mkt607 all week discussions latest 2015 [ all 16 discussions]

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week 1

What are the components of a common marketing plan? Why is it important have a strategic marketing plan? How does the type of product or service affect the marketing strategy? Provide an example.

diss 2

What are the aspects of marketing management? How has the marketing management process changed over the last several decades? Present examples.

weeek 2

In light of "Wrestling With Ethics" and other research/articles that you are able to draw upon, should profitability drive social responsibility? Be sure to support your discussion question responses with evidence from the readings and/or additional references.

diss 2

Should there be greater government regulation with respect to selling to vulnerable consumers? Be sure to support your discussion question responses with evidence from the readings and/or additional references.

week 3

With respect to the articles assigned and any other articles/research that you are able to draw upon, do marketers have an obligation to avoid marketing to vulnerable consumers as defined by Craig Smith and Cooper-Martin in "Ethics and Target Marketing: the Role of Product Harm and Consumer Vulnerability"? How should businesses handle those deemed to be vulnerable?

2

Do you agree that cohort segmentation is effective in developing communications for various consumer groups? Explain why or why not.

week 4

As stated in this week's reading, "Whether a company grows, survives, and makes a profit could depend upon how their products or services are defined." What does this statement mean to a company or to consumer perception?

2

Selden and McMillan, in "Manage Customer-Centric Innovation—Systematically," contend that customer-centric innovation will better sustain a company. Using your own experience and other resources, do you agree? Provide examples and supporting evidence from multiple sources to support your position.

week 5

Define integrated marketing communications (IMC) and discuss the importance of teamwork in achieving a successful IMC effort. Provide examples of how this concept would apply to a specific organization. Use the Schultz and Kitchen article on "Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study" for reference.

2

Regarding "Make Y2our Dealers Your Partners," why do you think the Caterpillar system works? Identify characteristics that seem to be unique to Caterpillar and make their system successful. Explain how these unique characteristics contribute to the success of Caterpillar.

week 6

What are the various types and functions of marketing intermediaries? Which are more important to large business and why? Which are more important for the small business and why?

2

One of the 4 Ps of marketing is place. The assumption is that a channel of distribution is designed to efficiently bring a product to a place and the consumer. What are the combinations of institutions through which sellers deliver their product? How is pricing affected by the complexity of the distribution? What are the (political, social, or economic) issues that can interrupt a distribution channel, and what are the potential consequences? Use examples from current marketing successes and debacles to illustrate your response.

week 7

With regard to "Consumer Perceptions of Price, Quality, and Value: A Means-End Model of Synthesis of Evidence," comment on the problem of perceived versus objective quality. Provide examples. How does this affect the marketing of services?

2

Think of two creative ideas for services to be provided by the grocery business industry. Be very specific in terms of the rationale behind your approach, and the systematic procedures (e.g., questionnaire) you would use to introduce your services to the market.

In the health care industry, what other ideas do you have for providing better services to customers? Analyze and discuss your judgment about whether marketing in this industry is different because human life is involved.

week 8

"National Cultures in Four Dimensions: A Research-Based Theory of Cultural Differences Among Nations," is considered seminal in several fields, including marketing, international business, and organizational development. Based on your experiences and readings, how does Hofstede's model help a marketer plan a global market entry?

2

With regard to "Fair Trade Marketing: An Alternative System for Globalization and Development," how can the apparent conflict between marketing management's emphasis on consumer satisfaction be reconciled with the tenets of fair trade, wherein disadvantaged members of the supply chain are given some priority?

"Organizing for Worldwide Effectiveness: the Transnational Solution" suggests that technical and marketing functions be integrated within each subsidiary of any organization. What are the strengths of such an organization? What are the weaknesses or pitfalls?