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1. BUS 620
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BUS 620 ENTIRE COURSE *MANAGERIAL
MARKETING*
Week 1
DQ 1
What is Marketing?Marketing has often been defined in terms of satisfying customers’ needs and wants.Critics,
however,maintain that marketing goes beyond that and creates needs and wants that did not exist before. They feel
marketers encourageconsumers tospend more money than they should on goods and services they donot really
need. What is your understanding of the role of marketing and the marketing management process?
DQ 2
Marketing Strategies.Complete the “ThinkAbout It” activity in Section 1.2 of the text:
Select a consumer product of personalinterest—onethat you havepurchased within the past six months. It can be
anything,just as long you are familiar with the product and generally understand how it is marketed.Using the
matrix modelof marketing management in Table 1.2,fill in the cells of the matrix as completely and thoroughly as
y ou can for the brand that you purchased.Be sure that your entries correspond toyour perspective as a customer for
this brand. In short,you are the target market.You may wish tocreate one or more positioning maps tohelp illustrate
how y ou perceive thecompetitiveplaying field.Once you’re done,examine the intersection of each cell.
1 . How dothe elements of the marketing mix align with the four strategy categories in the left-hand column?
2. Does ev ery one of the 4 P’s contribute toeach of the strategic objectives established in theleft-hand column?
3. Doy ou see room for improvement? How wouldthis assessment be different for other types of customers?
Week 1 Assignment

2. Read the article:The Future of the New York Times,BusinessWeek,January 17,2005,64-72 (AlsoPosted in the
Announcement page).
Readershipthrough circulation and news quality are key ingredients toprofitability in the newspaper business
industry.In a 2-3 page paper,examine what Arthur Sulzberger can dotorevive the failing newspaper whose
“financialperformance is lagging “.Can New YorkTimes,with its journalisticpride compete with thedigitalmedia
and still deliver the best news?
Paper must be in thecorrect APA writing style and include a minimum of 2-3 resources, in which one resourcemust
be peer reviewed
Week 2
DQ 1
Buyer Behavior.Thetypical buying process consists of the following sequence of ev ents: problem recognition,
information search,evaluation of alternatives,purchase decision,and post purchase behavior.What specifically do
y ou doas a consumer in each of these stages in a high involvement purchase like buying a house or a car? List thefour
main psychologicalprocesses as discussed in the text and what should marketers dotomanagethese four
psy chologicalprocesses affecting consumer behavior?
DQ 2
Customer Needs. Visit GE Healthcare (www.gehealthcare.com/). In context tothe major points of chapter 5,define
how GE is addressing the needs of their hospital customers by thedesign of this Web site?Whereandwhat is GE
doing right,what is GE doing wrong,and where can GE improve using marketing research? In context of chapter 3,
wherecan GE improveusing marketing research?
Week 2 Assignment
Industry Forecasting. Identify an industry of choice (AutoIndustry, Healthcare,PC or Telecommunications).
Using the PESTELanalysis from the readings, discuss and analyze thefactors that may impact theindustry and the
successfulmarketing of a company’s product,for example Ford Motor Company over the next five years. Which
factors are perceived tobe thebiggest weaknesses of the industry? Which factors play tothe industry’s strengths?
What are someopportunities for growth that could be capitalized upon over the next five years?
Dev elop a three tofour-page paper in thecorrect APA writing style. Include a minimumof 2 -4 resources; 1 resource
must be peer reviewed.
Week 3
DQ 1
Branding Nordstrom.After reading the article “Conservative Nordstrom tosell trendy Topshop fashions,” respond
to the following:
How does this partnership fit intoNordstrom’s current brand management strategy?Willit appeal toits target
markets? How willit allow Nordstrom todifferentiate itself from the competition?
Is this a risky move for Nordstrom considering the downward sales trends for Topshop in the UK?

3. DQ 2
Marketing Segmentation.What are the different levels of market segmentation? Synthesize the segmentation
strategies that manufacturers of personal computers should implement toattract both the Gen Y and baby boomer
generation toincrease their purchases of computers.Are there some examples of companies that havealready done a
good job of marketing across generations? Respond toat least twoof y our fellow students.
Week 3 Assignment
The Case of the New Apple, Inc.Read the article:
Burrows,P., & Satariano, A.(2012).Can Phil Schiller keep Apple cool?Bloomberg Businessweek.Retrieved from
http://www.businessweek.com/articles/2012-06-07/can-phil-schiller-keep-apple-cool#p2
Assignment Instructions:
Dev elop a two-tothree-page paper that addresses the following:
Is Apple’s brand in jeopardy following the death of SteveJobs?
“There is noplacefor Apple togobut down.” Synthesize the genericstrategies and segmentation strategies that Apple
can implement toprevent going down.
What doy ou expect from Apple in thefuture ? WillAppleexperiencea continuation of its current trajectory or will
Apple’s good fortune change?
Paper must be in thecorrect APA writing style and include a minimum of 2-3 resources, in which one resourcemust
be peer reviewed
Week 4
DQ 1
The Role of Pricing. Review the article:
Mohammed, R. (2012).J.C. Penney’s risky new pricing strategy.Harvard Business Review.
Is y our own buying behavior influenced by coupons and sales?
Why doy ou thinkJ.C.Penney’s pricing strategy has not been successfulas compared toother “low price” proponents
like Walmart?
Will Ron Johnson’s four-year plan be successful over the long-term? Why or why not?
DQ 2
Product Development Process.Doan internet search of the new product development process of any product of
y our choice,and analyze theprocess for developing the product.Review the reasons why new products failand make
twospecific recommendations toimprove thehigh failure rate of new products.
Guided Response:What lessons doy ou draw about the importance of using a concurrent rather than a sequential
approach in the product development process? What impact does the effectivemanagement of the product life cycle
have on the market success of a new product?

