MKT 498 ENTIRE COURSE


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MKT 498 ENTIRE COURSE


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MKT 498 ENTIRE COURSE

MKT 498 Practice: Week 1 Discussion Question 1
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Respond˙to this week?s discussion.

Post˙your response to the discussion area

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Brand parity; social media

DQ 1

Select ONE of the following to respond to as your first DQ for Week 1. Please be kind enough to copy/paste the question you have selected at the beginning of your response.

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Brand parity has become a major issue for companies. Identify three product categories in which the brand you purchase is not very important. Why is the brand not important? Identify three product categories in which the brand is important. What brand or brands do you typically purchase in each category? Why?
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Pick one of the brands listed. Access the brand?s website. Identify the social media listed on the brand?s website, then access each of the social media pages. Go to YouTube and locate a TV ad of the brand. Discuss how well the website, social media sites, and ad you located on YouTube are integrated. (Provide the URLs for the website, social media sites, and TV ad).˙

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JD Bank (jdbank.com)
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Red Lobster (com)
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Salvation Army (salvationarmy.org)
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Visit South Walton˙visitsouthwalton.com)
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MKT 498 Practice: Week 1 Discussion Question 2
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Respond˙to this week?s discussion.

Post˙your response to the discussion area

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Start-up business; brand image

DQ2

Select ONE of the following to respond to as your second DQ for Week 1. Please be kind enough to copy/paste the question you have selected at the beginning of your response.

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Henry and Becky Thompson plan to open a new floral and gift shop in Orlando, Florida. They want to project a trendy, upscale, and fashionable image. They are trying to decide on a name and a logo. What should be the name of the company? What kind of logo should be developed?
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Brand image affects purchase decisions. Identify two brands you consider to hold a positive image, and explain why. Identify two brands that you believe should either change or rejuvenate their brand images, and explain why. How can the change or rejuvenation be accomplished for each brand?
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MKT 498 Practice: Week 2 Discussion Question 1
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Respond˙to this week?s discussion.

Post˙your response to the discussion area

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Consumer decision-making; product positioning

DQ1

Select ONE of the following to respond to as your first DQ for Week 2. Please be kind enough to copy/paste the question you have selected at the beginning of your response.

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Examine the consumer decision-making process that is illustrated in Figure 3.1 (Chapter 3). Think of a recent high-involvement purchase you made that involved every step in the process. Discuss each of the steps, especially the information search and evaluation of alternatives. Approximately how much time did you spend before making a purchase decision?
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A brand?s product positioning strategy should be an integral part of the company?s advertising and marketing strategy, including its website. Examine the following websites and identify the product-positioning strategy you think is being used. Explain your answer.˙

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Polaris (polaris.com)
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Edgewater Beach & Golf Resort (edgewaterbeachresort.com)
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Celestial Seasonings (celestialseasonings.com)
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Sony (sony.com)
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Stetson cologne (stetsoncologne.com)
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MKT 498 Practice: Week 2 Discussion Question 2
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Respond˙to this week?s discussion.

Post˙your response to the discussion area

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Consumer segmentation; direct response marketing

DQ 2

Select ONE of the following to respond to as your second DQ for Week 2. Please be kind enough to copy/paste the question you have selected at the beginning of your response.

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Make a list of five consumer goods or services that are segmented on the basis of gender but sold to both genders, or that are segmented on the basis of age. Are there actual differences in the product or service attributes? Are there differences in how they are marketed? What are those differences? Do you think using a different marketing approach has worked?
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Examine the forms of direct response marketing shown in the graph in Figure 11.10 (Chapter 11). Which ones have you responded to in the past? Which ones are most likely to influence your purchase decisions? Which ones are the least likely? For each method explain your personal responses over the last year.
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MKT 498 Practice: Week 3 Discussion Question 1
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Respond˙to this week?s discussion.

Post˙your response to the discussion area.

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Incentives to purchase; interactive blogs

Select ONE of the following to respond to as your first DQ for Week 3. Please be kind enough to copy/paste the question you have selected at the beginning of your response.

