MKT 302: APPLIED MARKETING MANAGEMENT AND LEADERSHIP
W.P. Carey School of Business, Department of Marketing
Fall 2021
Time: 12:00 – 1:15 pm Room: ED 216 SLN: 76169
Instructor: Kathryn K. Eaton, Ph.D.
Office: West Campus, FAB S334
Tempe Campus, BAC 488
Phone: 480-965-2937
E-mail: [email protected], please put “MKT 302” in the subject line
Office hours: TTh 10:00 am to 11:30 am (Tempe campus)
W 3:00 pm - 4:00 pm (West campus)
By appointment
Required Text: Foundations of Marketing, 6th Edition, Pride/Ferrell, Cengage Publishing
(ISBN 9781285429779)
Course Website: http://my.asu.edu/
Marketing is dynamic, pervasive and exciting. It focuses on understanding consumers,
advocating for them, and developing loyal relationships with them. It steers innovation, strategy,
revenue generation, and profitability and, ultimately, drives economic development and
corporate performance.
Objectives and Approach
The main objective of this course is to help you learn to think strategically and to better
understand the application of marketing concepts to concerns that are common to marketing
managers. As future managers, you’ll need to know how the marketing function operates. But
more than that, you’ll need to know how marketing managers use marketing tools to work
effectively and efficiently with other business functions to achieve marketing and company
goals.
This course includes a broad knowledge of marketing as a business function---how people and
organizations plan and execute a function---and “hands on” experience through a group project
that will help you learn to apply that knowledge.
Thus, this course will focus on the following several specific objectives:
oTo improve your ability to make decisions under conditions of uncertainty, with
incomplete or conflicting information.
oTo further your understanding of the marketing mix variables (product, price, promotion,
place/physical distribution) and their business application.
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oTo improve your verbal and written skills applicable to professional marketing
management situations.
oTo provide you with more insights into the “real world” of marketing management.
oTo enhance your analytical, communication, and presentation skills.
oTo enhance your leadership skills and your ability to apply them as a part of a team.
oTo provide insight into ethical considerations of the decision areas.
The Text
The text and class content complement each other. However, the chapter reading assignments
don’t always match perfectly with the class discussion. In class we may talk about things not
covered in the text, expand on things not covered well in the test, or emphasize areas where the
text may have excellent coverage. At test time, you will want to understand how to apply the
concepts from the text as well as from class discussion.
Grading
Your grade will be based on your three exams scores, your group project, two class
presentations, and your participation in class. The specific breakdown is as follows:
Exam 1 200 points
Exam 2 200 points
Exam 3 200 points
Team assignments 1-3 (10-12 pages each, double spacing) 300 points (3 worth 100 each)
Final team project 200 points
Group presentations (based on team assignment) 100 points (2 worth 50 each)
Class participation/written exercises 100 points
Extra credit (not included in total) 12 points
TOTAL 1300 POINTS
Your points will then be calculated as a percentage.
Your final grade will be calculated as follows:
98% - 100% A+ 80% - 82.99% B-
93% - 97.99% A 77% - 79.99% C+
90% - 92.99% A- 70% - 76.99% C
87% - 89.99% B+ 60% - 69.99% D
83% - 86.99% B Below 60% E
Note: The grading scheme is weighted towards individual performance. You will NOT be
permitted to use the group work to boost your grade if your individual performance is not
adequate. Your individual performance is therefore paramount to your learning and your grade.
The maximum amount that your group work can enhance your grade is one full letter grade. I
also reserve the right to allocate scores differentially within groups based on peer evaluations.
You may not allow other group members to carry your performance.
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Exams
The exams will consist of multiple-choice questions, with the possible inclusion of some short-
answers and essay questions (to focus on writing skills). There will be three, including the final
exam. Class policy is no rescheduling of exams.
Extra Credit
Extra credit may be earned in the course by participating in the Behavioral Research Lab at ASU.
Pay attention to course announcements on Blackboard to learn how to participate. If you would
like more information, or have questions, concerns or technical issues, contact
Group Work
You have been assigned to groups for the class project. It is imperative that you make an effort to
get in contact with your teammates as soon as possible to make sure you have worked out all the
kinks in communication. It is your responsibility to be a responsive, participative group
member. If you are not responding or participating with your team, your teammates have
the right to remove you from the group. If this happens, you will receive a zero on the
group project. No alternate assignment will be given.
