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<strong>BUS 330 Week 1 DQs</strong>Week 1 DQ 1 Role of the Marketing FunctionWhat is the role of the marketing function in business?In 200 to 250 words, explain the role of the marketing function. What are some activities of the marketing department? Explain how the marketing function determines customer value. Respond to at least two of your classmates’ posts.Week 1 DQ 2 Products and ServicesIt can be harder to sell an intangible service than a tangible product. After reading Chapter 3 of the text, pick one of the cells in Table 3.4: “Service Classifications” and name a service offered in that class—for example, business remodeling service under consulting and operations. In 200 to 250 words, describe a service in your chosen category in terms of the four ways a service is different from a product—its intangibility, inseparability, variability, and perishability. Propose a solution for sale that could be used as a point of competitive differentiation in a marketing campaign.<strong>BUS 330 Week 1 Journal Learning Reflection</strong>Learning ReflectionThink for a moment about the last product you purchased. What was the product?  What is the brand name of the product? How would you describe the customer for this product?  What is the product’s closest brand competitor?  Explain why you chose this brand rather than the competitor’s brand.  How did the marketing for the product influence your purchase?Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.<strong>BUS 330 Week 1 Quiz</strong>1. Question : Consumer products are typically classified based on how people shop; products for businesses are classified based on how the product will be used. How many categories exist in each classification?Five categories each of consumer products and business products.Seven categories of consumer products and four categories of business products.Three categories of consumer products and seven categories of business products.Four categories of consumer products and seven categories of business products.2. Question : The Marketing Era could be most identified withrecognition that demand could be manipulated through promotional activity.the rise of market research as a discipline.the prevailing belief that “a good product will sell itself.”increasing focus on applying concepts from behavioral sciences like psychology to understand consumer motivation.3. Question : Starbucks Coffee introduces a Decaf version of their existing regular Christmas Blend coffee during the holiday season. Which of the following terms does this example BEST illustrate?CannibalizationPrototype testPlanned obsolescenceLine extension4. Question : Which of the following examples illustrates the fundamental marketing insight that people make purchases not to possess goods or services, but to derive the benefits that possession delivers?Georgia, facing a job interview, decides to purchase a new outfit so that she feels confident in her appearance at the meeting.Betsy continues to visit the same hair stylist she has used for 20 years, even though the stylist’s prices have increased dramatically while her styling skill has not.Josh needs to replenish cleaning supplies for his job as a janitor. Rather than comparison- shop, he simply visits the store nearest his workplace.Roger wants to buy a home theater system but, because his apartment is small and so is his budget, he decides not to make the purchase.5. Question : The fundamental reason for undertaking a Situation Analysis is toSelect among several proposed strategies to respond to innovation by a competitor.Develop a promotional campaign designed to gain repeat business from past customers.Document a marketing strategy’s long-range objectives in a written plan.Find a suitable pairing between potential customers’ needs and the company’s innatestrengths.6. Question : Which of the following BEST describes the Internal Analysis planning tool?A framework for finding an achievable strategy based on competitive opportunities that can be seen in the external marketplace.A review of an organization focused on factors in the micro-environment and the macro- environment.A comprehensive business process that articulates formalized, top-down strategic planning on a regular cycle.A review of an organization's strengths and weaknesses focused on factors within its domain.7. Question : Two information needs make campaign measurement necessary. Which answer includes both?Provide a trackable call to action, and assure each campaign component is executed as planned.Provide inputs to subsequent marketing strategy, and prove the marketing department’s contribution to the organization.Demonstrate the marketing department’s contribution to the organization, and provide the system of data elements to drive one-to-one campaigns.Provide inputs to subsequent marketing strategy, and prove the success of past campaign strategy.8. Question : What goal does the “Place” strategy as part of the Marketing Mix aim to accomplish?Delivering service utility via form and function at a specific price.Defining the range within which an offering’s prices must be placed deliver value.Getting the right goods to the right place and in the right quantity.Undertaking environmental marketing to create demand, meeting customers where they are.9. Question : Lands’ End, the clothing company, offers an unconditional guarantee that reads, “If you’re not satisfied with any item, simply return it to us at any time for an exchange or refund of its purchase price.” Which category of product strategy does this example illustrate?SupportBrandingQualityPackaging10. Question : When Lady Gaga released her album “Born This Way” and consumer response overwhelmedAmazon’s servers, what aspect of the marketing process was involved?Campaign MonitoringCampaign DevelopmentMarket ResearchChannel Adjustment<strong>BUS 330 Week 2 DQs</strong>Week 2 DQ 1 Product Life CycleBy having an understanding of the product life cycle, businesspeople can make savvy marketing choices. What is a popular item today that you’ve seen go through the product life cycle? Explain the characteristics for each phase of the product’s life cycle. How can each phase of the life cycle impact the product’s brand? You must use the text and at least one additional scholarly source.Week 2 DQ 2 Product Usage CategoriesVisit Minimus.biz (Follow the link located in required resources), a company specializing in individually-sized products. Review the different product categories along the left navigation panel of the home page.  How might these items be combined to create a usage group like a “convention survival package” or “campers’ kit”? Explain the reason for your choice.Which items, if purchased, might create complementary demand for another item in the line? Explain how it might accomplish this?Which items might substitute for another item?  Why did you choose that substitute and how might it affect demand?<strong>BUS 330 Week 2 Journal Learning Reflection</strong>Learning ReflectionHow would you apply the four p’s to a service? Choose a service you use. What is the service? What is the name of the business that delivers the service? Describe the role of the four p’s in the company’s marketing for that service.<strong>BUS 330 Week 2 Quiz</strong>1. Question : What reason was given to explain the emergence of Fair Trade as a business model for importers?Opportunity to reach less-saturated markets.Consumers’ desire for meaningful engagement.Expansion of the middle class.Ability to reduce risk from difficult-to-foresee threats.2. Question : Which of the following examples BEST illustrates a permanent pricing strategy that uses reductions from base price?Placing sale signs near one third of the merchandise on display.Offering a discount for customers who pay cash.Posting prices ending in 9.Changing prices as supplies of goods fluctuate.3. Question : When an intermediary in the distribution channel takes ownership of items, what is the impact on others in the supply chain?Other supply chain partners must undertake value-adding activities to convert inputs to outputs.The channel partner selling the items must generate transaction records, such as invoices and packing slips.The channel partner taking ownership must generate demand through retailer supports, such as product display materials.Other channel partners competing for that sale must create incentives to stimulate retail demand.4. Question : Which statement BEST describes the strategic objective of volume maximization?To generate as much profit (revenue) as possible in the near term.To generate as much sales volume as possible over time.To generate as much sales volume as possible in the near term.To generate as much profit as possible over the life of an offering.5. Question : When price sensitivity differs among customers in different market segments, which type of pricing strategy gains in importance?Modified pricing strategyVariable pricing strategyDiffering price variablesShort-term variability6. Question : The term “reference pricing” refers toThe price consumers typically have in mind when they consider a fair exchange for the value offered by a specific good or service.The average price point consumers will calculate when researching a specific good or service.The practice by sellers of posting competitors’ prices or offering a blanket promise to matchother sellers’ prices.The value customers assign based on their expectations of customer service and post-sale support in addition to product features.7. Question : Which answer BEST describes outbound licensing as a business model?A business in U.S. contracts with a business in India for exclusive rights to market its products in the U.S.A business in U.S. contracts with a business in the U.S. for exclusive rights to market its products in India.A business in India contracts with inventors in the U.S. to develop new products to distribute in India.A business in U.S. contracts with a business in India for exclusive rights to market its products in South America.8. Question : What information does the, break-even analysis contribute to a pricing decision?The price above which demand for an item will decrease significantly.The cost below which sales of an item cannot yield a profit.The variable (incremental) cost, on average, of each unit sold.The fixed percentage that must be added to an item to arrive at its selling price.9. Question : Which of the following examples best illustrates “inelastic demand’?A business traveler encounters rain on the way to his meeting; finding umbrellas priced at $25 but plastic ponchos for $10, he chooses the latter.A young man hopes to buy a DVD of a favorite movie but finds the movie available only on video cassettes, which he buys, in spite of its lower quality.A vacationer becomes thirsty while touring Wally World. Finding Wally Water at $2 a bottle for sale, the same price as soft drinks, she purchases a Diet Sprite.A business traveler discovers he has forgotten to bring deodorant and he pays the high price for a travel-size deodorant product in the hotel’s gift shop.10. Question : Which of the following examples BEST illustrates the impact of product strategy on pricing?As smartphones gain consumer adoption in the market, the sales of Sony’s Flip video camera go down, even though its technical capacities are excellent; the company ceases to offer the camera.A major appliance retailer raises prices on all seasonal products, such as snow blowers and lawn mowers, maintaining the incremental difference between prices for each.A theater group sets the price of its tickets based upon the price of competing cultural offerings during the same time period.Sundance Cinema introduces an improved movie experience by eliminating pre-movie advertising and allowing advance seat reservations, successfully charging higher ticket prices.<strong> BUS 330 Week 3 Written Assignment</strong> The dramatic population growth underway in China and India is currently dominated by the young. Trends toward western-style consumption are underway in both nations. Given the emphasis on the youth market in the US over the last 60 years (ever since the baby boom), what can you predict for marketers in these newly youth-oriented consumer economies, as they follow the same path?Guided Response:What products and services will interest these new youth markets?Compare and contrast the micro- and macro-environmental forces that can influence the marketing strategies for these products and services.Will marketers in these countries use similar marketing strategies to influence this group or will their strategies be different from Western-based consumption marketers? Explain your reasoning.What opportunity for U.S. companies might you foresee? Support your reasoning.This assignment is designed to assess your critical thinking, problem solving, and communication skills. Your paper will be graded for its clarity, relevance, coherence, logic, and depth.<strong>BUS 330 Week 3 DQs</strong>Week 3 DQ 1 Customer Relationship ManagementChoose a water park or other vacation destination. Create a hypothetical marketing campaign that uses what you’ve learned about the CRM approach. Describe how you might apply insights about developing long-lasting relationships with customers to retain or reactivate past visitors. You must use the text and at least one additional scholarly source.Week 3 DQ 2 Demographics and TrendsAppraise the three trends described by <em>American Demographics</em> as “<em>America the Crowded</em>.” “<em>The Mighty Mature Market</em>,” and “<em>The Consumer Kaleidoscope</em>.” Explain how these trends overlap. Select a trend and describe how it has contributed to more than one of these population changes. You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 3 Quiz</strong>1. Question : When a marketer at a high-tech start-up company follows blogs published by Tech-oriented research centers at major universities, what force in the marketing environment is most likely being monitored?Media trends involving publics in the macro-environment.Technology trends that could lead to opportunities or risk.Pursuit of competitive intelligence involving technology.Customer-generated information about technology options.2. Question : According to Chapter 8, why should marketers pay attention to shifts in the makeup of company groups?Because marketers strive to keep the company’s stakeholders aligned with a goal of building long-term customer relationships.Because these actors exert pressures on the company’s macro-environment.Because these groups must withstand larger societal forces with widespread influence.Because the individuals in company groups exert influence via financial communities,governmental regulation, and citizen action.3. Question : Which example illustrates a law enacted to facilitate commerce (affecting the Place aspect of the marketing mix)?1890 Sherman Antitrust Act1914 Federal Trade Commission Act1906 Federal Food and Drug Act1993 North American Free Trade Agreement4. Question : What is the first step in the segmentation process?Group products into categories with similar prices.Group buyers into potential target market segments.Develop potential market actions based on brand image and market position.Estimate potential return on investment.5. Question : In 2010, the fertility rate among Hispanics was almost 40 percent higher than the national average. To which trend listed below does this statistic relate?Increasingly diverse age/sex population distribution.Increasing variety in U.S. household types.Increasing complexity in America’s consumer population.The danger of oversimplification in generalizing about a cohort, such as females.6. Question : Which statement BEST defines Customer Relationship Management?An effective means of dealing with the reams of data that result from serving large customer markets.A marketing approach designed to increase marketing campaign performance through more efficient use of resources.A management philosophy centered on customers, supported by a data warehouse and analytic processes.A tool for aggregating customers’ demographic, geographic, and behavioral traits into unified profiles for enhanced relationship management.7. Question : Which of the following is an example of a leading macro-economic indicator?Duration of unemploymentNumber of building permits issuedTrend in average prime rateConsumer Price Index8. Question : Which answer BEST describes the foundational premise of relationship marketing?Aligning a company around its product quality requires drawing on all available customer information.Encouraging customization of products causes social bonds to form.The only way to trigger new relationships to form is through reliance on pricing incentives.Repeated contact between sellers and buyers creates relationships that can strengthen customer loyalty over time.9. Question : What sociocultural trend was mentioned in Chapter 8 in connection with increased use of experiential marketing techniques?The trend toward a “salad bowl” rather than “melting pot” nature among the American population as ethnic groups retain their cultural identities.Population shifts toward larger metro areas and their suburbs creating larger audiences for marketers’ promotional events.The trend toward individuals finding small groups with similar interests for an enhanced sense of social connection.Use of retail experiments to understand rational choice processes and use that knowledge to allay anxieties about globalization.10. Question : Which of the following is NOT one of the nine criteria for effective segmentation of markets?Is this segment a good fit with the company’s brand image and market position?Are there sufficient numbers of consumers in the segment to merit the expense?Do individuals in the segment share common needs?Is membership in the market segment recognized by competitors?