Learning Outcomes:

1. Recognize an understanding of the overall marketing concepts, goals and strategies within the context of organizations goals and strategies. CLO-12. Demonstrate the ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumer’s decision. CLO-033. Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the changing global environment. CLO-04

Assignment Question(s):

a. Discussion Questions

1. We have discussed the concept of “The Wheel of Social Media Engagement” in Chapter 03, which comprises the fundamental drivers of social media engagement as five related effects. Discuss these five drivers with the help of suitable examples. (2.5 Marks)

2. How can firms use customer demographics like income, market size, education, and ethnicity to market to their customers better? Discuss with the help of suitable examples. (2.5 Marks)

b. Critical thinking

1. When companies that sell coffee they develop their marketing strategy, do they concentrate on satisfying their customers’ needs or wants? What about a utility company, such as the local power company? A humanitarian agency, such as Doctors without Borders? Critically examine based on the concepts of needs and wants discussed. (2.5 Marks)

2. Visit the website of Kashi (www.kashi.com). Using the four Ps of Marketing mix, critically examine how Kashi creates value for customers with their Kashi Bars. (2.5 Marks)

Answers 

a. Discussion questions

1. Answer Q1-

2. Answer Q2-

b. Critical thinking

1. Answer Q1-

2. Answer Q2-