4. Week 4 Assignment
Ad Campaign.Review the article:
Stanford,D. (2012). Mountain Dew wants some street cred.Bloomberg Businessweek.Retrieved from EBSCOHost.
In a 2-3 page paper,answer thefollowing:
Is Mountain Dew’s advertising campaign directed at the right market segment,does it differentiate the product from
the competition,and does it communicate effectively the product benefits? Explain your answer.
Prov ide a proposed redesign of the campaign that couldhave a more universalappeal. What communication channels
should be focused on? Why?
Paper must be in thecorrect APA writing style and include a minimum of 2 -3 resources, in which one resourcemust
be peer reviewed
Week 5
DQ 1
Marketing Channels.Analyze the challenges that organizations face in theeffective transition between selling
products using thetraditional brickand mortar marketing channel and selling products online.Synthesize the
strategies that organizations like Zara and Wal-Mart-twocompanies that are having difficulty developing eCommerce
capability can implement toincrease the effortless movement of customers between the traditional and online
channels.
What are thebenefits andlimitations of selling through a store front and online?
DQ 2
Going Global. Identify the strategies for entering intothe global market. Assess the strengths andlimitations of
each. Givean example of a company that has made a success of doing business in the globaleconomy.What lessons
from McDonald’s success in the global marketplace are transferable across industries?
Week 5 Assignment
Marketing in a Global Economy.Review thefollowing article:
Faris, S. (2012).Grounds zero: A Starbucks-free Italy.Bloomberg Businessweek. Retrieved from Proquest.
According tothearticle,Italy poses a “reputationalrisk” for Starbucks.In a 2 -3 page paper,examine some of the
challenges Starbuck’s faces in addressing that risk.Determine whether there is a strategic advantage toentering the
Italian market.How should competitor’s marketing strategies inform and influenceStarbuck’s entry intothis new
market? Should it even enter Italy at all?
Paper must be in thecorrect APA writing style and include a minimum of 2 -3 resources, in which one resourcemust
be peer reviewed
Week 6
DQ 1
Proctor & Gamble inVietnam.Review thearticle:

5. Coleman-Lochner,L. (2012).P&G plays kindergarten catch-up with Unilever in Vietnam.Bloomberg.Retrieved from
http://www.bloomberg.com/news/2012-07-04/p-g-plays-kindergarten-catch-up-with-unilever-in-vietnam.html
Discuss the marketing plan insights P&G has gained through its Vietnamese marketing studies.How influential are
those discov eries in the development of P&G's strategy toenter the Vietnamese market?
In dev eloping a marketing plan, identify the characteristics of the marketing plan that P&G should implement to
boost performance?
DQ 2
Creating a Plan.Provide a brief overview of the product for which you aregoing towrite your Marketing Plan.Why
did y ou choose it? Which elements of the plan areyou having difficulty with? What additional information would be
needed tomake themost informed strategicdecisions for the futureimplementation of y our plan?
Guided Response:Provide suggestions toat least one of y our classmates on how they may be able toaddress some
of the elements they arestruggling with in their plan. In particular, try tofocus y our feedback on any classmates that
are introducing a product in the same,or similar,industry as your own.
Week 6 Final Paper
Focus of the Final Paper
Dev elop a marketing plan for the successfuldevelopment,commercialization and introduction of any product of y our
choice in the market place. You are required to: (1) analyze the generalbusiness situation in detail,including
organizationalstrengths and weaknesses,environmentalopportunities and threats,industry trends, and direct and
indirect competition. Based upon your situation analysis,you will(2) develop an organizationalmission and forecast
performance goals.Based upon your objectives,you will(3) create a marketing strategy.Basedupon your strategy,
y ou will(a)segment and target potentialcustomers.Based upon your customer targets,you will(b) choose an
appropriateand integrated marketing mix, including:products and services, pricing,promotion and advertising,
distribution and location,and other elements of the marketing program – the summary andspecific
recommendations for the execution of the plan.
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BUS 620 WEEK 1 THE FUTURE OF THE NEW YORK
TIMES
Read the article:The Future of the New York Times,BusinessWeek,January 17,2005,64-72 (AlsoPosted in the
Announcement page).
Readershipthrough circulation and news quality are key ingredients toprofitability in the newspaper business
industry.In a 2-3 page paper,examine what Arthur Sulzberger can dotorevive the failing newspaper whose

