MKT 607 Module 1 Discussion Question 1
What are the components of a common marketing plan? Why is it important have a strategic marketing plan? How does the type of product or service affect the marketing strategy? Provide an example.
MKT 607 Module 1 Discussion Question 2
What are the aspects of marketing management? How has the marketing management process changed over the last several decades? Present examples.
MKT 607 Module 2 Discussion Question 1
In light of Kotler’s article on “Wrestling With Ethics” and other research/articles that you are able to draw upon, should profitability drive social responsibility? Be sure to support your discussion question responses with evidence from the readings and/or additional references.
MKT 607 Module 2 Discussion Question 2
Should there be greater government regulation with respect to selling to vulnerable consumers? Be sure to support your discussion question responses with evidence from the readings or additional references.
MKT607 Module 3 Discussion Question 1
With respect to the articles assigned and any other articles/research that you are able to draw upon, do marketers have an obligation to avoid marketing to vulnerable consumers as defined by Craig Smith and Cooper-Martin in “Ethics and Target Marketing: the Role of Product Harm and Consumer Vulnerability”? How should businesses handle those deemed to be vulnerable?
MKT607 Module 3 Discussion Question 2
Do you agree that cohort segmentation is effective in developing communications for various consumer groups? Explain why or why not.
MKT607 Module 4 Discussion Question 1
As stated in this week’s reading, “Whether a company grows, survives, and makes a profit could depend upon how their products or services are defined.” What does this statement mean to a company or to consumer perception?
MKT607 Module 4 Discussion Question 2
Should chain stores imitate the packaging of leading brands? (Store brands will frequently have the look of a well-known brand). Why or why not?
MKT607 Module 5 Discussion Question 1
Define integrated marketing communications (IMC) and discuss the importance of teamwork in achieving a successful IMC effort. Provide examples of how this concept would apply to a specific organization. Use the Schultz and Kitchen article on “Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study” for reference.
MKT607 Module 5 Discussion Question 2
Regarding “Make Your Dealers Your Partners,” why do you think the Caterpillar system works? Identify characteristics that seem to be unique to Caterpillar and make their system successful. Explain how these unique characteristics contribute to the success of Caterpillar.
MKT607 Module 6 Discussion Question 1
What are the various types and functions of marketing intermediaries? Which are more important to large business and why? Which are more important for the small business and why?
MKT607 Module 6 Discussion Question 2
One of the 4 Ps of marketing is place. The assumption is that a channel of distribution is designed to efficiently bring a product to a place and the consumer. What are the combinations of institutions through which sellers deliver their product?
How is pricing affected by the complexity of the distribution? What are the (political, social, or economic) issues that can interrupt a distribution channel, and what are the potential consequences? Use examples from current marketing successes and debacles to illustrate your response.
MKT607 Module 7 Discussion Question 1
With regard to “Consumer Perceptions of Price, Quality, and Value: A Means-End Model of Synthesis of Evidence,” comment on the problem of perceived versus objective quality. Provide examples. How does this affect the marketing of services?
MKT607 Module 7 Discussion Question 2
Think of two creative ideas for services to be provided by the grocery business industry. Be very specific in terms of the rationale behind your approach, and the systematic procedures (e.g., questionnaire) you would use to introduce your services to the market.
In the health care industry, what other ideas do you have for providing better services to customers? Analyze and discuss your judgment about whether marketing in this industry is different because human life is involved.
MKT607 Module 8 Discussion Question 1
“National Cultures in Four Dimensions: A Research-Based Theory of Cultural Differences Among Nations,” is considered seminal in several fields, including marketing, international business, and organizational development. Based on your experiences and readings, how does Hofstede’s model help a marketer plan a global market entry?
MKT607 Module 8 Discussion Question 2
With regard to “Fair Trade Marketing: An Alternative System for Globalization and Development,” how can the apparent conflict between marketing management’s emphasis on consumer satisfaction be reconciled with the tenets of fair trade, wherein disadvantaged members of the supply chain are given some priority?
“Organizing for Worldwide Effectiveness: the Transnational Solution” suggests that technical and marketing functions be integrated within each subsidiary of any organization. What are the strengths of such an organization? What are the weaknesses or pitfalls?