Week 1 Discussion 1
Answer the following questions.
- What is the marketing mix? Ch. 1.1
- Discuss how conducting a SWOT (strengths, weaknesses, opportunities, threats) analysis helps a firm (or an individual) develop its strategic plan. Ch. 2.4
MKTG201 Week 1 Assignment 1
Compare and contrast a four Ps approach to marketing versus the value approach (creating, communicating, and delivering value). Select and examine these approaches for at least one routine and non-routine problem. What would you expect to be the same and what would you expect to be different between two companies that apply one or the other approach?
MKTG201 Week 2 Discussion
Answer the two questions below
1. Describe some of the personal and psychological factors that may influence what consumers buy and when they buy it. Ch. 3
2. Identify the ways in which business-to-business (B2B) markets differ from business-to-consumer (B2C) markets. Ch. 4
MKTG201 Week 2 Assignment 2
Assignment Instructions
Assignment Two
Chapter 3 & 4
Motivation is the inward drive we have to get what we need. In the mid-1900s, Abraham Maslow, an
American psychologist, developed the hierarchy of needs shown in Figure 3.4.
1. Select two advertisements and describe the needs identified by Abraham Maslow that each ad addresses.
2. Analyze the advertisement using the concepts of marketing and consumer segmentation, and discuss how it aligns to the organization's mission.
3. Find an international version of an advertisement for one of the products.
4. What differences do you detect in the international version of the ad? How did the underlying aspects of marketing and psychology utilized in the advertisement change?
MKTG201 Week 2 Quiz SCORE 100 PERCENT
Question 1 of 10
10.0 Points
Which one of the following are not one of the "Big Five" personality traits?
A. opennes
B. enthusiastic
C. conscientiousness
D. neuroticism
E. none of the above
Question 2 of 10
10.0 Points
Which of the following factors influence consumers' buying behavior
A. Social Situation
B. Time
C. Reason for the Purchase
D. Mood
E. All of the above
Question 3 of 10
10.0 Points
________ is how you interpret the world around you and make sense of it in your brain.
A. Perception
B. Motivation
C. Consumer attitudes
D. Internal influences
E. None of the above
Question 4 of 10
10.0 Points
What is the first Stage in the Consumer's Purchasing Process
A. Search for Information
B. Need Recognition
C. Product Evaluation
D. Supplier specification analysis
E. None of the above
Question 5 of 10
10.0 Points
Which of the following are types of B2B buyers?
A. Governments
B. Resellers
C. Producers
D. All of the above
E. None of the above
Question 6 of 10
10.0 Points
Which one of the following is not someone who provides their firms' buyers with input
A. Initiators
B. Users
C. Buyers
D. Influencers
E. None of the above
Question 7 of 10
10.0 Points
Derived demand is
A. when the demand for one product increases the demand for another.
B. demand that springs from, or is derived from, a source other than the primary buyer of a product.
C. a small change in demand by consumers that can have a big effect throughout the businesses
D. None of the above
Question 8 of 10
10.0 Points
Is the following statement true or false.
B2B markets firms in the same industry tend to cluster in the same geographic areas.
A. True
B. False
Question 9 of 10
10.0 Points
Planned obsolescence is
A. A. when they already have some information about a good or service but continue to search for a little more information.
B. B. certain characteristics that are important to you such as the price of the backpack, the size, the number of compartments, and color
C. C. a deliberate effort by companies to make their products obsolete, or unusable, after a period of time.
D. D. developing appropriate action programs to reach the targeted segments.
E. None of the above
Question 10 of 10
10.0 Points
Is the following statement true or false.
Companies that sell to the government must, by law, follow very strict ethical guidelines.
A. True
B. False
MKTG201 Week 3 Asignment
Assignment 3
Chapter 5
1.Describe a product you like that you believe more people should purchase. As a marketer, how would you reposition the product in the cusomer's mind to increase its purchase? Outline your strategy. Create a new tagline for this product.
Note: Please review my expectations for the assignment. I expect your response to include 2 or more references from the APUS Library system (failure to include such references will detract from your grade on the assignment), and be presented in APA Format. Deliverable length is a minimum of 2 body pages.
MKTG201 Week 3 Quiz
Question 1 of 10
10.0 Points
Your marketing target analysis does not have to include which of the following:
A. Identifying and analyzing the relevant purchasing organizations and people
B. Collecting and analyzing relevant data regarding the demographics and psychographics of the targeted segments
C. Identifying payment terms used by the targeted organizations and consumers
D. Developing appropriate action programs to reach the targeted segments
Question 2 of 10
10.0 Points
Which one of the following is not a demographic base for segmentation?
A. Education
B. Occupation
C. Religion
D. Personality
Question 3 of 10
10.0 Points
Is the following statement true or false. Your Target market is the segment/group of people you choose to not sell to.