<strong>BUS 330 Week 4 DQs</strong>Week 4 DQ 1 Functions of Marketing ManagementAssume you are the Marketing Manager for Target or another brand. How would you apply the four functions of the marketing management process in your role? In your answer, identify how a marketing manager might realize when it is time to focus on one function or another. You must use the text and at least one additional scholarly source.Week 4 DQ 2 Marketing PlanImagine you are consulting with a manager of a business that sells cleaning supplies to nursing homes. Your client wants to develop a marketing plan but has a small budget for marketing his business. How would you show your client the benefits of a marketing plan? If your client does not agree with your marketing strategy for his business, explain how you would respond and what approach you would use to convince the client the marketing plan can be successful. You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 4 Quiz</strong>1. Question : What media timing strategy does the following example represent? A new restaurant advertises on local radio with 40 spots per week for two weeks, followed by 20 spots per week every other week for the next twelve weeks.ContinualPulseFront-loadedSeasonal2. Question : Which of the following statements was discussed in Chapter 9 as a benefit of developing and following a written marketing plan?The company can better decide how to allocate budget dollars across various marketing, finance, and operations tactics.The firm is better prepared to measure effectiveness of its sales force management.The company finds it easier to improve with each iteration of its strategic marketing plan.The organization is better prepared to use the Task-Objective approach to developing the marketing plan.3. Question : What typically differentiates a marketing plan intended for an internal audience from one written for potential investors?A plan prepared for potential investors will contain more information designed to build confidence in the company’s capacity to succeed.A plan prepared for an internal audience is likely to include more sections on financial performance.A plan prepared for an external audience, such as potential investors, will include more description of the marketing environment and the product/brand.A plan prepared for an internal audience is more likely to be a formal written document designed to track accountability for follow-through.4. Question : Which answer BEST describes the use of the BCG Matrix as an input to business strategy?Use of the BCG Matrix helps corporate planners know when to develop distinct corporate strategies for separate SBUs.Use of the BCG Matrix analytic helps marketers assess growth potential among the assets in its business portfolio.Use of the BCG Matrix helps an organization improve its product line management over time through iterative planning cycles.Use of the BCG Matrix assigns SBUs, products, or brands to quadrants based on the amount of cash it requires.5. Question : What is missing from the following media goal statement? “Advertising in printing trade journals will create increased awareness of PrinTower’s variable data printing equipment.”Selection of specific media vehicles in which advertising will run.Estimate of spending required to increase awareness among the target audience.Description of the desired target audience by firmographic variables.A measurable statement of a desired outcome to aid calculation of ROMI.6. Question : Why is analysis important to the business function of marketing management?Analysis helps a firm allocate resources appropriately to control its projects, people, and ideas.Analysis helps define the role, mission, and objectives for which each department is responsible.Analysis uncovers meaningful information that guides marketers toward strategies that leverage internal strengths and external market opportunities.Analysis breaks relevant data into its component parts for examination and evaluation.7. Question : Why should marketers emphasize consistency of marketing communications across all message channels?Because consumers assemble their own information from the media environment around them.Because few marketers are well-equipped to function in the “push-and-pull” communication modelBecause Integrated Marketing Communications requires a tightly-controlled outbound cross- functional marketing program.Because media convergence has created an environment in which more marketing communications are blocked.8. Question : Which terms describe the market-product strategy in the following example? The manufacturer ofZukes™ all-natural dog-training treats brings to market a clicker device for training dogs.Market penetrationProduct DevelopmentMarket developmentDiversification9. Question : What measure of campaign performance does the following example represent? Calluniverse sends a text message to its high-usage segment of customers, offering a free phone upgrade on contract renewal. The call to action is “Reply *mynewphone to agree to this offer.”Sales effectCommunications effectValue deliverySales and communications effect10. Question : What strategic similarity exists between the Question Marks of the BCG Matrix and the Diversification strategy in Ansoff’s Matrix?Both always require the most investment of the four strategies in their groups.Both are likely to receive less marketing support due to their inherent risks.Both represent an opportunity to leverage a company’s strengths in the marketplace.Both carry the risk of drawing companies into areas in which they have little expertise.<strong>BUS 330 Week 5 Final Paper</strong>The Final Paper should demonstrate understanding of the reading assignments as well as the implications of new knowledge. The eight- to ten-page paper should integrate readings and class discussions into work and life experience. It may include explanation and examples from previous experience as well as implications for future application.Assuming the role of Marketing Manager, select a product that is sold in the United States and has sales opportunities in a foreign market. Apply your critical thinking skills and the knowledge you have acquired throughout this course and address the following in your Final Paper:1. Describe the product by analyzing its customer value equation as it relates to the four utilities of customer value.2. Explain how the marketing process will be applied to the promotion of the product you’ve selected. How would you develop, execute, and measure a campaign for this product?3. Applying your knowledge of the four p’s of the marketing mix, describe how you would apply the segmentation, targeting, and positioning (STP) approach to market the product, and how you might incorporate the Customer Relationship Management (CRM) philosophy into your marketing program.4. Analyze and explain the major environmental factors and trends in those countries that might affect sales of the product?5. Who are currently the largest customers of the product in its home market, and who would be its likely customers abroad?6. Analyze the competition of the product category in the foreign market you’ve identified. Describe the nature of competition in that product category.7. Describe the U.S. and international ethical marketing considerations.<strong>BUS 330 Week 5 DQs</strong>Week 5 DQ 1 Corporate Social ResponsibilityThe BP and Toyota cases concern companies that acted in ways that would clearly cause harm to the public and/or the planet. To do so, individuals at many levels played a part. If you worked in the marketing department of BP or Toyota, explain your department’s responsibility related to these issues. You must use the text and at least one additional scholarly source.Week 5 DQ 2 Marketing Ethics and ChildrenDescribe ethical considerations with regard to marketing to children. When the marketers’ pitch includes a cause component, such as a breakfast cereal that promises to provide breakfasts to undernourished school children, explain whether this is ethical or unethical marketing.  You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 5 Quiz</strong>1. Question : The marketing field has received criticism for the negative impact of its practices on certain populations. Which of the following was NOT among the affected groups discussed in Chapter 10?InvestorsBusinessesConsumersSociety at large2. Question : Which of the following statements does NOT summarize the point of an example given in Chapter 10 about the ethical requirements of employees toward their employers?Taking initiative to improve a process can be good for an individual’s career but detract value for his employer.When a corporation’s behavior is divorced from the brand image it strives to convey, customer longevity will likely result.When channel partner relationships reflect opportunism, conflict, or unfairness, the outcome may enhance the entire supply-chain.Marketers should avoid greenwashing—communicating deceptively about a company’s environmental practices.3. Question : What advantage of transparency that applies to the employee-employer relationship was discussed in Chapter 10?Both employee and employer can make use of deceptive tactics and optional disclosure of their motivations.When transparency becomes the widely-accepted norm, consumers have a harder time identifying and interpreting the commercial intent of messages.Employees and employers are less inclined to give full measure of effort to meeting the terms of the employment contract.Employees and employers are better able to find a suitable match of values when both behave with transparency.4. Question : Which marketing practice listed here was NOT included in the discussion of unacceptable practices inChapter 10?Identity theftDiscriminationInvasion of privacyManipulation of vulnerable consumers5. Question : Which statement BEST describes the advertising industry’s position on marketing to children?Marketers must limit their use of advertainment in broadcast and online channels.Marketers must include a component of social marketing in their promotions to children, such as Mattel’s Monster High “cool to be kind” campaign.Parents are responsible for blocking collection of personal data from their children who use online games and mobile phone apps.Marketers must gain trust through honesty, while parents must accept responsibility for their children’s media habits. (The answer can be found in Section 10.1: "Responsibility to the Public" in Principles of Marketing)6. Question : Which of the following lists was presented in Chapter 10 as a possible organizational structure for advertising gencies?Strategy, creative, engineering, and quantitative.Paid, earned, owned, and shared.Catalysts, connectors, strategists, and creators.Interactive design, social marketing, quantitative analysis, and account manager.7. Question : Which of the following answers BEST summarizes the view of Professor Don Schultz on individuals’preparation for the role of Chief Marketing Officer (CMO)?Today’s organization should assume that the knowledge, skills, and abilities their CMOs have today are adequate to meet tomorrow’s demands.All marketing concepts have evolved from ideas developed in business, so marketing curricula at the college level should only incorporate sources from business disciplines.Too many of today’s CMOs are not showing up prepared to succeed and should therefore participate in professional organizations.Marketing practice is moving toward more quantitative methodology, but CMOs are not educating themselves in this area as effectively as they might.8. Question : Why are unacceptable marketing practices difficult to control with laws, according to Chapter 10?Marketers constantly search for new means to attract consumers’ attention, meaning their practices evolve too rapidly for legislation to keep up.Marketers operate in local, regional, national, and global markets, making the appropriate jurisdiction difficult to establish.The marketing and advertising industries have brought lobby efforts to bear against state and federal lawmakers, constraining effective legislation.The marketing and advertising industries prefer self-regulation through alliances like theChildren’s Advertising Review Unit.9. Question : Which of the following was NOT discussed in Chapter 10 as an area of opportunity for marketers?Governmental social marketingCorporate marketing departmentsAdvertising agenciesEntrepreneurship10. Question : The marketing function of a business returns value to its owners and investors. Which of the following examples illustrates that value generated?A business underwrites a weekly news show on public television that features a debate between editorial columnists with differing political views.A governmental agency launches an anti-obesity campaign that encourages individuals to enroll in workplace weight-loss support groups.A business fields a survey designed to assess brand awareness both before and after a marketing campaign. The post-campaign survey showed a 7 percent increase in brand loyalty.A font company pays for product placements in an independent film about typography, allowing the film to achieve distribution through art schools and reach more type enthusiasts.
