This document provides information about a Marketing Management course taught by Professor Pierre Chandon. The course objectives are to enhance students' marketing decision-making skills and understanding of key marketing concepts. The course will rely heavily on case studies and lectures to achieve these objectives. Students will be evaluated based on class participation, individual and group case write-ups, and a final exam.
DUE DATE AND TIME: Thursday 30 August (week 7) by 5.00pm AEST
PERCENTAGE OF FINAL GRADE: 30%
MODE: Group of 2-3 students or individually
WORD LIMIT: 3000 Words
HURDLE DETAILS: N/A
DUE DATE AND TIME: Thursday 30 August (week 7) by 5.00pm AEST
PERCENTAGE OF FINAL GRADE: 30%
MODE: Group of 2-3 students or individually
WORD LIMIT: 3000 Words
HURDLE DETAILS: N/A
Annamalai 2nd Year MBA Assignment Help (2021- 2022) call 9025810064palaniappann
Sir/ Madam
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD. has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 9025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guide for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com. He does help/guide for the below question
Contact:
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD
Mail ID: palaniappanmail@gmail.com
Ph: - 9025810064 (whatsapp available)
Annamalai MBA Financial Management 349 Solved Assignment 2019palaniappann
Contact
Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD.
Mail:- palaniappanmail@gmail.com
MBA Subject Coaching/ MBA Assignment/ MBA Project Consultant
Director - Knowledge Point.
Ph:-9025810064 (whatsapp available)
Managing Marketing Processes_Marketing Plan AssignmentRobin Teigland
Marketing Plan Assignment for the Managing Marketing Processes course in the MGM program at the Stockholm School of Economics, http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx
Solved Assignment for Annamalai University MBA First Year 2019palaniappann
Sir / Madam
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 9025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guidance for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com.
Contact
Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD.
Mail:- palaniappanmail@gmail.com
MBA Subject Coaching/ MBA Assignment/ MBA Project Consultant
Director - Knowledge Point.
Ph:-9025810064 (whatsapp available)
Annamalai MBA 2nd Year Assignment Questions (2021- 2022) Solved Call 902581...palaniappann
Sir/ Madam
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD. has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 9025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guide for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com. He does help/guide for the below question
Contact:
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD
Mail ID: palaniappanmail@gmail.com
Ph: - 9025810064 (whatsapp available)
Solved Annamalai Assignment 346 MBA General (2021–2022) Call 9025810064palaniappann
Sir/ Madam
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD. has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 9025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guide for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com. He does help/guide for the below question
Contact:
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD
Mail ID: palaniappanmail@gmail.com
Ph: - 9025810064 (whatsapp available)
Due Week 3 and worth 150 points
Read the case study titled “Thought It Was Safer than Starting His Own Business,” prior to doing the assignment.
Write a four to five (4-5) page paper in which you:
DESIGN OF THE NEW INTERNATIONAL SALES & KEY ACCOUNT MANAGEMENT SKILLS TRAININ...inkamsErasmusProject
The "IN.KAMS-International Key Account Management & Sales"
Erasmus + Project aims to realize, pilot, disseminate and systematize a new University-based learning program focused on International Sales & Key Account Management.
This presentation is the task 1 of the Intellectual Output One, concernimg the design of the new training curriculum.
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
(Prefer mailing. Call in emergency )
AssignmentsAssignmentsEach of the four assignments in this cou.docxrock73
Assignments
Assignments
Each of the four assignments in this course includes specific guidelines for completing the assignment and Final Project. Some general guidelines for satisfactory completion of the assignments and Final Project are described below.
Assignment Content
· Link theory and practice by explaining what you have learned as a result of the readings, dialogue with your fellow students, feedback, reflections, and practical application of skills.
· Make specific references to readings, feedback, ideas, and theories that prodded you to re-think your experiences and helped to increase your awareness of your marketing skills.
· Provide examples to support your comments and observations. Be specific and concrete. Tell a complete story. Avoid generalizations. Support a statement with a specific example that would demonstrate your understanding and skill.
· Share your thoughts and ideas about your own experiences and about the readings. Do not be afraid to challenge or disagree with the readings. Share what makes sense for you and what you have questions about. Be a critical reader.
· Go beyond general descriptions. Be thoughtful and critical in your analyses.
Assignment Structure
Remember, you will be judged by the quality of your work, which in this case are your assignments. To ensure the quality of your written work, keep the following in mind when preparing your assignments:
· Set up a cover page with your name, assignment number, and due date for each assignment in MS Word.
· Organize your assignments with clear headings to identify subsections. For example, depending on the assignment, headings might include: introduction, description of the topic under discussion, analysis and evaluation of the topic under discussion, learning for next time, and summary.
· Use 1.5 line spacing in your document to improve readability for your Open Learning Faculty Member.
· Use an 11-point or 12-point font.
· Number the pages.
· Use spell checker to eliminate spelling errors.
· Use grammar checking to avoid grammatical errors such as run-on sentences.
· Write in a formal manner suitable for business, rather than as a letter to a friend.
· Do not use red as your Open Learning Faculty Member’s comments will be in that colour.
· Please do not exceed the required length for each assignment. Communications should be clear and concise.
· Proofread your work. Not just on the screen while you write it, but the hard copy after it is printed. Fix the errors before submitting the report to your Open Learning Faculty Member.
· Restating of course material is not included in the format of the assignment reports, nor is it considered part of analysis. Anyone reading your report will be familiar with the case, and you need only to mention those facts relevant to your analysis and recommendations.
· Reference all quotations appropriately (author, date, title, publisher, page number) and, where possible, a web URL to the content or original web reference. This co ...
