Question
MKT607 Marketing Management
Week 1 Discussion
DQ1 Product strategy, as part of the marketing mix, should be
driven by consumer needs. Consumers make purchase decisions based
on perceived benefits. Sometimes translating desired benefits to
product design, features, and overall product strategy can be
challenging for marketers. Define the word “product” as it relates
to business, specifically marketing. Discuss specific real-world
examples of products that have been successful and products that
have been unsuccessful. Cite your examples.
DQ2 In the world of marketing, two specific environments
exist: business-to-business (B2B) and business-to-consumer (B2C).
What are the two primary differences in these environments? Give an
example of a company engaged in each environment and describe the
primary product being marketed in each. What is the environment of
the marketing simulation in which you are participating?
MKT607 Marketing Management
Week 2 Discussion
DQ1 Research various codes of ethics in marketing research.
Explain how the codes of ethics support conscious capitalism. Why
might someone prioritize ethics in services marketing?
DQ2 Define the characteristics of a vulnerable consumer.
Considering ethics, should there be greater government regulation
with respect to selling to vulnerable consumers? Within the context
of a Christian worldview, why should businesses consider the
methods of marketing to vulnerable consumers? Be sure to support
your responses with evidence from the readings or additional
references.
MKT607 Marketing Management
Week 3 Discussion
DQ1 Define relationship marketing and how it might fit into
the mission or vision for any given product in the overall
organizational plan? How can the marketing mix elements of branding
and advertising use relationship marketing to increase customer
satisfaction with a brand?
DQ2 What is a store brand and why do many of them imitate
national brand packaging? Consider the effects social, marketing,
situational, and psychological influences on consumer decision
making. Is it ethical for a store brand to imitate the packaging of
a national brand?
MKT607 Marketing Management
Week 4 Discussion
DQ1 A number of factors contribute to the pricing strategies
for a product. Considering the segments in the simulation, what
pricing strategy would be most effective considering both the
market’s needs and the product life cycle? As the product moves
through the life cycle, how should the pricing strategy change?
DQ2 Define brand positioning. Explain the reason for
positioning and repositioning products. Choose a product with which
you are familiar, preferably one in your industry, and explain how
it might be repositioned. Indicate its current position in the
market, a desired position, and how you would manage the
repositioning effort.
MKT607 Marketing Management
Week 5 Discussion
DQ1 The Conscious Capitalism simulation involves
business-to-business (B2B) marketing of computer products. Social
media is often considered for business-to-consumer (B2C) marketing.
Does social media marketing work in the B2B marketplace?
Considering the assigned articles, how does social media compare to
other channels for B2B marketing? Summarize a conclusion from an
assigned article and add your own interpretation of social media
for B2B. Provide at least two specific examples of how might you
use social media marketing in the Conscious Capitalism simulation
to build relationships with business buyers. Defend your choices.
DQ2 Relevance has always been the challenge of the
advertising industry. Summarize Kristi Roger’s assessment of the
advertising industry in her Ted Talk. Considering her hypothesis
and results, what are some implications for marketing managers as
they seek to improve the ROI of marketing expenditures on all forms
of marketing communications? How could these ideas affect your
decisions within the Conscious Capitalism simulation or your future
endeavors?
MKT607 Marketing Management
Week 6 Discussion
DQ1 Using the resources on multichannel distribution,
summarize the benefits and challenges of using more than one
channel, specifically direct, indirect, and multichannel. What is
channel conflict? How can marketers use two or more channels and
minimize the potential of channel conflict?
DQ2 What are the various types and functions of marketing
intermediaries? Which are more important for large business and
why? Which are more important for the small business and why? How
could additional marketing channel options in the simulation help
you better serve your target market?
MKT607 Marketing Management
Week 7 Discussion
DQ1 What global marketing opportunities and challenges would
you face if the simulation were based on a real-world international
situation? Discuss the difference in the experience you would have
without the assumptions built into the simulation (e.g., no
cultural barriers, language, currency, tariffs, mode of entry
challenges).
DQ2 Using the resources describing conscious capitalism and
fair trade, how does fair trade support the philosophy and
practices of conscious capitalism? What are the challenges to
implementation of fair trade in the developing world?
MKT607 Marketing Management
Week 8 Discussion
DQ1 Southwest Airlines and Whole Foods are businesses that
practice conscious capitalism. Conduct research on either company.
Identify, summarize, and defend three characteristics of either
company that are consistent with conscious capitalism ideals.
DQ2 Assume that you are a marketing manager charged with
developing and leading a market entry into a country with a large
power distance index (PDI). What are three major concerns from a
marketing viewpoint that you would need to address? Explain.
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