Group Project Grading (also please see project guidelines in a later section):
The main criteria for grading the group project assignments will be:
1. Overall presentation
o(Is it well-written? Is it professionally presented? Are there numerous
charts/graphs/illustrations to emphasize the points being made?)
2. Answered the questions or those that apply to your brand (questions are guides)
o(Is everything addressed? Is it thoroughly addressed? Were instructor suggestions
incorporated into the final draft?)
3. Depth of research
o(Is the bibliography extensive and current? Are there a variety of sources?)
4. Treatment of strategy
o(Is the strategy consistent with the analysis? Are recommendations consistent with the
strategy? Is the strategy well grounded in research and does it reflect thorough thought
development? Is the strategy creative?)
5. Peer evaluations
oThese evaluations by others on your team, as discussed in more detail below, may change
your individual group project grade (up or down).
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Class Presentations
Your “brand consulting team” will deliver two oral presentations to the balance of the class—
who will represent the firm that employed your consultative expertise. After your presentation, I
will provide you with feedback and assign a grade to the presentation.
Your team’s first presentation of an assignment should be 15 minutes, plus five minutes for
questions. It should provide a brief overview of your company and product, then discuss in more
detail the specific assignment being presented. Each team member must speak in all
presentations. As acting managers of the brand being presented, you should be attentive enough
of the group presenting to ask intelligent questions concerning their presentation. Your
participation in asking questions of other groups will be reflected in your class participation
grade. For each presentation, you must being me a printed copy of the slides, with three slides
per page and room for notes.
Your team’s final project presentation should be 15 minutes, plus five minutes for questions.
Your final presentation should include the highlights of your project to date. The purpose of the
presentation is to summarize your team project in a concise and compelling manner, particularly
focusing on your key recommendations. Again, you are in the role of an outside consultant to
your brand, so you should present an unbiased view. Remember, rehearsing is critical!
Both presentations will be evaluated on style and creativity in delivery. However, the final
presentation should not be a typical PowerPoint. It should be creative and may or may not
include a PowerPoint as part. Any PowerPoint must be limited in use. Creativity without the use
of notes will receive a higher grade. Find an interesting way to make the presentation. Don’t just
read your paper. Your presentation is graded independently of your written project. Be creative,
but always be professional. If there are ANY questions on what this means for your presentation,
please ask me BEFORE presenting. DRESS PROFESSIONALLY!
Class Participation
Students are expected to attend ALL class meetings and PARTICIPATE in class discussions. A
portion of your class participation grade will come from the quality and quantity of your
contributions. So, the idea is to add intellectually rich comments to the class discussion. Some
students may err on the side of thinking too much and saying nothing, while others err on the
side of thinking too little and talking too much. Simply showing up for class is not enough to
earn full credit. If you attend class every single day but do not participate in class discussions,
you can expect to earn 50 points for participation. If you often participate in class, your grade
will be between 50 and 100, depending on the frequency and quality of your contributions. If
you often miss class and do not participate when you are present, your grade will be lower
than 50. To effectively participate in class discussions, you should read the assigned text
BEFORE attending class.
Classroom Policies
Please refrain from using cellphones and laptops in class. If you have extenuating circumstances
that necessitate the use of these items please discuss them with me prior to class. Please do not
record any portion of the lecture (via pictures or video/audio recording) without express consent
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from the instructor. Please note that all course materials are copyrighted material, including
lecture notes, exams, and handouts.
Ethical Implications
Remember, being a consultant to a corporation requires a personal set of values that will reflect
positively not only on you but also the firm you represent. Ideally, few firms will allow its good
reputation to be tarnished for a few more dollars. Good ethics is good business. Always
consider the ethical implications of your decisions!
Academic Integrity
Students are encouraged to share intellectual views and discuss freely the principles and
applications of course materials. However, graded work/exercises must be the product of
independent effort unless otherwise instructed. Academic dishonesty will not be tolerated in any
form. Cases of academic dishonesty will be pursued to the fullest extent allowed by college and
university regulations. Students are expected to adhere to the ASU Code of Academic Integrity
as described in the ASU General Catalog. For further information on this subject please refer to:
http://www.asu.edu/studentaffairs/studentlife/judicial/academic_integrity.htm
Classroom Behavior
You are enrolled in a professional course; please treat our classroom in the professional manner it
deserves. Students are coming to class to learn. Please do not disrupt this process. If you need
to talk to someone in class, please excuse yourself from class rather than create an annoyance for
other students. You are expected to act as you would if you were in a meeting with your boss.