A. True
B. False
Question 4 of 10
10.0 Points
Which of the following are types of Segmentation Bases?
A. Geographic segmentation
B. Psychographic segmentation
C. Demographic segmentation
D. Behavioral segmentation
E. All of the above
Question 5 of 10
10.0 Points
Behavioral segmentation
A. is segmenting buyers by personal characteristics such as age, income, ethnicity and nationality, education, occupation, religion, social class, and family size
B. refers to the stages families go through over time and how it affects people's buying behavior.
C. divides people and organization into groups according to how they behave with or act toward products
Question 6 of 10
10.0 Points
Multisegment Marketing Strategy
A. is a new effort to isolate markets and target them.
B. involves targeting an even more select group of consumers.
C. involves targeting a very select group of customers.
D. can allow firms to respond to demographic changes and other trends in markets.
E. None of the above
Question 7 of 10
10.0 Points
Is the following statement true or false.
Firms that compete in the global marketplace can use any combination of the segmenting strategies or none at all.
A. True
B. False
Question 8 of 10
10.0 Points
Targeting Strategies Used in Global Markets consist of the following.
A. Multisegmenting Marketing
B. Concentrated Marketing
C. Targeted Marketing
D. All of the above
E. None of the above
Question 9 of 10
10.0 Points
Positioning is
A. is a two-dimensional graph that visually shows where your product stands, or should stand, relative to your competitors, based on criteria important to buyers.
B. is how consumers perceive a product relative to the competition.
C. is a catchphrase designed to sum up the essence of a product.
D. is an effort to "move" a product to a different place in the minds of consumers
E. None of the above
Question 10 of 10
10.0 Points
Is the following statement true of false. Repositioning is an effort to "move" a product to a different place in the minds of consumers.
A. True
B. False
MKTG201 Week 4 Discussion
Answer two of the three forum questions, listed below, for this week. .
1. How do the product-dominant and service-dominant approaches to marketing differ? Ch. 6
2. What are the four types of consumer offerings? How do they differ from one another? Ch 6
3. Identify two consumer products sold in a grocery store or by a mass merchandiser such as Walmart. Explain the strategies used to introduce each of the products or which strategy you feel will be most successful. Ch. 6 & 7
MKTG201 Week 4 Midterm Exam
Mid Term: Covers chapters 1 through chapters 7
For the Mid-term you will create a new product and provide how you would market your product. You will need to provide information on how your product is superior to your competitions product.
1) Define and explain each of the following tools/concepts below.
- The strategic planning process
- S.W.O.T
- Market Segmenting
- Target Marketing
- Product Positioning
- Offerings: —product, price, and service.
2) Use two or more of the concepts from part 1 in your product assessment.
3) Analyze security, privacy, ethical, and legal issues related to the digital information world and marketing
MKTG201 Week 5 Discussion
Answer two out of the three forum questions, listed below, for this week.
1. Make a list of products you believe failed because of poor marketing channel choices.Ch 8
2. Why do marketing professionals care about and participate in supply chain decisions? Ch 9
3.Are small business owners at a disadvantage if they lack the marketing research resources large companies have? Why or why not? Ch 10
MKTG201 Week 5 Assignment 5
Assignment 5
Would you like to own an all-electric car? Do you think there is a viable market for such a product?
Provide secondary data to research the viability of selling electric cars profitably. Utilize some of the sources mentioned in chapter 10 of our e-book. Try to determine the population of electric-car buyers.
Provide a research report based on your findings.
MKTG201 Week 6 Discussion
Answer two of the three forum questions, listed below.
1. What are some of the different factors which can affect the promotion mix? Ch 11
2. Think about and provide examples of two different message strategies you've seen in commercials in the last year. Why do you think they were or were not effective? Ch 11
3. How would you define social media? Ch 12
MKTG201 Week 6 Assignment 6
Assignment 6
There are two parts to this assignment.
Part 1: Try to remember the billboards on your commute to work or school. How many do you think there are? Explain why you remembered any of them. Next time you are on that route, note how many billboards there actually are. Are they effective?
Part 2--You've been asked to create a new social media networking site. What would you name the site and what would you suggest to make it better than existing sites?
MKTG201 Week 7 Discussion
Answer the forum questions, listed below, for this week. You need to answer at least one FQ by the end of Thursday so that your classmates have some discussion items to encourage discussion before the end of the week. All FQs need to be answered by the end of the week. Remember to provide at least two responses.
1. Salespeople play three primary roles. What are they? Salespeople create value in what two ways? Ch 13
2. Do customer relationships begin as transactional and move toward strategic partnerships? Ch 13
3. Should a company be happy or concerned if most customers are satisfied? Ch 14
MKTG201 Week 7 Quiz SCORE 100 PERCENT
Question 1 of 10
10.0 Points
Salespeople act on behalf of their companies by doing which of the following?