Annamalai 2nd Year MBA Assignment Help (2021- 2022) call 9025810064palaniappann
Sir/ Madam
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD. has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 9025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guide for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com. He does help/guide for the below question
Contact:
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD
Mail ID: palaniappanmail@gmail.com
Ph: - 9025810064 (whatsapp available)
Annamalai MBA Financial Management 349 Solved Assignment 2019palaniappann
Contact
Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD.
Mail:- palaniappanmail@gmail.com
MBA Subject Coaching/ MBA Assignment/ MBA Project Consultant
Director - Knowledge Point.
Ph:-9025810064 (whatsapp available)
Managing Marketing Processes_Marketing Plan AssignmentRobin Teigland
Marketing Plan Assignment for the Managing Marketing Processes course in the MGM program at the Stockholm School of Economics, http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx
Solved Assignment for Annamalai University MBA First Year 2019palaniappann
Sir / Madam
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 9025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guidance for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com.
Contact
Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD.
Mail:- palaniappanmail@gmail.com
MBA Subject Coaching/ MBA Assignment/ MBA Project Consultant
Director - Knowledge Point.
Ph:-9025810064 (whatsapp available)
Annamalai MBA 2nd Year Assignment Questions (2021- 2022) Solved Call 902581...palaniappann
Sir/ Madam
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD. has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 9025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guide for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com. He does help/guide for the below question
Contact:
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD
Mail ID: palaniappanmail@gmail.com
Ph: - 9025810064 (whatsapp available)
Solved Annamalai Assignment 346 MBA General (2021–2022) Call 9025810064palaniappann
Sir/ Madam
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD. has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 9025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guide for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com. He does help/guide for the below question
Contact:
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD
Mail ID: palaniappanmail@gmail.com
Ph: - 9025810064 (whatsapp available)
Due Week 3 and worth 150 points
Read the case study titled “Thought It Was Safer than Starting His Own Business,” prior to doing the assignment.
Write a four to five (4-5) page paper in which you:
DESIGN OF THE NEW INTERNATIONAL SALES & KEY ACCOUNT MANAGEMENT SKILLS TRAININ...inkamsErasmusProject
The "IN.KAMS-International Key Account Management & Sales"
Erasmus + Project aims to realize, pilot, disseminate and systematize a new University-based learning program focused on International Sales & Key Account Management.
This presentation is the task 1 of the Intellectual Output One, concernimg the design of the new training curriculum.
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
(Prefer mailing. Call in emergency )
AssignmentsAssignmentsEach of the four assignments in this cou.docxrock73
Assignments
Assignments
Each of the four assignments in this course includes specific guidelines for completing the assignment and Final Project. Some general guidelines for satisfactory completion of the assignments and Final Project are described below.
Assignment Content
· Link theory and practice by explaining what you have learned as a result of the readings, dialogue with your fellow students, feedback, reflections, and practical application of skills.
· Make specific references to readings, feedback, ideas, and theories that prodded you to re-think your experiences and helped to increase your awareness of your marketing skills.
· Provide examples to support your comments and observations. Be specific and concrete. Tell a complete story. Avoid generalizations. Support a statement with a specific example that would demonstrate your understanding and skill.
· Share your thoughts and ideas about your own experiences and about the readings. Do not be afraid to challenge or disagree with the readings. Share what makes sense for you and what you have questions about. Be a critical reader.
· Go beyond general descriptions. Be thoughtful and critical in your analyses.
Assignment Structure
Remember, you will be judged by the quality of your work, which in this case are your assignments. To ensure the quality of your written work, keep the following in mind when preparing your assignments:
· Set up a cover page with your name, assignment number, and due date for each assignment in MS Word.
· Organize your assignments with clear headings to identify subsections. For example, depending on the assignment, headings might include: introduction, description of the topic under discussion, analysis and evaluation of the topic under discussion, learning for next time, and summary.
· Use 1.5 line spacing in your document to improve readability for your Open Learning Faculty Member.
· Use an 11-point or 12-point font.
· Number the pages.
· Use spell checker to eliminate spelling errors.
· Use grammar checking to avoid grammatical errors such as run-on sentences.
· Write in a formal manner suitable for business, rather than as a letter to a friend.
· Do not use red as your Open Learning Faculty Member’s comments will be in that colour.
· Please do not exceed the required length for each assignment. Communications should be clear and concise.
· Proofread your work. Not just on the screen while you write it, but the hard copy after it is printed. Fix the errors before submitting the report to your Open Learning Faculty Member.
· Restating of course material is not included in the format of the assignment reports, nor is it considered part of analysis. Anyone reading your report will be familiar with the case, and you need only to mention those facts relevant to your analysis and recommendations.
· Reference all quotations appropriately (author, date, title, publisher, page number) and, where possible, a web URL to the content or original web reference. This co ...
DOWNLOAD HERE
https://theacademicessays.com/downloads/solution-mkt-421-complete-courses-mkt-421-week-1-understanding-marketing-and-customer-relationships/
MKT 421 COMPLETE COURSES
MKT 421 Week 1 Understanding Marketing and Customer Relationships
Purpose of Assignment
Understanding marketing as a multi-step process relying on building successful customer relationships is essential to helping organizations grow and achieve their goals. This assignment defines marketing, the customer value proposition, and creating mutually beneficial relationships between the organization and target, as well as applies these concepts to the student to create a personal brand.
Assignment Steps
Resources: Week 1 textbook reading, Week 1 video, American Marketing Association Website, and University Career Center: Crafting Your Image
Scenario: You have just graduated from the University of Phoenix with your Bachelor’s Degree. You have decided either to seek a promotion at your current work, explore new career opportunities, or open your own business and are using your marketing knowledge to position yourself for career growth.
Develop at least a 1,050 word response to the following using the scenario above:
Provide a definition of marketing from the American Marketing Association. Define the customer value proposition. Discuss the differences between the marketing process and advertising, the goals of creating a strong customer value proposition, and the unique relationship that exists between company and customer.
