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BUS 5112 MKT (UNIT 6 ((WA6, 3FR1 (A major problem facing marketing…

- - - - A major problem facing marketing managers is how to allocate their communications budgets across both traditional and new, digital media (search like Google, social networks like Facebook, and others). What factors would you consider in making this allocation decision?.
        
        :red_flag:
- - - - Assume that you inherited a company that makes and sells packaged ice. Traditionally, the company has sold to commercial users such as restaurants, supermarkets, or food distributors. You have decided to expand your customer base to include consumers. Develop a statement of your target market(s), competitor targets, and a value proposition. Be prepared to discuss and defend your strategy decisions with your classmates.
        
        xxx
    - - Pick a product or brand of your own choosing that is sold in your geographical area. From an examination of any marketing materials (advertising, packaging, website, for example) and reflecting the 4P’s of marketing, construct a value proposition for it.
        Submit a 2-3 page paper, (independent of the title page and reference page) double-spaced in Times New Roman font which is no greater than 12 points in size. Be sure to cite any sources in APA Format.
        
        brand: NATURA
        
        Geographic area
        
        marketing material
        
        adversiting
        
        website
        
        packaging
        
        4P's
        
        VALUE PROPOSTION
        
        competitor
        
        https://www.brazilbeautynews.com/essence-enters-the-brazilian-market-hoping-to,2792
        
        https://bibliotecadigital.fgv.br/dspace/bitstream/handle/10438/19450/FGV%20Master%20Thesis%20-%20Final%20-%20PDF.pdf
      - WA
        
        http://blog.socialminer.com/people-marketing/case-natura-venda-por-engajamento/
        
        https://inteligencia.rockcontent.com/marketing-da-natura/
        
        https://ecommercenews.com.br/noticias/parcerias-comerciais/case-natura-triplica-receita-online-investindo-em-marketing-digital/
        
        http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0100-19651997000200007
        
        http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552003000400011
        
        https://exame.abril.com.br/marketing/natura-e-campea-em-construcao-de-marca-veja-lista/
        
        https://www.researchgate.net/publication/262372534_Inovacoes_Socioambientais_em_Cadeias_de_Suprimento_um_estudo_de_caso_sobre_o_papel_da_empresa_focal
        
        https://bibliotecadigital.fgv.br/dspace/bitstream/handle/10438/19946/Projeto%20Final%20Corregido.pdf?sequence=4&isAllowed=y
        
        file:///C:/Users/Luana/Downloads/58504-124245-1-PB.pdf
    - - Marketing
        
        pervasive
        
        choice
        
        customer oriented
        
        friendly
        
        customer
        
        Long term
        
        AQUIRE/KEEP
        
        satisfaction
        
        decision-making process
        
        competitors
        
        society
        
        technology
        
        PROFIT
        
        RESULT
        
        Market Strategy
        
        2 more items...
        
        change
        
        consumer power
        
        internet
        
        consumer database
        
        sustainability / environmentally
        
        communications
        
        fragmented market
    - - The 4P’s of marketing are a foundational set of strategies for the marketing manager. In your opinion, which of the Four P’s is the most critical to the success of a marketing strategy?
        Offer your thoughts in a page or two.
- - - - HOW MKT DIFFER
      - IMPROVEMENTS - MKT STRG
        
        EACH ONE
  - - - Consider the three major categories of new products: “really new” products (ones that create new product categories like iTunes for digital music), new products in existing product categories, and line extensions which are just new varieties of existing products (such as new flavors). How does the job of the marketing manager differ for these three kinds of new products? How does a marketing manager forecast product demand each of these categories?
        
        REALLY NEW
        
        NEW PRODUCTS
        
        EXISTING PROD CATEGORIES
        
        JUST NEW VARIETIES
        
        :red_flag: week 4
        
        :red_flag:
    - - the differences
        
        consumers and competitors
        
        DECISIONS DIFFER
        
        decisions on price, advertising, and distribution channels
- - - - Name a brand to which you are brand loyal; also, name a product category where you switch brands frequently. Why do you exhibit different behavior in these two product categories? Be prepared to discuss your behaviors with your classmates.
        
        http://www.intercom.org.br/papers/regionais/sudeste2011/expocom/EX24-0622-1.pdf
- - - - Give two examples of brands where manufacturing costs are well below the price. How have the companies been successful in charging high prices despite the low costs? How was customer information used as a part of pricing strategy? Be prepared to discuss and defend your choices with your classmates.
        