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<strong>BUS 330 Week 1 DQs</strong>Week 1 DQ 1 Role of the Marketing FunctionWhat is the role of the marketing function in business?In 200 to 250 words, explain the role of the marketing function. What are some activities of the marketing department? Explain how the marketing function determines customer value. Respond to at least two of your classmates’ posts.Week 1 DQ 2 Products and ServicesIt can be harder to sell an intangible service than a tangible product. After reading Chapter 3 of the text, pick one of the cells in Table 3.4: “Service Classifications” and name a service offered in that class—for example, business remodeling service under consulting and operations. In 200 to 250 words, describe a service in your chosen category in terms of the four ways a service is different from a product—its intangibility, inseparability, variability, and perishability. Propose a solution for sale that could be used as a point of competitive differentiation in a marketing campaign.<strong>BUS 330 Week 1 Journal Learning Reflection</strong>Learning ReflectionThink for a moment about the last product you purchased. What was the product?  What is the brand name of the product? How would you describe the customer for this product?  What is the product’s closest brand competitor?  Explain why you chose this brand rather than the competitor’s brand.  How did the marketing for the product influence your purchase?Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.<strong>BUS 330 Week 1 Quiz</strong>1. Question : Consumer products are typically classified based on how people shop; products for businesses are classified based on how the product will be used. How many categories exist in each classification?Five categories each of consumer products and business products.Seven categories of consumer products and four categories of business products.Three categories of consumer products and seven categories of business products.Four categories of consumer products and seven categories of business products.2. Question : The Marketing Era could be most identified withrecognition that demand could be manipulated through promotional activity.the rise of market research as a discipline.the prevailing belief that “a good product will sell itself.”increasing focus on applying concepts from behavioral sciences like psychology to understand consumer motivation.3. Question : Starbucks Coffee introduces a Decaf version of their existing regular Christmas Blend coffee during the holiday season. Which of the following terms does this example BEST illustrate?CannibalizationPrototype testPlanned obsolescenceLine extension4. Question : Which of the following examples illustrates the fundamental marketing insight that people make purchases not to possess goods or services, but to derive the benefits that possession delivers?Georgia, facing a job interview, decides to purchase a new outfit so that she feels confident in her appearance at the meeting.Betsy continues to visit the same hair stylist she has used for 20 years, even though the stylist’s prices have increased dramatically while her styling skill has not.Josh needs to replenish cleaning supplies for his job as a janitor. Rather than comparison- shop, he simply visits the store nearest his workplace.Roger wants to buy a home theater system but, because his apartment is small and so is his budget, he decides not to make the purchase.5. Question : The fundamental reason for undertaking a Situation Analysis is toSelect among several proposed strategies to respond to innovation by a competitor.Develop a promotional campaign designed to gain repeat business from past customers.Document a marketing strategy’s long-range objectives in a written plan.Find a suitable pairing between potential customers’ needs and the company’s innatestrengths.6. Question : Which of the following BEST describes the Internal Analysis planning tool?A framework for finding an achievable strategy based on competitive opportunities that can be seen in the external marketplace.A review of an organization focused on factors in the micro-environment and the macro- environment.A comprehensive business process that articulates formalized, top-down strategic planning on a regular cycle.A review of an organization's strengths and weaknesses focused on factors within its domain.7. Question : Two information needs make campaign measurement necessary. Which answer includes both?Provide a trackable call to action, and assure each campaign component is executed as planned.Provide inputs to subsequent marketing strategy, and prove the marketing department’s contribution to the organization.Demonstrate the marketing department’s contribution to the organization, and provide the system of data elements to drive one-to-one campaigns.Provide inputs to subsequent marketing strategy, and prove the success of past campaign strategy.8. Question : What goal does the “Place” strategy as part of the Marketing Mix aim to accomplish?Delivering service utility via form and function at a specific price.Defining the range within which an offering’s prices must be placed deliver value.Getting the right goods to the right place and in the right quantity.Undertaking environmental marketing to create demand, meeting customers where they are.9. Question : Lands’ End, the clothing company, offers an unconditional guarantee that reads, “If you’re not satisfied with any item, simply return it to us at any time for an exchange or refund of its purchase price.” Which category of product strategy does this example illustrate?SupportBrandingQualityPackaging10. Question : When Lady Gaga released her album “Born This Way” and consumer response overwhelmedAmazon’s servers, what aspect of the marketing process was involved?Campaign MonitoringCampaign DevelopmentMarket ResearchChannel Adjustment<strong>BUS 330 Week 2 DQs</strong>Week 2 DQ 1 Product Life CycleBy having an understanding of the product life cycle, businesspeople can make savvy marketing choices. What is a popular item today that you’ve seen go through the product life cycle? Explain the characteristics for each phase of the product’s life cycle. How can each phase of the life cycle impact the product’s brand? You must use the text and at least one additional scholarly source.Week 2 DQ 2 Product Usage CategoriesVisit Minimus.biz (Follow the link located in required resources), a company specializing in individually-sized products. Review the different product categories along the left navigation panel of the home page.  How might these items be combined to create a usage group like a “convention survival package” or “campers’ kit”? Explain the reason for your choice.Which items, if purchased, might create complementary demand for another item in the line? Explain how it might accomplish this?Which items might substitute for another item?  Why did you choose that substitute and how might it affect demand?<strong>BUS 330 Week 2 Journal Learning Reflection</strong>Learning ReflectionHow would you apply the four p’s to a service? Choose a service you use. What is the service? What is the name of the business that delivers the service? Describe the role of the four p’s in the company’s marketing for that service.<strong>BUS 330 Week 2 Quiz</strong>1. Question : What reason was given to explain the emergence of Fair Trade as a business model for importers?Opportunity to reach less-saturated markets.Consumers’ desire for meaningful engagement.Expansion of the middle class.Ability to reduce risk from difficult-to-foresee threats.2. Question : Which of the following examples BEST illustrates a permanent pricing strategy that uses reductions from base price?Placing sale signs near one third of the merchandise on display.Offering a discount for customers who pay cash.Posting prices ending in 9.Changing prices as supplies of goods fluctuate.3. Question : When an intermediary in the distribution channel takes ownership of items, what is the impact on others in the supply chain?Other supply chain partners must undertake value-adding activities to convert inputs to outputs.The channel partner selling the items must generate transaction records, such as invoices and packing slips.The channel partner taking ownership must generate demand through retailer supports, such as product display materials.Other channel partners competing for that sale must create incentives to stimulate retail demand.4. Question : Which statement BEST describes the strategic objective of volume maximization?To generate as much profit (revenue) as possible in the near term.To generate as much sales volume as possible over time.To generate as much sales volume as possible in the near term.To generate as much profit as possible over the life of an offering.5. Question : When price sensitivity differs among customers in different market segments, which type of pricing strategy gains in importance?Modified pricing strategyVariable pricing strategyDiffering price variablesShort-term variability6. Question : The term “reference pricing” refers toThe price consumers typically have in mind when they consider a fair exchange for the value offered by a specific good or service.The average price point consumers will calculate when researching a specific good or service.The practice by sellers of posting competitors’ prices or offering a blanket promise to matchother sellers’ prices.The value customers assign based on their expectations of customer service and post-sale support in addition to product features.7. Question : Which answer BEST describes outbound licensing as a business model?A business in U.S. contracts with a business in India for exclusive rights to market its products in the U.S.A business in U.S. contracts with a business in the U.S. for exclusive rights to market its products in India.A business in India contracts with inventors in the U.S. to develop new products to distribute in India.A business in U.S. contracts with a business in India for exclusive rights to market its products in South America.8. Question : What information does the, break-even analysis contribute to a pricing decision?The price above which demand for an item will decrease significantly.The cost below which sales of an item cannot yield a profit.The variable (incremental) cost, on average, of each unit sold.The fixed percentage that must be added to an item to arrive at its selling price.9. Question : Which of the following examples best illustrates “inelastic demand’?A business traveler encounters rain on the way to his meeting; finding umbrellas priced at $25 but plastic ponchos for $10, he chooses the latter.A young man hopes to buy a DVD of a favorite movie but finds the movie available only on video cassettes, which he buys, in spite of its lower quality.A vacationer becomes thirsty while touring Wally World. Finding Wally Water at $2 a bottle for sale, the same price as soft drinks, she purchases a Diet Sprite.A business traveler discovers he has forgotten to bring deodorant and he pays the high price for a travel-size deodorant product in the hotel’s gift shop.10. Question : Which of the following examples BEST illustrates the impact of product strategy on pricing?As smartphones gain consumer adoption in the market, the sales of Sony’s Flip video camera go down, even though its technical capacities are excellent; the company ceases to offer the camera.A major appliance retailer raises prices on all seasonal products, such as snow blowers and lawn mowers, maintaining the incremental difference between prices for each.A theater group sets the price of its tickets based upon the price of competing cultural offerings during the same time period.Sundance Cinema introduces an improved movie experience by eliminating pre-movie advertising and allowing advance seat reservations, successfully charging higher ticket prices.<strong> BUS 330 Week 3 Written Assignment</strong> The dramatic population growth underway in China and India is currently dominated by the young. Trends toward western-style consumption are underway in both nations. Given the emphasis on the youth market in the US over the last 60 years (ever since the baby boom), what can you predict for marketers in these newly youth-oriented consumer economies, as they follow the same path?Guided Response:What products and services will interest these new youth markets?Compare and contrast the micro- and macro-environmental forces that can influence the marketing strategies for these products and services.Will marketers in these countries use similar marketing strategies to influence this group or will their strategies be different from Western-based consumption marketers? Explain your reasoning.What opportunity for U.S. companies might you foresee? Support your reasoning.This assignment is designed to assess your critical thinking, problem solving, and communication skills. Your paper will be graded for its clarity, relevance, coherence, logic, and depth.<strong>BUS 330 Week 3 DQs</strong>Week 3 DQ 1 Customer Relationship ManagementChoose a water park or other vacation destination. Create a hypothetical marketing campaign that uses what you’ve learned about the CRM approach. Describe how you might apply insights about developing long-lasting relationships with customers to retain or reactivate past visitors. You must use the text and at least one additional scholarly source.Week 3 DQ 2 Demographics and TrendsAppraise the three trends described by <em>American Demographics</em> as “<em>America the Crowded</em>.” “<em>The Mighty Mature Market</em>,” and “<em>The Consumer Kaleidoscope</em>.” Explain how these trends overlap. Select a trend and describe how it has contributed to more than one of these population changes. You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 3 Quiz</strong>1. Question : When a marketer at a high-tech start-up company follows blogs published by Tech-oriented research centers at major universities, what force in the marketing environment is most likely being monitored?Media trends involving publics in the macro-environment.Technology trends that could lead to opportunities or risk.Pursuit of competitive intelligence involving technology.Customer-generated information about technology options.2. Question : According to Chapter 8, why should marketers pay attention to shifts in the makeup of company groups?Because marketers strive to keep the company’s stakeholders aligned with a goal of building long-term customer relationships.Because these actors exert pressures on the company’s macro-environment.Because these groups must withstand larger societal forces with widespread influence.Because the individuals in company groups exert influence via financial communities,governmental regulation, and citizen action.3. Question : Which example illustrates a law enacted to facilitate commerce (affecting the Place aspect of the marketing mix)?1890 Sherman Antitrust Act1914 Federal Trade Commission Act1906 Federal Food and Drug Act1993 North American Free Trade Agreement4. Question : What is the first step in the segmentation process?Group products into categories with similar prices.Group buyers into potential target market segments.Develop potential market actions based on brand image and market position.Estimate potential return on investment.5. Question : In 2010, the fertility rate among Hispanics was almost 40 percent higher than the national average. To which trend listed below does this statistic relate?Increasingly diverse age/sex population distribution.Increasing variety in U.S. household types.Increasing complexity in America’s consumer population.The danger of oversimplification in generalizing about a cohort, such as females.6. Question : Which statement BEST defines Customer Relationship Management?An effective means of dealing with the reams of data that result from serving large customer markets.A marketing approach designed to increase marketing campaign performance through more efficient use of resources.A management philosophy centered on customers, supported by a data warehouse and analytic processes.A tool for aggregating customers’ demographic, geographic, and behavioral traits into unified profiles for enhanced relationship management.7. Question : Which of the following is an example of a leading macro-economic indicator?Duration of unemploymentNumber of building permits issuedTrend in average prime rateConsumer Price Index8. Question : Which answer BEST describes the foundational premise of relationship marketing?Aligning a company around its product quality requires drawing on all available customer information.Encouraging customization of products causes social bonds to form.The only way to trigger new relationships to form is through reliance on pricing incentives.Repeated contact between sellers and buyers creates relationships that can strengthen customer loyalty over time.9. Question : What sociocultural trend was mentioned in Chapter 8 in connection with increased use of experiential marketing techniques?The trend toward a “salad bowl” rather than “melting pot” nature among the American population as ethnic groups retain their cultural identities.Population shifts toward larger metro areas and their suburbs creating larger audiences for marketers’ promotional events.The trend toward individuals finding small groups with similar interests for an enhanced sense of social connection.Use of retail experiments to understand rational choice processes and use that knowledge to allay anxieties about globalization.10. Question : Which of the following is NOT one of the nine criteria for effective segmentation of markets?Is this segment a good fit with the company’s brand image and market position?Are there sufficient numbers of consumers in the segment to merit the expense?Do individuals in the segment share common needs?Is membership in the market segment recognized by competitors?