saint mba565 course

Module 1: Defining Marketing - Discussion

Many non-profit organizations such as universities, churches, government agencies, and charities, are using marketing techniques very similar to the ones used by traditional businesses. Do you approve of this, and are there any issues related to this practice that you would like to raise?

Module 2: The Customer - Discussion

Does marketing convince consumers to develop new desires about products and services they do not need or does it just identify and respond to pre-existing consumer needs? Explain your answer.

Module 3: Business Market - Discussion

Read the article "Needing the Unnecessary" by James B. Twitchell. (The article is easily found by conducting an Internet search using the words in the title.) How is luxury defined? Do you agree with this definition and with the role of luxury in society?

Module 4: Brand Equity - Discussion

What is the difficulty in measuring the brand equity of a brand like Coca-Cola?

Module 5: The Product - Discussion

Marketing is the same regardless of whether it is for a service/good or e-commerce/brick-and-mortar: it is about research to identify target markets in which you can brand a product and create a competitive advantage. Do you agree with this statement? Support your position.

Module 6: Price - Discussion

Can we use the concept of price elasticity to identify a brand's competitors? How would that work?

Module 7: Marketing Communications - Discussion

You want to introduce a new product. You already have a successful brand in a different product category than the new product you plan to introduce. You are contemplating using the same brand name (brand extension) for the new product. What factors should you consider before making this decision?

Module 8: Global Marketing - Discussion

Review all group reports and comment on one key strategic move that led to each competitor's success or demise. Please substantiate your answer.

Midterm

Abraham Maslow sought to explain why people are driven by particular needs at particular times. How does Maslow’s theory help marketers? How might you use Maslow’s hierarchy of needs in marketing cell phones in the U.S. versus Haiti (before the earthquake)? Please develop a marketing research project to gather the data

2. A clock and watch manufacturer realizes that she is operating in the market for machines that measure time. How should this market be segmented? Identify the key segmentation variables that are relevant for this market.

Jobe Smith has decided to build his manufacturing business (lawn mowers in the U.S.) around the production concept. If this approach is taken, what will be Mr. Smith’s primary areas of concentration as he builds his business? What issues might Mr. Smith face in deciding to go with this concept as he builds his business?

Final

1. Listen, elasticity is important,” said the director of the aquarium, “but we borrowed $21.6 million (for 20 years, other fixed costs are $10,000 per month; total fixed costs per month are $100,000) to build the aquarium last year. We need to set a price of $16 to be able to pay our debt since variable costs are four dollars per person, and we use a standard markup of 300% of variable costs (current price is $12). I've already reduced my promotion budget to pay the debt. If last month's attendance is any indication (only 10,000 customers), we will have to raise prices and maybe eliminate promotion. We can estimate elasticity when the debt is paid, although I don't think it is important since we are the only aquarium within 150 miles. Furthermore, there are 4,000,000 people in the metropolitan area. If 50% of them visited the aquarium once (at $16 per person), we could pay off our debt immediately.”  Do you agree or disagree with the director's approach? Explain.  Note: The aquarium is open 30 days per month, eight hours per day. Do not limit your answer to sprice alone. Secondary data (comparable city’s aquarium)