BUS 620 Week 1 Discussion Marketing Strategies

Complete the “Think About It” activity in Section 1.2 of the text:

Select a consumer product of personal interest—one that you have purchased within the past six months. It can be anything, just as long you are familiar with the product and generally understand how it is marketed. Using the matrix model of marketing management in Table 1.2, fill in the cells of the matrix as completely and thoroughly as you can for the brand that you purchased. Be sure that your entries correspond to your perspective as a customer for this brand. In short, you are the target market. You may wish to create one or more positioning maps to help illustrate how you perceive the competitive playing field. Once you’re done, examine the intersection of each cell.

• How do the elements of the marketing mix align with the four strategy categories in the left-hand column?
• Does every one of the 4 P’s contribute to each of the strategic objectives established in the left-hand column?
• Do you see room for improvement? How would this assessment be different for other types of customers?

Respond to at least 3 of your classmates.

BUS 620 Week 1 Discussion What is Marketing?

Marketing has often been defined in terms of satisfying customers’ needs and wants. Critics, however, maintain that marketing goes beyond that and creates needs and wants that did not exist before. They feel marketers encourage consumers to spend more money than they should on goods and services they do not really need.  With a minimum of 200 words, explain your understanding of the role of marketing and the marketing management process. Respond to at least 3 of your classmates.

Carefully review the Discussion Forum Grading Rubric for the criteria that will be used to evaluate this Discussion Thread.

BUS 620 Week 2 Discussion Buyer Behavior

The typical buying process consists of the following sequence of events: problem recognition, information search, evaluation of alternatives, purchase decision, and post purchase behavior. What specifically do you do as a consumer in each of these stages in a high involvement purchase like buying a house or a car? List the four main psychological processes as discussed in the text and what should marketers do to manage these four psychological processes affecting consumer behavior?  Respond to at least 3 of your classmates.

Carefully review the Discussion Forum Grading Rubric for the criteria that will be used to evaluate this Discussion Thread.

BUS 620 Week 2 Discussion Customer Needs

Visit GE Healthcare  (www.gehealthcare.com/). In context to the major points of chapter 5, define how GE is addressing the needs of their hospital customers by the design of this Web site? Where and what is GE doing right, what is GE doing wrong, and where can GE improve using marketing research? In context of chapter 3, where can GE improve using marketing research? Respond to at least 3 of your classmates. 

Carefully review the Discussion Forum Grading Rubric for the criteria that will be used to evaluate this Discussion Thread.

BUS 620 Week 3 Discussion Branding Nordstrom

After reading the article “Conservative Nordstrom to sell trendy Topshop fashions,” respond to the following:

• How does this partnership fit into Nordstrom’s current brand management strategy? Will it appeal to its target markets? How will it allow Nordstrom to differentiate itself from the competition?

• Is this a risky move for Nordstrom considering the downward sales trends for Topshop in the UK?

Respond to at least 3 of your classmates. 

Carefully review the Discussion Forum Grading Rubric for the criteria that will be used to evaluate this Discussion Thread.

BUS 620 Week 3 Discussion Market Segmentation

What are the different levels of market segmentation? Synthesize the segmentation strategies that manufacturers of personal computers should implement to attract both the Gen Y and baby boomer generation to increase their purchases of computers. Are there some examples of companies that have already done a good job of marketing across generations?  Respond to at least 3 of your classmates. 

Carefully review the Discussion Forum Grading Rubric for the criteria that will be used to evaluate this Discussion Thread.

BUS 620 Week 4 Discussion Product Development Process

Do an internet search of the new product development process of any product of your choice, and analyze the process for developing the product. Review the reasons why new products fail and make two specific recommendations to improve the high failure rate of new products.

Respond to at least three of your classmates’ posts.

Carefully review the Discussion Forum Grading Rubric for the criteria that will be used to evaluate this Discussion Thread.

BUS 620 Week 4 Discussion The Role of Pricing

Pricing Strategies:  Identity three types of pricing strategies. Select a good or service and compare the prices of two different companies associated with the goods or service. Why do different organizations have different pricing strategies for the same good or service? Respond to at least three of your classmates. 