<strong>BUS 330 Week 4 DQs</strong>Week 4 DQ 1 Functions of Marketing ManagementAssume you are the Marketing Manager for Target or another brand. How would you apply the four functions of the marketing management process in your role? In your answer, identify how a marketing manager might realize when it is time to focus on one function or another. You must use the text and at least one additional scholarly source.Week 4 DQ 2 Marketing PlanImagine you are consulting with a manager of a business that sells cleaning supplies to nursing homes. Your client wants to develop a marketing plan but has a small budget for marketing his business. How would you show your client the benefits of a marketing plan? If your client does not agree with your marketing strategy for his business, explain how you would respond and what approach you would use to convince the client the marketing plan can be successful. You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 4 Quiz</strong>1. Question : What media timing strategy does the following example represent? A new restaurant advertises on local radio with 40 spots per week for two weeks, followed by 20 spots per week every other week for the next twelve weeks.ContinualPulseFront-loadedSeasonal2. Question : Which of the following statements was discussed in Chapter 9 as a benefit of developing and following a written marketing plan?The company can better decide how to allocate budget dollars across various marketing, finance, and operations tactics.The firm is better prepared to measure effectiveness of its sales force management.The company finds it easier to improve with each iteration of its strategic marketing plan.The organization is better prepared to use the Task-Objective approach to developing the marketing plan.3. Question : What typically differentiates a marketing plan intended for an internal audience from one written for potential investors?A plan prepared for potential investors will contain more information designed to build confidence in the company’s capacity to succeed.A plan prepared for an internal audience is likely to include more sections on financial performance.A plan prepared for an external audience, such as potential investors, will include more description of the marketing environment and the product/brand.A plan prepared for an internal audience is more likely to be a formal written document designed to track accountability for follow-through.4. Question : Which answer BEST describes the use of the BCG Matrix as an input to business strategy?Use of the BCG Matrix helps corporate planners know when to develop distinct corporate strategies for separate SBUs.Use of the BCG Matrix analytic helps marketers assess growth potential among the assets in its business portfolio.Use of the BCG Matrix helps an organization improve its product line management over time through iterative planning cycles.Use of the BCG Matrix assigns SBUs, products, or brands to quadrants based on the amount of cash it requires.5. Question : What is missing from the following media goal statement? “Advertising in printing trade journals will create increased awareness of PrinTower’s variable data printing equipment.”Selection of specific media vehicles in which advertising will run.Estimate of spending required to increase awareness among the target audience.Description of the desired target audience by firmographic variables.A measurable statement of a desired outcome to aid calculation of ROMI.6. Question : Why is analysis important to the business function of marketing management?Analysis helps a firm allocate resources appropriately to control its projects, people, and ideas.Analysis helps define the role, mission, and objectives for which each department is responsible.Analysis uncovers meaningful information that guides marketers toward strategies that leverage internal strengths and external market opportunities.Analysis breaks relevant data into its component parts for examination and evaluation.7. Question : Why should marketers emphasize consistency of marketing communications across all message channels?Because consumers assemble their own information from the media environment around them.Because few marketers are well-equipped to function in the “push-and-pull” communication modelBecause Integrated Marketing Communications requires a tightly-controlled outbound cross- functional marketing program.Because media convergence has created an environment in which more marketing communications are blocked.8. Question : Which terms describe the market-product strategy in the following example? The manufacturer ofZukes™ all-natural dog-training treats brings to market a clicker device for training dogs.Market penetrationProduct DevelopmentMarket developmentDiversification9. Question : What measure of campaign performance does the following example represent? Calluniverse sends a text message to its high-usage segment of customers, offering a free phone upgrade on contract renewal. The call to action is “Reply *mynewphone to agree to this offer.”Sales effectCommunications effectValue deliverySales and communications effect10. Question : What strategic similarity exists between the Question Marks of the BCG Matrix and the Diversification strategy in Ansoff’s Matrix?Both always require the most investment of the four strategies in their groups.Both are likely to receive less marketing support due to their inherent risks.Both represent an opportunity to leverage a company’s strengths in the marketplace.Both carry the risk of drawing companies into areas in which they have little expertise.<strong>BUS 330 Week 5 Final Paper</strong>The Final Paper should demonstrate understanding of the reading assignments as well as the implications of new knowledge. The eight- to ten-page paper should integrate readings and class discussions into work and life experience. It may include explanation and examples from previous experience as well as implications for future application.Assuming the role of Marketing Manager, select a product that is sold in the United States and has sales opportunities in a foreign market. Apply your critical thinking skills and the knowledge you have acquired throughout this course and address the following in your Final Paper:1. Describe the product by analyzing its customer value equation as it relates to the four utilities of customer value.2. Explain how the marketing process will be applied to the promotion of the product you’ve selected. How would you develop, execute, and measure a campaign for this product?3. Applying your knowledge of the four p’s of the marketing mix, describe how you would apply the segmentation, targeting, and positioning (STP) approach to market the product, and how you might incorporate the Customer Relationship Management (CRM) philosophy into your marketing program.4. Analyze and explain the major environmental factors and trends in those countries that might affect sales of the product?5. Who are currently the largest customers of the product in its home market, and who would be its likely customers abroad?6. Analyze the competition of the product category in the foreign market you’ve identified. Describe the nature of competition in that product category.7. Describe the U.S. and international ethical marketing considerations.<strong>BUS 330 Week 5 DQs</strong>Week 5 DQ 1 Corporate Social ResponsibilityThe BP and Toyota cases concern companies that acted in ways that would clearly cause harm to the public and/or the planet. To do so, individuals at many levels played a part. If you worked in the marketing department of BP or Toyota, explain your department’s responsibility related to these issues. You must use the text and at least one additional scholarly source.Week 5 DQ 2 Marketing Ethics and ChildrenDescribe ethical considerations with regard to marketing to children. When the marketers’ pitch includes a cause component, such as a breakfast cereal that promises to provide breakfasts to undernourished school children, explain whether this is ethical or unethical marketing.  You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 5 Quiz</strong>1. Question : The marketing field has received criticism for the negative impact of its practices on certain populations. Which of the following was NOT among the affected groups discussed in Chapter 10?InvestorsBusinessesConsumersSociety at large2. Question : Which of the following statements does NOT summarize the point of an example given in Chapter 10 about the ethical requirements of employees toward their employers?Taking initiative to improve a process can be good for an individual’s career but detract value for his employer.When a corporation’s behavior is divorced from the brand image it strives to convey, customer longevity will likely result.When channel partner relationships reflect opportunism, conflict, or unfairness, the outcome may enhance the entire supply-chain.Marketers should avoid greenwashing—communicating deceptively about a company’s environmental practices.3. Question : What advantage of transparency that applies to the employee-employer relationship was discussed in Chapter 10?Both employee and employer can make use of deceptive tactics and optional disclosure of their motivations.When transparency becomes the widely-accepted norm, consumers have a harder time identifying and interpreting the commercial intent of messages.Employees and employers are less inclined to give full measure of effort to meeting the terms of the employment contract.Employees and employers are better able to find a suitable match of values when both behave with transparency.4. Question : Which marketing practice listed here was NOT included in the discussion of unacceptable practices inChapter 10?Identity theftDiscriminationInvasion of privacyManipulation of vulnerable consumers5. Question : Which statement BEST describes the advertising industry’s position on marketing to children?Marketers must limit their use of advertainment in broadcast and online channels.Marketers must include a component of social marketing in their promotions to children, such as Mattel’s Monster High “cool to be kind” campaign.Parents are responsible for blocking collection of personal data from their children who use online games and mobile phone apps.Marketers must gain trust through honesty, while parents must accept responsibility for their children’s media habits. (The answer can be found in Section 10.1: "Responsibility to the Public" in Principles of Marketing)6. Question : Which of the following lists was presented in Chapter 10 as a possible organizational structure for advertising gencies?Strategy, creative, engineering, and quantitative.Paid, earned, owned, and shared.Catalysts, connectors, strategists, and creators.Interactive design, social marketing, quantitative analysis, and account manager.7. Question : Which of the following answers BEST summarizes the view of Professor Don Schultz on individuals’preparation for the role of Chief Marketing Officer (CMO)?Today’s organization should assume that the knowledge, skills, and abilities their CMOs have today are adequate to meet tomorrow’s demands.All marketing concepts have evolved from ideas developed in business, so marketing curricula at the college level should only incorporate sources from business disciplines.Too many of today’s CMOs are not showing up prepared to succeed and should therefore participate in professional organizations.Marketing practice is moving toward more quantitative methodology, but CMOs are not educating themselves in this area as effectively as they might.8. Question : Why are unacceptable marketing practices difficult to control with laws, according to Chapter 10?Marketers constantly search for new means to attract consumers’ attention, meaning their practices evolve too rapidly for legislation to keep up.Marketers operate in local, regional, national, and global markets, making the appropriate jurisdiction difficult to establish.The marketing and advertising industries have brought lobby efforts to bear against state and federal lawmakers, constraining effective legislation.The marketing and advertising industries prefer self-regulation through alliances like theChildren’s Advertising Review Unit.9. Question : Which of the following was NOT discussed in Chapter 10 as an area of opportunity for marketers?Governmental social marketingCorporate marketing departmentsAdvertising agenciesEntrepreneurship10. Question : The marketing function of a business returns value to its owners and investors. Which of the following examples illustrates that value generated?A business underwrites a weekly news show on public television that features a debate between editorial columnists with differing political views.A governmental agency launches an anti-obesity campaign that encourages individuals to enroll in workplace weight-loss support groups.A business fields a survey designed to assess brand awareness both before and after a marketing campaign. The post-campaign survey showed a 7 percent increase in brand loyalty.A font company pays for product placements in an independent film about typography, allowing the film to achieve distribution through art schools and reach more type enthusiasts.
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<strong>BUS 330 Week 1 DQs</strong>Week 1 DQ 1 Role of the Marketing FunctionWhat is the role of the marketing function in business?In 200 to 250 words, explain the role of the marketing function. What are some activities of the marketing department? Explain how the marketing function determines customer value. Respond to at least two of your classmates’ posts.Week 1 DQ 2 Products and ServicesIt can be harder to sell an intangible service than a tangible product. After reading Chapter 3 of the text, pick one of the cells in Table 3.4: “Service Classifications” and name a service offered in that class—for example, business remodeling service under consulting and operations. In 200 to 250 words, describe a service in your chosen category in terms of the four ways a service is different from a product—its intangibility, inseparability, variability, and perishability. Propose a solution for sale that could be used as a point of competitive differentiation in a marketing campaign.<strong>BUS 330 Week 1 Journal Learning Reflection</strong>Learning ReflectionThink for a moment about the last product you purchased. What was the product?  What is the brand name of the product? How would you describe the customer for this product?  What is the product’s closest brand competitor?  Explain why you chose this brand rather than the competitor’s brand.  How did the marketing for the product influence your purchase?Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.