Assess the role the marketing function plays in creating value for customers and shareholders. Respond to at least two of your fellow students' postings.
2. Compare and contrast the advantages and drawbacks of having a marketing orientation in an organization. Make sure to include an example in your discussion.
WK 2 1. Consumer Decision Process Consider the consumer decision process: (1) Problem identification; (2) Information search; (3) Evaluation of alternatives; (4) Purchase, (5) Post-purchase evaluation. Have you bought toothpaste lately? Is this how you did it? For your discussion, identify one item or service where all steps are likely to be followed carefully. Identify one where this is not the case. Analyze the following scenarios: o What are the implications of these differences for marketers? o For consumer behavior? o For the marketing mix? Why do different people buy different things?
2. Organizational/Consumer Markets How do organizational and consumer markets differ? What are the implications of both of these kinds of differences for developing marketing programs?
WK 3 1. Market Segmentation There are three effective strategies for segmenting the population: demographic, psychographic, and geographic. Discuss the characteristics of each segmentation strategy; synthesize the characteristics and assess how an organization determines which one (or more) of the strategies to implement. Mullins and Walker (2010) discuss market segmentation:
2. Generic Marketing Strategies Discuss the characteristics of each generic marketing strategy; synthesize the characteristics and assess how an organization determines which strategy(ies) to implement. It is discussed by Mullins and Walker (2010) the three strategies that businesses pursue to gain and maintain competitive advantages in their various product markets: