13 Jan Information about accessing

Question
Unit 1 discussion

Introduce yourself to your fellow students and instructor. Share your college degree plans, briefly explaining what degree you are pursuing, why, and how you think taking this course will assist you in achieving your personal or professional goals.

You can choose to introduce yourself via a video clip on YouTube. Simply provide the hyperlink to your video in the Discussion Board where you would normally insert your answer to the discussion question. All comments regarding the videos must be made in Blackboard DB (not on YouTube). Please note that the video is optional.

Please affirm that you have read and will abide by the University’s Academic Integrity Violations (AIV) policy located in the course announcements. In your response, please type the word “affirm.” You may also ask any questions that may concern you or discuss challenges you may face as a learner in your compliance with the University’s AIV policy.

Unit 2 discussion

Segmentation is a tool used by marketers to break the potential market into homogenous groups which ultimately will lead to a more defined target market. According to Kerin and Peterson (2013), marketers tend to use socio-economic and behavioral criteria when segmenting the market. Select an existing company, and apply market segmentation. Evaluate whether the company is effectively segmenting and targeting their customers. Include your rationale.

Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.”

Unit 3 discussion

Marketing managers face a host of decisions when attempting to put together a product and service strategy. This includes modifying the offering mix, positioning offerings, and branding offerings. Select a real-life product applying each of these decisions that the marketing manager made.

Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.”

Unit 4 discussion

Marketing communications serves a host of roles within an organization. Discuss these roles with respect to both pre-purchase and post-purchase phases. Describe a recent commercial or other form of advertising you recently viewed that did not effectively communicate the benefits of the product or service. What could they have done better within their marketing communications?

Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.”

Unit 5 discussion

Discuss the role of the distribution channel within an organization. Most organizations utilize multiple distribution channels to distribute their products. Discuss a company that you regularly purchase products from that uses multiple distribution channels. Why does this company use multiple channels?

Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.”

Unit 6 discussion

Discuss one of the pricing strategies examined in the textbook including details of how it is implemented within an organization. What type of business or industry might use this strategy? Provide a real-life example of a company that might utilize this strategy.

Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.”

Unit 7 discussion

The marketing control process is important as it provides the opportunity for an organization to adapt to both external and internal environmental change. Discuss two internal sources and two external sources that will create strategic change within an organization. Use a real-life company as an example to support your discussion.

Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.”

Unit 8 discussion

Companies are becoming increasingly global as worldwide competition increases. There are a variety of different modes in which a company can enter foreign markets. Select one of them and discuss what is involved as well as the disadvantages and advantages of pursuing that particular mode. If you were to put together a start-up company and decided that you wanted to participate in the international market, which mode would you select and why?

Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.”

Unit I Homework Assignment

Using the CSU Online Library and the Internet, research a company of your choice to compile a SWOT analysis. Create a visual chart using Exhibit 1.1 on page 6 (Sample SWOT Analysis Framework and Representative Examples) in your textbook as a format guideline for submission. The SWOT analysis needs to include all four elements including the strengths, weaknesses, opportunities, and threats. A minimum of five selected internal factors (finance and management must be two of the five) and five selected external factors as demonstrated in Exhibit 1.1.

Evaluate the chart to determine current and future overall strategies based upon the organization’s business, mission, and goals.

Your paper submission should be a minimum of two pages in length. References should include your textbook plus a minimum of one additional credible reference.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

Unit II Case Study

For this assignment, read the case study, “Dr. Pepper Snapple Group, Inc.-Energy Beverages,” beginning on page 91 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and well-supported rationale.

1. What would be the challenges associated with Dr. Pepper Snapple Group, Inc. extending their product offering to include an energy beverage?

2. Analyze the energy beverage market extending your research beyond the textbook. Is this a growing market? Contrast the domestic and global markets.

3. Explain how the determined pricing strategy would have a significant impact on profitability. Include discussion on retail pricing, expected unit volume, and margins.

4. Take on the role of marketing manager at Dr. Pepper. Identify several alternatives to overcome these challenges. Looking at these possible alternatives, which would you select and why?

Your response should be a minimum of two pages in length, double-spaced. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations per APA guidelines.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

Unit III Case Study

For this assignment, read the case studies on pages 192-209 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and well-supported rationale.

