1. ASHFORD BUS 330 Entire Course (Principles of Marketing)
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Role of the Marketing Function. What is the role of the marketing function in
business?
In 200 to 250 words, explain the role of the marketing function. What are some
activities of the marketing department? Explain how the marketing function
determines customer value. Respond to at least two of your classmates’ posts.
Guided Response:
Review several of your peers’ posts and identify activities of the marketing
department they did not include in their post. Respond to at least two of your
peers and provide recommendations to extend their thinking. Challenge your
peers by asking a question that may cause them to rethink the marketing
function.
Products and Services. It can be harder to sell an intangible service than a
tangible product. After reading Chapter 3 of the text, pick one of the cells in Table
3.4: “Service Classifications” and name a service offered in that class—for
example, business remodeling service under consulting and operations. In 200 to
250 words, describe a service in your chosen category in terms of the four ways a
service is different from a product—its intangibility, inseparability, variability, and
perishability. Propose a solution for sale that could be used as a point of
competitive differentiation in a marketing campaign.
Guided Response:
Review several of your peers’ posts. Respond to at least two of your peers and
provide recommendations to extend their thinking. Challenge your peers by
asking a question that may cause them to rethink the differences between
services and products.
Product Life Cycle. By having an understanding of the product life cycle,
businesspeople can make savvy marketing choices. What is a popular item today
that you’ve seen go through the product life cycle? Explain the characteristics for
each phase of the product’s life cycle. How can each phase of the life cycle
impact the product’s brand? You must use the text and at least one additional
scholarly source.
Guided Response:

2. Review several of your peers’ posts. Respond to at least two of your peers to
provide recommendations to extend their thinking. Challenge your peers by
asking a question that may cause them to rethink the product life cycle.
Product Usage Categories. Visit Minimus.biz (Follow the link located in required
resources), a company specializing in individually-sized products. Review the
different product categories along the left navigation panel of the home page.
How might these items be combined to create a usage group like a “convention
survival package” or “campers’ kit”? Explain the reason for your choice.
Which items, if purchased, might create complementary demand for another item
in the line? Explain how it might accomplish this?
Which items might substitute for another item? Why did you choose that
substitute and how might it affect demand?
Guided Response:
Review several of your peers’ posts and respond to at least two of your peers.
Provide recommendations to extend their thinking. Challenge your peers by
asking a question that may cause them to consider other usage groups.
Customer Relationship Management. Choose a water park or other vacation
destination. Create a hypothetical marketing campaign that uses what you’ve
learned about the CRM approach. Describe how you might apply insights about
developing long-lasting relationships with customers to retain or reactivate past
visitors. You must use the text and at least one additional scholarly source.
Guided Response:
Review several of your peers’ posts. Respond to at least two of your peers and
provide recommendations to extend their thinking. Challenge your peers by
asking a question that may cause them to rethink the use of CRM in a marketing
campaign.
Demographics and Trends. Appraise the three trends described by American
Demographics as America the Crowded, The Mighty Mature Market, and The
Consumer Kaleidoscope. Explain how these trends overlap. Select a trend and
describe how it has contributed to more than one of these population changes.
You must use the text and at least one additional scholarly source.
Written Assignment. The dramatic population growth underway in China and
India is currently dominated by the young. Trends toward western-style
consumption are underway in both nations. Given the emphasis on the youth
market in the US over the last 60 years (ever since the baby boom), what can you
predict for marketers in these newly youth-oriented consumer economies, as they
follow the same path?

3. Guided Response:
What products and services will interest these new youth markets?
Compare and contrast the micro- and macro-environmental forces that can
influence the marketing strategies for these products and services.
Will marketers in these countries use similar marketing strategies to influence this
group or will their strategies be different from Western-based consumption
marketers? Explain your reasoning.
What opportunity for U.S. companies might you foresee? Support your reasoning.
This assignment is designed to assess your critical thinking, problem solving, and
communication skills. Your paper will be graded for its clarity, relevance,
coherence, logic, and depth.
Functions of Marketing Management. Assume you are the Marketing Manager
for Target or another brand. How would you apply the four functions of the
marketing management process in your role? In your answer, identify how a
marketing manager might realize when it is time to focus on one function or
another. You must use the text and at least one additional scholarly source.
Guided Response:
If you select Target, you may use Video 9.1: Marketing Success as a source.
Approach this discussion from the role of a Marketing Manager. Review several
of your peers’ posts. Respond to at least two of your peers and provide
recommendations to extend their thinking. Challenge your peers by asking a
question that may cause them to reevaluate their explanations for the four
functions of management. Provide examples that support your peers’
explanations.
Marketing Plan. Imagine you are consulting with a manager of a business that
sells cleaning supplies to nursing homes. Your client wants to develop a
marketing plan but has a small budget for marketing his business. How would you
show your client the benefits of a marketing plan? If your client does not agree
with your marketing strategy for his business, explain how you would respond and
what approach you would use to convince the client the marketing plan can be
successful. You must use the text and at least one additional scholarly source.
Guided Response:
Respond to at least two of your peers and provide recommendations to extend
their thinking. Challenge your peers by asking a question that may cause them to
reevaluate their explanation of the marketing plan. Assume the role of the client
for at least one of your peers’ posts and present questions, as well as reasons the
client may not accept the marketing plan based on what you have learned.

4. Corporate Social Responsibility. The BP and Toyota cases concern companies
that acted in ways that would clearly cause harm to the public and/or the planet.
To do so, individuals at many levels played a part. If you worked in the marketing
department of BP or Toyota, explain your department’s responsibility related to
these issues. You must use the text and at least one additional scholarly source.
Guided Response:
Review several of your peers’ posts. Respond to at least two of your peers and
provide recommendations to extend their thinking. Challenge your peers by
asking a question that may cause them to reevaluate their explanations. Provide
examples that support your peers’ explanations or that provide a different
perspective
Focus of the Final Paper
The Final Paper should demonstrate understanding of the reading assignments
as well as the implications of new knowledge. The eight- to ten-page paper
should integrate readings and class discussions into work and life experience. It
may include explanation and examples from previous experience as well as
implications for future application.
Assuming the role of Marketing Manager, select a product that is sold in the
United States and has sales opportunities in a foreign market. Apply your critical
thinking skills and the knowledge you have acquired throughout this course and
address the following in your Final Paper:
1. Describe the product by analyzing its customer value equation as it relates to
the four utilities of customer value.
2. Explain how the marketing process will be applied to the promotion of the
product you’ve selected. How would you develop, execute, and measure a
campaign for this product?
3. Applying your knowledge of the four p’s of the marketing mix, describe how you
would apply the segmentation, targeting, and positioning (STP) approach to
market the product, and how you might incorporate the Customer Relationship
Management (CRM) philosophy into your marketing program.
4. Analyze and explain the major environmental factors and trends in those
countries that might affect sales of the product?
5. Who are currently the largest customers of the product in its home market, and
who would be its likely customers abroad?
6. Analyze the competition of the product category in the foreign market you’ve
identified. Describe the nature of competition in that product category.

5. 7. Describe the U.S. and international ethical marketing considerations.