A. Managing relationships
B. Relaying customer and market information back to their organizations
C. Creating value for their firms' customers
D. All of the above
E. None of the above
Question 2 of 10
10.0 Points
Which of the following, according to the e-book, are NOT types of order getters; that is, they actively seek to make sales by calling on customers.
A. Missionary Sales people
B. Sales support
C. Trade Sales people
D. Prospectors
E. Account Managers
Question 3 of 10
10.0 Points
The process of asking questions to identify a buyer's problems and needs and then tailoring a sales pitch to satisfy those needs is called ________________.
A. consultative selling
B. strategic-partner selling
C. needs-satisfaction selling
D. none of the above
Question 4 of 10
10.0 Points
Common Ethical Issues for Salespeople
Which of the following are the most common ethical issues facing salespeople?
A. A customer asking for information about one of their competitors, who happens to be one of your customers
B. Deciding to play golf on a nice day, since no one knows if you are actually at work or not
C. A buyer asking for something special, which you could easily provide, but aren't supposed to give away
D. Deciding how much to spend on holiday season gifts for your customers
E. All of the above
Question 5 of 10
10.0 Points
____________ is the process of identifying and qualifying leads in order to grow new business
A. Lead scoring
B. Blog newsletters
C. White papers
D. Lead management
E. None of the above
Question 6 of 10
10.0 Points
_________ are salespeople who are not employees of the company. They set their own hours, determine their own activities, and for the most part, manage themselves.
A. Manufacturer's representative
B. Spiffs
C. Distributors
D. Independent agents
E. None of the above
Question 7 of 10
10.0 Points
___________ is a catchall phrase for the online channels of communication that build communities
A. Direct marketing through e-mails
B. Web advertising
C. Social media
D. Web publishing
E. None of the above
Question 8 of 10
10.0 Points
Loyalty has two dimensions. One dimension of loyalty is customer loyalty, meaning that the customer buys the product regularly and does not respond to competitors' offerings.
A. True
B. False
Question 9 of 10
10.0 Points
Customer satisfaction is typically defined as the feeling that a person experiences when an offering meets his or her expectations
A. True
B. False
Question 10 of 10
10.0 Points
The CAN-SPAM Act prohibits the use of e-mail, faxes, and other technology to randomly push a message to a potential consumer
A. True
B. False
MKTG201 Week 7 Assignment 7
Assignment 7
Are you especially loyal to any one brand? If so, what is it and why are you so loyal? When successfully building loyalty and community, trust seems to be the biggest factor. How can a company build trust and what is the best approach to do so (incorporating concepts from both the field of marketing and psychology)? What are the ethical issues and obligations that come with trust once it is built? Should consumers trust companies? Why or why not? Do you think some consumers are just more prone to be loyal to companies and other consumers are not? Why or why not?
MKTG201 Week 8 Discussion
Answer two of the three forum questions, listed below.
1. Identify an example of each of the following: odd-even pricing, prestige pricing, price bundling, and captive pricing. Ch 15
2. Which pricing strategies have you noticed when you shop? Ch 15
3. What new products have you purchased in the last two years that were priced using either a penetration or a skimming approach? Ch 15
MKTG201 Week 8 Final Project
Assignment Instructions
Hi Colleagues,
Final Project: Covers chapters 1 through chapters 16
In this course on the Fundamentals of Marketing, we learned about a variety of elements/components of business and marketing that contribute to the marketing and promotion of products. The underlying purpose of these activities is to achieve a return on investment or sales, which should result in profit for companies and businesses. Your final assignment has two parts.
Part 1
Discuss what a marketing plan is and describe the different components of the marketing plan in your own words (see figure 16.2 in the text). Also explain how the marketing plan is helpful to the organization. You do not have to put together a marketing plan for this assignment
Part 2
Please take the elements/components you have learned in this course (such as the SWOT, goals/objectives, etc.) and translate/apply them into how they would be carried out into the execution of a marketing strategy.
For instance (note that these examples may not be used in your assignment):
In a SWOT analysis you determined that one of the strengths of a company was that weekly team meetings were held where ideas are exchanged and commendations are awarded to team members who have met or exceeded goals or expectations for the week. How can we translate or incorporate that Strength into a marketing strategy?
Since the ideas being exchanged in the weekly meeting are to foster growth and innovation, camaraderie, excitement, and motivation, they can also be used to generate new ideas for promotion. This weekly team meeting can be leveraged to spur perhaps a name of a new product that company X has been trying to launch for considerable amount of time but just haven't thought of the right one.
A real world example, Lays Potato Chips reached out to the general public using their social media strength to ask them to come up with a new flavor of potato chip. This combined the strengths the company had with the need to execute a new marketing strategy. Through this process, a consumer won $1mm for coming up with a new potato chip flavor, and Lay's of course won tons of new customers and multiple millions in sales of new product.
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