29 Jun Marketing C212 (Template) – An Overview of Strategic Marketing
Question
MKTG C212
Marketing C212 (Template) – Cohort Version Your Name Here Date A1. New Products and Services (Day One, Two, and Three) Propose 2 new products or services the company can sell or offer to a global market.
We strongly recommend students select one foreign country to focus their responses
on.
o Review: Marketing Chapter 1 “An Overview of Strategic Marketing” Read the following supplemental article: Defonseka, C. (2013).
Marketing: The all-important tool for a successful business. Canadian
Manager, 38(2), 8-9. Read the following supplemental article: Queich, J. (2009). In Praise of
Marketing. Harvard Business School: Working Knowledge. View the following supplemental video: “Fundamentals of Marketing
Basics (Part 1)”.
o Review: Marketing Chapter 11 “Product Concepts” Read the following supplemental article: Matthews, A., David, F., &
Aroy, J. (2011). Ahead of the Curve: Managing Product Lifecycle. Read the following supplemental article: Credle, S. (2013). Lots and Lots
of Choices – No More Time. Adweek, 54-(40), 35. View the following supplemental video: “The Five Competitive Forces
That Shape Strategy”. View the following supplemental video: “Michael Porter on
Competitiveness”.
o Review: Marketing Chapter 12 “Developing and Managing Products”
o Review: Marketing Chapter 13 “Services Marketing”
o Review: Marketing Chapter 14 “Branding and Packaging” Identify need and existing global market (provide a logical discussion of 3 research
methods from the chapter readings the candidate used to determine that there is both a
need as well as an existing global market for the products and/or services). The product
or service selected must generate a profit for the organization. o Review: Marketing Strategy Chapter 3 “Collecting and Analyzing Marketing
Information”
o Review: Marketing Chapter 5 “Market Research and Information System”
o Review: Marketing Chapter 6 “Target Markets: Segmentation and Evaluation” Read the following supplemental article: “10 Questions to Ask Before
Determining Your Target Market”.
Read the following supplemental article: “Five Recommendations for
Using Existing Segmentation Online”.
Read the following supplemental article: “Get on Target”.
Read the following supplemental article: “Precious Bundles of Insight”.
Read the following supplemental article: “How to Narrow Your Target
Market”.
View the following supplemental video: “Target Markets: Segmentation
and Evaluation”. o Review: Marketing Chapter 8 “Business Markets and Buying Behavior” Competitive Advantage (provide a logical explanation of 1 competitive advantage to the
company that will be attained by offering each new product and/or service to a global
market)
o Review: Marketing Chapter 2 “Planning, Implementing, and Evaluating
Marketing Strategies” Read the following supplemental article: “Getting the Marketing Mix
Right”. View the following supplemental video: “Best Marketing Strategy Ever!
Steve Jobs Think Different/Crazy One Speech (with real subtitles)”. View the following supplemental video: “Effective Marketing Strategies”.
o Review Marketing Strategy Chapter 4 “Developing Competitive Advantage and
Strategic Focus” and complete the following activities: Review section 4-6a (“Lessons from Chapter 4”) Review section 4-6b (“Questions for Discussion”) Read the following supplemental article: “How Corporate Learning Drives
Competitive Advantage” Risks in Product/Service Launch (provide a logical discussion of 2 inherent risks
associated with launching the new products and/or services in a global market and how to
minimize these risks.)
oReview: Marketing Chapter 15 “Marketing Channels and Supply-Chain
Management” Read the following supplemental article: Blanchard, D. (2011). Marketing
Could Be Your Demand Chain’s Weakest Link Industry Week/IW, 260(1),
48-49. View the following supplemental video: Adidas on reshaping the supply
chain for consumer-direct business oReview: Marketing Chapter 9 “Reaching Global Markets”
A2. Customer Relationship Management (CRM) (Day Four and Five) CRM System (Name and provide a logical discussion of the customer relationship
management software system you prescribe/recommend to track product or service
inquiries and sales)
o Review: Marketing Chapter 5 “Marketing Research and Information Systems” Read the following supplemental article: Rigby, D., Reichhled, F., &
Dawson, C. (2013). Winning Customer Loyalty is the Key to a Winning
CRM Strategy. View the following supplemental video: “Martha Rogers: Customer
Relationship Management (CRM) Strategy Expert and Keynote Speaker” View the following supplemental video: "The Ultimate Question: Earn the
Loyalty of Your Customers" (Franklin Covey).
o Review Marketing Strategy Chapter 5 “Customers, Segmentation, and Target
Marketing” and complete the following activities: Review section 5-6a (“Lessons from Chapter 5”) Review section 5-6b (“Questions for Discussion”) CRM Practices (explain how the information generated by the CRM software will be
used to continue to drive CRM practices and track sales in a global market).
o Review: Marketing Chapter 7 “Consumer Buying Behavior” Read the following supplemental article:
Krell, E. (2005). The 6 Most Overlooked Customer Touch Points. Read the following supplemental article:
Polla, A. (2013). Where the Shoppers Are: Mass Beauty, Retail Evolves.