Use your workplace, a company you would like to work for, or an entrepreneurial vision and apply the concepts of the customer value proposition and relationship marketing to their operations. Introduce who the company, or business idea is and what they do. Provide examples demonstrating how the company uses these concepts successfully. Are there any ways they can improve in these areas? How?
Determine how your own personal brand links to the organization’s customer value proposition. Discuss ways you can integrate a customer value proposition and use relationship marketing to position yourself the best. Please share examples to illustrate your thoughts and reasoning.
Cite a minimum of two peer-reviewed sources with at least one coming from the textbook, the Week 1 video, or the University Librar
Faculty of BusinessMarketing Discipline Group247.docxlmelaine
Faculty of Business
Marketing Discipline Group
24790 Business Project:
Marketing (Capstone)
Course Notes
Spring 2019
INTRODUCTION
David Waller
Lynne Freeman
Today’s WorkshopCourse OverviewClass MinglingDiscuss Project Ideas in Group
Objective: Familiarise yourself with the course and project requirements!
“a capstone is a crown, a shining and fully functional architectural feature that encloses and, for all time, seals into place the culmination of knowledge and experience.”
Capstone:
Subject descriptionThis subject is a simulated business consultancy project that allows students to investigate a specific business activity related to marketing, using a company of the student's choice. It covers many aspects of marketing, marketing strategy and specialist marketing subjects. Students are required to apply a range of marketing and non-marketing theories already covered in their degree.
24790 Business Project: Marketing (Capstone)
Requisites: 48 Credit Points in Master of Marketing Program Completion of 24734 Marketing Management Completion of 24710 Buyer Behaviour
StaffDavid WallerLynne Freeman
email is the preferred method of communication. If making an appointment at least 48hours notice pleaseUse your UTS email address; state your subject/tutorial number
Subject learning objectives (SLOs)
Upon successful completion of this subject students should be able to:
1. apply a broad range of marketing tools, frameworks and decision-making to real world issues and contexts.
2. access and critically analyse relevant information for comprehensive marketing solutions.
3. integrate multifunctional perspectives and frameworks to deliver comprehensive business solutions and progress
organisational initiatives
4. apply innovative problem solving and develop self-directed project planning and solution processes
5. present effectively in an informal and formal manner the project plans and findings.
Course intended learning outcomes (CILOs)Research and critically analyse complex information and concepts for business decisions and apply them in the broader environmental context (1.1)Apply innovative problem-solving processes to address business issues and integrate the solutions in decision making (2.1)Use oral communication appropriately in a professional context to convey information clearly and fluently (3.2)Evidence understanding of ethical and social responsibility in professional practice and accountability for related personal outputs (4.1)Critically evaluate and apply sustainability principles to decisions in business contexts (4.2)Demonstrate knowledge of diverse cultural and Indigenous perspectives and their implications for professional business practice (4.3)Apply high-level technical skills within specialised marketing management, marketing research and strategic marketing practice (5.1)Execute a substantial research-based or professionally focused marketing management, marketing research or strategic marketing proj ...
1 BUS 326 Consumer Behavior Team Project Guideline .docxfelicidaddinwoodie
1
BUS 326 Consumer Behavior
Team Project Guideline
Team Project due Tuesday, April 25th by 11:59 PM via Blackboard
Overview and Objectives
The objective of this project is to deepen your understanding of the course materials by applying the
consumer behavior concepts discussed in class. One of the specific goals in understanding consumer behavior
is to design highly effective influence tactics that will connect with your audience and persuade them to buy
your product. The purpose of the group project is to give you some insight into why some marketing tactics
work with respect to the consumer as well as why others do not.
Organization and Administration
Each team should consist of 3-5 students. Teams will be assigned by the instructor in the beginning of the
semester. Although not required, it may be most productive to select a team "manager" responsible for
coordinating all team activities. In addition, each team member should be assigned specific duties; ideally those
best suited to her/his experience and interests. Like team projects that you will someday encounter in the
workplace, the project for this class involves a process that must be managed in order to ensure a successful
outcome.
Project Description
Your group will need to identify a consumer influence tactic to evaluate. First you select a specific company and
its product and then you will evaluate whether the tactic will be effective or ineffective in influencing consumer
behavior. Your group will do a 20 minute presentation and will hand in two PowerPoint decks, one with full
description of your project (PPT documentation) and the other one for your class presentation. This tactic could
be a specific advertisement (e.g., Dorito’s Superbowl 2011 commercial), point-of-purchase communication, sales
promotion device (e.g., Great Clips $5.99 haircut coupon), sales presentation, etc. So, if your group decides to
focus on advertising, you will begin by reviewing a number of print, radio, and/or television ads. Out of this set,
a specific ad will be selected that the group feels is either effective or ineffective. You will need to turn in the
actual tactic that you have selected (e.g., the print ad itself, a recording of a radio ad, a recording of television
commercial.) Do not choose a tactic that you have already used (or are currently using) in another class unless
you receive permission from me.
Once this influence tactic has been selected, you will need to use the concepts discussed in class to identify
reasons why the ad will be effective or not. As a starting point, your group should discuss in general terms
why this might be the case. Then, get more precise in your analysis. Go back through your class notes and
the text to identify relevant concepts and theories that can be used to analyze why the tactic will be
successful or not.
By following team project outline, your team is to conduct market research on a compa ...
We Also Provide SYNOPSIS AND PROJECT.
Contact www.kimsharma.co.in for best and lowest cost solution or
Email: amitymbaassignment@gmail.com
Call / What’s App: 9971223030
MRKT 310 Principles of MarketingWeek 4 Writing AssignmentPart .docxroushhsiu
MRKT 310 Principles of Marketing
Week 4 Writing Assignment
Part 1 - Consumer Behavior: How People Make Buying Decisions
Learning Outcomes
Model of Consumer Behavior: Environmental factors. Student can use the model of consumer behavior to identify those environmental factors most likely to affect the consumer decision making for a specific product or service.
