MBA6011 Full Course Latest 2019 January Question # 00598398 Subject: Education Due on: 02/21/2019 Posted On: 02/21/2019 06:26 AM Tutorials: 1 Rating: 4.9/5

MBA6011
Strategic Marketing

Week 1
Discussion

Select any one of the following starter bullet point
sections. Review the important themes within the sub questions of each bullet
point. The sub questions are designed to get you thinking about some of the
important issues. Your response should provide a succinct synthesis of the key
themes in a way that articulates a clear point, position, or conclusion
supported by research. Select a different bullet point section than what your
classmates have already posted so that we can engage several discussions on relevant
topics. If all of the bullet points have been addressed, then you may begin to
reuse the bullet points with the expectation that varied responses continue.

The American Marketing Association (AMA) defines marketing
as “the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.”

Evaluate the strengths and weaknesses of this definition.

Defend how you would change the definition.

Assess whether the definition is clear, accurate, relevant,
and current in today’s organizations and society.

Many people think of marketing as only promotion. However,
marketing is much more. A common way of understanding the essentials of
marketing is using the 4Ps model—product, price, place, and promotion.

Analyze each of the 4Ps and explain how they create value
for organizations. Remember, value creation is any type of activity or outcome
that will add to the long-term success of the organization. It is more than
simply economic value and includes enhancements such as customer good will,
employee satisfaction, supplier networks, managerial skills and experience, and
ethical or community factors. Creating value can include intangible as well as tangible
assets, such as intellectual property and a business plan.

Justify which of the four functions (4Ps) seems to provide
the most value to organizations.

Marketing has evolved into a major business function that
crosses all areas of an organization. For example, marketing may advise
production about how much of the company’s product to make and then may tell
logistics when to ship it. Accordingly, marketing influences business practices
and it may also have wider influence on society.

Assess the importance of marketing to society.

Evaluate how marketing has changed society.

Analyze how marketing has impacted today’s lifestyle.

A SWOTT analysis helps evaluate current performance and
future potential, especially in relation to competitors. Organizations use
SWOTT to assess strengths and weaknesses within the organization, threats and
opportunities from outside the organization, and trends that might have
long-term consequences for the organization and the industry as a whole.

Perform a brief SWOTT analysis on a company of your choice
as seen through the eyes of a marketing manager.

Justify some recommendations for overcoming factors that
might impede progress of the organization and for taking advantage of factors
that could benefit the organization.

Market growth is accomplished by one or more of the
following strategies: Market Penetration (increasing market share), Market
Development (new markets), Product Development (new products or services), and
Diversification (promoting new or expanding existing products to reach a new
market). Remember, the diversification strategy stands apart from the other
three strategies. The first three strategies are pursued with the same
technical, financial, and merchandising resources used for the original product
line, whereas diversification usually requires a company to acquire new skills,
new techniques, and new facilities.

Assess each of these strategies and provide an example for
each category.

Out of the four strategies, choose a strategy that best
suits growth in a company of your choice and justify how you would use this
strategy.

Respond to your peers throughout the week. Justify your
answers with examples, research, and reasoning.

MBA6011
Strategic Marketing

Week 2
Discussion

Select any one of the following starter bullet point
sections. Review the important themes within the sub questions of each bullet
point. The sub questions are designed to get you thinking about some of the
important issues. Your response should provide a succinct synthesis of the key
themes in a way that articulates a clear point, position, or conclusion
supported by research. Select a different bullet point section than what your
classmates have already posted so that we can engage several discussions on
relevant topics. If all of the bullet points have been addressed, then you may
begin to reuse the bullet points with the expectation that varied responses
continue.

Discuss ten characteristics of effective brand name
creation. Then locate three established brands that meet at least five of the
listed characteristics. Explain why you think these brands meet the selected
five criteria. Support your choices with logical arguments.

Describe the different stages a proposed product will need
to go through before it is commercialized.

Where will ideas for the new product come from, and how will
you filter the different ideas?

Describe your criteria for selecting an idea to move to the
next stage.

Design a flowchart for your proposed new product development
process to serve as a guide to your discussion.

Develop a brand strategy for a hybrid car. To come up with a
strategy, answer the following questions:

How will it be positioned relative to other plug-in hybrids
currently under development or in the marketplace?

How will it be launched in the selected target market?

Describe what activities will be conducted to build the
image of the brand.

Using the South University Online Library, search for
academic articles to complete the following tasks:

Indicate the types of stakeholders involved in the new
product development process.

Evaluate the impact of key inputs from stakeholder groups on
new product development efforts.