Global Cosmetic Industry, 181(7), 34-37. View the following supplemental video: “The Job to be Done".
o Review Marketing Strategy Chapter 10 “Developing and Maintaining Long Term
Customer Relationships” and complete the following activities: Review section 10-4a (“Lessons from Chapter 10”) Review section 10-4b (“Questions for Discussion”) A3. Distribution Channels (Day Four and Five) Distribution Channel (Name and discuss at least 1 distribution channel for the 2 new
products and/or services in a global market.) Key Considerations (Name and analyze at least 2 key considerations for entering a
global market – e.g. regional trade alliances, agreements, environmental forces, etc.).
oReview: Marketing Chapter 9 “Reaching Global Markets” Read the following supplemental article: Carr, M. (2013). Global
Expansion and the Need for an Effective Distribution Channel Strategy. View the following supplemental video: “How Companies Break Into
Emerging Markets". Supply Chain (Describe your global supply chain and analyze how it may impact the
product or service).
oReview: Marketing Chapter 15 “Marketing Channels and Supply-Chain
Management” Read the following supplemental article: Blanchard, D. (2011). Marketing
Could Be Your Demand Chain’s Weakest Link Industry Week/IW, 260(1),
48-49. View the following supplemental video: “Adidas on reshaping the supply
chain for consumer-directed business".
o Review Marketing Strategy Chapter 6 “The Marketing Program” and complete
the following activities: Review section 6-3 Review section 6-6a (“Lessons from Chapter 6”) Review section 6-6b (“Questions for Discussion”) A4 . Pricing Strategy (Day Six) Pricing Strategy (Name and discuss a major pricing strategy (i.e. cost plus pricing,
competition-based pricing, break-even-based pricing, penetration-based pricing, premium
pricing) aligned to your products and/or services’ position within the overall market
strategy of the global market place.
o Review: Marketing Chapter 20 “Pricing Concepts”
o Review: Marketing Chapter 21 “Setting Prices” Read the following supplemental article: Baumgarten, J., Bushnell, O., &
Vidal, D. (2010). Pricing: The ‘Value Meal’ Approach. Read the following supplemental article: Tesseras, L. (2013). Directions
to gain a comparative advantage. Marketing Week (01419285), 3. Costs (identify and discuss costs associated with developing and launching the new
products and/or services. Provide dollar figure examples of your costs).
Acceptance (evaluate and discuss consumer acceptance of the price set for the new
products and/or services).
Competitor Prices (evaluate competitor prices for similar products and/or services.
Provide dollar figure examples of prices.). A5. Promotional Strategy (Day Seven and Eight) Promotional Strategy (discuss the promotional strategy you will use to promote your
products and/or services in a global market). List Channels – minimum of two for each (identify 2 mass media and 2 social media
channels you would use to promote your new products and/or services in a global
market).
o Review: Marketing Chapter 4 “Social Responsibility and Ethics in Marketing”
o Review: Marketing Chapter 10 “Digital Marketing and Social Networking” Read the following supplemental article: “SEO, Social Media and Digital
Marketing—Don’t Be a Dinosaur” View the following supplemental video: “The Future of Online Digital
Marketing 2012-2015". Justification (provide a logical justification of why you selected those channels based on
market segmentation).
o Review: Marketing Chapter 17 “Integrated Marketing Communications” Read the following supplemental article: Liodice, Bob. (2008)). Essentials
for Integrated Marketing. Read the following supplemental article: “Why Integrated Marketing
Communications Is More Important Than Ever”. Read the following supplemental article: “Integrated Marketing Success
Stories.” View the following supplemental video: “Integrated Marketing
Communications and Changing Technologies”. View the following supplemental video: “Integrated Marketing
Communications: Big Idea versus Big Data at SES New York”. Sales Promotion (Name and discuss 2 sales promotion activities – e.g. coupons, games,
contests, sweepstakes – you would use to promote your new products and/or services in a
global market).
o Review: Marketing Chapter 18 “Advertising and Public Relations” View the following supplemental video: “Branding in Relation to
Marketing, Public Relations & Advertising”. View the following supplemental video: “Market Trust: Build Your Brand
and Reputation”.
o Review: Marketing Chapter 19 “Personal Selling and Sales Promotion” Read the following supplemental article: “Gardner, L. (2013). Are you
sure you understand the basics of successful selling? American Salesman,
58(3), 3-6”. References
(Provide 3-4 references with in-text citations formatted in APA Style to support your discussions
above) Paper is typically 8-10 pages in length. Write in complete sentences and paragraphs. The marketing plan should be written in
Identify need and existing global market (provide a logical discussion of 3 research methods from the chapter readings the candidate used to determine that there is both a need as well as an existing global market for the products and/or services).The product or service selected must generate a profit for the organization.
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