Text messaging, sleeping, etc. will not be tolerated. If I see you doing any of these things, you
will be asked to leave and you will lose attendance points for that day. If you have any questions
whatsoever as to what it means to act in a professional manner, please ask me. The Arizona
Board of Regents’ Student Code of Conduct prohibits threats of physical harm to any member of
the University community, including to one’s self. For further information, please refer to:
http://www.abor.asu.edu/1_the_regents/policymanual/chap5/5-308.pdf
Special Needs and Accommodations
Please plan to meet with me by appointment or during office hours to discuss accommodations
and how my course requirements and activities may impact your ability to fully participate.
Please let me know as soon as possible if you need ANY accommodation for a disability. I can
work with you and Disability Resources for Students (480-965-1234) to make the appropriate
accommodations.
Final Note
I am here as a resource to you, and I am happy to meet with you outside of class or via email to
ensure that you will be successful in this course. Please do not hesitate to contact me for
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additional clarification or discussion. My personal goal is to see every single one of you do well
in this course and gain the tools necessary to be successful in your future endeavors!
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Schedule of Classes and Assignments
Date Activity Discussion Assignment
08.20.2015 Lecture Course Introduction
08.25.2015 Lecture 1 What is Marketing?
08.27.2015 Lecture 2 Ethics
09.01.2015 Lecture 3 Branding Groups
assigned in
Blackboard
09.03.2015 Group and
Project Work
Project Introduction
Brands chosen
Writing workshop
09.08.2015 Lecture 4 Planning Marketing Strategies
09.10.2015 Lecture 5 The Marketing Environment
09.15.2015 Lecture 6 Segmentation and Targeting
09.17.2015 No Class No Class - Work on Assn. 1 and Study for Exam 1
09.22.2015 Presentations Group In-Class Presentations, Groups 1, 2, & 3 Assn. 1 Due
09.24.2015 Exam Exam 1 - Lectures 1 - 6
09.29.2015 Lecture 7 Products
10.01.2015 No Class Professor Eaton at a Conference
10.06.2015 Lecture 8 Services
10.08.2015 Lecture 9 Consumer Buying Behavior
10.13.2015 No Class Fall Break
10.15.2015 Lecture 10 Business Markets and Buying Behavior
10.20.2015 No Class No Class - Work on Assn. 2 and Study for Exam 2
10.22.2015 Presentations Group In-Class Presentations, Groups 4, 5, & 6 Assn. 2 Due
10.27.2015 Exam Exam 2 - Lectures 7 - 10
10.29.2015 Lecture 11 Market Research
11.03.2015 Lecture 12 Pricing
11.05.2015 Lecture 13 Place
11.10.2015 Lecture 14 Promotion
11.12.2015 Misc Journal Article Day
11.17.2015 No Class No Class - Work on Assn. 3 and Study for Exam 3
11.19.2015 Presentations Group In-Class Presentations, Groups 7, 8, & 9 Assn. 3 Due
11.24.2015 Exam Exam 3 - Lectures 11 - 14
11.26.2015 No Class No Class - Thanksgiving
12.01.2015 Presentations Group Final Presentations, Groups 1, 2, & 3
12.03.2015 Presentations Group Final Presentations, Groups 4, 5, & 6
12.08.2015
12:10 - 2:00 pm
Presentations FINAL EXAM DAY 12:10 - 2:00 PM
Group Final Presentations, Groups 7, 8, & 9
12.08.2015
5:00 pm
Misc Final papers due at 5:00 PM to the Department of
Marketing Assn. 4 Due
*This schedule is subject to change at the instructor’s discretion
**Peer evaluations are due 24 hours after your team’s final presentation
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ASSIGNMENTS
GROUP PROJECT
Summary of Team Project
For this project, you will work as part of a team that will remain intact for the duration of the
semester. Teams for all practical purposes represent a “brand consulting team” for an assigned
project—a review of the marketing program that supports the brand for the marketing managers
who are responsible for managing the brand. Each team is encouraged to maintain a binder
containing their research and assignment efforts (i.e., environmental analysis, product strategy,
etc.).