<strong>BUS 330 Week 1 Quiz</strong>1. Question : Consumer products are typically classified based on how people shop; products for businesses are classified based on how the product will be used. How many categories exist in each classification?Five categories each of consumer products and business products.Seven categories of consumer products and four categories of business products.Three categories of consumer products and seven categories of business products.Four categories of consumer products and seven categories of business products.2. Question : The Marketing Era could be most identified withrecognition that demand could be manipulated through promotional activity.the rise of market research as a discipline.the prevailing belief that “a good product will sell itself.”increasing focus on applying concepts from behavioral sciences like psychology to understand consumer motivation.3. Question : Starbucks Coffee introduces a Decaf version of their existing regular Christmas Blend coffee during the holiday season. Which of the following terms does this example BEST illustrate?CannibalizationPrototype testPlanned obsolescenceLine extension4. Question : Which of the following examples illustrates the fundamental marketing insight that people make purchases not to possess goods or services, but to derive the benefits that possession delivers?Georgia, facing a job interview, decides to purchase a new outfit so that she feels confident in her appearance at the meeting.Betsy continues to visit the same hair stylist she has used for 20 years, even though the stylist’s prices have increased dramatically while her styling skill has not.Josh needs to replenish cleaning supplies for his job as a janitor. Rather than comparison- shop, he simply visits the store nearest his workplace.Roger wants to buy a home theater system but, because his apartment is small and so is his budget, he decides not to make the purchase.5. Question : The fundamental reason for undertaking a Situation Analysis is toSelect among several proposed strategies to respond to innovation by a competitor.Develop a promotional campaign designed to gain repeat business from past customers.Document a marketing strategy’s long-range objectives in a written plan.Find a suitable pairing between potential customers’ needs and the company’s innatestrengths.6. Question : Which of the following BEST describes the Internal Analysis planning tool?A framework for finding an achievable strategy based on competitive opportunities that can be seen in the external marketplace.A review of an organization focused on factors in the micro-environment and the macro- environment.A comprehensive business process that articulates formalized, top-down strategic planning on a regular cycle.A review of an organization's strengths and weaknesses focused on factors within its domain.7. Question : Two information needs make campaign measurement necessary. Which answer includes both?Provide a trackable call to action, and assure each campaign component is executed as planned.Provide inputs to subsequent marketing strategy, and prove the marketing department’s contribution to the organization.Demonstrate the marketing department’s contribution to the organization, and provide the system of data elements to drive one-to-one campaigns.Provide inputs to subsequent marketing strategy, and prove the success of past campaign strategy.8. Question : What goal does the “Place” strategy as part of the Marketing Mix aim to accomplish?Delivering service utility via form and function at a specific price.Defining the range within which an offering’s prices must be placed deliver value.Getting the right goods to the right place and in the right quantity.Undertaking environmental marketing to create demand, meeting customers where they are.9. Question : Lands’ End, the clothing company, offers an unconditional guarantee that reads, “If you’re not satisfied with any item, simply return it to us at any time for an exchange or refund of its purchase price.” Which category of product strategy does this example illustrate?SupportBrandingQualityPackaging10. Question : When Lady Gaga released her album “Born This Way” and consumer response overwhelmedAmazon’s servers, what aspect of the marketing process was involved?Campaign MonitoringCampaign DevelopmentMarket ResearchChannel Adjustment<strong>BUS 330 Week 2 DQs</strong>Week 2 DQ 1 Product Life CycleBy having an understanding of the product life cycle, businesspeople can make savvy marketing choices. What is a popular item today that you’ve seen go through the product life cycle? Explain the characteristics for each phase of the product’s life cycle. How can each phase of the life cycle impact the product’s brand? You must use the text and at least one additional scholarly source.Week 2 DQ 2 Product Usage CategoriesVisit Minimus.biz (Follow the link located in required resources), a company specializing in individually-sized products. Review the different product categories along the left navigation panel of the home page.  How might these items be combined to create a usage group like a “convention survival package” or “campers’ kit”? Explain the reason for your choice.Which items, if purchased, might create complementary demand for another item in the line? Explain how it might accomplish this?Which items might substitute for another item?  Why did you choose that substitute and how might it affect demand?<strong>BUS 330 Week 2 Journal Learning Reflection</strong>Learning ReflectionHow would you apply the four p’s to a service? Choose a service you use. What is the service? What is the name of the business that delivers the service? Describe the role of the four p’s in the company’s marketing for that service.<strong>BUS 330 Week 2 Quiz</strong>1. Question : What reason was given to explain the emergence of Fair Trade as a business model for importers?Opportunity to reach less-saturated markets.Consumers’ desire for meaningful engagement.Expansion of the middle class.Ability to reduce risk from difficult-to-foresee threats.2. Question : Which of the following examples BEST illustrates a permanent pricing strategy that uses reductions from base price?Placing sale signs near one third of the merchandise on display.Offering a discount for customers who pay cash.Posting prices ending in 9.Changing prices as supplies of goods fluctuate.3. Question : When an intermediary in the distribution channel takes ownership of items, what is the impact on others in the supply chain?Other supply chain partners must undertake value-adding activities to convert inputs to outputs.The channel partner selling the items must generate transaction records, such as invoices and packing slips.The channel partner taking ownership must generate demand through retailer supports, such as product display materials.Other channel partners competing for that sale must create incentives to stimulate retail demand.4. Question : Which statement BEST describes the strategic objective of volume maximization?To generate as much profit (revenue) as possible in the near term.To generate as much sales volume as possible over time.To generate as much sales volume as possible in the near term.To generate as much profit as possible over the life of an offering.5. Question : When price sensitivity differs among customers in different market segments, which type of pricing strategy gains in importance?Modified pricing strategyVariable pricing strategyDiffering price variablesShort-term variability6. Question : The term “reference pricing” refers toThe price consumers typically have in mind when they consider a fair exchange for the value offered by a specific good or service.The average price point consumers will calculate when researching a specific good or service.The practice by sellers of posting competitors’ prices or offering a blanket promise to matchother sellers’ prices.The value customers assign based on their expectations of customer service and post-sale support in addition to product features.7. Question : Which answer BEST describes outbound licensing as a business model?A business in U.S. contracts with a business in India for exclusive rights to market its products in the U.S.A business in U.S. contracts with a business in the U.S. for exclusive rights to market its products in India.A business in India contracts with inventors in the U.S. to develop new products to distribute in India.A business in U.S. contracts with a business in India for exclusive rights to market its products in South America.8. Question : What information does the, break-even analysis contribute to a pricing decision?The price above which demand for an item will decrease significantly.The cost below which sales of an item cannot yield a profit.The variable (incremental) cost, on average, of each unit sold.The fixed percentage that must be added to an item to arrive at its selling price.9. Question : Which of the following examples best illustrates “inelastic demand’?A business traveler encounters rain on the way to his meeting; finding umbrellas priced at $25 but plastic ponchos for $10, he chooses the latter.A young man hopes to buy a DVD of a favorite movie but finds the movie available only on video cassettes, which he buys, in spite of its lower quality.A vacationer becomes thirsty while touring Wally World. Finding Wally Water at $2 a bottle for sale, the same price as soft drinks, she purchases a Diet Sprite.A business traveler discovers he has forgotten to bring deodorant and he pays the high price for a travel-size deodorant product in the hotel’s gift shop.10. Question : Which of the following examples BEST illustrates the impact of product strategy on pricing?As smartphones gain consumer adoption in the market, the sales of Sony’s Flip video camera go down, even though its technical capacities are excellent; the company ceases to offer the camera.A major appliance retailer raises prices on all seasonal products, such as snow blowers and lawn mowers, maintaining the incremental difference between prices for each.A theater group sets the price of its tickets based upon the price of competing cultural offerings during the same time period.Sundance Cinema introduces an improved movie experience by eliminating pre-movie advertising and allowing advance seat reservations, successfully charging higher ticket prices.<strong> BUS 330 Week 3 Written Assignment</strong> The dramatic population growth underway in China and India is currently dominated by the young. Trends toward western-style consumption are underway in both nations. Given the emphasis on the youth market in the US over the last 60 years (ever since the baby boom), what can you predict for marketers in these newly youth-oriented consumer economies, as they follow the same path?Guided Response:What products and services will interest these new youth markets?Compare and contrast the micro- and macro-environmental forces that can influence the marketing strategies for these products and services.Will marketers in these countries use similar marketing strategies to influence this group or will their strategies be different from Western-based consumption marketers? Explain your reasoning.What opportunity for U.S. companies might you foresee? Support your reasoning.This assignment is designed to assess your critical thinking, problem solving, and communication skills. Your paper will be graded for its clarity, relevance, coherence, logic, and depth.<strong>BUS 330 Week 3 DQs</strong>Week 3 DQ 1 Customer Relationship ManagementChoose a water park or other vacation destination. Create a hypothetical marketing campaign that uses what you’ve learned about the CRM approach. Describe how you might apply insights about developing long-lasting relationships with customers to retain or reactivate past visitors. You must use the text and at least one additional scholarly source.Week 3 DQ 2 Demographics and TrendsAppraise the three trends described by <em>American Demographics</em> as “<em>America the Crowded</em>.” “<em>The Mighty Mature Market</em>,” and “<em>The Consumer Kaleidoscope</em>.” Explain how these trends overlap. Select a trend and describe how it has contributed to more than one of these population changes. You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 3 Quiz</strong>1. Question : When a marketer at a high-tech start-up company follows blogs published by Tech-oriented research centers at major universities, what force in the marketing environment is most likely being monitored?Media trends involving publics in the macro-environment.Technology trends that could lead to opportunities or risk.Pursuit of competitive intelligence involving technology.Customer-generated information about technology options.2. Question : According to Chapter 8, why should marketers pay attention to shifts in the makeup of company groups?Because marketers strive to keep the company’s stakeholders aligned with a goal of building long-term customer relationships.Because these actors exert pressures on the company’s macro-environment.Because these groups must withstand larger societal forces with widespread influence.Because the individuals in company groups exert influence via financial communities,governmental regulation, and citizen action.3. Question : Which example illustrates a law enacted to facilitate commerce (affecting the Place aspect of the marketing mix)?1890 Sherman Antitrust Act1914 Federal Trade Commission Act1906 Federal Food and Drug Act1993 North American Free Trade Agreement4. Question : What is the first step in the segmentation process?Group products into categories with similar prices.Group buyers into potential target market segments.Develop potential market actions based on brand image and market position.Estimate potential return on investment.5. Question : In 2010, the fertility rate among Hispanics was almost 40 percent higher than the national average. To which trend listed below does this statistic relate?Increasingly diverse age/sex population distribution.Increasing variety in U.S. household types.Increasing complexity in America’s consumer population.The danger of oversimplification in generalizing about a cohort, such as females.6. Question : Which statement BEST defines Customer Relationship Management?An effective means of dealing with the reams of data that result from serving large customer markets.A marketing approach designed to increase marketing campaign performance through more efficient use of resources.A management philosophy centered on customers, supported by a data warehouse and analytic processes.A tool for aggregating customers’ demographic, geographic, and behavioral traits into unified profiles for enhanced relationship management.7. Question : Which of the following is an example of a leading macro-economic indicator?Duration of unemploymentNumber of building permits issuedTrend in average prime rateConsumer Price Index8. Question : Which answer BEST describes the foundational premise of relationship marketing?Aligning a company around its product quality requires drawing on all available customer information.Encouraging customization of products causes social bonds to form.The only way to trigger new relationships to form is through reliance on pricing incentives.Repeated contact between sellers and buyers creates relationships that can strengthen customer loyalty over time.9. Question : What sociocultural trend was mentioned in Chapter 8 in connection with increased use of experiential marketing techniques?The trend toward a “salad bowl” rather than “melting pot” nature among the American population as ethnic groups retain their cultural identities.Population shifts toward larger metro areas and their suburbs creating larger audiences for marketers’ promotional events.The trend toward individuals finding small groups with similar interests for an enhanced sense of social connection.Use of retail experiments to understand rational choice processes and use that knowledge to allay anxieties about globalization.10. Question : Which of the following is NOT one of the nine criteria for effective segmentation of markets?Is this segment a good fit with the company’s brand image and market position?Are there sufficient numbers of consumers in the segment to merit the expense?Do individuals in the segment share common needs?Is membership in the market segment recognized by competitors?