Trident MKt301 module 2 (case+ slp +discussions) 2018

Module 2 - Background

BUSINESS-TO-BUSINESS MARKETING AND MARKETING CHANNELS

Required Reading

Introducing Marketing Textbook:

Creative Commons License 3.0: https://creativecommons.org/licenses/by/3.0/legalcode
John Burnett
Introducing Marketing. Retrieved from https://open.umn.edu/opentextbooks/BookDetail.aspx?bookId=388
Pub Date: 2011
ISBN 13: 
Publisher: BCcampus

Read the following chapters:

  3. Marketing research: An aid to decision making 
  4. Understanding buyer behavior 
10. Channel concepts: Distributing the product

Short Video Lectures

Why Market Research is Important
https://www.youtube.com/watch?v=1Fja06iCIE0

1.2 The History of Marketing Research
https://www.youtube.com/watch?v=cwW4QUAuKd8

The importance of studying consumer behavior
https://www.youtube.com/watch?v=v1q1nnPCcKw

Millennials: Changing Consumer Behavior: Goldman Sachs' Lindsay Drucker Mann 
https://www.youtube.com/watch?v=GwdtMs9ulLE

Gen-Z Matters More than Millennials: Goldman Sachs' Christopher Wolf
https://www.youtube.com/watch?v=Y8mZx4o32vs

Understanding distribution channels
https://www.youtube.com/watch?v=_Hxho7Ub-8o

Distribution Channels
https://vimeo.com/120987328

Optional Reading

Marketing Research and Intelligence Association
https://www.mria-arim.ca/

Occupational Outlook Handbook -Market Research Analysts
https://www.bls.gov/ooh/business-and-financial/market-research-analysts.htm

Marketing Research Association
https://www.insightsassociation.org/

A Model of Industrial Buyer Behavior
https://www.jagsheth.com/buyer-behavior/a-model-of-industrial-buyer-behavior/

Consumer Behavior: The Psychology of Marketing
https://www.consumerpsychologist.com/

Distribution: Channels and Logistics
https://www.consumerpsychologist.com/intro_Distribution.html

Channels of Distribution
http://consumerpsychologist.com/distribution.html

Resources

US Census Bureau: American Fact Finder Database
https://factfinder.census.gov/faces/nav/jsf/pages/index.xhtml

Nielsen
http://www.nielsen.com/us/en/about-us.html

Association for Consumer Research
http://www.acrwebsite.org/

 

Discussion 2: The Marketing Mix: Value Added

 

Previous Next 

This week we begin to focus on the marketing mix, and marketing mix planning begins with developing an offer that brings value to customers. At the heart of this offer is your product/service.

Week 1 Discussion Post

Using the product/service chosen in Module 1 complete the following:

• Explain what product/service you are working with (this paragraph can be reused during class).
• Discuss the qualities that make this product/service new to the marketplace and the rationale for your decision to pursue the concept.

Not including the first paragraph describing your product, this post should be 1-2 paragraphs in length (at least 100 words). If you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.

Week 1 Interactive Responses to Classmates

1st Interactive Response:

• Select one post from a classmate and critically analyze the rationale provided for marketing the product/service.

2nd Interactive Response:

• Choose another classmate’s post and provide consumer feedback.

Each reply should be one paragraph in length (or about 50 words) and must be substantive in nature. Do not simply say “I agree” or “That is great”, specify why and be detailed in your explanation. You may use research in your responses but it is not required.

Week 2 Discussion Post

• Provide the quick overview of the product or service.
• Identify your target market. Provide a specific demographic profile and rationale for this decision. Consider the size of the market and its purchasing power.
• A source that may help you: The US Census Bureau's American Fact Finder. Research is required to back-up your selection and to provide statistics to show that it is a viable market.

Not including the first paragraph describing your product, this post should be 1-2 paragraphs in length (at least 100 words). Since you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.

Week 2 Interactive Responses to Classmates

1st Interactive Response:

• Select a classmate’s post and critically analyze the proposed target market. Is it a good fit?