Each of the assignments is due in class on the day shown on the calendar. I will provide you
with written comments and a grade for each assignment along the way. At the end of the
semester, you will turn in a completed and final written report (incorporating my comments and
changes you believe need to be made). Please see the attached sheets that contain details for
each of the assignments. However, the final report should give the appearance of a singular
report (integrating all facets covered during the semester). In addition to the written report, each
team will give two oral presentations—one of the assignments and a summary of the final report.
I will assign oral presentation dates to teams well in advance of the presentation dates listed
below.
I would like the teams to meet initially to discuss issues such as how and when the team will
meet, and how the work will get done. Some groups might even want to draw up a formal set of
guidelines that each team member must sign, but that is up to the group. At the very least, meet
with the team and make sure that everybody understands what is expected of him or her. You
should, as a minimum, establish common objectives concerning the outcomes (e.g. grades) you
hope to earn from the project and how you will get the work done to earn that grade. Go over
what might seem like trivial details--like making sure everybody understands that they must
meet on time. The more detailed the expectations, the better the group usually functions.
Peer evaluations. Additionally, each team member will be required to complete a critique of the
team and rate each team member. These evaluations are due at the end of the semester, and
grades assigned to teams will be individually revised based on these evaluations. These
evaluations can affect your final grade—sometimes very significantly. Some students who earn
excellent peer evaluations may earn more than a full letter grade over the team’s earned grade.
On the other hand, students who earn very poor evaluations may earn more than a full letter
grade less than the team’s earned grade. This system is designed to encourage teams to
communicate on a professional level and for individuals to participate equally in the
development of the project. Also, it is very important for teams to see me as soon as possible if
there are problems with members not doing their share of the work. I like to have the group to
attempt to work things out first (as will be the case with most of your managers and peer
relationships in business), but if they cannot, I will certainly intervene and try to get the group
back on track.
For this project, it is important to take a critical view of what your brand is doing. By taking
a critical view, you can more easily see some of the weaknesses as well as some of the strengths
of your brand. To do this, consider the team to be consultants, not employees of the firm
(although if you ever manage a brand, you’ll want to have the same critical eye of your brand
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that an external consultant would have). As consultants, you need to point out not only what the
brand is doing well, but also some of its problems, and the opportunities the brand has to
overcome those problems. Your job is not simply to point out all the good things the brand is
doing. It is important to remember that even the most successful companies in the world seek
continuous improvement of their marketing and other work processes. Your recommendations
are made to provide the company a more sustainable future, brand wise as well as financially.
I think you’ll find this project to be a challenge, but something you will enjoy. In the end, you
should feel that you’ve learned a great deal about marketing management and have achieved a
major accomplishment. The experience should be a “feather in your hat” when it comes time for
job interviews or “real world” business projects.
Group Project Guidelines
Administration
There are four assignments that make up the final written project. The due dates for each of the
assignments can be found in the schedule of classes in this syllabus. Keep in mind that I will
evaluate the group’s submitted product and not each individual’s input to that project.
Since I will not observe your contributions to your team’s project, your team peers will evaluate
your individual input and I will factor that into the grade that you receive for the project.
It is imperative your group stays on track and turns in each assignment when it is due. This is
not a project that can be put together the last week of class so the due dates are intended to assist
you in successfully completing the project.
Sources
Please do not get all or most of your research from the brand’s website. If they have a website,
that is a very nice resource. However, only using it will lead to a biased report, and one that does
not consider a variety of opinions. Please remember to get your information from a variety of
sources.
It is very important to include citations for every point that you mention in your report. This is
so I can see where the information came from. Without citations, I don’t know if the information
is from a particular source, or your own thoughts.
Please be careful not to plagiarize. Copying and pasting text from the internet and turning
it in as your own work is grounds for a failing grade. If you are copying directly from
something (a website, article, etc.), it must be in quotes, with proper citation of your source. All
major sources of information (articles) must be included in an appendix, if possible.
Length
There is no specified page limit. Strive to be thorough yet concise. Present relevant information
and be sure that all parts of all questions are addressed. A general guideline for each assignment
is 10-12 pages, but you may find that you are able to answer all of the questions in fewer than 10
pages. That is fine, but try not to exceed a maximum of 15 pages.