Analyze the role these key stakeholder groups can play in
contributing to the success of a new product.

Examine the persuasive strategies that can be used to
enfranchise stakeholders in new product development projects.

Assess the key competitive advantages that information
technology (IT) has delivered to the area of new product development.

Identify a relatively new product category, for example,
tablet-sized phones (phablets). Then evaluate the brands among different
companies competing in this category. Next, pick one of the companies and
analyze how its brand coexists with the other products in the product line and
in the overall product portfolio of the company. In the context of this
company:

Analyze the use of single branding, family branding, and
brand extension.

Discuss ten characteristics that you would use for effective
brand name creation.

Suggest the appropriate marketing mix strategy—in terms of
product, price, promotion, and place—for the product selected.

Analyze three packaging strategies followed by the company
(of the selected product) and the corresponding benefits to the consumer.

Respond to your peers throughout the week. Justify your
answers with examples, research, and reasoning. Your initial posting should be
the equivalent of 1.5 single-spaced pages (700 to 800 words) in length.

MBA6011
Strategic Marketing

Week 3
Discussion

Select any one of the following starter bullet point
sections. Review the important themes within the sub questions of each bullet
point. The sub questions are designed to get you thinking about some of the
important issues. Your response should provide a succinct synthesis of the key
themes in a way that articulates a clear point, position, or conclusion
supported by research. Select a different bullet point section than what your
classmates have already posted so that we can engage several discussions on
relevant topics. If all of the bullet points have been addressed, then you may
begin to reuse the bullet points with the expectation that varied responses
continue.

You work for a firm that produces packaged potato chips.
Your firm is interested in exporting its product to a different country. You
need to select a country other than the one you live in and describe the
culture of that country along with the key elements of its marketing system.

Describe the different tastes, needs, and customs of your
intended customers.

Would these differences be consistent or different among
multiple countries in a geographic region? Explain why.

Explain how culture influences the way consumers view the
different attributes of a product. Also, explain how the culture in which
individuals are raised has an impact on the products they buy. How can a seller
use culture to sell a product successfully? Provide two examples showing how
culture influences the purchasing process.

Using the physiological, safety, social, and personal (PSSP)
hierarchy of needs discussed in the lecture, analyze a recent purchase.

Explain which of the needs in the hierarchy it addresses
directly.

Explain which of the needs indirectly influenced your
decision to purchase.

How did the advertising of the product focus on those needs?

Evaluate the impact of macro trends such as the
globalization of businesses, international migration, and conservationism on
consumer behavior. How will these trends affect the marketing of selected goods
or services in the future?

You are the business manager of a trendy hairstyle shop in
downtown Chicago. As a manager, you are in charge of payrolls, paying the
bills, hiring and firing, purchasing, training, and customer service. You
provide a luxury service, and your average customer has different demographics
from the rest of the population in the city. Due to recent competitive
developments, you feel the need to learn more about your customers; you
specifically want to know how they choose your services over that of the
competition. You are aware of the steps in the consumer purchase behavior model
and are determined to analyze them in detail. On the basis of the given
scenario, answer the following questions:

Using Maslow’s hierarchy of needs model as a backdrop, with
an eye on the consumer Purchase Behavior Model, determine the real motivations
behind the use of the service provided by you.

Evaluate an additional social and cultural factor that will
help you analyze your customers’ behavior.

What service criteria do you think your customers use to
select the type of service you offer? Explain your answer using an example to
illustrate your point.

Assess methods (think about the entire marketing mix) that
might be useful to encourage loyalty among existing customers.

Respond to your peers throughout the week. Justify your
answers with examples, research, and reasoning.

MBA6011
Strategic Marketing

Week 4
Discussion

Select any one of the following starter bullet point
sections. Review the important themes within the sub questions of each bullet
point. The sub questions are designed to get you thinking about some of the
important issues. Your response should provide a succinct synthesis of the key
themes in a way that articulates a clear point, position, or conclusion
supported by research. Select a different bullet point section than what your
classmates have already posted so that we can engage several discussions on
relevant topics. If all of the bullet points have been addressed, then you may
begin to reuse the bullet points with the expectation that varied responses
continue.

Discuss ten characteristics of effective brand name
creation. Then locate three established brands that meet at least five of the
listed characteristics. Explain why you think these brands meet the selected
five criteria. Support your choices with logical arguments.

Describe the different stages a proposed product will need
to go through before it is commercialized.

Where will ideas for the new product come from, and how will
you filter the different ideas?

Describe your criteria for selecting an idea to move to the
next stage.