6. “financialperformance is lagging “.Can New YorkTimes,with its journalisticpride compete with thedigitalmedia
and still deliver the best news?
Paper must be in thecorrect APA writing style and include a minimum of 2 -3 resources, in which one resourcemust
be peer reviewed
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BUS 620 WEEK 2 ASSIGNMENT INDUSTRY
FORECASTING
Week 2 Assignment
Industry Forecasting. Identify an industry of choice (AutoIndustry, Healthcare,PC or Telecommunications).
Using the PESTELanalysis from the readings, discuss and analyze thefactors that may impact theindustry and the
successfulmarketing of a company’s product,for example Ford Motor Company over the next five years. Which
factors are perceived tobe thebiggest weaknesses of the industry? Which factors play tothe industry’s strengths?
What are someopportunities for growth that could be capitalized upon over the next five years?
Dev elop a three tofour-page paper in thecorrect APA writing style. Include a minimumof 2 -4 resources; 1 resource
must be peer reviewed.
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BUS 620 WEEK 3 ASSIGNMENT THE CASE OF THE
NEW APPLE, INC.
Week 3 Assignment
The Case of the New Apple, Inc.Read the article:
Burrows,P., & Satariano, A.(2012).Can Phil Schiller keep Apple cool?Bloomberg Businessweek.Retrieved from
http://www.businessweek.com/articles/2012-06-07/can-phil-schiller-keep-apple-cool#p2
Assignment Instructions:
Dev elop a two-tothree-page paper that addresses the following:
Is Apple’s brand in jeopardy following the death of SteveJobs?
“There is noplacefor Apple togobut down.” Synthesize the genericstrategies and segmentation strategies that Apple
can implement toprevent going down.

7. What doy ou expect from Apple in thefuture ? WillAppleexperiencea continuation of its current trajectory or will
Apple’s good fortune change?
Paper must be in thecorrect APA writing style and include a minimum of 2-3 resources, in which one resourcemust
be peer reviewed
http://www.homeworkmotivator.com/product/bus-620-week-3-assignment-the-case-of-the-new-apple-inc
BUS 620 WEEK 4 ASSIGNMENT AD COMPAIGN
ARTICLE REVIEW
Week 4 Assignment
Ad Campaign.Review the article:
Stanford,D. (2012). Mountain Dew wants some street cred.Bloomberg Businessweek.Retrieved from EBSCOHost.
In a 2-3 page paper,answer thefollowing:
Is Mountain Dew’s advertising campaign directed at the right market segment,does it differentiate the product from
the competition,and does it communicate effectively the product benefits? Explain your answer.
Prov ide a proposed redesign of the campaign that couldhave a more universalappeal. What communication channels
should be focused on? Why?
Paper must be in thecorrect APA writing style and include a minimum of 2 -3 resources, in which one resourcemust
be peer reviewed
http://www.homeworkmotivator.com/product/bus-620-week-4-assignment-ad-compaign-article-review
BUS 620 WEEK 5 ASSIGNMENT MARKETING IN A
GLOBAL ECONOMY
Week 5 Assignment
Marketing in a Global Economy.Review thefollowing article:
Faris, S. (2012).Grounds zero: A Starbucks-free Italy.Bloomberg Businessweek. Retrieved from Proquest.
According tothearticle,Italy poses a “reputationalrisk” for Starbucks.In a 2 -3 page paper,examine some of the
challenges Starbuck’s faces in addressing that risk.Determine whether there is a strategic advantage toentering the

8. Italian market.How should competitor’s marketing strategies inform and influenceStarbuck’s entry intothis new
market? Should it even enter Italy at all?
Paper must be in thecorrect APA writing style and include a minimum of 2 -3 resources, in which one resourcemust
be peer reviewed
http://www.homeworkmotivator.com/product/bus-620-week-5-assignment-marketing-in-a-global-economy
BUS 620 WEEK 6 ASSIGNMENT FINAL PAPER
Week 6 Final Paper
Focus of the Final Paper
Dev elop a marketing plan for the successfuldevelopment,commercialization and introduction of any product of y our
choice in the market place. You are required to: (1) analyze the generalbusiness situation in detail,including
organizationalstrengths and weaknesses,environmentalopportunities and threats,industry trends, and direct and
indirect competition. Based upon your situation analysis,you will(2) develop an organizationalmission and forecast
performance goals.Based upon your objectives,you will(3) create a marketing strategy.Basedupon your strategy,
y ou will(a)segment and target potentialcustomers.Based upon your customer targets,you will(b) choose an
appropriateand integrated marketing mix, including:products and services, pricing,promotion and advertising,
distribution and location,and other elements of the marketing program – the summary andspecific
recommendations for the execution of the plan.
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