The Dynamic Marketing Environment Collaborative Learning Community: Re-branding Strategy Ford Explorer Truck

The Dynamic Marketing Environment

· Describe product mix strategies

· Differentiate branding and portfolio models

· Develop a re-branding strategy

Readings

1) Text: Etzel, Walker, & Stanton, chapters 9, 10 and 11

2) Article: None

3) Websites:

a) Brandchannel.com. (2005). Retrieved February 14, 2005, from http://www.brandchannel.com/start.asp?fa_id=250

4) Other: Lecture

Assignments

1) Individual: None

2) Collaborative Learning Community: Re-branding Strategy Ford Explorer Truck

a) Note: This assignment is due this week.

b) Choose a currently-struggling consumer product and re-brand it (a historical example would be Ford’s Edsel). Re-branding might include a new name, re-packaging, price point, product position, advertising, distribution, design, or quality.

b) Write a paper of approximately 1800-2000 words in which you describe the details of your marketing strategy. Write and cite in APA format.

c) Submit this assignment by the end of Week Four.

Discussion Questions

The instructor will post this mandatory DQ to the Discussion Board for class discussion.

1) Identify three brands of the same product (e.g., breakfast cereal) that are positioned differently and explain how they are differentiated.



Instructor will assign selected DQs and post them in the Discussion Board for class discussion.

2) Describe what is meant by product mix and provide examples from a Fortune 500 company.

3) What is the product life cycle? Identify four products from the same company in all four stages.

4) Describe the five characteristics of a good brand. Provide examples of brands that meet as many of these criteria as possible.

5) Why is it important to trademark a brand?

6) Explain the difference between TQM, ISO 9000, and ISO 14001.

7) How can heterogeneity be minimized in service organization?

8) Differentiate the pricing strategies for corporations and nonprofit organizations (NPOs).