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Font
Please use Times Roman, 12-point font. The project MUST be double-spaced (NOT 1 ½ ) with
one-inch margins on all sides. Please number the pages.
Written Communication
An ability to clearly communicate through writing is critical in the business world. Because of
this, I will be grading your group projects on professional presentation, which includes grammar
and spelling. Make sure that writing styles are consistent throughout the paper. If you or
someone on your team is having trouble with writing, consider seeking help from ASU’s Writing
Center.
Format of the Final Project
Although you have some flexibility, I strongly encourage you to use the outline shown below
when turning in the final project at the end of the course.
Title Page: should indicate your product, all group member names, and due date
Executive Summary: 2 page maximum, this should provide a concise overview of the
entire product audit with an emphasis on your recommendations
Table of Contents: include major and minor subheadings and page numbers. Use of
extensive headings will help to ensure that you are covering all of the issues!
Introduction: provide a brief description of the product and the company and include a
brief history of the firm (evolution). It is important that everyone know how the firm has
developed.
Body of the Project (four assignments): each of the four assignments should be integrated
as one in the final report. Be sure to improve preliminary assignments based on instructor
feedback.
Bibliography: use any widely accepted format and show full references in the
bibliography for all sources used. It is IMPERATIVE that you cite your sources
consistently and thoroughly in the body of the paper.
Exhibits: provide whatever you wish to illustrate your points. Examples include graphs,
charts, trends, advertisements, etc. These are HIGHLY recommended!
Final Group Project Thoughts
Please keep a copy of your team project. I will keep the project that is turned in. Since this
project is something that many students have used in job interviews to display their abilities, you
may want to make sure that every team member has a copy.
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Although this is a time consuming project, try to have some fun! With a good attitude and some
hard work, your team will produce a project that you can be proud of and you’ll develop some
friendships that may form a basis for networking throughout your business careers!
Brand List
NO. BRAND PRODUCTS LINE TEAM
1. Estee Lauder Cosmetics
2. John Deere Machinery
3. Humana Health Care
4. Target Retailer
5. Gamestop Game Retailer
6. GI Joe Toy (Hasbro)
7. Dollar Tree Discount Retailer
8. Black & Decker Tools
9. Burger King Fast Food
10. Sears Department Store/Mail Order
11. Intel Technology manufacturer
12. Cinnabon Fast Food
13. Pearson Media/Publishing
14. Wendy’s International Fast Food
15. Express Apparel
16. Snapchat Social Media
17. Playstation Video Games (Sony)
18. Home Depot Home Improvement
19. Big Brothers, Big Sisters Nonprofit
20. EA Sports Gaming
21. Timberland Apparel
22. TOMS Shoes Apparel
23. Gap Apparel
24. Habitat for Humanity Nonprofit
25. Amazon.com Online Retailer
26. Lyft Transportation
27. T-Mobile Communications
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Analyzing Needs and Trends in the Marketing Environment
Team Assignment #1
A. Demographic Environment
1. What major demographic trends (such as population age mix, growth of ethnic markets,
or household patterns) will pose opportunities or threats for your brand? Hint: Look at
developments that are occurring outside the company that might affect your brand.
2. What actions has the company been taking in response to these developments and trends?
B. Economic Environment
1. What major trends in consumers’ income, employment, savings, debt, and credit
availability will have an impact on your brand? How have recent stock market
movements affected the company?
2. What action has the company been taking in response to these developments and trends?
3. Be aware of the financial factors affecting your firm
C. Natural Environment
1. How have shortages in raw materials, pollution concerns, and/or energy costs affected the
brand, and what steps has the company taken to address these concerns?
D. Technological Environment
1. How have the accelerating pace of change and unlimited opportunities for innovation
affected your industry? What major changes are occurring in the technology of the
product category?
2. What is the company’s position in these new technologies? What are the competitors’
positions in these technologies?
E. Political/Legal Environment
1. What laws now being proposed could affect marketing strategy and tactics for the brand?
2. What federal, state, or local agency actions should be watched? What is happening in the
areas of product safety, advertising, or price control that is relevant to marketing strategy?
3. Has your brand been affected (directly or indirectly) by fears of terrorism, or by the
recent outbreak of corporate bankruptcies and fraud allegations?