Model of Consumer Behavior: Consumer factors. Student can reference the model of consumer behavior to identify the consumer factors most likely to affect the decision making for a specific product or service.
Role of Involvement in purchase decisions. Student can identify the role of consumer involvement applicable to a specific product or service offering and how that level of involvement affects the type of decision making.
Consumer decision-making process. Student can identify how marketing strategy can influence each of the steps in the consumer decision-making process.
Directions
· Refer to the product or service you selected at the beginning of the semester. This week, you want to take a closer look at what consumer factors may be relevant for customers who are considering buying your product or service offering. This will require some critical thinking on your part based on your own behavior if you are a customer yourself, or you may want to talk to others who have purchased the product. Sometimes you can find clues when looking at the marketing messages that may be addressing some of these factors.
· Prepare your assignment beginning with a title page with your name and the name of your product or service. Then answer each of the following eight questions (four in part 1 and four in part 2) in order and number the beginning of your response to each question. Although you do not need to repeat the question, there should be a heading to separate the sections. The paper should contain approximately 5+ pages of analysis for the responses to the eight questions.
1. Consumer Behavior Model:Environmental factors. Refer to the week's readings and the model of consumer behavior and identify two of the most important environmental factors you think are relevant to the customers of your product or service offering. Explain your choices.
2. Consumer Behavior Model: Consumer factors. Refer to this week's readings and the model of consumer behavior and identify the three most important consumer factors you think are relevant to the customers of your product or service offering. Explain your choices.
3. Role of involvement in consumer decision-making. Identify the level of involvement a customer of your product or service might use to make a purchase/no purchase decision. Then, discuss which type of buying behavior is most consistent with that level of involvement.
4. Consumer decision-making process. Go through the six steps of the purchase process outlined in the readings and identify where marketing can influence each of the six steps. For example, if a consumer just ...
Assignment Budget Planning and ControlBefore approaching this a.docxrock73
Assignment: Budget Planning and Control
Before approaching this assignment, be sure that you have watched the following video.
· Budgetary Planning featuring Babycakes *FULL VIDEO*. (2016). YouTube.
Babycakes, a specialty bakery, is the company that will be considered for all parts of your budget planning and control report. For this assignment, you will develop a three to four (3 – 4) page paper in which you address the following.
1. Briefly discuss the ways a realistic budget will benefit the owner of Babycakes versus having no budget at all. Be sure to use Babycakes as the company and any specific product details in your explanation.
2. Prepare a sales budget for the LA Babycakes store for the 4th quarter of 2016. Present the number of units, sales price, and total sales for each month; include October, November, and December, and a total for the quarter. Use one-half of the Valentine’s Day sales as the basis for a usual day in the new quarter. Use 30 days for each month. Calculate the total sales for each month for October, November, and December.
3. Create three (3) new products, one (1) for each of the three (3) holiday seasons in the 4th quarter. Estimate the sales units, sales price, and total sales for each month. Describe the assumptions used to make these estimates. Include an overview of the budget in the report, presenting the actual budget as an appendix with all data and calculations. Add these amounts to your sales budget.
4. The owner of Babycakes is interested in preparing a flexible budget rather than the static budget she currently uses. She does not understand why, when sales increase, her static budget often shows an unfavorable variance. Explain how a flexible budget will overcome this problem. Use the details of your newly prepared budget for the 4th quarter of 2016 to address her concern.
5. Imagine that Babycakes is facing a financial challenge that is causing the actual amount of money that it spends to become significantly more than its budgeted amount. Include a discussion of your own unique cause of the overspending. Explain the corrective actions needed to address these challenges.
6. Integrate relevant information from at least three (3) quality academic resources in this assignment. Note: Please do not use your textbook as an academic resource. Also, Wikipedia and other Websites that are unreliable do not qualify as academic resources.
Your assignment must follow these formatting requirements.
· Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow APA or school-specific format. Check with your professor for any additional instructions.
· Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length.
· An abstract is not required.
The specific course learning outcomes associated with this ...
Dear students, get latest Solved NMIMS assignments and case study help by professionals.
Mail us at : help.mbaassignments@gmail.com
Call us at : 08263069601
What price will pi network be listed on exchangesDOT TECH
The rate at which pi will be listed is practically unknown. But due to speculations surrounding it the predicted rate is tends to be from 30$ — 50$.
So if you are interested in selling your pi network coins at a high rate tho. Or you can't wait till the mainnet launch in 2026. You can easily trade your pi coins with a merchant.
A merchant is someone who buys pi coins from miners and resell them to Investors looking forward to hold massive quantities till mainnet launch.
I will leave the telegram contact of my personal pi vendor to trade with.
@Pi_vendor_247
how can i use my minded pi coins I need some funds.DOT TECH
If you are interested in selling your pi coins, i have a verified pi merchant, who buys pi coins and resell them to exchanges looking forward to hold till mainnet launch.
Because the core team has announced that pi network will not be doing any pre-sale. The only way exchanges like huobi, bitmart and hotbit can get pi is by buying from miners.
Now a merchant stands in between these exchanges and the miners. As a link to make transactions smooth. Because right now in the enclosed mainnet you can't sell pi coins your self. You need the help of a merchant,
i will leave the telegram contact of my personal pi merchant below. 👇 I and my friends has traded more than 3000pi coins with him successfully.