Design a flowchart for your proposed new product development
process to serve as a guide to your discussion.

Develop a brand strategy for a hybrid car. To come up with a
strategy, answer the following questions:

How will it be positioned relative to other plug-in hybrids
currently under development or in the marketplace?

How will it be launched in the selected target market?

Describe what activities will be conducted to build the
image of the brand.

Using the South University Online Library, search for
academic articles to complete the following tasks:

Indicate the types of stakeholders involved in the new
product development process.

Evaluate the impact of key inputs from stakeholder groups on
new product development efforts.

Analyze the role these key stakeholder groups can play in
contributing to the success of a new product.

Examine the persuasive strategies that can be used to
enfranchise stakeholders in new product development projects.

Assess the key competitive advantages that information
technology (IT) has delivered to the area of new product development.

Identify a relatively new product category, for example,
tablet-sized phones (phablets). Then evaluate the brands among different
companies competing in this category. Next, pick one of the companies and
analyze how its brand coexists with the other products in the product line and
in the overall product portfolio of the company. In the context of this
company:

Analyze the use of single branding, family branding, and
brand extension.

Discuss ten characteristics that you would use for effective
brand name creation.

Suggest the appropriate marketing mix strategy—in terms of
product, price, promotion, and place—for the product selected.

Analyze three packaging strategies followed by the company
(of the selected product) and the corresponding benefits to the consumer.

Respond to your peers throughout the week. Justify your
answers with examples, research, and reasoning.

MBA6011
Strategic Marketing

Week 5
Discussion

Select any one of the following starter bullet point
sections. Review the important themes within the sub questions of each bullet
point. The sub questions are designed to get you thinking about some of the
important issues. Your response should provide a succinct synthesis of the key
themes in a way that articulates a clear point, position, or conclusion
supported by research. Select a different bullet point section than what your
classmates have already posted so that we can engage several discussions on
relevant topics. If all of the bullet points have been addressed, then you may
begin to reuse the bullet points with the expectation that varied responses
continue.

Perceived value of a product is directly related to its
perceived quality and inversely related to its price.

Assuming that we keep the perceived quality constant,
explain what would happen to the perceived value of the product if we increase
its price.

Explain what will happen if we decrease its price.

Conversely, if we keep the price constant, explain what will
happen to the product’s perceived value if we increase its perceived quality.

Explain what will happen if we decrease its perceived
quality.

As a part of the campaign for a new gourmet foods store,
advertisement flyers will be sent through direct mail to high-income zip codes
to solicit business from household heads. The mailers will contain information
about the variety of products and services offered by the new store. Write the
key marketing messages for an advertisement flyer positioning the store as a
place where consumers interact with others interested in quality foods for
everyday use and entertainment. In addition, select a method to measure the
effectiveness of the mailer. Make reasonable assumptions.

Using your selected method, how will you measure the
effectiveness of the advertisement flyer?

Why do you think your method is appropriate in the given
situation? Provide detailed justification for your choice.

A free-market national economy is experiencing a recession
with no apparent end in sight. Determine what two pricing objectives you would
recommend for producers of goods and services in the country. Explain why you
would recommend these two pricing objectives.

Explain the way pricing strategy changes over the course of
the four stages of the product (category) life cycle: introduction, growth,
maturity, and decline. Provide reasoning to support your answer.

Identify three internal and three external factors
influencing the setting of prices. Discuss how each of these factors influences
the price of a service.

Respond to your peers throughout the week. Justify your
answers with examples, research, and reasoning.

MBA6011
Strategic Marketing

Week 1 Assignment

Course Project – Developing a Marketing Strategy

This course has major project assignments due in Week 3 and
Week 5. It will take more than a week’s effort to adequately complete them.
Plan time to start the research and work on those assignments earlier than the
week in which they are due.

For the course project of this course, you will select an
organization, analyze the market for the organization’s product/service,
analyze the organization’s current marketing strategy, and justify
recommendations for the marketing strategy to make the organization more
effective.

To assist you in planning for the course project, the
following table provides a high-level overview of the project deliverables
during the course.

Choosing an Organization

In this first week of your course project, select an
organization to study in depth over the next five weeks. Each week, your
assignment will require you to evaluate this organization. You may use an
organization you currently belong to, a past organization, or an organization
that you identify through research. Be sure to review the types of information
you will need for the project (all five weeks) before choosing your
organization. You might need to create some hypothetical details to fill gaps
in researched information. However, the project should use as much real
information as possible.

You should have your organization approved by your
instructor before moving forward with the assignment. Contact your instructor
early in the week to gain approval.

