December 2, 2009

The PLC handout

Posted in SWOT, The Marketing Plan Project at 2:21 am by Jennifer McDowell

Click through for the Product Life Cycle handout!

Whiteboard Notes from Tuesday 12/1/09

Posted in SWOT, The Marketing Plan Project at 2:14 am by Jennifer McDowell

November 25, 2009

Situation Analysis/SWOT diagram work

Posted in SWOT at 2:02 am by Jennifer McDowell

Notes from our classroom discussion today – click on the image to enlarge it.

November 4, 2009

Homework for Thursday 11/5/09

Posted in SWOT at 1:31 am by Jennifer McDowell

  1. Open up the news analysis files attached below. Find an analysis that supports the development of a perceptual map. (See pages 203 and 204 in The Core 3/e for a review of perceptual maps.) Here are a few hints for selecting the best analysis:
    • The file should refer to consumer behavior terms. For example, brand loyalty, values and attitudes, VALS, etc.
    • The file should also describe competition for a target market.
    • The file should also explain the positioning of competing brands or products.
  2. Create a perceptual map for the news analysis that you select. You can use the features in scrapblog.com, Photoshop, or even Microsoft Word.
  3. Attach your perceptual map to the news analysis file you selected, and email it to me at jmcdowell@aii.edu.

Here are the news analysis files:

KimberlyClark

ice arena issues

Target file

target organic

Supply Chain Article

starbucks_article

mall of america

Pawlenty unveils _green jobs

November 3, 2009

How to analyze a news story – example #1

Posted in SWOT at 7:29 pm by Jennifer McDowell

It is relatively easy to use your research skills to find a news story that covers marketing topics. Most newspapers and business magazines publish a Business section.

Linked here is a recent story from the New York Times.

Compared to research, analysis requires the use of more sophisticated skills. Wikipedia defines analysis as, “the process of breaking a complex topic or substance into smaller parts to gain a better understanding of it.” Analysis therefore involves identifying important details, explaining how these details relate to each other, and summarizing the overall meaning of the material.

The New York Times article above offers a useful opportunity to practice your analytical skills. Click through the article link below:

  1. Note the highlighting. I chose these details because they describe how marketers think as they attempt to manage the promotion “P” of the marketing mix. When you analyze a news story, look for details that are related to a single marketing topic.
  2. Read my comments in the sticky notes. You’ll find related information tidbits, insights, and references to key terms from the course. When you analyze a news story, you should also try to find related information from other sources.
  3. Read the attached file. Here I explain how the highlighted and additional details (from sticky notes) relate to each other, and I summarize the overall meaning of this material. (Look for the paperclip!)

Link to my analysis here.

October 30, 2009

Homework for 11/3/09 – Quiz #2, news story assignment and reading assignment!

Posted in SWOT at 12:14 am by Jennifer McDowell

Prepare for a quiz on all terms covered so far in the course – through Break-Even Point Quantity! I won’t ask you to calculate BEPq, for the obvious reasons, but you might be asked to calculate the following:

Total Revenue
Total Cost
Fixed Cost
Variable Cost
Unit Variable Cost
Unit Price

You will be quizzed on consumer behavior, marketing and market segmentation terms as well.

Also for next Tuesday, find a news story from a local newspaper or news magazine, that incorporates the terms and concepts from this course. Bring it to class, and be prepared to share it with the class.

Also for next Tuesday, update your course portfolio.

Also for next Tuesday, read pages pp. 10-11, 60-74, and pp. 203-205 for the following terms:

Product

 

Price

Promotion

Place

Social forces

Economic forces

Technological forces

Competitive forces

Regulatory forces

Product positioning

Product repositioning

 

Differentiation positioning

Perceptual map