2nd Interactive Response:

• Select a second classmate’s post and critically analyze the research used to support the choice of target market. Is it a sufficient?

Each reply should be one paragraph in length (or about 50 words) and must be substantive in nature. Do not simply say “I agree” or “That is great.” Specify why and be detailed in your explanation. You may use research in your responses but it is not required.

In your own words, respond to the discussion and comments of classmates. Grades will be based on effectual, concise and interactive feedback. The excessive use of quotes will directly impact performance since this indicates a lack of comprehension and shows that you may not have mastered the concepts.

Grading Note:

At Trident University International, rubrics are used for grading. These rubrics specify the points available for each component of an assignment. Points are earned based on the level of work submitted.

 

 

 

Module 2 - Case

BUSINESS-TO-BUSINESS MARKETING AND MARKETING CHANNELS

Case Assignment

Getting Your Product into the Hands of Consumers

It is time to determine how to make your product or service available to the consumer. Using your readings and at least one article from the Trident Online Library’s full-text databases (such as Academic Search Complete, Business Source Complete and/or ProQuest Central), develop a distribution system.

Channel Levels 
Select either direct versus indirect distribution by writing about the pros and cons of both methods. (Research support is required)

Needs of Target Market
Analyze your target market's needs. Explain what you know about your target market and what they want from a channel of distribution. (Research support is required)

Digital Commerce
Is your product/service conducive to digital distribution? You may wish to research a competitive product or service to see if it has a strong digital presence. Or you can engage in general research about going digital. (Research support is required.)

Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I,” “we,” and “you” are not appropriate. For more information see Differences Between First and Third Person.

See the Student Guide to Writing a High-Quality Academic Paper, including pages 13-14 on in-text citations. Another resource is the “Writing Style Guide,” which is found under “My Resources” on the TLC portal. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. The use of direct quotes is strongly discouraged.

Use the attached APA-formatted template (MKT301 Case2) to create your submission.

Assignment Expectations

Your submission will include:

• Trident University International’s cover page
• A two-page paper with APA citations (2-3 sentence introduction, body, 2-3 sentence conclusion)
• The reference list page in APA format. Remember to include at least one article from Trident Library’s full-text databases (such as Academic Search Complete, Business Source Complete and/or ProQuest Central).

Grading Note:

At Trident University International, rubrics are used for grading. These rubrics specify the points available for each component of an assignment. Points are earned based on the level of the work submitted. Rubrics can be viewed under “Assessments” at the top of the page.

 

 

Module 2 - SLP

BUSINESS-TO-BUSINESS MARKETING AND MARKETING CHANNELS

Buyer Behavior Application

Buyer behavior is at the core of marketing. All marketing programs need to begin with an understanding of why and how consumers buy what they do. If no one purchases a company’s product or service, the company will quickly go out of business.

Apply the model of consumer behavior (Exhibit 11 on page 89 of your textbook) to the product/service you selected in Module 1. Explain how the model affect the purchase process as it relates to the product/service.

Providing a list of the steps or a graphic of the model is not adequate, you should explain how the process works in the real world using your own words supported by research.

You must use at least two articles from the Trident Online Library’s online databases (Academic Search Complete, Business Source Complete and/or ProQuest Central). The focus of this assignment is application and critical thinking. Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I,” “we,” and “you” are not appropriate. For more information see Differences Between First and Third Person.

See the Student Guide to Writing a High-Quality Academic Paper, including pages 13 and 14 on in-text citations. Another resource is the “Writing Style Guide,” which is found under “My Resources” on the TLC portal. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. The use of direct quotes is strongly discouraged.

Use the attached APA-formatted template (MKT301 SLP2) to create your submission.

SLP Assignment Expectations

Your submission will include:

• Trident University International’s cover page
• A two-page paper with APA citations (2-3 sentence introduction, body, 2-3 sentence conclusion)
• The reference list page in APA format (see specific research requirements)

Grading Note:

At Trident University International, rubrics are used for grading. These rubrics specify the points available for each component of an assignment. Points are earned based on the level of the work submitted. The SLP rubric can be viewed under the “Assessments” menu at the top of the page.