Module 1 Discussion Branding strategies are changing due to the popularity of the Internet and changing consumer behavior. There are various functions of branding. Branding is not only utilized to differentiate the focal brand from the competing ones, bu

Module 1 – Reading Background

STP, PRODUCT MANAGEMENT & SITUATION ANALYSIS

The reading list for this first module is quite extensive. However, many of these items will also serve as references for Modules 2-4.

How to conduct a marketing audit (n.d.). MarketingTeacher.com. Retrieved from  http://www.marketingteacher.com/marketing-audit/

Introduction to financial statements for marketing (n.d.). MarketingTeacher.com. Retrieved from  http://www.marketingteacher.com/marketing-and-finance/

Marks, R. E. (1997). Market structure and competition (October 9). Retrieved from  http://www.agsm.edu.au/bobm/teaching/ECL/lect03.pdf

Marketing Research (n.d.). MarketingTeacher. Retrieved from  http://www.marketingteacher.com/introduction-to-marketing-research/

These Web pages explain concepts of the Segmenting, Targeting, and Positioning.

Building Customer Relationships. (2014). Pearson Learning Solutions, New York, NY. Retrieved from  http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=11770

Building Customer Relationships (Audio). (2014). Pearson Learning Solutions, New York, NY. Retrieved from  http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=11448

Segmentation (n.d.). MarketingTeacher. Retrieved from  http://www.marketingteacher.com/segmentation/

Targeting (n.d.). MarketingTeacher. Retrieved from  http://www.marketingteacher.com/targeting/

Positioning (n.d.). MarketingTeacher. Retrieved from  http://www.entrepreneur.com/encyclopedia/positioning

Perner, L. (n.d.). Segmentation, targeting, and positioning. Consumer Psychologist. Retrieved from  http://www.consumerpsychologist.com/cb_Segmentation.html

Here are some useful links on market segments:

Nielsen. (n.d.). MyBestSegments ZIP code look-up. Retrieved from  https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=20&menuOption=ziplookup&pageName=ZIP%2BCode%2BLookup

Nielsen. (n.d.). Nielsen PRIZM – Understanding social and lifestage groups. Retrieved from  http://www.claritas.com/MyBestSegments/tutorials/Nielsen_PRIZM/engage.html

Nielsen. (n.d.). Segment Details. Retrieved from  https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=30&menuOption=segmentdetails&pageName=Segment%Details

TETRAD. (n.d.). Demographics. Retrieved from  http://www.tetrad.com/category/demographics/

This article explains considerations internal to the firm that affect its financial health:

Porter, M. (1980). Generic strategies. Retrieved from  http://www.marketingteacher.com/generic-strategies/

These Web pages explain the forces external to the firm that affect the financial health of a product or company:

PEST Analysis (n.d.). MarketingTeacher. Retrieved from  http://www.marketingteacher.com/pest-analysis/

Managing External Forces (n.d.). Marketing Tutorials. KnowThis. Retrieved from  http://www.knowthis.com/principles-of-marketing-tutorials/managing-external-forces/

The following readings relate to product management strategy:

Products and Services. (2014). Pearson Learning Solutions, New York, NY. Retrieved from  http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=12052

Products and Services (Audio). (2014). Pearson Learning Solutions, New York, NY. Retrieved from  http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=11699

Product decisions (n.d.). KnowThis. Retrieved from  http://www.knowthis.com/principles-of-marketing-tutorials/product-decisions/

This series of Web pages explains that product decisions over which firms have control are forces that determine the financial health of a product or company:

Product strategies (n.d.). LearnMarketing. Retrieved from  http://www.learnmarketing.net/product.htm

The following articles explain and illustrate branding:

Aisner, J. E. (1999) More than a name: The role of brands in people’s lives. Working Knowledge for Business Leaders Series. Boston, MA: Harvard Business School. Retrieved from  http://hbswk.hbs.edu/archive/2598.html

Beyersdorfer, D., et al. (2011 January/February). Preserve the luxury or extend the brand? Harvard Business Review. 89:1/2(January/February):173-7.

Christ, P. (2009). Understanding the importance of branding (October 28). Retrieved from  http://www.knowthis.com/insights/marketing-professionals/trends-developments/1559-understanding-the-importance-of-branding

Clark, D. (2011 March) Reinventing your personal brand. Harvard Business Review. 89:5 (March):78-81.

Edelman, D. C. (2010). Branding in the digital age. Harvard Business Review. 88:12 (December):62-69.

Introduction to brands (n.d.). Marketing Teacher. Retrieved from  http://www.marketingteacher.com/introduction-to-brands/

Klein, K. E. (2008). A practical guide to branding. Bloomberg Businessweek (June 9).

Tauber, E. W. (1981). Four branding alternatives: A branding strategy based upon brand extension. Marketing Teacher. Retrieved from  http://www.marketingteacher.com/four-banding-alternatives/

Zax, D. (2010). For Millennials, brands may be as important as religion, ethnicity. Co-Create(November 17). Retrieved from  http://www.fastcocreate.com/1679028/for-millennials-brands-may-be-as-important-as-religion-ethnicity

The following article explains brand personality:

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research. 24:4(March):343-372.

These articles address the question of celebrity endorsements:

A Teakettle with Star Power? The Upsides and Pitfalls of Celebrity Brands (2011).Knowledge@Wharton (April 27). Retrieved from  http://knowledge.wharton.upenn.edu/article.cfm?articleid=2761

Star Blight: The Perils of Celebrity Endorsements (2006). Knowledge@Wharton (September 6).Retrieved from  http://knowledge.wharton.upenn.edu/article.cfm?articleid=1552

Stone, M. (2012). How Retailers' Love Affair With Celebrities Will Blossom In 2012. Forbes (January 4).

Check the professional market research reports from  IBISWorld  database to find the industry analysis for your cumulative Session Long Project.

IBISWorld Overview  (n.d.). IBISWorld, Inc., New York, NY.

IBISWorld Forecast  (n.d.). IBISWorld, Inc., New York, NY.

IBISWorld Data and Sources  (n.d.). IBISWorld, Inc., New York, NY.

IBISWorld Navigation Tips  (n.d.). IBISWorld, Inc., New York, NY.

Check the following links for proper APA citation and reference format:

Purdue University Online Writing Lab. (n.d.). In-text citations: The basics. Retrieved from  http://owl.english.purdue.edu/owl/resource/560/02/.

Cornell University Library. (n.d.). APA citation style. Retrieved from  http://www.library.cornell.edu/resrch/citmanage/apa

Golden Gate University. (n.d.). University library: Research help. Retrieved from  http://www.ggu.edu/libraries/university-library/research-help#citation-guide

University of Illinois at Urbana-Champaign. (n.d.). The center for writing studies. Retrieved from  http://www.cws.illinois.edu/workshop/writers/citation/apa/intextcitation/