4. How is your company responding to these political or environmental trends?
F. Social/Cultural Environment
1. What changes now occurring in consumer and business lifestyles and values have a
bearing on the brand’s marketing strategy?
2. Explain how your company should address these social/cultural trends.
G. Recommendations
Based on your analysis above, what changes would you recommend for your brand to
better respond to the needs and trends you’ve noted in its environment?
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Consumer Markets, Competition, Segmentation, and Positioning
Team Assignment #2
A. Company
1. Brief history of company’s evolution and development.
2. What does the overall corporation (that owns your brand) do? What is the
corporation’s mission? Do its objectives and strategies fit well with its skills and
resources?
3. How is the company performing financially? How has the company’s stock been
performing recently?
4. Initiate your SWOT analysis of your brand.
B. Markets
1. What is happening to market size (in $), growth (in %), and profits in your industry?
Hint: Address this question for the industry as a whole, not just your brand.
2. Identify the current target market segments(s). What is the segmentation scheme
(geographic, demographic, lifestyle, benefits, multi-attribute, etc.)?
3. Profile the current target market segment.
4. Identify the other potential market segment(s) that could be targeted by your brand, and
briefly profile these segments.
5. Identify the positioning that your brand has in the market, relative to competitors. This is
not the same as competitive position. One way to do this is to analyze some of your
brand’s advertisements.
C. Competitors and Competitive Rivalry
1. Who are the major competitors? What are the strengths, weaknesses, opportunities and
threats of each major competitor, relative to your brand? Which companies play the
role of market leader, challenger, follower and/or nicher in your industry? What are the
sizes and trends in market shares?
2. What trends can be foreseen in future competition and substitutes for this product?
3. How fierce is the competitive rivalry in this industry?
4. How attractive is this industry and how strong is your company’s position? Are there
significant barriers to entry?
D. Customers
1. How do current customers rate the brand and its competitors, particularly with respect to
reputation, product quality, service, and price? Hint: You can examine websites such as
www.planetfeedback.com, www.epinions.com and bing.com.
2. How do customers make their buying decisions? Are there multiple decision-makers? Is
the product high-or-low-involvement? Are there major differences between the brands?
3. What major costs and benefits enter the target market’s evaluation of customer value?
E. Recommendations. How can your brand capitalize on opportunities and reduce
possible threats? Based on your analysis above, how would you recommend that the
company change to better respond to these areas?
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Product and Place Strategies
Team Assignment #3
A. What products are available? (Hint: Consider the questions in Section A for your
entire parent company, not just your brand.)
1. Discuss the width (# of product lines), length (# of brands), depth (# of versions of our
brand), and consistency of your company’s product mix.
2. For your particular brand, describe the different varieties available (e.g. different sizes,
flavors, colors, models, etc.)
3. Using the Boston consulting Matrix, discuss at least four products offered by your
company, and identify whether each product is a star, cash cow, problem child, or dog
(using your estimation of the market growth rate and relative market share). . If you
answer this question for products offered by your company but not your particular brand,
this might require additional research.)
4. Are there any products (brands) offered by your company that should be dropped or
added (i.e., dogs or problem children)? Why or why not?
B. Diagnostic Product Profile
1. What are the value propositions perceived by your customers? What is the approximate
stage in the: industry life cycle, brand life cycle, and product form life cycle? Can you
find any data to support your conclusion? Now, try to integrate this information and
discuss how you could use it to improve your brand’s sales and strategies.
2. Describe the amount of brand equity held by your product. (Hint: Try the “Press Room”
at www.interbrand.com). What brand strategies (e.g., line extensions, brand extensions,
multibranding, new brands, or cobranding) did your company use in building equity in
your brand? Should the product try to increase its brand equity? If so, how should it
proceed?
3. Critique the product’s packaging (or the design of the product in the case of automobiles
or other related products). what is it doing well and what could be improved?
4. What is your brand’s personality?
C. New Product Development (Hint: You may choose to answer the questions in section
C for your entire parent company, not just your brand).
1. What new products has your company introduced in the recent past? Have these been
successful or not? Why or why not? How could they be/have been more successful?
2. What new products has the competition developed? Have these been successful or not?
Why or why not?
3. Based on your responses above, generate three ideas for new products. Which of these
ideas should be developed? Why?