@Pi_vendor_247
The European Unemployment Puzzle: implications from population agingGRAPE
We study the link between the evolving age structure of the working population and unemployment. We build a large new Keynesian OLG model with a realistic age structure, labor market frictions, sticky prices, and aggregate shocks. Once calibrated to the European economy, we quantify the extent to which demographic changes over the last three decades have contributed to the decline of the unemployment rate. Our findings yield important implications for the future evolution of unemployment given the anticipated further aging of the working population in Europe. We also quantify the implications for optimal monetary policy: lowering inflation volatility becomes less costly in terms of GDP and unemployment volatility, which hints that optimal monetary policy may be more hawkish in an aging society. Finally, our results also propose a partial reversal of the European-US unemployment puzzle due to the fact that the share of young workers is expected to remain robust in the US.
The secret way to sell pi coins effortlessly.DOT TECH
Well as we all know pi isn't launched yet. But you can still sell your pi coins effortlessly because some whales in China are interested in holding massive pi coins. And they are willing to pay good money for it. If you are interested in selling I will leave a contact for you. Just telegram this number below. I sold about 3000 pi coins to him and he paid me immediately.
Telegram: @Pi_vendor_247
USDA Loans in California: A Comprehensive Overview.pptxmarketing367770
USDA Loans in California: A Comprehensive Overview
If you're dreaming of owning a home in California's rural or suburban areas, a USDA loan might be the perfect solution. The U.S. Department of Agriculture (USDA) offers these loans to help low-to-moderate-income individuals and families achieve homeownership.
Key Features of USDA Loans:
Zero Down Payment: USDA loans require no down payment, making homeownership more accessible.
Competitive Interest Rates: These loans often come with lower interest rates compared to conventional loans.
Flexible Credit Requirements: USDA loans have more lenient credit score requirements, helping those with less-than-perfect credit.
Guaranteed Loan Program: The USDA guarantees a portion of the loan, reducing risk for lenders and expanding borrowing options.
Eligibility Criteria:
Location: The property must be located in a USDA-designated rural or suburban area. Many areas in California qualify.
Income Limits: Applicants must meet income guidelines, which vary by region and household size.
Primary Residence: The home must be used as the borrower's primary residence.
Application Process:
Find a USDA-Approved Lender: Not all lenders offer USDA loans, so it's essential to choose one approved by the USDA.
Pre-Qualification: Determine your eligibility and the amount you can borrow.
Property Search: Look for properties in eligible rural or suburban areas.
Loan Application: Submit your application, including financial and personal information.
Processing and Approval: The lender and USDA will review your application. If approved, you can proceed to closing.
USDA loans are an excellent option for those looking to buy a home in California's rural and suburban areas. With no down payment and flexible requirements, these loans make homeownership more attainable for many families. Explore your eligibility today and take the first step toward owning your dream home.
when will pi network coin be available on crypto exchange.DOT TECH
There is no set date for when Pi coins will enter the market.
However, the developers are working hard to get them released as soon as possible.
Once they are available, users will be able to exchange other cryptocurrencies for Pi coins on designated exchanges.
But for now the only way to sell your pi coins is through verified pi vendor.
Here is the telegram contact of my personal pi vendor
@Pi_vendor_247
How to get verified on Coinbase Account?_.docxBuy bitget
t's important to note that buying verified Coinbase accounts is not recommended and may violate Coinbase's terms of service. Instead of searching to "buy verified Coinbase accounts," follow the proper steps to verify your own account to ensure compliance and security.
Even tho Pi network is not listed on any exchange yet.
Buying/Selling or investing in pi network coins is highly possible through the help of vendors. You can buy from vendors[ buy directly from the pi network miners and resell it]. I will leave the telegram contact of my personal vendor.
@Pi_vendor_247
US Economic Outlook - Being Decided - M Capital Group August 2021.pdfpchutichetpong
The U.S. economy is continuing its impressive recovery from the COVID-19 pandemic and not slowing down despite re-occurring bumps. The U.S. savings rate reached its highest ever recorded level at 34% in April 2020 and Americans seem ready to spend. The sectors that had been hurt the most by the pandemic specifically reduced consumer spending, like retail, leisure, hospitality, and travel, are now experiencing massive growth in revenue and job openings.
Could this growth lead to a “Roaring Twenties”? As quickly as the U.S. economy contracted, experiencing a 9.1% drop in economic output relative to the business cycle in Q2 2020, the largest in recorded history, it has rebounded beyond expectations. This surprising growth seems to be fueled by the U.S. government’s aggressive fiscal and monetary policies, and an increase in consumer spending as mobility restrictions are lifted. Unemployment rates between June 2020 and June 2021 decreased by 5.2%, while the demand for labor is increasing, coupled with increasing wages to incentivize Americans to rejoin the labor force. Schools and businesses are expected to fully reopen soon. In parallel, vaccination rates across the country and the world continue to rise, with full vaccination rates of 50% and 14.8% respectively.
However, it is not completely smooth sailing from here. According to M Capital Group, the main risks that threaten the continued growth of the U.S. economy are inflation, unsettled trade relations, and another wave of Covid-19 mutations that could shut down the world again. Have we learned from the past year of COVID-19 and adapted our economy accordingly?
“In order for the U.S. economy to continue growing, whether there is another wave or not, the U.S. needs to focus on diversifying supply chains, supporting business investment, and maintaining consumer spending,” says Grace Feeley, a research analyst at M Capital Group.
While the economic indicators are positive, the risks are coming closer to manifesting and threatening such growth. The new variants spreading throughout the world, Delta, Lambda, and Gamma, are vaccine-resistant and muddy the predictions made about the economy and health of the country. These variants bring back the feeling of uncertainty that has wreaked havoc not only on the stock market but the mindset of people around the world. MCG provides unique insight on how to mitigate these risks to possibly ensure a bright economic future.
Exploring Abhay Bhutada’s Views After Poonawalla Fincorp’s Collaboration With...beulahfernandes8
The financial landscape in India has witnessed a significant development with the recent collaboration between Poonawalla Fincorp and IndusInd Bank.