        :red_flag:
  - - - https://my.uopeople.edu/pluginfile.php/358557/mod_book/chapter/173928/Medi%20Cult%20Case%20Study%20-%20Unit%204.pdf
- - - - Pick a local (city, region, or country) brand that has been very successful competing against the bigger global brands in its product category. What are the elements of its strategy that have enabled it to achieve this success? Be prepared to discuss and defend your list of elements with your classmates.
    - - Thirsty for Growth, Liquor Giant Taps African Market
      - Description of case
        
        thoughtful examination
        
        All major issues
        
        identified
        
        articulated
        
        course content
        
        critically and creatively
        
        SUPPORT conclusion.
        
        analysis is
        detailed
        
        operational and
        insightful
        
        SOLUTION AND STRATEGY
        
        Well documented and reasoned
        
        solutions are
        implementable
        
        writing follows a
        logical flow
        
        correctly cited using
        APA
    - - Portfolio Activity Unit 3
        
        We live in an ever-increasing globalized society. Reflect on the challenge of global branding. What are the benefits to globalizing a brand? What are the unique challenges to this type of branding and in your opinion, which areas of the world pose the bigger challenges and why?
        Offer your thoughts in a page or two.
- - - - Winer, R., & Dhar, R. (2011). Marketing management (4th ed.). Boston: Prentice Hall.
      - Chapter 3 (pp. 58-77)
      - Chapter 4 (pp. 109-122)
      - Chapter 5 (pp. 138-146)
  - - - Select a product or service. Write down a list of its characteristics/attributes. Take each characteristic and indicate what benefits it provides to a customer. How would an advertisement reflect this information? Also, which benefit or benefits do you think are most likely to differentiate it from the competition (think back to the value proposition in Unit 1). Be prepared to provide your list to your discussion group for their feedback.
        
        [:red_flag:]
    - - Using the same product or service from the Discussion Assignment and the information from the readings, create a model of buyer behavior for the product/service. Next, create a model for an organizational buyer vs. an individual consumer.
        Submit a 2-3 page paper, (independent of the title page and reference page) double-spaced in Times New Roman font which is no greater than 12 points in size. Be sure to cite any sources in APA Format.
        
        MODEL
        
        BUYER BEHAVIOR
        
        organizational buyer
        
        individual consumer
        
        Natura
    - - Using what you have learned in Units 1 & 2, consider your own behavior as a buyer. Think about the kinds of things that move you to make purchases, large and small. Before making a major purchase, what types of data do you gather? What types of data is most compelling to you? Do you buy impulsively? If so, what type of products do you buy impulsively? Are there ways in which you want to improve your own consumer behavior?
        Offer your thoughts in a page or two. This assignment is graded by the instructor.
        
        behavior
        
        purchases
        
        large
        
        small
        
        typed of data
        
        most compelling?
        
        NOT the real price to make one
        
        online shopping
        
        impulsively
        
        what?
        
        to improve
        
        consumer behavior
- - - - In this Marketing Management course, you have learned advanced concepts and tools for marketing products and services. These are the same concepts and tools that marketing managers use around the world. However, it is worth considering how marketing is perceived in your country and what the ethical dimensions of these marketing strategies are. For example, in the Diageo case discussed in Unit 3, we saw that the company has reduced the prices for many of its liquor brands in Africa as well as selling them in smaller, less-expensive packages.
        In a page or two, please reflect on the role of marketing in your country and putting on the ‘marketing manager’ hat, give some specific examples of where you think marketing “crosses the line” into unethical behavior, and make some recommendations for what should change.
    - - What are the pros and cons of using the Web as a distribution channel? Are there any situations where it is inappropriate for a company to establish an e-commerce site? Be prepared to defend your answers to your peers.
    - - Besides the illustrations given in the book chapter, give an example of another industry that has witnessed substantial changes in channels of distribution. What are the fundamental reasons such as consumer behavior, competition, or technology (or others) for this change? Of the fundamental reasons stated for the changes to channels of distribution, what do you see as being the most significant and why?
        Submit a 2-3 page paper,