For the Week 1 paper, complete the following tasks:

Summarize key details about your organization. What does it
do? Who are its customers, clients, prospects, or constituents? For convenience
in this class, we will call them customers.

Perform a SWOTT analysis, placing particular emphasis on
long-term trends affecting your organization and what your competitors are
doing.

Analyze the organization’s mission statement. Does it
address the following core components?

Customers—who do we serve?

Product/service—what do we provide?

Market—who/where are our customers?

Core competencies—how do we provide or deliver our
product/service? What gives us a competitive advantage?

Measurability—how do we know when we are successful?

Defend a new/revised mission statement. It should be a
succinct statement of what the organization is, what it does, and who its
customers are. Be sure to support why your revisions are an improvement to the
current mission statement.

Submission Details:

Submit your plan in a 3- to 4-page Microsoft Word document,
using APA style.

Name your plan document SU_MBA6011_W1_LastName_FirstInitial.doc.

Submit your document to the Submissions Area by the due date
assigned.

MBA6011
Strategic Marketing

Week 2 Assignment

Collecting Customer Data

This course has major project assignments due in Week 3 and
Week 5. It will take more than a week’s effort to adequately complete them.
Plan time to start the research and work on those assignments earlier than the
week in which they are due.

Using the same organization selected in Week 1 for the
course project. Presume that the
organization you selected has recently implemented a customer relationship
management (CRM) system.

Research the key elements of a CRM system and defend at
least three best practices that your organization can use to improve its
customer retention. Make sure you support your choices with well-reasoned
arguments and external sources.

Justify at least five critical pieces of customer
information needed from your key market segment. Why do you need to collect
this specific data?

Justify five survey questions that might be used to evaluate
the segment’s experience with your organization. Why do you need to know this
information?

Justify a plan for how customer data (previous two bullet
points) will be collected. The plan should detail the methods to be used (e.g.
written survey, focus groups, interviews, etc.) and where those methods will be
integrated into the organization’s processes (e.g., a hotel sending an e-mail
survey following a customer’s stay at a specific location).

Submission Details:

Submit your plan in a 3- to 4-page Microsoft Word document,
using APA style.

Name your plan document
SU_MBA6011_W2_LastName_FirstInitial.doc.

Submit your document to the Submissions Area by the due date
assigned

MBA6011
Strategic Marketing

Week 3 Assignment

Course Project – Marketing the Product / Service

This course has major project assignments due in Week 3 and
Week 5. It will take more than a week’s effort to adequately complete them.
Plan time to start the research and work on those assignments earlier than the
week in which they are due.

It is critical to make the best of every interaction with
the customer.

Using the same organization selected in Week 1 for the
course project, address the following:

Summarize the key product/service offered by your
organization, including the role of the customer service department or direct
service required to make a sale to the customer.

Create and defend a diagram or flowchart detailing the
service delivery process. The chart should clearly identify each contact point
(e.g. frontline employee, supervisor, delivery, etc.) before, during, and after
the purchase. Your defense of the diagram should detail the role of each
contact and assess why each role is critical to the entire service delivery
process. (For assistance, review Service Delivery lecture tab and click here
for a Service Delivery Infographic).

Analyze at least three possible contact point failures in
the service delivery process for your organization. Why do you consider these
to be possible contact point failures?

Justify recommendations to prevent or address the potential
contact point failures and enhance service delivery in your organization. Be
sure to consider how customers will benefit by your recommendations.

Defend a statement positioning the brand around the
new/improved services.

Submission Details:

Submit your answers in a 6- to 9-page Microsoft Word
document, using APA style.

Name your document SU_MBA6011_W3_LastName_FirstInitial.doc.

Submit your document to the Submissions Area by the due date
assigned.

MBA6011
Strategic Marketing

Week 4 Assignment

Developing the Product/ Service.

This course has a major project assignment due in Week 5. It
will take more than a unit’s effort to adequately complete it. Plan time to
start the research and work on the assignment earlier than the week in which it
is due.

Using the same organization selected in Week 1 for the
course project, complete the following tasks:

Assess the types of stakeholders involved in the development
process for the product/service of your chosen company.

Evaluate the impact of key inputs from stakeholder groups on
new product/service development efforts.

Analyze the role these key stakeholder groups can play in
contributing to the success of a new product/service.

Justify at least two persuasive strategies that can be used
to engage stakeholders in new product/service development projects.

Assess the key competitive advantages that utilizing the
current trends in information technology (IT) will deliver to the area of new
product/service development.