Carefully review the Discussion Forum Grading Rubric for the criteria that will be used to evaluate this Discussion Thread.

BUS 620 Week 5 Discussion Going Global

Identify the strategies for entering into the global market. Assess the strengths and limitations of each. Give an example of a company that has made a success of doing business in the global economy. What lessons from McDonald’s success in the global marketplace are transferable across industries? Respond to at least 3 of your classmates. 

Carefully review the Discussion Forum Grading Rubric for the criteria that will be used to evaluate this Discussion Thread.

BUS 620 Week 5 Discussion Marketing Channels

Analyze the challenges that organizations face in the effective transition between selling products using the traditional brick and mortar marketing channel and selling products online. Synthesize the strategies that organizations like Zara and Wal-Mart- two companies that are having difficulty developing eCommerce capability can implement to increase the effortless movement of customers between the traditional and online channels. 

What are the benefits and limitations of selling through a store front and online? 

Respond to at least 3 of your classmates.

BUS 620 Week 6 Discussion Creating a Plan

Provide a brief overview of the product for which you are going to write your Marketing Plan. Why did you choose it? Which elements of the plan are you having difficulty with? What additional information would be needed to make the most informed strategic decisions for the future implementation of your plan? 

Guided Response: Provide suggestions to at least one of your classmates on how they may be able to address some of the elements they are struggling with in their plan. In particular, try to focus your feedback on any classmates that are introducing a product in the same, or similar, industry as your own.  Respond to at least 3 of your classmates

Carefully review the Discussion Forum Grading Rubric for the criteria that will be used to evaluate this Discussion Thread.

BUS 620 Week 6 Discussion Proctor & Gamble in Vietnam

Review the article:

Coleman-Lochner, L. (2012). P&G plays kindergarten catch-up with Unilever in Vietnam. Bloomberg. Retrieved fromhttp://www.bloomberg.com/news/2012-07-04/p-g-plays-kindergarten-catch-up-with-unilever-in-vietnam.html

• Discuss the marketing plan insights P&G has gained through its Vietnamese marketing studies. How influential are those discoveries in the development of P&G's strategy to enter the Vietnamese market?
• In developing a marketing plan, identify the characteristics of the marketing plan that P&G should implement to boost performance?

Respond to at least 3 of your classmates. 

Carefully review the Discussion Forum Grading Rubric for the criteria that will be used to evaluate this Discussion Thread.

BUS 620 Week 1 AmazonFresh

Read the article: AmazonFresh is Jeff Bezos’ Last Mile Quest for Total Retail Domination.

Amazon has created three elements with how they are approaching the consumer market: fulfillment centers, Amazon Prime, and AmazonFresh. Analyze how Amazon has captured its consumer’s desire for not only less expensive prices, but faster delivery, and how it has created programs that will satisfy these consumer demands. Determine if Amazon will succeed in its quest for same-day delivery, and justify your response.

The paper

• Must be minimum of three to four double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center.
• Must include a separate title page with the following:
• Title of paper
• Student’s name
• Course name and number
• Instructor’s name
• Date submitted
• You must use at least three scholarly sources from the Ashford University Library, one of which must be peer reviewed, in addition to the textbook.
• Must document all sources in APA style as outlined in the Ashford Writing Center.

Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center

Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.

BUS 620 Week 2 Industry Forecasting

Select an industry that interests you. Using the political, economic, social, technological, environmental, and legal (PESTEL) analysis as covered in the text, analyze the factors that may impact the industry that you have selected and the successful marketing of a company’s product. Evaluate the factors you perceive to be the biggest strengths and weaknesses. Describe some opportunities for growth that could be capitalized over the next five years.

Your paper must be a minimum of three to four pages (not including the title and reference pages) and be formatted according to APA style as outlined in the Ashford Writing Center. You must use at least three scholarly sources from the Ashford University Library, one of which must be peer reviewed, in addition to the textbook.