The launch of the co-branded credit card, the IndusInd Bank Poonawalla Fincorp eLITE RuPay Platinum Credit Card, marks a major milestone for both entities.
This strategic move aims to redefine and elevate the banking experience for customers.
how to sell pi coins at high rate quickly.DOT TECH
Where can I sell my pi coins at a high rate.
Pi is not launched yet on any exchange. But one can easily sell his or her pi coins to investors who want to hold pi till mainnet launch.
This means crypto whales want to hold pi. And you can get a good rate for selling pi to them. I will leave the telegram contact of my personal pi vendor below.
A vendor is someone who buys from a miner and resell it to a holder or crypto whale.
Here is the telegram contact of my vendor:
@Pi_vendor_247
how to sell pi coins in South Korea profitably.DOT TECH
Yes. You can sell your pi network coins in South Korea or any other country, by finding a verified pi merchant
What is a verified pi merchant?
Since pi network is not launched yet on any exchange, the only way you can sell pi coins is by selling to a verified pi merchant, and this is because pi network is not launched yet on any exchange and no pre-sale or ico offerings Is done on pi.
Since there is no pre-sale, the only way exchanges can get pi is by buying from miners. So a pi merchant facilitates these transactions by acting as a bridge for both transactions.
How can i find a pi vendor/merchant?
Well for those who haven't traded with a pi merchant or who don't already have one. I will leave the telegram id of my personal pi merchant who i trade pi with.
Tele gram: @Pi_vendor_247
#pi #sell #nigeria #pinetwork #picoins #sellpi #Nigerian #tradepi #pinetworkcoins #sellmypi
Currently pi network is not tradable on binance or any other exchange because we are still in the enclosed mainnet.
Right now the only way to sell pi coins is by trading with a verified merchant.
What is a pi merchant?
A pi merchant is someone verified by pi network team and allowed to barter pi coins for goods and services.
Since pi network is not doing any pre-sale The only way exchanges like binance/huobi or crypto whales can get pi is by buying from miners. And a merchant stands in between the exchanges and the miners.
I will leave the telegram contact of my personal pi merchant. I and my friends has traded more than 6000pi coins successfully
Tele-gram
@Pi_vendor_247
BYD SWOT Analysis and In-Depth Insights 2024.pptxmikemetalprod
Indepth analysis of the BYD 2024
BYD (Build Your Dreams) is a Chinese automaker and battery manufacturer that has snowballed over the past two decades to become a significant player in electric vehicles and global clean energy technology.
This SWOT analysis examines BYD's strengths, weaknesses, opportunities, and threats as it competes in the fast-changing automotive and energy storage industries.
Founded in 1995 and headquartered in Shenzhen, BYD started as a battery company before expanding into automobiles in the early 2000s.
Initially manufacturing gasoline-powered vehicles, BYD focused on plug-in hybrid and fully electric vehicles, leveraging its expertise in battery technology.
Today, BYD is the world’s largest electric vehicle manufacturer, delivering over 1.2 million electric cars globally. The company also produces electric buses, trucks, forklifts, and rail transit.
On the energy side, BYD is a major supplier of rechargeable batteries for cell phones, laptops, electric vehicles, and energy storage systems.
how to swap pi coins to foreign currency withdrawable.DOT TECH
As of my last update, Pi is still in the testing phase and is not tradable on any exchanges.
However, Pi Network has announced plans to launch its Testnet and Mainnet in the future, which may include listing Pi on exchanges.
The current method for selling pi coins involves exchanging them with a pi vendor who purchases pi coins for investment reasons.
If you want to sell your pi coins, reach out to a pi vendor and sell them to anyone looking to sell pi coins from any country around the globe.
Below is the contact information for my personal pi vendor.
Telegram: @Pi_vendor_247
how to swap pi coins to foreign currency withdrawable.
Teaching emba syllabus
1. Professor: Pierre Chandon
Office: RW 2.09, Tel: 4987
EMBA PROGRAM E-mail: pierre.chandon@insead.edu
MARKETING MANAGEMENT
COURSE OBJECTIVES
Successful firms are those that integrate the objectives and resources of the organization
with the needs and opportunities of the marketplace better than competitors—that is, those
that identify untapped sources of customer value, and deliver and capture more customer
value than their competitors. The role of marketing management in organizations is to identify
customers' unfulfilled wants, determine which customers the business should serve, decide on
the appropriate products and services, and determine the optimal methods of pricing,
promoting and distributing the products or services.
This course is designed for participants with little marketing experience. However, the
range of concepts and materials we will be using should provide a challenging experience
even for those of you who have marketing backgrounds. The objectives of the course are (1)
to enhance your marketing decision-making skills and (2) to enhance your understanding of
key marketing concepts and best practices in a variety of settings and organizational
environments.
ACHIEVING THE COURSE OBJECTIVES
Marketing is one of the most difficult areas of analysis and decision-making for firms.
Why? Because marketing requires to master an array of ‘hard’ and ‘soft’ skills. Although
many marketing problems lend themselves well to quantitative analysis, the human element
plays a much larger role than in other business functions. This is why this course will rely
heavily on group and class-wide discussion of (1) real-world case studies and (2) lectures on
conceptual/technical issues.
I choose cases for their ability to improve your marketing decision-making skills on a
specific set of issues (e.g., pricing), not to provide general “world knowledge” about
marketing practices in a certain industry. As a result, some of the cases may appear somewhat
removed from the specific problems pertinent to your particular industry experience and
interests. However, the lessons to be learned from the cases selected in this course are
universally relevant and transcend the particular companies, countries, or industries in which
they are set.