Submission Details:

Submit your answers in a 3- to 4-page Microsoft Word
document, using APA style.

Name your document SU_MBA6011_W4_LastName_FirstInitial.doc.

Submit your document to the Submissions Area by the due date
assigned.

MBA6011
Strategic Marketing

Week 5 Assignment

Project: Creating the Communication Strategy

This course has a major project assignment due in Week 5. It
will take more than a week’s effort to adequately complete it. Plan time to
start the research and work on the assignment earlier than the week in which it
is due.

Using the same organization, you selected in Week 1, imagine
that you will be making a Microsoft Power Point presentation to the
organization’s board of directors or other decision-making leaders (depending
upon the type of organization you are using). Your work this week will consist
of two parts for the presentation.

First, you will synthesize the key insights you have learned
during the past five weeks.

Second, you will present an Integrated Marketing
Communications (IMC) strategy, a pricing objective, and a pricing strategy to
the board of directors. Because this second part involves new material in the
project, it will probably require the most research and analysis to complete
this week’s presentation.

The following sections provide greater detail about the two
pieces of your presentation.

MBA6011
Strategic Marketing

Week 1 Knowledge
Check

Question 1

The purpose of SMP is to match organizational
resources—expertise, core competencies, and staff—with the marketing
opportunities existing in the external environment.

Question 1 options:

True

False

Question 2

A SWOTT analysis is used by a marketing manager to analyze
the internal and external situations around an organization.

Question 2 options:

True

False

Question 3

What is it called when an organization markets a new product
to new customers and markets in which the organization might have little or no
experience? For example, a well-known cosmetics brand diversifies into
detergents, soft drinks, and children’s apparel.

Question 3 options

A) Diversification

B) Product Development

C) Market Development

D) Market Penetration

Question 4 Marketing is essential for any organization that
wants to raise awareness about itself, its products or its services.

Question 4 options:

True

False

Question 5 The main
role of marketing in an organization is to create effective exchanges between
the organization and its target market—the market segment the organization has
chosen to do business with.

Question 5 options:

True

False

MBA6011 Strategic
Marketing

Week 2 Knowledge Check

Question 1 What is the purpose of an MIS design for an
organization?

Question 1 options:

A) An MIS is designed to meet the particular needs of an
organization.

B) An MIS is designed to provide consistency in the information
system across different types of organizations.

Question 2

How many steps are in the Marketing Research Process

Question 2 options:

12

6

8

11

9

Question 3 The size of the organization impacts the
complexity of the MIS design.

Question 3 options:

True

False

Question 4 An effective tool managers use to differentiate
and position a product is a ____________

Question 4 options:

Media Kit

Perception Map

Positioning Strategy

Branding Strategy

Question 5 The online retailer Amazon.com has built up an
impressive database of its customers, which provides data on a whole range of
behaviors, such as purchase frequencies, product preferences, and payment
methods.

How does MIS-based CRM benefit Amazon.com?

Question 5 options:

It helps the company market its products to individual
customers.

It helps the company increase its customer base

MBA6011 Strategic
Marketing

Week 3 Knowledge Check

Question 1

The second stage of the consumer buying decision process is
_______________.

Question 1 options:

Evaluation of Alternatives

Information Search

Purchase Decision

Question 2

The flow of activity from the potential customer’s first
contact with the organization until the transaction or experience is completed
can be described as the _____________

Question 2 options:

Branding Strategy

Post Purchase Behavior

Consumer Buying Process

Service Delivery Process

Question 3

After identifying the desired attributes, evaluation of
alternatives is the next stage of the consumer buying decision process.

Question 3 options:

True

False

Question 4

The organizational buying decision process has the same five
steps as the consumer buying decision process.

Question 4 options:

True

False

Question 5

It is important for an organization to advertise for recent
buyers, reinforcing that buyers have bought the latest products from a
reputable organization

Question 5 options:

True

False

MBA6011 Strategic
Marketing

Week 4 Knowledge Check

Question 1

The ______________ is one of the most powerful tools
available to marketing managers. Every product category goes through five
stages—development, introduction, growth, maturity, and decline—and the product
strategy changes with each stage.

Marketing Mix

AIDA

Product Life Cycle

Product Development Cycle

Question 2

The new product development process has ________ steps.

Question 2 options:

6

7

5

10

Question 3

In this step, the organization introduces the product in a
wide market, often by scheduling the arrival of the product in waves, which
means that the entire market is not targeted at once.

Question 3 options:

Screening Ideas

Concept Testing

Business Analysis

Market Testing

Commercialization

Question 4