The paper

• Must be three to four double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center.
• Must include a separate title page with the following:
• Title of paper
• Student’s name
• Course name and number
• Instructor’s name
• Date submitted
• Must use at least three scholarly sources from the Ashford University Library, one of which must be peer reviewed, in addition to the textbook.
• Must document all sources in APA style as outlined in the Ashford Writing Center.

Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center

Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.

BUS 620 Week 3 What You Don’t Know About Apple

Read this week’s required article: “What You Don’t Know About Apple”.

In a three- to four-page paper (not including the title and reference pages):

• Discuss if Apple will continue its path to be the frontrunner in revolutionizing the digital marketplace.
• Discuss if Apple’s competition has increased their share of the marketplace at Apple’s expense.
• Discuss if Apple will succeed without Steve Jobs.

The paper

• Must be three to four double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center.
• Must include a separate title page with the following:
• Title of paper
• Student’s name
• Course name and number
• Instructor’s name
• Date submitted
• Must use at least three scholarly sources from the Ashford University Library, one of which must be peer reviewed, in addition to the textbook.
• Must document all sources in APA style as outlined in the Ashford Writing Center.

Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.

Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.

BUS 620 Week 4 Pricing

Read this week’s required article: “How Companies Can Get Smart About Raising Prices”.

In a three- to four-page paper (not including the title and reference pages): Retrieved from the ProQuest database.

• Explain how to successfully get customers to pay more for your products. Reference the article in support of your response.
• Explain how a specific pricing strategy will allow you to raise the price on your product successfully.

The paper

• Must be three to four double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center.
• Must include a separate title page with the following:
• Title of paper
• Student’s name
• Course name and number
• Instructor’s name
• Date submitted
• Must use at least three scholarly sources from the Ashford University Library, one of which must be peer reviewed, in addition to the textbook.
• Must document all sources in APA style as outlined in the Ashford Writing Center.

Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.

Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.

BUS 620 Week 5 Marketing Challenges in a New Economy

Read the article: “Airbnb and the Unstoppable Rise of the Share Economy”. A recent trend in the consumer marketplace is the ability for a consumer to share their personal belongings, such as their homes/apartments, autos, tools, bicycles, and so forth. The shared economy has now become a multibillion dollar business.

• Explain how this concept is disrupting our traditional economy.

• Describe whether the shared economy is creating new value for the consumer or if it is just replacing existing business.

The paper

• Must be three to four double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center.
• Must include a separate title page with the following:
• Title of paper
• Student’s name
• Course name and number
• Instructor’s name
• Date submitted
• Must use at least three scholarly sources from the Ashford University Library, one of which must be peer reviewed, in addition to the textbook.
• Must document all sources in APA style as outlined in the Ashford Writing Center.

Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.

Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.

BUS 620 Week 6 Final Paper

Develop a 12- to14-page marketing plan (not including the title and reference pages, charts and/or graphs) for any product of your choice. Your marketing plan must:

• Analyze the specific marketplace situation in detail, including organizational strengths, weaknesses, environmental opportunities, and threats (SWOT analysis).
• Develop an organizational mission statement, and forecast performance goals using your situational analysis.
• Design a marketing strategy based upon your objectives.
• Create an appropriate integrated marketing mix, which will include your ability to effectively appeal to the specific market segments you will be targeting.
• Develop a written summary and specific recommendations for the implementation of your plan.

Writing the Final Paper
The Final Paper:

• Must be 12 to 14 double-spaced pages in length (not including the title and reference pages, charts and/or graphs) and formatted according to APA style as outlined in the Ashford Writing Center.
• Must include a title page with the following:
• Title of paper
• Students name
• Course name and number
• Instructor’s name
• Date submitted
• Must begin with an introductory paragraph that has a succinct thesis statement.
• Must address the topic of the paper with critical thought.
• Must end with a conclusion that reaffirms your thesis.
• Must use at least four scholarly sources from the Ashford University Library, in addition to the text.
• Must document all sources in APA style as outlined in the Ashford Writing Center.
• Must include a separate reference page, formatted according to APA style as outlined in the Ashford Writing Center.

Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.