEEK 2
WEEK 3
Which of the survey methods discussed in Lecture 1 would you use if you were conducting a survey for the Rosewood Hotel chain to help them decide on their potential re-branding initiative (discussed in the case study reading this week)?Discuss why the method you have chosen is the most appropriate, and give a survey example with the appropriate questions. Please read the case study FIRST before answering.
WEEK 4
A marketer's goal is to change a consumer's want of a product into a perceived need, resulting in a purchase.
Using a product example (you may use the product or service chosen for your marketing plan if you wish), explain how you as a marketer would try to change a consumer's want to a need of that product. What steps would you follow? What marketing tools would you use? What stages of the Buying Decision Process would you incorporate and how would you use them?
WEEK 5
Summarize the criteria that marketers follow for target market selection. Cite an example of a company that has used target marketing well, and perhaps even changed their target market focus due to changing conditions (do not use the company chosen for your final marketing plan.)
Also, consider the pitfalls when a company excludes a potential target market. How would that affect consumer reaction and potential sales? Use the company example to illustrate.
WEEK 6
Using the product or service chosen for your marketing plan, explain/define its brand equity. What types of marketing initiatives are used to support the brand promise, or should be used? Also, regarding the product's position in the marketplace, what are its competitive Points-of-Differentiation (PODs), or differentiators?
WEEK 7
Review the Atlantic Computer case study. Without performing a detailed quantitative pricing analysis, which of the available pricing method alternatives do you suggest for Atlantic? Support your answer by addressing the factors that may have an impact on a pricing strategy (branding; competition; benefits and differentiators; potential market size; sales channels; etc.). What other internal Atlantic considerations should be taken into account when deciding on the pricing strategy?
WEEK 8
WEEK 9
Choose at least two social media tools and describe how you would use them to market the product or service chosen for your Marketing Plan. Describe the type of communication or advertisement, who is the target audience, how often and how long will it run, and how will success be measured. This information can be incorporated into your final Marketing Plan presentation.
Respond to peers with additional ideas and constructive feedback.
WEEK 10
Distill your learning from this course into a succinct list. Use the following questions as your guide:
What areas within Marketing do you now more fully understand?
What have you enjoyed learning about the most in this course?
What topics would you like to learn more about?
What one or two components of the marketing course curriculum are you currently using, or will use, within your business to help improve the marketing process and directly affect revenue growth?
Solution: STRAYER JWI518 ALL DQ