<strong>BUS 330 Week 4 DQs</strong>Week 4 DQ 1 Functions of Marketing ManagementAssume you are the Marketing Manager for Target or another brand. How would you apply the four functions of the marketing management process in your role? In your answer, identify how a marketing manager might realize when it is time to focus on one function or another. You must use the text and at least one additional scholarly source.Week 4 DQ 2 Marketing PlanImagine you are consulting with a manager of a business that sells cleaning supplies to nursing homes. Your client wants to develop a marketing plan but has a small budget for marketing his business. How would you show your client the benefits of a marketing plan? If your client does not agree with your marketing strategy for his business, explain how you would respond and what approach you would use to convince the client the marketing plan can be successful. You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 4 Quiz</strong>1. Question : What media timing strategy does the following example represent? A new restaurant advertises on local radio with 40 spots per week for two weeks, followed by 20 spots per week every other week for the next twelve weeks.ContinualPulseFront-loadedSeasonal2. Question : Which of the following statements was discussed in Chapter 9 as a benefit of developing and following a written marketing plan?The company can better decide how to allocate budget dollars across various marketing, finance, and operations tactics.The firm is better prepared to measure effectiveness of its sales force management.The company finds it easier to improve with each iteration of its strategic marketing plan.The organization is better prepared to use the Task-Objective approach to developing the marketing plan.3. Question : What typically differentiates a marketing plan intended for an internal audience from one written for potential investors?A plan prepared for potential investors will contain more information designed to build confidence in the company’s capacity to succeed.A plan prepared for an internal audience is likely to include more sections on financial performance.A plan prepared for an external audience, such as potential investors, will include more description of the marketing environment and the product/brand.A plan prepared for an internal audience is more likely to be a formal written document designed to track accountability for follow-through.4. Question : Which answer BEST describes the use of the BCG Matrix as an input to business strategy?Use of the BCG Matrix helps corporate planners know when to develop distinct corporate strategies for separate SBUs.Use of the BCG Matrix analytic helps marketers assess growth potential among the assets in its business portfolio.Use of the BCG Matrix helps an organization improve its product line management over time through iterative planning cycles.Use of the BCG Matrix assigns SBUs, products, or brands to quadrants based on the amount of cash it requires.5. Question : What is missing from the following media goal statement? “Advertising in printing trade journals will create increased awareness of PrinTower’s variable data printing equipment.”Selection of specific media vehicles in which advertising will run.Estimate of spending required to increase awareness among the target audience.Description of the desired target audience by firmographic variables.A measurable statement of a desired outcome to aid calculation of ROMI.6. Question : Why is analysis important to the business function of marketing management?Analysis helps a firm allocate resources appropriately to control its projects, people, and ideas.Analysis helps define the role, mission, and objectives for which each department is responsible.Analysis uncovers meaningful information that guides marketers toward strategies that leverage internal strengths and external market opportunities.Analysis breaks relevant data into its component parts for examination and evaluation.7. Question : Why should marketers emphasize consistency of marketing communications across all message channels?Because consumers assemble their own information from the media environment around them.Because few marketers are well-equipped to function in the “push-and-pull” communication modelBecause Integrated Marketing Communications requires a tightly-controlled outbound cross- functional marketing program.Because media convergence has created an environment in which more marketing communications are blocked.8. Question : Which terms describe the market-product strategy in the following example? The manufacturer ofZukes™ all-natural dog-training treats brings to market a clicker device for training dogs.Market penetrationProduct DevelopmentMarket developmentDiversification9. Question : What measure of campaign performance does the following example represent? Calluniverse sends a text message to its high-usage segment of customers, offering a free phone upgrade on contract renewal. The call to action is “Reply *mynewphone to agree to this offer.”Sales effectCommunications effectValue deliverySales and communications effect10. Question : What strategic similarity exists between the Question Marks of the BCG Matrix and the Diversification strategy in Ansoff’s Matrix?Both always require the most investment of the four strategies in their groups.Both are likely to receive less marketing support due to their inherent risks.Both represent an opportunity to leverage a company’s strengths in the marketplace.Both carry the risk of drawing companies into areas in which they have little expertise.<strong>BUS 330 Week 5 Final Paper</strong>The Final Paper should demonstrate understanding of the reading assignments as well as the implications of new knowledge. The eight- to ten-page paper should integrate readings and class discussions into work and life experience. It may include explanation and examples from previous experience as well as implications for future application.Assuming the role of Marketing Manager, select a product that is sold in the United States and has sales opportunities in a foreign market. Apply your critical thinking skills and the knowledge you have acquired throughout this course and address the following in your Final Paper:1. Describe the product by analyzing its customer value equation as it relates to the four utilities of customer value.2. Explain how the marketing process will be applied to the promotion of the product you’ve selected. How would you develop, execute, and measure a campaign for this product?3. Applying your knowledge of the four p’s of the marketing mix, describe how you would apply the segmentation, targeting, and positioning (STP) approach to market the product, and how you might incorporate the Customer Relationship Management (CRM) philosophy into your marketing program.4. Analyze and explain the major environmental factors and trends in those countries that might affect sales of the product?5. Who are currently the largest customers of the product in its home market, and who would be its likely customers abroad?6. Analyze the competition of the product category in the foreign market you’ve identified. Describe the nature of competition in that product category.7. Describe the U.S. and international ethical marketing considerations.<strong>BUS 330 Week 5 DQs</strong>Week 5 DQ 1 Corporate Social ResponsibilityThe BP and Toyota cases concern companies that acted in ways that would clearly cause harm to the public and/or the planet. To do so, individuals at many levels played a part. If you worked in the marketing department of BP or Toyota, explain your department’s responsibility related to these issues. You must use the text and at least one additional scholarly source.Week 5 DQ 2 Marketing Ethics and ChildrenDescribe ethical considerations with regard to marketing to children. When the marketers’ pitch includes a cause component, such as a breakfast cereal that promises to provide breakfasts to undernourished school children, explain whether this is ethical or unethical marketing.  You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 5 Quiz</strong>1. Question : The marketing field has received criticism for the negative impact of its practices on certain populations. Which of the following was NOT among the affected groups discussed in Chapter 10?InvestorsBusinessesConsumersSociety at large2. Question : Which of the following statements does NOT summarize the point of an example given in Chapter 10 about the ethical requirements of employees toward their employers?Taking initiative to improve a process can be good for an individual’s career but detract value for his employer.When a corporation’s behavior is divorced from the brand image it strives to convey, customer longevity will likely result.When channel partner relationships reflect opportunism, conflict, or unfairness, the outcome may enhance the entire supply-chain.Marketers should avoid greenwashing—communicating deceptively about a company’s environmental practices.3. Question : What advantage of transparency that applies to the employee-employer relationship was discussed in Chapter 10?Both employee and employer can make use of deceptive tactics and optional disclosure of their motivations.When transparency becomes the widely-accepted norm, consumers have a harder time identifying and interpreting the commercial intent of messages.Employees and employers are less inclined to give full measure of effort to meeting the terms of the employment contract.Employees and employers are better able to find a suitable match of values when both behave with transparency.4. Question : Which marketing practice listed here was NOT included in the discussion of unacceptable practices inChapter 10?Identity theftDiscriminationInvasion of privacyManipulation of vulnerable consumers5. Question : Which statement BEST describes the advertising industry’s position on marketing to children?Marketers must limit their use of advertainment in broadcast and online channels.Marketers must include a component of social marketing in their promotions to children, such as Mattel’s Monster High “cool to be kind” campaign.Parents are responsible for blocking collection of personal data from their children who use online games and mobile phone apps.Marketers must gain trust through honesty, while parents must accept responsibility for their children’s media habits. (The answer can be found in Section 10.1: "Responsibility to the Public" in Principles of Marketing)6. Question : Which of the following lists was presented in Chapter 10 as a possible organizational structure for advertising gencies?Strategy, creative, engineering, and quantitative.Paid, earned, owned, and shared.Catalysts, connectors, strategists, and creators.Interactive design, social marketing, quantitative analysis, and account manager.7. Question : Which of the following answers BEST summarizes the view of Professor Don Schultz on individuals’preparation for the role of Chief Marketing Officer (CMO)?Today’s organization should assume that the knowledge, skills, and abilities their CMOs have today are adequate to meet tomorrow’s demands.All marketing concepts have evolved from ideas developed in business, so marketing curricula at the college level should only incorporate sources from business disciplines.Too many of today’s CMOs are not showing up prepared to succeed and should therefore participate in professional organizations.Marketing practice is moving toward more quantitative methodology, but CMOs are not educating themselves in this area as effectively as they might.8. Question : Why are unacceptable marketing practices difficult to control with laws, according to Chapter 10?Marketers constantly search for new means to attract consumers’ attention, meaning their practices evolve too rapidly for legislation to keep up.Marketers operate in local, regional, national, and global markets, making the appropriate jurisdiction difficult to establish.The marketing and advertising industries have brought lobby efforts to bear against state and federal lawmakers, constraining effective legislation.The marketing and advertising industries prefer self-regulation through alliances like theChildren’s Advertising Review Unit.9. Question : Which of the following was NOT discussed in Chapter 10 as an area of opportunity for marketers?Governmental social marketingCorporate marketing departmentsAdvertising agenciesEntrepreneurship10. Question : The marketing function of a business returns value to its owners and investors. Which of the following examples illustrates that value generated?A business underwrites a weekly news show on public television that features a debate between editorial columnists with differing political views.A governmental agency launches an anti-obesity campaign that encourages individuals to enroll in workplace weight-loss support groups.A business fields a survey designed to assess brand awareness both before and after a marketing campaign. The post-campaign survey showed a 7 percent increase in brand loyalty.A font company pays for product placements in an independent film about typography, allowing the film to achieve distribution through art schools and reach more type enthusiasts.
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<strong>BUS 330 Week 1 DQs</strong>Week 1 DQ 1 Role of the Marketing FunctionWhat is the role of the marketing function in business?In 200 to 250 words, explain the role of the marketing function. What are some activities of the marketing department? Explain how the marketing function determines customer value. Respond to at least two of your classmates’ posts.Week 1 DQ 2 Products and ServicesIt can be harder to sell an intangible service than a tangible product. After reading Chapter 3 of the text, pick one of the cells in Table 3.4: “Service Classifications” and name a service offered in that class—for example, business remodeling service under consulting and operations. In 200 to 250 words, describe a service in your chosen category in terms of the four ways a service is different from a product—its intangibility, inseparability, variability, and perishability. Propose a solution for sale that could be used as a point of competitive differentiation in a marketing campaign.<strong>BUS 330 Week 1 Journal Learning Reflection</strong>Learning ReflectionThink for a moment about the last product you purchased. What was the product?  What is the brand name of the product? How would you describe the customer for this product?  What is the product’s closest brand competitor?  Explain why you chose this brand rather than the competitor’s brand.  How did the marketing for the product influence your purchase?Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.<strong>BUS 330 Week 1 Quiz</strong>1. Question : Consumer products are typically classified based on how people shop; products for businesses are classified based on how the product will be used. How many categories exist in each classification?Five categories each of consumer products and business products.Seven categories of consumer products and four categories of business products.Three categories of consumer products and seven categories of business products.Four categories of consumer products and seven categories of business products.2. Question : The Marketing Era could be most identified withrecognition that demand could be manipulated through promotional activity.the rise of market research as a discipline.the prevailing belief that “a good product will sell itself.”increasing focus on applying concepts from behavioral sciences like psychology to understand consumer motivation.3. Question : Starbucks Coffee introduces a Decaf version of their existing regular Christmas Blend coffee during the holiday season. Which of the following terms does this example BEST illustrate?CannibalizationPrototype testPlanned obsolescenceLine extension4. Question : Which of the following examples illustrates the fundamental marketing insight that people make purchases not to possess goods or services, but to derive the benefits that possession delivers?Georgia, facing a job interview, decides to purchase a new outfit so that she feels confident in her appearance at the meeting.Betsy continues to visit the same hair stylist she has used for 20 years, even though the stylist’s prices have increased dramatically while her styling skill has not.Josh needs to replenish cleaning supplies for his job as a janitor. Rather than comparison- shop, he simply visits the store nearest his workplace.Roger wants to buy a home theater system but, because his apartment is small and so is his budget, he decides not to make the purchase.5. Question : The fundamental reason for undertaking a Situation Analysis is toSelect among several proposed strategies to respond to innovation by a competitor.Develop a promotional campaign designed to gain repeat business from past customers.Document a marketing strategy’s long-range objectives in a written plan.Find a suitable pairing between potential customers’ needs and the company’s innatestrengths.6. Question : Which of the following BEST describes the Internal Analysis planning tool?A framework for finding an achievable strategy based on competitive opportunities that can be seen in the external marketplace.A review of an organization focused on factors in the micro-environment and the macro- environment.A comprehensive business process that articulates formalized, top-down strategic planning on a regular cycle.A review of an organization's strengths and weaknesses focused on factors within its domain.7. Question : Two information needs make campaign measurement necessary. Which answer includes both?Provide a trackable call to action, and assure each campaign component is executed as planned.Provide inputs to subsequent marketing strategy, and prove the marketing department’s contribution to the organization.Demonstrate the marketing department’s contribution to the organization, and provide the system of data elements to drive one-to-one campaigns.Provide inputs to subsequent marketing strategy, and prove the success of past campaign strategy.8. Question : What goal does the “Place” strategy as part of the Marketing Mix aim to accomplish?Delivering service utility via form and function at a specific price.Defining the range within which an offering’s prices must be placed deliver value.Getting the right goods to the right place and in the right quantity.Undertaking environmental marketing to create demand, meeting customers where they are.9. Question : Lands’ End, the clothing company, offers an unconditional guarantee that reads, “If you’re not satisfied with any item, simply return it to us at any time for an exchange or refund of its purchase price.” Which category of product strategy does this example illustrate?SupportBrandingQualityPackaging10. Question : When Lady Gaga released her album “Born This Way” and consumer response overwhelmedAmazon’s servers, what aspect of the marketing process was involved?Campaign MonitoringCampaign DevelopmentMarket ResearchChannel Adjustment<strong>BUS 330 Week 2 DQs</strong>Week 2 DQ 1 Product Life CycleBy having an understanding of the product life cycle, businesspeople can make savvy marketing choices. What is a popular item today that you’ve seen go through the product life cycle? Explain the characteristics for each phase of the product’s life cycle. How can each phase of the life cycle impact the product’s brand? You must use the text and at least one additional scholarly source.Week 2 DQ 2 Product Usage CategoriesVisit Minimus.biz (Follow the link located in required resources), a company specializing in individually-sized products. Review the different product categories along the left navigation panel of the home page.  