14 Aug Module 1 Discussion My Marketing Mix We defined marketing as, the art and scien

Module 1 Discussion
My Marketing Mix
We defined marketing as, the art and
science of getting people to spend their money on your product rather
than the other guys, and be happy that they did so. Do you think
thats true? Does some Wizard of Oz person-behind-the-curtain get you to
buy something by manipulating you through the 7 Ps? And is manipulate
the right word for us to use? Which one of the Ps gets you to purchase
a great price? Superior product no matter what the cost? Or are you
influenced by a cool promotion? Give an example of a product and why you
bought/buy it. Be specific in referring to the 7 Ps in your post, and
include which of the Ps is less relevant to you as well. Dont forget
that the Ps often are inter-related there may be more than one P that
influences your decision to buy a product.Module 2 Discussion
The Good, the Bad, and the Ugly
Weve all heard the clich that nice
guys finish last. Is this true in marketing? Do firms that use good
ethical practices have an advantage or disadvantage? Do you think
consumers will pay a few cents more for non-polluting soap or
environmentally friendly food products? Even popular movies have raised
this question. In the film, Heaven Can Wait, Warren Beatty plays Joe
Pendleton, a former NFL quarterback who came back to life as a CEO after
a fatal accident. Joe tells his executives that he wants his company to
be the good guy tuna company. Joe believed his customers would pay a
little more to not kill dolphins. This sounds good in the movies, but is
it true in real life? How about for you and your family?

Select a company that you believe has
exceptionally good or bad ethical practices. Tell your classmates if you
believe they are at an advantage or disadvantage and why. Consider the
Saint Leo core values, particularly excellence. Does the firm you
selected reflect any of them in their marketing practices? Use specific
examples to support your opinions. Dont forget to include your personal
experiences with the company and with our core values. Please type the
name of your firm in the title of your post (e.g., TOMS SHOES) so your
classmates can easily see it. Any firm can only be used ONCE first
come, first served!
Module 3 Discussion
I love that brand
If youve had a really bad day (one of
those I wish I had stayed in bed days), is there a product that
always makes you feel better? How about at the holidays; does your
family have favorite foods that you associate with all the good things
the holidays mean to you? The firms that make those products certainly
hope so, because it means they have been successful in creating a brand image
that you associate with positive feelings or values. We dont even have
to eat that favorite food; just the logo or jingle can cause us to make
those associations. Explore the brands you love and how the firms that
sell them to you have created a brand image.

For this discussion, first read Real
Marketing 8.2 in the textbook. Then, select one of your favorite brands
and describe how you see its brand image. What do you think the firm did
to create that image? If you were the brand manager for the product,
what would you do to continue building that brand? Be specific and get
creative. After all, if Harley Davidson can build a brand that makes 55
year old orthodontists feel like wild weekend bikers the roads wide
open.Module 4 Discussion
You actually bought THAT?
You and a group of your co-workers
take a long lunch on Friday and visit the local mall for a quick snack
and some speed shopping. Being polite and valuing your co-workers
friendship, you dont burst out in laughter when you see what is
unmistakably the most hideous blouse in the history of Macys, not to
mention how much she paid for it! Clearly, you have MUCH better taste.
Sorry, its not that simple. Consumer behavior, or why we buy what we
buy, is complex and influenced by our culture, family values,
self-image, and attitudes (just to name a few factors).

After reading Chapter 5 in the text,
paying special attention to the characteristics of buying behavior
starting on page 137, consider the product you are using for your
marketing plan. Which of the factors influencing consumer buying
behavior best fits your product, and how do the factors drive the
consumers likelihood to purchase? (For insights into this, be sure to
read Real Marketing 5.1 and 5.2). Is culture important to your buyer
behavior? How about self-concept or lifestyle? Are there psychological
motivations? Be specific and give examples supporting your decisions.Module 5 Discussion
You want HOW much for that bag?
Why can Prada sell a handbag for
$2,000 that costs the firm a little more to manufacture than the $200
bag sold at a department store? At the other end of the pricing
spectrum, why would a consumer goods company provide a coupon that makes
their new snack product all but free? We learned in the text that there
are a number of pricing strategies firms can use to achieve their
marketing objectives. Do they want to build market share, create a
perception of exclusivity, or simply get you to try those new cookies?
Consider the product you are using for
your marketing plan. How would you price it to achieve your objectives?
Describe the pricing strategy you would use to introduce your product
to the market, and why you selected that strategy over other options. Is
your choice a long-term or short-term strategy? What advantages or
disadvantages do you foresee? Suppose that sales are not meeting your
objectives, what change might you make in your pricing?
By the way, that $2000 Prada bag may
seem like lot of money for a simple handbag, but it is not even close to
top of the pyramid. For that, check out the Tanaka designed bag sold by
Hermes for a staggering $1.9 million. Why not order two?

