Marketing Brief

Assignment Requirements

 

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Marketing Principles

Marketing Brief

                                           Due in class May 29

 

Respond to your choice of one of the following questions below. Give your answer as fully as possible. Support your answer using at least three specific examples, as required by each question. Your specific examples will come from our class lectures, assigned reading and case studies. At least one example must come from the case studies we have presented in class.

Guidelines: Word-process your response on separate paper, using the business memo format. Use two pages to answer your question. Include full name, course and section number, and the question you have chosen in the upper right corner on each page. Staple pages. Format: Single spacing, or 1.5 spacing within paragraphs; double spacing between paragraphs; 1” margins; 11 or 12–point Times, Palatino, Tahoma or Arial font. Cite references as needed at the end of your memo.

 

CHOOSE ONE QUESTION TO ANSWER:

Question #1: How does the marketing concept help an organization to operate with greater efficiency? In your response, begin by defining the marketing concept. Consider the importance of the value chain, value delivery network, market research, market segmentation, targeting, positioning and branding. Support your answer using at least three specific examples. Your specific examples will come from our class lectures, assigned reading and case studies. At least one example must come from the case studies we have presented in class.

 

 

Question #2: Why is post-purchase behavior important to marketers? Begin by describing the typical sequence of the consumer’s buyer decision process. Define post-purchase behavior. How does post-purchase behavior impact the consumer’s next purchase? Discuss the role of cognitive dissonance in a consumer’s post-purchase behavior. What steps can marketers take to manage cognitive dissonance among consumers? How, explicitly, can social media help marketers manage cognitive dissonance? Support your answer using at least three specific examples. Your specific examples will come from our class lectures, assigned reading and case studies. At least one example must come from the case studies we have presented in class.

 

 

Question #3: What are the typical market situations, your objectives, and expected outcomes when using: 1) a market-penetration pricing strategy? 2) … a market-skimming pricing strategy? 3) …a captive-product pricing strategy? Begin by defining each pricing strategy. Provide one example application for each of these three pricing strategies; at least one of your three examples must come from our case study work. Be specific. Then: Discuss and justify in detail the most appropriate strategy, penetration, skimming or captive-product, for the following: a) a neighborhood arts education program, partially supported by public funds; b) a skin patch, containing breakthrough drugs to help chronically obese individuals to reduce consumption of calories; c) a soon-to-be-released 5G smart phone; d) a portable inkjet cartridge printer, designed for use with tablet computing; e) chocolate chip cookies.

 

Good luck!

 

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