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Pick one of the following product categories and access the websites of two companies that sell the product. What types of financial incentives are offered on each company?s website to encourage you to purchase? What about the other two types of incentives, greater convenience and added value? What evidence do you see for them? Compare and contrast the two companies in terms of incentives offered. Provide the URLs of the two websites and screenshots to illustrate your examples.˙

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Contacts or eyeglasses
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Water skis
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Camping supplies
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Cameras
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Using a blog search engine, locate an example of an interactive blog. Evaluate the blog using the criteria discussed in the required reading. Is it effective? Why or why not? Provide a link to the blog and a screenshot.
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MKT 498 Practice: Week 3 Discussion Question 2
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Respond˙to this week?s discussion.

Post˙your response to the discussion area.

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Recommendations; media mix

Select ONE of the following to respond to as your second DQ for Week 3. Please be kind enough to copy/paste the question you have selected at the beginning of your response.

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Consider a recent purchase you made at the recommendation of someone else. Why did you trust that person?s recommendation? How important is a recommendation by someone else in your purchase decisions?
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Xerox offers a color printer that sells for $1,200. The goal is to market it to business buyers. What media mix would you suggest for a $5 million advertising campaign? Justify your answer based on concepts in the required reading for Chapter 7.
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MKT 498 Practice: Week 4 Discussion Question 1
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Respond˙to this week?s discussion.

Post˙your response to the discussion area.

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Right and left brain ad appeals; Super Bowl ads

Select ONE of the following to respond to as your first DQ for Week 4. Please be kind enough to copy/paste the question you have selected at the beginning of your response.

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Many advertisers direct ads toward the right side of the brain and develop advertisements based entirely on emotions, images, and pictures. Companies often advertise auto parts and tools with a scantily-clad woman to attract the attention of men. The woman has nothing to˙do with the product itself, but gains attention. The rationale for using a sexy woman is that if consumers like her, they will like the product and then purchase that brand. Effective advertisements integrate elements from both the left side of the brain as well as the right. They contain elements that appeal to emotions but also have rational arguments. A laundry detergent can be advertised as offering the rational benefit of getting clothes cleaner but also contain the emotional promise that your mother-in-law will think of you more favorably. Visit the website of one of your favorite brands and discuss the balance of left-brain versus right-brain advertising appeal on three different pages of that site. Provide the URL for the pages you examine.
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Current as well as past Super Bowl ads are available at˙superbowl-ads.com. Access the site and compare Super Bowl ads for the last several years. What types of message strategies were used? What types of appeals were used? What types of executions were used? Who and what types of endorsers or spokespersons were used? Compare and contrast these four elements of ads over the last three years of Super Bowl˙ads.
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MKT 498 Practice: Week 4 Discussion Question 2
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Respond˙to this week?s discussion.

Post˙your response to the discussion area.

Responses to promotions; cause-related marketing

Select ONE of the following to respond to as your second DQ for Week 4. Please be kind enough to copy/paste the question you have selected at the beginning of your response.

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Consumers can be divided into four broad categories in terms of how they respond to consumer promotions: promotion prone, brand loyal, price sensitive, and brand preference. Identify two services or goods that would fit into each category for you personally. For example, you may be promotion-prone when you buy soft drinks (your favorite brand is ?What?s on Sale?), but be very brand-loyal when you buy shoes (Nike, Reebok). What determines which type of category you fit into for the various products you discussed?
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Assume you are a marketing intern for a local clothing boutique retail store. List the benefits of cause-related marketing for the retail store. Identify two causes in your community you think the store should become involved with. Explain why. Should the clothing retailer become involved in green marketing? Why or why not? Identify at least one way the store could become involved in green marketing.
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MKT 498 Practice: Week 5 Discussion Question 1
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Respond˙to this week?s discussion.

Post˙your response to the discussion area.

FTC violations

The Federal Trade Commission?s mission is to protect consumers and promote competition among companies, both domestically and globally.

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Visit the Federal Trade Commission press releases website at˙https://www.ftc.gov/news-events/press-releases. Find a press release regarding a case where one or more advertising, marketing, or communications regulations were violated and acted upon by the FTC. Summarize the issue, the FTC?s findings, and the consequences for the violator.˙Provide the URL for the press release you read. How could the company have avoided violating the FTC regulation(s)?
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MKT 498 Practice: Week 5 Discussion Question 2
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Respond˙to this week?s discussion.

Post˙your response to the discussion area

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Evaluating integrated marketing communications

Are sales figures important when evaluating integrated marketing communications? How should marketers use hard data such as redemption rates, response rates, and store traffic in the evaluation of marketing communications? In terms of˙accountability, how important are behavioral measures of IMC effectiveness?

MKT 498 ENTIRE COURSE

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