Marketing Management

(#2) Topic: Global Market Adaption and Forecasting Demand

Before a product can be created, the marketer must determine if there is a demand for the product as well as how much of a demand, based on customer needs and wants. If sufficient demand does not exist, the company might invest a lot of money in developing a product that no one actually purchases. There are many products that have been unsuccessfully launched in the past with insufficient and inaccurate demand forecasting. 

· Based on Smith & Armstrong’s data (table 3.3, p. 74), how would you change a food product of your choice for a global consumer?

· Forecast the demand for the food product you changed above. What type of data would you be looking for and how would you obtain it?

Resources:

Statista (2019). Retrieved from https://www.statista.com/

U.S. Labor Department (2019). Bureau of the Census: International database. Retrieved from https://www.census.gov/data-tools/demo/idb/informationGateway.php

(#3)

The Online Focus Group

Increasingly, companies are conducting online research. However, it is not always effective or easy. You will do some research concerning focus groups and then address the following Discussion topics.

You have decided to conduct an online focus group to determine participants’ reaction to a new _____ (fill in the blank with a product of choice not related to the scenarios provided).

· What will you need to plan, arrange, and communicate in order to conduct this online focus group successfully?

· What possible problems could arise, and how will they be handled?

· What are the pros and cons of conducting this type of research?

(#4)

Discussion 1: Marketing Challenges

Access the ASG email simulation:

Discuss options with the marketing team (i.e., your classmates) to address the simulation email from the boss and the sales metrics she includes in the email.

Discussion 2: Brand Loyalty

You read about brand how to create brand loyalty.

· Now discuss how you could create brand loyalty among the existing and future customers of a natural premium pet food, PremiumPets I (PPI).

· What could you do to specifically promote the PPI dog food?

· Based on your reading, how could you personalize the marketing to target customers of the dog food line of PPI?

(#5)

Topic: The Supplier and the Business Market

In the simulation and ASG CSR database you read about the different product lines that ASG carries.

· What kinds of products or raw materials would be needed for the product line you chose, and why? Are these materials in line with the company’s mission and objectives?

· What type of buyer-supplier relationship would you create based on your text’s eight categories (pp. 208–209), and why?

· Are there any existing products that might be adaptable for sale to businesses or industry? Explain.

· Once you have made your initial post, comment on classmates’ responses keeping in mind the mission, objectives, and standards of ASG.

(#6)

In the ASG simulation, you chose a product line. In this unit, you read about branding in Chapter 10.

Topic: Brand Mantra

· Create a brand mantra (internal) that might address all that the ASG brand offers.

· Explain why your brand mantra would be well-suited to ASG based on the background information that you have.

· Now create a brand mantra for yourself. Explain your mantra.

(#7)

Topic: Environmental Consequences

Many companies are considering reducing negative environmental impacts of conducting business. Some firms have changed manufacturing processes and or the materials that go into them to be more environmentally friendly.   

· When creating and enacting product strategies, what environmental issues must marketers address?

· Provide at least one specific example using the Purdue Global Library or Internet.

· Do some research on Interface Global Inc. and discuss how you think this company has benefitted in its marketing from becoming more sustainable environmentally. Can they substantiate their claims? Explain.

(#8)

Pricing is considered one of the most challenging elements of the marketing mix. Nevertheless, it is also the most flexible elements of the marketing mix. There are many effective strategies marketers can use to increase revenue and profits.

Topic: Pricing Strategy

· ASG wants to launch gloves with warming sensors for the current target markets. Do some research on the Internet regarding competition in the market for these gloves.

· How will you address the stages of the consumer adoption process on p. 454?

· Using your competitive pricing from the text in Chapter 16, decide on a competitive price for ASG’s product solely based on the competition and quality of the ASG product.

· What, if any, discounts should the company provide in order to induce initial sales of the product?

· What other channel alternatives for these gloves should ASG consider, based on Chapter 17? Explain.

(#9)

Topic: Comparing Social Media

As social media and online marketing in general have become predominant forces in product promotion, it is incumbent on all marketing professionals to be conversant in the pros and cons of various social media platforms. In this discussion you have the opportunity to compare some of the most highly used social media platforms used today (Statista.com., 2019).

· Compare the two social media sites. Either WhatsApp and Snapchat  or  WeChat and Twitter. Which would be best suited to promote home products?

· Explain your choice.

· What are the pros and cons of using the site you chose? Is there another social media site that would be better suited? Describe the alternative site and the benefits of using it to promote home products.

· How would your choice of social media sites for promotion change if you were promoting home services instead of products? Explain.

Reference

Statista (2019). Retrieved from https://www.statista.com/

(#10)

Designing the Communication Platform

Introduction: There are a variety of communication platforms to reach customers. Some of the newer forms of communication include social media and mobile marketing. In addition, micromodels are used to concentrate on a consumer’s specific responses to communications.

Scenario: The UDesignCookie Company (UDC) creates cookies made to order online for shipment anywhere in the world. Customers design their own cookies with either a vanilla, chocolate or chocolate chip cookie dough as a base, and then can add any of the more than 50 condiments from various nuts to cinnamon chips to cranberries. The minimum order is two (2) dozen and the price is $50. Shipping is free. So far the company has been promoting their product via the Internet.

· Using table 19.1 on p. 561 of your text, choose five of the eight communication platforms provided and explain how you would help promote UDC business while keeping the costs low, since they are a start-up company with limited resources.

· Which micromodel on p. 563 would be most relevant for a new pen product? Why?