Case preparation and class discussion
Some of you may not be familiar with the case teaching method. To benefit from the case
method, you must be intimately familiar with the facts of each case. I also recommend that
you follow these simple steps:
- When reading a case, you should try to identify the underlying marketing problems
(not just the symptoms described in the case). While doing this, you should think
about how these problems apply to your industry and company. Do not attempt to find
out what happened to the company. This greatly reduces what you will learn from the
case.
1
2. - You should then generate alternative marketing actions (incl. their pros and cons) and
make a decision about what should be done before you come to class. As is often the
situation in actual practice, cases may not have all the data you would like.
Nevertheless, it is critical that you develop a reasoned plan of attack on the basis of the
data available. The arguments behind your recommendation are more important than
your decision itself.
- Finally, you should be prepared to discuss your analysis and decisions with other
course participants in a constructive manner. Repeating case facts or personal
experience is not enough. Building on other people’s comments is as important as
coming up with answers.
A typical question at the end of a case discussion is: “So what is the answer?” In case
studies, as in the real world, there is no unique answer (although some answers are better than
others)! What is important is that you know what you would have done in that specific
marketing situation, and why, and that you begin to construct your own framework for
approaching more general marketing problems.
Course material
- Packet of cases and readings.
- Kotler, Philip (2003), A Framework for Marketing Management, Upper Saddle River,
NJ: Prentice Hall, Second edition.
The Kotler book is a concise version of Kotler’s Marketing Management. If you have at
least a relatively recent edition of Marketing Management, you don’t need to buy the required
book. This book will be particularly useful for participants with little marketing knowledge.
Others should use this book as a basic reference text to flesh out material from the class
discussion in greater detail, depending on your needs and interests (i.e., you do not need to
read each chapter before each class).
Evaluation
Your overall evaluation will be based on the following four components, according to this
weighting scheme:
- Class participation: 30%
- Group case write-up: 20%
- Individual case write-up: 20%
- Final exam: 30%
Class participation
Almost every session of the course will involve interaction in the form of class discussion.
In particular, the case method requires you to be an active participant in resolving a marketing
problem. I expect you to be prepared at all times to comment in any class session. Class
participation is not simply a function of the amount of "air time" you take up, but will be
evaluated on (1) preparation (comments add to our understanding of the situation beyond
simple repetition of case facts and show an understanding of the concepts and tools presented
in class or in the reading materials) and (2) listening and communication skills (the points are
linked to the comments of others and presented in a concise and convincing fashion).
2
3. Individual and Group case write-up
During the break between Weeks 2 and 3, you will have to prepare a written analysis of the
Tivo case (in group) and of the Schwarzkopf & Henkel case (individually). These write-ups
will allow you to apply the concepts covered in the first week of class. Send them by email to
pierre.chandon@insead.edu by Monday January 5 (for both the Fontainebleau and Singapore
groups). All the write-ups will be posted on the course web site, along with a sample answer,
so that you can review your work and compare it with the other participants (grades will not
be disclosed).
Case analyses must be typewritten and double-spaced and must not exceed 1,000 words.
You may include exhibits in the group write-up (they are not necessary for the individual
write-up). Exhibits do not count toward the word limit but must not exceed 2 pages. The
format for the written case analyses is as follows:
1. A concise executive summary. This should define the problem, outline the
recommendations, and provide a statement of quantitative and qualitative objectives.
2. Recommendations. This should include a statement of the marketing strategy (i.e., the
positioning statement), the action plan (i.e., specific changes in the marketing mix), and
a statement of expected results (including timetable and risks).
3. Appendices. These should provide supporting analyses as needed, including an analysis
of the market (customers, competitors, company, community), the customer
segmentation scheme (if applicable), support for the targeting decision (target
attractiveness vs. company resources), and information supporting chosen positioning.
Reasons why obvious alternative strategies and actions were not chosen should be
given. Finally, the appendices should include relevant financial forecasting and break
even analyses.
Case write-ups will be graded according to:
1. Quality of problem diagnosis. The source of identifiable symptoms or key impediment
to attaining valued goals is defined (i.e., the correct problem is identified).
2. Quality of recommendations. Specific, comprehensive and practical plans recognizing
issues of implementation are provided.
3. Writing style and organization. The write-up is logically structured and is clear and
concise. Use exhibits to amplify and support your paper, but ensure the argument in
the paper can stand on its own. Never append an exhibit that is not referred to in the
text. There is no need to repeat facts verbatim from the case except to explicitly
support a conclusion.
Final exam
The final examination will consist of a case analysis similar to the ones we have analyzed
throughout the course. It is designed to test how well you can apply the knowledge and skills
learned in the course. The same criteria used to assess the written case assignment will be
used to judge your test performance. Thus, the best way to prepare for the exam is to
conscientiously study each of the cases throughout the term, read the assigned readings, and
attend the classes. The exam will be in class, closed book, with one 2-sided A4 sheet of notes
allowed and will last for 2 hours.
3
4. Course instructor
Here is the official INSEAD biography. You can find more information on my research at:
www.insead.edu/facultyresearch/marketing/chandon/.
Pierre Chandon is Assistant Professor of Marketing at INSEAD. He joined INSEAD in
1999 after being on the faculties of the London Business School and of the University of
North Carolina at Chapel Hill. Before that, he was a Visiting Scholar and Lecturer at Wharton,
University of Pennsylvania. At INSEAD, he teaches Marketing Management and Advanced
Brand Management in the MBA, EMBA, and in various executive educations programs.
Pierre Chandon holds a PhD in Marketing from HEC and a degree in business administration
from ESSEC, both in France. His expertise is in brand management and consumer behavior
for low-involvement products, with applications in the areas of sales promotions and point of
purchase marketing. He has published articles and books in leading academic journals,
including Journal of Marketing and Journal of Marketing Research. In 1998, he won the HEC
Interdisciplinary Dissertation Award and, in 2003, he won the Stellner Distinguished Scholar
Award for his achievements and contributions to the field of Marketing. His work has been
the subject of media coverage in Europe and the US, by France Inter, L’Expansion, Les Echos,
and the Marketing Science Institute.