Module 6 Discussion

What were they thinking when they made that ad?
During the course of a day, youll be
exposed to thousands of ads using a dizzying array of messages and image
strategies, each of which appeals to different consumers in different
ways. Are you a slice of life buyer that prefers to see products in
the way you would use them at home? Or maybe humorous ads are more your
style; the product that makes you grin is the one youll grab walking
down the grocery aisle. Its a good bet that the ads that make you want
to buy a product are different than those that influence other shoppers.
Advertisers study consumer trends and behaviors to match their ads to
their target audience.

For this discussion were going to focus
on print ads, which are generally created for magazines, newspapers, and
web pages. Find an ad (many are available online) that you think is
interesting, copy and paste it into your discussion post, and describe
the message and image strategy. Why is it effective or ineffective? What
type of consumer is the ad targeting? If you were creating an ad for
this product, what type of message and image strategy would you use and
why?Module 7 Discussion
Our ad went viral!
Have you ever liked a company or
product on Facebook? Participated in a companys blog or posted pictures
on their website? Do you and your friends have the next great
commercial for Doritos? The snack food firm has turned user generated
content into an advertising phenomenon. Their customer created ads are
frequently among the most popular during the Super Bowl, and in many
cases, have gone viral. User generated content is exactly what it sounds
like, content such as blogs, videos, pictures, and tweets (among many
other types) that are created and shared by ordinary customers.
Conduct a web search for examples of
firms that have successfully employed user generated content; there are
lots of great ones to choose from. If they can do it, so can you! How
would you employ user generated content to promote, brand, and sell the
product you are using in your marketing plan? Is mommy blogging for you?
Photo contests? How will you create the buzz you need to launch your
product? Describe your user generated content plan and why you selected
one type of content over another. How will you get your customers to
participate? Whats in it for them? Be specific and share at least one
example of a firm that has used a similar strategy.MODULE 8Module 8 Discussion
Jumping in the shark tank
Unless you happen to have a rich uncle
or get very lucky and find an angel investor, youll have to compete
for a start-up investment with dozens of other firms also trying to get
off the ground. You and your classmates have worked the entire term on
your marketing plans, and you now have the opportunity to review their
plans and to get some feedback on yours. Youll be playing the role of a
rich investor looking for the next great company. Review a few of your
fellow classmates Marketing Plans. Taking in account the grading rubric
for this assignment, post a substantive review to at least two other
classmates Marketing Plans.Be certain to review someones who hasnt been reviewed yet.In your review:

1. What questions do you have for the entrepreneur asking you to invest?
2. Does their SWOT make sense? Do you think they missed any important opportunities or threats?
3. Did they pick the right targets in their segmentation? Will those consumers really buy their product?
4. How about the IMC plan; did they pick the right message and medium?
5. Finally, Thumbs Up or Thumbs Down? Will you invest in the product and why or why not?