How might these items be combined to create a usage group like a “convention survival package” or “campers’ kit”? Explain the reason for your choice.Which items, if purchased, might create complementary demand for another item in the line? Explain how it might accomplish this?Which items might substitute for another item?  Why did you choose that substitute and how might it affect demand?<strong>BUS 330 Week 2 Journal Learning Reflection</strong>Learning ReflectionHow would you apply the four p’s to a service? Choose a service you use. What is the service? What is the name of the business that delivers the service? Describe the role of the four p’s in the company’s marketing for that service.<strong>BUS 330 Week 2 Quiz</strong>1. Question : What reason was given to explain the emergence of Fair Trade as a business model for importers?Opportunity to reach less-saturated markets.Consumers’ desire for meaningful engagement.Expansion of the middle class.Ability to reduce risk from difficult-to-foresee threats.2. Question : Which of the following examples BEST illustrates a permanent pricing strategy that uses reductions from base price?Placing sale signs near one third of the merchandise on display.Offering a discount for customers who pay cash.Posting prices ending in 9.Changing prices as supplies of goods fluctuate.3. Question : When an intermediary in the distribution channel takes ownership of items, what is the impact on others in the supply chain?Other supply chain partners must undertake value-adding activities to convert inputs to outputs.The channel partner selling the items must generate transaction records, such as invoices and packing slips.The channel partner taking ownership must generate demand through retailer supports, such as product display materials.Other channel partners competing for that sale must create incentives to stimulate retail demand.4. Question : Which statement BEST describes the strategic objective of volume maximization?To generate as much profit (revenue) as possible in the near term.To generate as much sales volume as possible over time.To generate as much sales volume as possible in the near term.To generate as much profit as possible over the life of an offering.5. Question : When price sensitivity differs among customers in different market segments, which type of pricing strategy gains in importance?Modified pricing strategyVariable pricing strategyDiffering price variablesShort-term variability6. Question : The term “reference pricing” refers toThe price consumers typically have in mind when they consider a fair exchange for the value offered by a specific good or service.The average price point consumers will calculate when researching a specific good or service.The practice by sellers of posting competitors’ prices or offering a blanket promise to matchother sellers’ prices.The value customers assign based on their expectations of customer service and post-sale support in addition to product features.7. Question : Which answer BEST describes outbound licensing as a business model?A business in U.S. contracts with a business in India for exclusive rights to market its products in the U.S.A business in U.S. contracts with a business in the U.S. for exclusive rights to market its products in India.A business in India contracts with inventors in the U.S. to develop new products to distribute in India.A business in U.S. contracts with a business in India for exclusive rights to market its products in South America.8. Question : What information does the, break-even analysis contribute to a pricing decision?The price above which demand for an item will decrease significantly.The cost below which sales of an item cannot yield a profit.The variable (incremental) cost, on average, of each unit sold.The fixed percentage that must be added to an item to arrive at its selling price.9. Question : Which of the following examples best illustrates “inelastic demand’?A business traveler encounters rain on the way to his meeting; finding umbrellas priced at $25 but plastic ponchos for $10, he chooses the latter.A young man hopes to buy a DVD of a favorite movie but finds the movie available only on video cassettes, which he buys, in spite of its lower quality.A vacationer becomes thirsty while touring Wally World. Finding Wally Water at $2 a bottle for sale, the same price as soft drinks, she purchases a Diet Sprite.A business traveler discovers he has forgotten to bring deodorant and he pays the high price for a travel-size deodorant product in the hotel’s gift shop.10. Question : Which of the following examples BEST illustrates the impact of product strategy on pricing?As smartphones gain consumer adoption in the market, the sales of Sony’s Flip video camera go down, even though its technical capacities are excellent; the company ceases to offer the camera.A major appliance retailer raises prices on all seasonal products, such as snow blowers and lawn mowers, maintaining the incremental difference between prices for each.A theater group sets the price of its tickets based upon the price of competing cultural offerings during the same time period.Sundance Cinema introduces an improved movie experience by eliminating pre-movie advertising and allowing advance seat reservations, successfully charging higher ticket prices.<strong> BUS 330 Week 3 Written Assignment</strong> The dramatic population growth underway in China and India is currently dominated by the young. Trends toward western-style consumption are underway in both nations. Given the emphasis on the youth market in the US over the last 60 years (ever since the baby boom), what can you predict for marketers in these newly youth-oriented consumer economies, as they follow the same path?Guided Response:What products and services will interest these new youth markets?Compare and contrast the micro- and macro-environmental forces that can influence the marketing strategies for these products and services.Will marketers in these countries use similar marketing strategies to influence this group or will their strategies be different from Western-based consumption marketers? Explain your reasoning.What opportunity for U.S. companies might you foresee? Support your reasoning.This assignment is designed to assess your critical thinking, problem solving, and communication skills. Your paper will be graded for its clarity, relevance, coherence, logic, and depth.<strong>BUS 330 Week 3 DQs</strong>Week 3 DQ 1 Customer Relationship ManagementChoose a water park or other vacation destination. Create a hypothetical marketing campaign that uses what you’ve learned about the CRM approach. Describe how you might apply insights about developing long-lasting relationships with customers to retain or reactivate past visitors. You must use the text and at least one additional scholarly source.Week 3 DQ 2 Demographics and TrendsAppraise the three trends described by <em>American Demographics</em> as “<em>America the Crowded</em>.” “<em>The Mighty Mature Market</em>,” and “<em>The Consumer Kaleidoscope</em>.” Explain how these trends overlap. Select a trend and describe how it has contributed to more than one of these population changes. You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 3 Quiz</strong>1. Question : When a marketer at a high-tech start-up company follows blogs published by Tech-oriented research centers at major universities, what force in the marketing environment is most likely being monitored?Media trends involving publics in the macro-environment.Technology trends that could lead to opportunities or risk.Pursuit of competitive intelligence involving technology.Customer-generated information about technology options.2. Question : According to Chapter 8, why should marketers pay attention to shifts in the makeup of company groups?Because marketers strive to keep the company’s stakeholders aligned with a goal of building long-term customer relationships.Because these actors exert pressures on the company’s macro-environment.Because these groups must withstand larger societal forces with widespread influence.Because the individuals in company groups exert influence via financial communities,governmental regulation, and citizen action.3. Question : Which example illustrates a law enacted to facilitate commerce (affecting the Place aspect of the marketing mix)?1890 Sherman Antitrust Act1914 Federal Trade Commission Act1906 Federal Food and Drug Act1993 North American Free Trade Agreement4. Question : What is the first step in the segmentation process?Group products into categories with similar prices.Group buyers into potential target market segments.Develop potential market actions based on brand image and market position.Estimate potential return on investment.5. Question : In 2010, the fertility rate among Hispanics was almost 40 percent higher than the national average. To which trend listed below does this statistic relate?Increasingly diverse age/sex population distribution.Increasing variety in U.S. household types.Increasing complexity in America’s consumer population.The danger of oversimplification in generalizing about a cohort, such as females.6. Question : Which statement BEST defines Customer Relationship Management?An effective means of dealing with the reams of data that result from serving large customer markets.A marketing approach designed to increase marketing campaign performance through more efficient use of resources.A management philosophy centered on customers, supported by a data warehouse and analytic processes.A tool for aggregating customers’ demographic, geographic, and behavioral traits into unified profiles for enhanced relationship management.7. Question : Which of the following is an example of a leading macro-economic indicator?Duration of unemploymentNumber of building permits issuedTrend in average prime rateConsumer Price Index8. Question : Which answer BEST describes the foundational premise of relationship marketing?Aligning a company around its product quality requires drawing on all available customer information.Encouraging customization of products causes social bonds to form.The only way to trigger new relationships to form is through reliance on pricing incentives.Repeated contact between sellers and buyers creates relationships that can strengthen customer loyalty over time.9. Question : What sociocultural trend was mentioned in Chapter 8 in connection with increased use of experiential marketing techniques?The trend toward a “salad bowl” rather than “melting pot” nature among the American population as ethnic groups retain their cultural identities.Population shifts toward larger metro areas and their suburbs creating larger audiences for marketers’ promotional events.The trend toward individuals finding small groups with similar interests for an enhanced sense of social connection.Use of retail experiments to understand rational choice processes and use that knowledge to allay anxieties about globalization.10. Question : Which of the following is NOT one of the nine criteria for effective segmentation of markets?Is this segment a good fit with the company’s brand image and market position?Are there sufficient numbers of consumers in the segment to merit the expense?Do individuals in the segment share common needs?Is membership in the market segment recognized by competitors?<strong>BUS 330 Week 4 DQs</strong>Week 4 DQ 1 Functions of Marketing ManagementAssume you are the Marketing Manager for Target or another brand. How would you apply the four functions of the marketing management process in your role? In your answer, identify how a marketing manager might realize when it is time to focus on one function or another. You must use the text and at least one additional scholarly source.Week 4 DQ 2 Marketing PlanImagine you are consulting with a manager of a business that sells cleaning supplies to nursing homes. Your client wants to develop a marketing plan but has a small budget for marketing his business. How would you show your client the benefits of a marketing plan? If your client does not agree with your marketing strategy for his business, explain how you would respond and what approach you would use to convince the client the marketing plan can be successful. You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 4 Quiz</strong>1. Question : What media timing strategy does the following example represent? A new restaurant advertises on local radio with 40 spots per week for two weeks, followed by 20 spots per week every other week for the next twelve weeks.ContinualPulseFront-loadedSeasonal2. Question : Which of the following statements was discussed in Chapter 9 as a benefit of developing and following a written marketing plan?The company can better decide how to allocate budget dollars across various marketing, finance, and operations tactics.The firm is better prepared to measure effectiveness of its sales force management.The company finds it easier to improve with each iteration of its strategic marketing plan.The organization is better prepared to use the Task-Objective approach to developing the marketing plan.3. Question : What typically differentiates a marketing plan intended for an internal audience from one written for potential investors?A plan prepared for potential investors will contain more information designed to build confidence in the company’s capacity to succeed.A plan prepared for an internal audience is likely to include more sections on financial performance.A plan prepared for an external audience, such as potential investors, will include more description of the marketing environment and the product/brand.A plan prepared for an internal audience is more likely to be a formal written document designed to track accountability for follow-through.4. Question : Which answer BEST describes the use of the BCG Matrix as an input to business strategy?Use of the BCG Matrix helps corporate planners know when to develop distinct corporate strategies for separate SBUs.Use of the BCG Matrix analytic helps marketers assess growth potential among the assets in its business portfolio.Use of the BCG Matrix helps an organization improve its product line management over time through iterative planning cycles.Use of the BCG Matrix assigns SBUs, products, or brands to quadrants based on the amount of cash it requires.5. Question : What is missing from the following media goal statement? “Advertising in printing trade journals will create increased awareness of PrinTower’s variable data printing equipment.”Selection of specific media vehicles in which advertising will run.Estimate of spending required to increase awareness among the target audience.Description of the desired target audience by firmographic variables.A measurable statement of a desired outcome to aid calculation of ROMI.6. Question : Why is analysis important to the business function of marketing management?Analysis helps a firm allocate resources appropriately to control its projects, people, and ideas.Analysis helps define the role, mission, and objectives for which each department is responsible.Analysis uncovers meaningful information that guides marketers toward strategies that leverage internal strengths and external market opportunities.Analysis breaks relevant data into its component parts for examination and evaluation.7. Question : Why should marketers emphasize consistency of marketing communications across all message channels?Because consumers assemble their own information from the media environment around them.Because few marketers are well-equipped to function in the “push-and-pull” communication modelBecause Integrated Marketing Communications requires a tightly-controlled outbound cross- functional marketing program.Because media convergence has created an environment in which more marketing communications are blocked.8. Question : Which terms describe the market-product strategy in the following example? The manufacturer ofZukes™ all-natural dog-training treats brings to market a clicker device for training dogs.Market penetrationProduct DevelopmentMarket developmentDiversification9. Question : What measure of campaign performance does the following example represent? Calluniverse sends a text message to its high-usage segment of customers, offering a free phone upgrade on contract renewal. The call to action is “Reply *mynewphone to agree to this offer.”Sales effectCommunications effectValue deliverySales and communications effect10. Question : What strategic similarity exists between the Question Marks of the BCG Matrix and the Diversification strategy in Ansoff’s Matrix?Both always require the most investment of the four strategies in their groups.Both are likely to receive less marketing support due to their inherent risks.Both represent an opportunity to leverage a company’s strengths in the marketplace.Both carry the risk of drawing companies into areas in which they have little expertise.