1. To what degree does the product align with the current trend of healthy living? How does the family life cycle work into the discussion?

2. What is involved with successful branding? Explain how solid brand management and positioning would impact this product.

3. Based upon your assessment, has Frito Lay identified the most appropriate target market? Include your rationale. Would you suggest an alternative or additional target market?

4. Are the Sun Chips multi-grain snacks a sustainable new product addition to the Frito-Lay product line? Think about whether it aligns with Frito Lay’s overall product-marketing strategies. Include some level of discussion on the competition and industry.

Your response should be a minimum of three pages in length, double-spaced. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations per APA guidelines.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

Unit IV Case Study

For this assignment, read the case study, “Astor Lodge & Suites, Inc.,” on page 324 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and well-supported rationale.

1. Discuss the importance of utilizing integrated marketing communications within an organization.

2. Evaluate the effectiveness of Astor Lodge’s IMC program including areas where they are doing well and areas they need to develop.

3. Based upon the provided hotel segmentation and profile, is Astor Lodge positioning and branding themselves attractively? What might they consider to increase their brand equity?

4. Considering all elements of the marketing mix, what would you recommend to Astor Lodge’s marketing manager with an eye on their end goal of profitability and growth in EBITA within the next two years?

Your response should be a minimum of two pages in length, double-spaced. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations per APA guidelines.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

Unit V Case Study

For this assignment, read the case study, “VF Brands: Global Supply Chain Strategy,” on page 437 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and well-supported rationale.

1. Contrast the advantages of utilizing company-owned plants to using a large network of suppliers.

2. The development of strategic supplier relationships was discussed in the case. Why is this important to both the company as well as to the suppliers?

3. Analyze the strategic growth plan of VF Brands with respect to their acquisitions. Their mission in these acquisitions was to preserve the organizational culture and unique brand identities of these acquisitions. Why was VF Brands concerned about this?

4. Analyze whether VF Brands should expand the “Third Way” sourcing strategy, expand internal manufacturing, or do more traditional sourcing. Include your rationale.

Your response should be a minimum of three pages in length, double-spaced. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations per APA guidelines.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

Unit VI Case Study

For this assignment, read the case study, Southwest Airlines on page 479 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions, with thorough explanations and well-supported rationale.

1. What is the Southwest business model and why is it so effective?

2. Compile a comparative analysis of two competing airlines to Southwest with respect to service and price.

3. How might Southwest react to the changes discussed in the “Tuesday Meeting” (last couple of paragraphs of case).

Your response should be a minimum of two pages, double- spaced. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and cited per APA guidelines.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

Unit VII Research Paper

For this assignment, read the case study, “Sonance,” on pages 563-578 of your textbook. You will compile a comprehensive case study analysis based upon this case. This involves a critical review of the company and situation leading to the problem identification. From there, you will research the company, industry, and competition, leading to the identification of several viable alternatives, followed by the final recommendation. In summary, the format should include the following:

Company/product overview: Introduce the company and product/services.

Situation analysis: This will require an analysis of what is going on internally within the organization as well as externally. Think about the political/legal environment, economic, socio-cultural, and technological. Using the CSU Online Library, minimally research the industry and competitors.

Problem: Identify the problem(s) that this company is having or will have in the near future.

Alternatives: Formulate a minimum of three possible alternatives that could solve the problem stated above. Explain each thoroughly with an eye on the advantages and disadvantages of each alternative.

Recommendation: Examine the alternatives and select the best alternative for this company. Include your rationale for selecting this over the others and discuss the implementation process.

Your comprehensive case analysis should be a minimum of six pages in length, double-spaced (not including the reference page). The case analysis format should include the five sections described above using subheadings within the paper. References should include your textbook plus a minimum of two additional credible references. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and cited per APA guidelines. Additional supplemental information on preparing a written case analysis can be found in the textbook on pages 687-702.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

Unit VIII PowerPoint Presentation

Compile a PowerPoint presentation demonstrating the importance of strategic marketing management within an organization. Throughout this course, you have had the opportunity to apply strategic marketing management concepts to multiple organizations. Synthesize this learning into this PowerPoint presentation.

Your PowerPoint length should be 12-15 slides including a title slide and a reference slide. Use of speaker notes is required as well. Click here to view instructions for adding audio to a PowerPoint presentation.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.