Feel free to set conditions such as a
different ad campaign or changes to the product. After all, its your
money! By the way, were much nicer than those guys on TV so make sure
your feedback is friendly and constructive.My Marketing MixWe defined marketing as, the art and
science of getting people to spend their money on your product rather
than the other guys, and be happy that they did so. Do you think
thats true? Does some Wizard of Oz person-behind-the-curtain get you to
buy something by manipulating you through the 7 Ps? And is manipulate
the right word for us to use? Which one of the Ps gets you to purchase
a great price? Superior product no matter what the cost? Or are you
influenced by a cool promotion? Give an example of a product and why you
bought/buy it. Be specific in referring to the 7 Ps in your post, and
include which of the Ps is less relevant to you as well. Dont forget
that the Ps often are inter-related there may be more than one P that
influences your decision to buy a product.The Good, the Bad, and the UglyWeve all heard the clich that nice
guys finish last. Is this true in marketing? Do firms that use good
ethical practices have an advantage or disadvantage? Do you think
consumers will pay a few cents more for non-polluting soap or
environmentally friendly food products? Even popular movies have raised
this question. In the film, Heaven Can Wait, Warren Beatty plays Joe
Pendleton, a former NFL quarterback who came back to life as a CEO after
a fatal accident. Joe tells his executives that he wants his company to
be the good guy tuna company. Joe believed his customers would pay a
little more to not kill dolphins. This sounds good in the movies, but is
it true in real life? How about for you and your family?I love that brandIf youve had a really bad day (one of
those I wish I had stayed in bed days), is there a product that
always makes you feel better? How about at the holidays; does your
family have favorite foods that you associate with all the good things
the holidays mean to you? The firms that make those products certainly
hope so, because it means they have been successful in creating a brand image
that you associate with positive feelings or values. We dont even have
to eat that favorite food; just the logo or jingle can cause us to make
those associations. Explore the brands you love and how the firms that
sell them to you have created a brand image.You actually bought THAT?You and a group of your co-workers
take a long lunch on Friday and visit the local mall for a quick snack
and some speed shopping. Being polite and valuing your co-workers
friendship, you dont burst out in laughter when you see what is
unmistakably the most hideous blouse in the history of Macys, not to
mention how much she paid for it! Clearly, you have MUCH better taste.
Sorry, its not that simple. Consumer behavior, or why we buy what we
buy, is complex and influenced by our culture, family values,
self-image, and attitudes (just to name a few factors).You want HOW much for that bag?Why can Prada sell a handbag for
$2,000 that costs the firm a little more to manufacture than the $200
bag sold at a department store? At the other end of the pricing
spectrum, why would a consumer goods company provide a coupon that makes
their new snack product all but free? We learned in the text that there
are a number of pricing strategies firms can use to achieve their
marketing objectives. Do they want to build market share, create a
perception of exclusivity, or simply get you to try those new cookies?Consider the product you are using for
your marketing plan. How would you price it to achieve your objectives?
Describe the pricing strategy you would use to introduce your product
to the market, and why you selected that strategy over other options. Is
your choice a long-term or short-term strategy? What advantages or
disadvantages do you foresee? Suppose that sales are not meeting your
objectives, what change might you make in your pricing?By the way, that $2000 Prada bag may
seem like lot of money for a simple handbag, but it is not even close to
top of the pyramid. For that, check out the Tanaka designed bag sold by
Hermes for a staggering $1.9 million. Why not order two?What were they thinking when they made that ad?During the course of a day, youll be
exposed to thousands of ads using a dizzying array of messages and image
strategies, each of which appeals to different consumers in different
ways. Are you a slice of life buyer that prefers to see products in
the way you would use them at home? Or maybe humorous ads are more your
style; the product that makes you grin is the one youll grab walking
down the grocery aisle. Its a good bet that the ads that make you want
to buy a product are different than those that influence other shoppers.
Advertisers study consumer trends and behaviors to match their ads to
their target audience.Our ad went viral!Have you ever liked a company or
product on Facebook? Participated in a companys blog or posted pictures
on their website? Do you and your friends have the next great
commercial for Doritos? The snack food firm has turned user generated
content into an advertising phenomenon. Their customer created ads are
frequently among the most popular during the Super Bowl, and in many
cases, have gone viral. User generated content is exactly what it sounds
like, content such as blogs, videos, pictures, and tweets (among many
other types) that are created and shared by ordinary customers.Conduct a web search for examples of
firms that have successfully employed user generated content; there are
lots of great ones to choose from. If they can do it, so can you! How
would you employ user generated content to promote, brand, and sell the
product you are using in your marketing plan? Is mommy blogging for you?
Photo contests? How will you create the buzz you need to launch your
product? Describe your user generated content plan and why you selected
one type of content over another. How will you get your customers to
participate? Whats in it for them? Be specific and share at least one
example of a firm that has used a similar strategy.MODULE 8Jumping in the shark tankUnless you happen to have a rich uncle
or get very lucky and find an angel investor, youll have to compete
for a start-up investment with dozens of other firms also trying to get
off the ground. You and your classmates have worked the entire term on
your marketing plans, and you now have the opportunity to review their
plans and to get some feedback on yours. Youll be playing the role of a
rich investor looking for the next great company. Review a few of your
fellow classmates Marketing Plans. Taking in account the grading rubric
for this assignment, post a substantive review to at least two other
classmates Marketing Plans.Be certain to review someones who hasnt been reviewed yet.In your review:1. What questions do you have for the entrepreneur asking you to invest?2. Does their SWOT make sense? Do you think they missed any important opportunities or threats?3. Did they pick the right targets in their segmentation? Will those consumers really buy their product?4. How about the IMC plan; did they pick the right message and medium?5. Finally, Thumbs Up or Thumbs Down? Will you invest in the product and why or why not?Feel free to set conditions such as a
different ad campaign or changes to the product. After all, its your
money! By the way, were much nicer than those guys on TV so make sure
your feedback is friendly and constructive.

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