D. Channels of Distribution (Retailers and Wholesalers)
1. Where and how is your brand distributed? Also, think about exactly how your
brand goes through the distribution chain. How is the product manufactured and
brought to market? How many levels are in the channel?
2. Describe the key competition’s channel(s) of distribution, highlighting
differences between your brand and competition.
3. How does your product use the distribution channel to create a competitive
advantage?
4. Does your company use the Internet to distribute your product? If so, how?
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TTT
OS
TO
OOS
E. Recommendations
1. Based on your analysis above, how would you recommend that the company change to
better respond to areas A,B, and C?
2. How can your brand create more differential advantages through its distribution
strategy? What changes would you recommend for the distribution strategy?
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Promotion Strategies and Pricing Strategies
Team Assignment #4
Incorporate in Final Report
A. The Marketing Communications Mix
1. Which of the five promotional tools does your brand use (advertising, sales promotion,
public relations, personal selling, and/or direct marketing)? You could look at TV ads,
internet ads, magazine ads, radio ads, and in-store promotions for examples. Hint: You
might want to attach examples of print ads, or show commercials in your presentation.
2. Which of the five promotional tools do your main competitors primarily use?
B. Diagnostic Advertising Profile
Through review and analysis of several advertisements for your brand, and through
research on advertising strategies, answer the following questions:
1. What are the product’s advertising objectives? Are they sound? Discuss your answer in
terms of the AIDA model. Are your brand’s advertisements effective in achieving these
objectives?
2. Does your brand use an advertising agency and if so who? Has your ad agency been
doing a good job? Why or why not?
3. Does your brand’s advertising primarily use rational, emotional, or moral appeals?
4. Are the advertising media well chosen? What is the advertising budget?
5. How has the advertising strategy changed over time?
6. Focus on one particular ad and critique it. Does your group like the ad or not? Why or
why not? Is the ad memorable? Does the ad catch your attention? Will this ad help to
increase sales? Could you improve the ad?
C. Diagnostic Sales Promotion Profile
1. What sales promotions is your brand currently running? Hint: Check the local
newspaper on Sundays and Wednesdays for coupons and discounts. Also, go to the store
to check for in-store promotions and displays.
2. What are the objectives ad strategies for those promotions? Do they make sense? Have
these promotions been successful or not? Why?
3. Choose a sales promotion and explain why you like it, how it might be improved, how it
can stimulate sales, and so on. You could also choose a promotion that your group does
not like, and explain why you don’t like it.
D. Public Relations, Direct Marketing and Internet Promotions
1. What public relations activities is your brand currently engaged in? Have these strategies
been effective?
2. If your brand uses any direct marketing strategies, please describe them in detail. Have
these strategies been effective?
3. Does your brand promote itself on the internet? If so, how (on its own website, banner
ads, etc.)? How does your brand draw more people to its website? How can your
company’s website be improved?
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E. Current Pricing
1. What are the different prices charged for the different products in your line at
different retail outlets. Hint: You may need to visit a local retail outlet.
2. If your “brand or business” is online how do they price and generate their revenue?
3. What are the pricing objectives of your brand? To what extent are prices set on cost,
customer value, or competitive criteria?
4. What prices are your competitors charging? Has their brand been more
effectively established?
5. Does your brand use strategies such as price discrimination, bundling or
psychological pricing?
F. Recommendations*
1. Develop two new communication strategies for your target market. They should fit in
with the overall mission and the target market of the brand.
2. How could your brand create more differential advantages through its pricing
strategy. What changes would you recommend for the pricing strategy?
*Remember: Include a section in your Final Report on Overall Recommendations.
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Group__________ Name
Peer Review – Team Project
MKT 302: Marketing Management – Grading Sheet
This is your opportunity to anonymously evaluate your team members on their contribution to
this research project. Even after you graduate, team work will be a part of your work routine.
Please list your team members' names in alphabetical order by last name.
Assign to each group member, including yourself, the percentage of the work that you feel each
contributed to this project.
THE TOTAL MUST EQUAL 100%
Those who do not turn this in will have their grade penalized.
Group Member 1 %
Group Member 2 %
Group Member 3 %
Group Member 4 %
Group Member 5 %
Group Member 6 %
Total %
ADDITIONAL COMMENTS (including above & beyond work done by group members):
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