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1. DISCUSSION QUESTIONS
FOR
MARKETING MANAGEMENT
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2. MARKETING MANAGEMENT
Week 1
• Question 1
What potential issues could a business encounter if the marketing team
has not adequately researched and constructed marketing strategies
that incorporate product-marketing strategies, cash-flow and income
projections? How much emphasis must be on income projections?
Could these projections alter the proposed marketing strategies?
• Question 2
What is the purpose of a strategic marketing plan? What basic
components must be included in a marketing plan?

3. MARKETING MANAGEMENT
Week 2
• Question 1
Why is accurate problem definition critical to the decision-making
process?
• Question 2
In your own words, briefly explain the key steps in the decision-making
process.

4. MARKETING MANAGEMENT
Week 3
• Question 1
In your own words, what is opportunity analysis and why is it important
to strategic marketing?
• Question 2
What criteria would you suggest using when determining which
segments a business should pursue?

5. MARKETING MANAGEMENT
Week 4
• Question 1
Refer to "Standards of Practice" on the American Association of Advertising
Agencies website
(http://www.aaaa.org/about/association/pages/standardsofpractice.aspx)
and "Advertising Ethics and Principles" on the American Advertising
Federation website (http://aaftl.com/wp-
content/uploads/2014/10/Principles-and-Practices-with-Commentary.pdf).
What do you take from them? Are such statements effective? Why or why
not?
• Question 2
How would a brand name like Kodak, Disney, or Coca Cola create customer
value and provide some basis for product positioning and differentiation?

6. MARKETING MANAGEMENT
Week 5
• Question 1
Stoneman suggests that channel strategy is not normally associated
with segmentation. Do you agree? Provide examples where
segmentation is integrated into a channel strategy? Is segmentation
effective?
• Question 2
How does the use of dual distribution channels and multichannel
systems affect the growth of a business?

7. MARKETING MANAGEMENT
Week 6
• Question 1
Monroe and Cox, in their article, "Pricing Practices That Endanger
Profits," provide eight pricing practices of companies that have a
negative effect on profitability. Which do you consider the easiest to
avoid or fix? Why? Explain your position using an example.
• Question 2
What factors would you want to consider in evaluating profitability if
you were a DVD movie and CD music retailer engaging in a price
promotion strategy?

8. MARKETING MANAGEMENT
Week 7
• Question 1
Describe the key operations controls associated with the marketing
plan developed during your simulation experience. Consider cost
analysis, product-service mix control, sales control, and marketing
channel control. Choose one of these considerations that you think
carried the most weight as a key operations control of your marketing
plan and explain why.
• Question 2
What problems could your marketing plan encounter relate to the
marketing controls?

9. MARKETING MANAGEMENT
Week 8
• Question 1
Review your decisions, practices, and interactions with the simulation for which
there might have been an opportunity to address ethical and social issues. Would
you have changed your marketing approach if you were asked to take these issues
into account? Would your business have been as successful if more consideration
was given to the ethical integrity of your business decisions? Why or why not?
• Question 2
What did you learn from your experience with the simulation? How has it
shaped your understanding of marketing strategy and marketing
management? How might you use what you learned in your career?
• Question 3
Please add any final comments or suggestions about the class, the team, the
readings, or the game.

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