COURSE OVERVIEW
Week 1: Marketing Strategy Formulation
- Customer-driven strategy: The Black & Decker Corporation (HBS case)
- Brand-driven strategy: Parfums Cacharel de L’Oréal (INSEAD case)
- Market-driven strategy: Ericsson Mobile Phones (IMD case)
Off-campus
- Individual case write-up: Schwarzkopf & Henkel Shampoo (INSEAD case)
- Group case write-up: Tivo (HBS case)
Week 3: Marketing Strategy Implementation
- Promotion decisions: Dewar’s Scotch Whisky (HBS case)
- Pricing decisions: Kodak Funtime Introduction (HBS case)
- Product decisions: Biopure Corporation (HBS case)
- Distribution decisions: Louis Vuitton (HEC case)
- Wrap-up: Diesel For Successful Living (INSEAD case)
SESSIONS OVERVIEW
Week 1: Marketing Strategy Formulation
Session 1: Customer-driven strategy
Topics covered
- The marketing concept.
- Framework of strategic marketing planning.
4
5. Assigned readings
- The Black & Decker Corporation (A): Power Tools Division (HBS case).
- Optional: Kotler, chapters 1, 3 and 6.
Session 2: Brand-driven strategy
Topics covered
- Brand identity, brand image, and brand equity.
- The value of market research.
- Shaping customer preferences.
Assigned readings
- Parfums Cacharel de L’Oréal (A): Decoding and Revitalizing a Classic Brand
(INSEAD case).
- Price R, "Ignore your customers", Focus Magazine, Winter 1997.
- Holt, Douglas B. (2003), "What Becomes an Icon Most?," Harvard Business Review,
81 (3), 43.
Session 3: Market-driven strategy
Topics covered
- Market analysis: Customer, Competition, Company, and Community analysis.
- Segmentation, targeting, and positioning.
Assigned readings
- Make Yourself Heard: Ericsson Global Brand Campaign (IMD case).
- Green P E & Krieger A M, "Slicing and Dicing the Market", Financial Times
Mastering Marketing, 1999.
- Tybout A M & Sternthal B, "Connecting with Consumers: the Four Ds of Effective
Positioning", Financial Times Mastering Marketing, 1999.
- Optional: Kotler, chapters 7, 8, and 9.
Off Campus Case Write-Ups
Topics covered
- Market analysis (customers, company, competition, community).
- Marketing strategy formulation (segmentation, targeting, and positioning).
- Writing a marketing plan.
Assigned readings
- Schwarzkopf & Henkel Shampoos: Post-Merger Brand Repositioning (INSEAD case).
- Tivo (HBS case).
Notes
- Both write-ups are due in electronic format by Monday, January 5 (for the
Fontainebleau as well as for the Singapore group).
5
6. - The Schwarzkopf & Henkel Shampoos contains specific questions. There are no
questions for the Tivo case. Your task is to write a marketing plan for the launch of
Tivo. Regardless of your recommendation, make sure that your write-up covers the
alternative targeting and positioning strategies and evaluates the proposed action plan.
Week 3: Marketing Strategy Implementation
Session 5: Promotion decisions
Topics covered
- Integrated marketing communication (advertising vs. sales promotions).
- Balancing customer acquisition and retention.
Assigned readings
- Dewar’s (A): Brand Repositioning (HBS case).
- Dolan R J – "Integrated Marketing Communications", Harvard Business Review, June
2000.
- Optional: Blattberg R C & Deighton J, "Manage Marketing by the Customer Equity
Test", Harvard Business Review, Summer 1996.
- Optional: Kotler chapter 16.
Session 6: Pricing decisions
Topics covered
- Measuring the financial ROI of pricing decisions.
- Price discrimination.
- Fighting against private labels and generics.
Assigned readings
- Eastman Kodak Company: Funtime Film (HBS Case).
- Dolan R J, "Note on Low-Tech Marketing Math", HBS, Dec 1998.
- Rao, R R, Bergen M E & Davis S, "How to Fight a Price War", Harvard Business
Review, March-April 2000.
- Optional: Hoch S J and Raju J., "Are Private Labels a Threat to National Brands?",
Financial Times Mastering Marketing, 1999.
- Optional: Kotler, chapter 13.
Session 7: Product decisions
Topics covered
- New product introduction.
- Assessing consumer demand.
- Product line management.
Assigned readings
- Biopure Corporation (HBS Case).
6
7. - Krishnamurthi L. "Pricing: Part Art, Part Science", Financial Times Mastering
Marketing, 1999.
- Dolan R "Analyzing Consumer Preferences", HBS note, 1999.
- Optional: Kotler, chapters 10 and 11.
Session 8: Distribution decisions
Topics covered
- Function of marketing channels.
- Retail management (product assortment and merchandising).
- Point-of-Purchase shopping behavior.
Assigned readings
- Louis Vuitton (HEC Case). This is a web-based case.
- Underhill, Paco (1999), "Making First Impressions Count," Why We Buy, Simon &
Schuster.
- Sheth J. and Sisodia R. "The Changing Face of Retailing," Financial Times Mastering
Marketing, 1999.
- Optional: Kotler, chapters 14 and 15.
Session 8: Wrap-up
Topics covered
- Review of topics covered in this course.
- Brand revitalization, extension, and repositioning.
Assigned readings
- Diesel for Successful Living (INSEAD case).
- Aaker D A, "Should You Take Your Brand to Where the Action Is?", Harvard
Business Review, Fall 1997.
- Aaker, David A. and Eric Joachimsthaler (2000), "The Brand Relationship Spectrum,"
California Management Review, 42 (4), 8-23.
7