BUS 620 ASH Complete Class Flashcards
(19 cards)
BUS 620 ASH Complete Class
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BUS 620 Week 1 DQ 1 What is Marketing
BUS 620 Week 1 DQ 2 Marketing Strategies
BUS 620 Week 1 The Future of the New York Times
BUS 620 Week 2 DQ 1 Buyer Behavior
BUS 620 Week 2 DQ 2 Customer Needs
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BUS 620 Week 1 Assignment Tesco Case
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Read the article: Read the article: Anonymous. (April 21, 2012). Supermarket sweep; Tesco’s travails. The Economist, 403(33). Retrieved from ProQuest.
In a 2-3 page paper, examine how Tesco might realign its marketing management to meet and anticipate changing customer requirements in the UK. On an international level, has Tesco adequately devised a marketing strategy to create a profit in the U.S. over the long- term?
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BUS 620 Week 1 DQ 1 What is Marketing
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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. They feel marketers encourage consumers to spend more money than they should on goods and services they do not really need. What is your understanding of the role of marketing and the marketing management process?
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BUS 620 Week 1 DQ 2 Marketing Strategies
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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. Using the matrix model of marketing management in Table 1.2, fill in the cells of the matrix as completely and thoroughly as you can for the brand that you purchased. Be sure that your entries correspond to your perspective as a customer for this brand. In short, you are the target market. You may wish to create one or more positioning maps to help illustrate how you perceive the competitive playing field. Once you’re done, examine the intersection of each cell.
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BUS 620 Week 2 Assignment Industry Forecasting
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Identify an industry of choice (Auto Industry, Healthcare, PC or Telecommunications). Using the PESTEL analysis from the readings, discuss and analyze the factors that may impact the industry and the successful marketing of a company’s product, for example Ford Motor Company over the next five years. 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?
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BUS 620 Week 2 DQ 1 Buyer Behavior
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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? List the four main psychological processes as discussed in the text and what should marketers do to manage these four psychological processes affecting consumer behavior?
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BUS 620 Week 2 DQ 2 Customer Needs
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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? In context of chapter 3, where can GE improve using marketing research?
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BUS 620 Week 3 DQ 1 Braining Nordstrom
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After reading the article “Conservative Nordstrom to sell trendy Topshop fashions,” respond to the following:
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?
Is this a risky move for Nordstrom considering the downward sales trends for Topshop in the UK?
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BUS 620 Week 3 DQ 2 Marketing Segmentation
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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. Are there some examples of companies that have already done a good job of marketing across generations? Respond to at least two of your fellow students.
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BUS 620 Week 3 The Case of the New Apple, Inc.
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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
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BUS 620 Week 4 Ad Compaign - Article Review
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Stanford, D. (2012). Mountain Dew wants some street cred. Bloomberg Businessweek. Retrieved from EBSCOHost.
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.
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BUS 620 Week 4 DQ 1 The Role of Pricing
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Mohammed, R. (2012). J.C. Penney’s risky new pricing strategy. Harvard Business Review.
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?
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BUS 620 Week 4 DQ 2 Product Development Process
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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.
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BUS 620 Week 5 DQ 1 Marketing Channels
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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. Synthesize the strategies that organizations like Zara and Wal-Mart- two companies that are having difficulty developing eCommerce capability can implement to increase the effortless movement of customers between the traditional and online channels.
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BUS 620 Week 5 DQ 2 Going Global
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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?
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BUS 620 Week 5 Marketing in a Global Economy
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Faris, S. (2012). Grounds zero: A Starbucks-free Italy. Bloomberg Businessweek. Retrieved from Proquest.
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. How should competitor’s marketing strategies inform and influence Starbuck’s entry into this new market? Should it even enter Italy at all?
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BUS 620 Week 6 DQ 1 Proctor and Gamble in Vietnam
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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
Discuss the marketing plan insights P&G has gained through its Vietnamese marketing studies. How influential are those discoveries in the development of P&G’s strategy to enter the Vietnamese market?
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BUS 620 Week 6 DQ 2 Creating a Plan
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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?
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BUS 620 Week 6 Final Paper
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. Based upon your situation analysis, you will
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