13 Jan The marketing control

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.”