November 12, 2009

1st Target Market assignment

Posted in The Marketing Plan Project at 11:09 pm by Jennifer McDowell

This first assignment will have you conducting primary and secondary research to understand your target market. The target market 1st assignment sheet contains all the instructions and requirements.

If you have questions that are not answered in the attached file, contact me!
cell phone: 612-978-2588
email: jmcdowell@aii.edu

This assignment is due at the beginning of class next Tuesday, November 17th.

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November 11, 2009

Dec. 11th is the Dean’s Choice and President’s Choice Award Competition Deadline

Posted in Uncategorized at 4:40 pm by Jennifer McDowell

The College purchases two pieces of student work every quarter, in a competitive awards process. Students selected receive a $250 scholarship, to be applied to their student account.

Submissions must meet specific criteria. Click through here for details: Deans Choice and Presidents Choice Purchase Awards due Dec 11.

You can’t win if you don’t play!

Outline – Marketing Plan Project

Posted in The Marketing Plan Project at 1:53 am by Jennifer McDowell

Please see Marketing Plan Outline.

November 9, 2009

Quiz #2 – “Take Home” work

Posted in Quizzes and Assessment at 1:47 pm by Jennifer McDowell

Esteemed Students,

The publisher of our textbook (Marketing: The Core) offers free quizzes at its website, and we’re going to take advantage of this resource. We have been jumping around a bit in the text, so you may not be able to answer all questions without looking back into your book.

Here are your instructions –

  1. Navigate to the publisher’s website by clicking through here.
  2. Choose chapter 3 from the drop down menu. Take the chapter 3 Multiple Choice Quiz. After submitting your quiz results (there’s a Submit Answers button at the end of the questions), print out your results and then email your results to me using the ‘Email Your Results’ feature.
  3. Repeat the steps described above for chapters 1, 5, 9, and 12. Don’t forget to email your results to me every time you complete a chapter.

REVISED DEADLINE – Please complete all chapter quizzes before our class begins next THURSDAY, NOVEMBER 12th.

Reminder – The website automatically calculates your score on each quiz, but I do not record these scores in my grade book. Thus, this “take home” work is low-risk and high-reward; the investment of your time will improve your learning without risking a bad grade for the course. So go ahead, have fun!

November 6, 2009

The Marketer’s POV – external trends in China

Posted in Marketing in China at 3:24 pm by Jennifer McDowell

The Chinese economy is still growing, according to Wal-Mart China’s CEO. McKinsey Quarterly interviews Ed Chan, who talks about the complexity of Chinese “consumer behavior”.

Watch the video here, and note the environmental factors that affect marketing in China:

  • social factors – “We have learned so much about the diversity of the customer base in China.” Different customer preferences and income level differences across regions, and between the ‘mega-cities’ and inland rural communities, greatly affect consumer purchases.
  • economic factors – Earlier this fall, there was a small slowdown of spending at Wal-Mart’s stores in some geographic ares in China. “There’s no doubt that China’s economy, given it’s reliance on export, has been affected to a certain degree. But…this economy is still growing at a pace that many other countries are somewhat jealous of.”
  • technological factors –  Sophisticated infrastructure developments in China (highway, air, railroad), combined with internet technology and new generation mobile phones…”the consumer technologies, the infrastructure, will all blend together to create another once-in-a-lifetime opportunity for companies that understand how to tap into it.”

In-class work Thursday 11/5/09

Posted in The Marketing Plan Project at 1:14 am by Jennifer McDowell

Today we began to define and describe the marketing plan project. This is the ‘big’ project for this course. We’ll talk about it again, many times, over the next month. Don’t worry if you missed today’s discussion because…here it is, in full white-board beauty! Also, we’ll go over this again next week.

Picture 001

Picture 002

Picture 003

Picture 004

Picture 005

November 4, 2009

The Marketer’s POV – be willing to throw out everything

Posted in Uncategorized at 2:18 pm by Jennifer McDowell

Tom Scott is the founder and former CEO of Nantuckett Nectars. Started in 1989 in Tom’s garage, Nantucket Nectars grew to become a leading producer of premium high juice content drinks, reported net sales of US$59 million in 2001.

Nantucket Nectars was purchased by London-based Cadbury Schweppes PLC in 2002 and is currently owned by Dr Pepper Snapple Group.  The founders are no longer involved in the day-to-day operations, but still perform marketing duties and voice the radio ads.

Hear what Tom has to say about creating a differentiated brand. Click through here.

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

Course Inspirations

Posted in Uncategorized at 1:22 am by Jennifer McDowell

Quotes from Art & Copy trailer…
 – “There are a lot of people in this business, but [very] few good ones.”
 – “Creatively can solve anything.”

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.

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