<strong>BUS 330 Week 5 Final Paper</strong>The Final Paper should demonstrate understanding of the reading assignments as well as the implications of new knowledge. The eight- to ten-page paper should integrate readings and class discussions into work and life experience. It may include explanation and examples from previous experience as well as implications for future application.Assuming the role of Marketing Manager, select a product that is sold in the United States and has sales opportunities in a foreign market. Apply your critical thinking skills and the knowledge you have acquired throughout this course and address the following in your Final Paper:1. Describe the product by analyzing its customer value equation as it relates to the four utilities of customer value.2. Explain how the marketing process will be applied to the promotion of the product you’ve selected. How would you develop, execute, and measure a campaign for this product?3. Applying your knowledge of the four p’s of the marketing mix, describe how you would apply the segmentation, targeting, and positioning (STP) approach to market the product, and how you might incorporate the Customer Relationship Management (CRM) philosophy into your marketing program.4. Analyze and explain the major environmental factors and trends in those countries that might affect sales of the product?5. Who are currently the largest customers of the product in its home market, and who would be its likely customers abroad?6. Analyze the competition of the product category in the foreign market you’ve identified. Describe the nature of competition in that product category.7. Describe the U.S. and international ethical marketing considerations.<strong>BUS 330 Week 5 DQs</strong>Week 5 DQ 1 Corporate Social ResponsibilityThe BP and Toyota cases concern companies that acted in ways that would clearly cause harm to the public and/or the planet. To do so, individuals at many levels played a part. If you worked in the marketing department of BP or Toyota, explain your department’s responsibility related to these issues. You must use the text and at least one additional scholarly source.Week 5 DQ 2 Marketing Ethics and ChildrenDescribe ethical considerations with regard to marketing to children. When the marketers’ pitch includes a cause component, such as a breakfast cereal that promises to provide breakfasts to undernourished school children, explain whether this is ethical or unethical marketing.  You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 5 Quiz</strong>1. Question : The marketing field has received criticism for the negative impact of its practices on certain populations. Which of the following was NOT among the affected groups discussed in Chapter 10?InvestorsBusinessesConsumersSociety at large2. Question : Which of the following statements does NOT summarize the point of an example given in Chapter 10 about the ethical requirements of employees toward their employers?Taking initiative to improve a process can be good for an individual’s career but detract value for his employer.When a corporation’s behavior is divorced from the brand image it strives to convey, customer longevity will likely result.When channel partner relationships reflect opportunism, conflict, or unfairness, the outcome may enhance the entire supply-chain.Marketers should avoid greenwashing—communicating deceptively about a company’s environmental practices.3. Question : What advantage of transparency that applies to the employee-employer relationship was discussed in Chapter 10?Both employee and employer can make use of deceptive tactics and optional disclosure of their motivations.When transparency becomes the widely-accepted norm, consumers have a harder time identifying and interpreting the commercial intent of messages.Employees and employers are less inclined to give full measure of effort to meeting the terms of the employment contract.Employees and employers are better able to find a suitable match of values when both behave with transparency.4. Question : Which marketing practice listed here was NOT included in the discussion of unacceptable practices inChapter 10?Identity theftDiscriminationInvasion of privacyManipulation of vulnerable consumers5. Question : Which statement BEST describes the advertising industry’s position on marketing to children?Marketers must limit their use of advertainment in broadcast and online channels.Marketers must include a component of social marketing in their promotions to children, such as Mattel’s Monster High “cool to be kind” campaign.Parents are responsible for blocking collection of personal data from their children who use online games and mobile phone apps.Marketers must gain trust through honesty, while parents must accept responsibility for their children’s media habits. (The answer can be found in Section 10.1: "Responsibility to the Public" in Principles of Marketing)6. Question : Which of the following lists was presented in Chapter 10 as a possible organizational structure for advertising gencies?Strategy, creative, engineering, and quantitative.Paid, earned, owned, and shared.Catalysts, connectors, strategists, and creators.Interactive design, social marketing, quantitative analysis, and account manager.7. Question : Which of the following answers BEST summarizes the view of Professor Don Schultz on individuals’preparation for the role of Chief Marketing Officer (CMO)?Today’s organization should assume that the knowledge, skills, and abilities their CMOs have today are adequate to meet tomorrow’s demands.All marketing concepts have evolved from ideas developed in business, so marketing curricula at the college level should only incorporate sources from business disciplines.Too many of today’s CMOs are not showing up prepared to succeed and should therefore participate in professional organizations.Marketing practice is moving toward more quantitative methodology, but CMOs are not educating themselves in this area as effectively as they might.8. Question : Why are unacceptable marketing practices difficult to control with laws, according to Chapter 10?Marketers constantly search for new means to attract consumers’ attention, meaning their practices evolve too rapidly for legislation to keep up.Marketers operate in local, regional, national, and global markets, making the appropriate jurisdiction difficult to establish.The marketing and advertising industries have brought lobby efforts to bear against state and federal lawmakers, constraining effective legislation.The marketing and advertising industries prefer self-regulation through alliances like theChildren’s Advertising Review Unit.9. Question : Which of the following was NOT discussed in Chapter 10 as an area of opportunity for marketers?Governmental social marketingCorporate marketing departmentsAdvertising agenciesEntrepreneurship10. Question : The marketing function of a business returns value to its owners and investors. Which of the following examples illustrates that value generated?A business underwrites a weekly news show on public television that features a debate between editorial columnists with differing political views.A governmental agency launches an anti-obesity campaign that encourages individuals to enroll in workplace weight-loss support groups.A business fields a survey designed to assess brand awareness both before and after a marketing campaign. The post-campaign survey showed a 7 percent increase in brand loyalty.A font company pays for product placements in an independent film about typography, allowing the film to achieve distribution through art schools and reach more type enthusiasts.
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<strong>BUS 330 Week 1 DQs</strong>Week 1 DQ 1 Role of the Marketing FunctionWhat is the role of the marketing function in business?In 200 to 250 words, explain the role of the marketing function. What are some activities of the marketing department? Explain how the marketing function determines customer value. Respond to at least two of your classmates’ posts.Week 1 DQ 2 Products and ServicesIt can be harder to sell an intangible service than a tangible product. After reading Chapter 3 of the text, pick one of the cells in Table 3.4: “Service Classifications” and name a service offered in that class—for example, business remodeling service under consulting and operations. In 200 to 250 words, describe a service in your chosen category in terms of the four ways a service is different from a product—its intangibility, inseparability, variability, and perishability. Propose a solution for sale that could be used as a point of competitive differentiation in a marketing campaign.<strong>BUS 330 Week 1 Journal Learning Reflection</strong>Learning ReflectionThink for a moment about the last product you purchased. What was the product?  What is the brand name of the product? How would you describe the customer for this product?  What is the product’s closest brand competitor?  Explain why you chose this brand rather than the competitor’s brand.  How did the marketing for the product influence your purchase?Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.<strong>BUS 330 Week 1 Quiz</strong>1. Question : Consumer products are typically classified based on how people shop; products for businesses are classified based on how the product will be used. How many categories exist in each classification?Five categories each of consumer products and business products.Seven categories of consumer products and four categories of business products.Three categories of consumer products and seven categories of business products.Four categories of consumer products and seven categories of business products.2. Question : The Marketing Era could be most identified withrecognition that demand could be manipulated through promotional activity.the rise of market research as a discipline.the prevailing belief that “a good product will sell itself.”increasing focus on applying concepts from behavioral sciences like psychology to understand consumer motivation.3. Question : Starbucks Coffee introduces a Decaf version of their existing regular Christmas Blend coffee during the holiday season. Which of the following terms does this example BEST illustrate?CannibalizationPrototype testPlanned obsolescenceLine extension4. Question : Which of the following examples illustrates the fundamental marketing insight that people make purchases not to possess goods or services, but to derive the benefits that possession delivers?Georgia, facing a job interview, decides to purchase a new outfit so that she feels confident in her appearance at the meeting.Betsy continues to visit the same hair stylist she has used for 20 years, even though the stylist’s prices have increased dramatically while her styling skill has not.Josh needs to replenish cleaning supplies for his job as a janitor. Rather than comparison- shop, he simply visits the store nearest his workplace.Roger wants to buy a home theater system but, because his apartment is small and so is his budget, he decides not to make the purchase.5. Question : The fundamental reason for undertaking a Situation Analysis is toSelect among several proposed strategies to respond to innovation by a competitor.Develop a promotional campaign designed to gain repeat business from past customers.Document a marketing strategy’s long-range objectives in a written plan.Find a suitable pairing between potential customers’ needs and the company’s innatestrengths.6. Question : Which of the following BEST describes the Internal Analysis planning tool?A framework for finding an achievable strategy based on competitive opportunities that can be seen in the external marketplace.A review of an organization focused on factors in the micro-environment and the macro- environment.A comprehensive business process that articulates formalized, top-down strategic planning on a regular cycle.A review of an organization's strengths and weaknesses focused on factors within its domain.7. Question : Two information needs make campaign measurement necessary. Which answer includes both?Provide a trackable call to action, and assure each campaign component is executed as planned.Provide inputs to subsequent marketing strategy, and prove the marketing department’s contribution to the organization.Demonstrate the marketing department’s contribution to the organization, and provide the system of data elements to drive one-to-one campaigns.Provide inputs to subsequent marketing strategy, and prove the success of past campaign strategy.8. Question : What goal does the “Place” strategy as part of the Marketing Mix aim to accomplish?Delivering service utility via form and function at a specific price.Defining the range within which an offering’s prices must be placed deliver value.Getting the right goods to the right place and in the right quantity.Undertaking environmental marketing to create demand, meeting customers where they are.9. Question : Lands’ End, the clothing company, offers an unconditional guarantee that reads, “If you’re not satisfied with any item, simply return it to us at any time for an exchange or refund of its purchase price.” Which category of product strategy does this example illustrate?SupportBrandingQualityPackaging10. Question : When Lady Gaga released her album “Born This Way” and consumer response overwhelmedAmazon’s servers, what aspect of the marketing process was involved?Campaign MonitoringCampaign DevelopmentMarket ResearchChannel Adjustment<strong>BUS 330 Week 2 DQs</strong>Week 2 DQ 1 Product Life CycleBy having an understanding of the product life cycle, businesspeople can make savvy marketing choices. What is a popular item today that you’ve seen go through the product life cycle? Explain the characteristics for each phase of the product’s life cycle. How can each phase of the life cycle impact the product’s brand? You must use the text and at least one additional scholarly source.Week 2 DQ 2 Product Usage CategoriesVisit Minimus.biz (Follow the link located in required resources), a company specializing in individually-sized products. Review the different product categories along the left navigation panel of the home page.  How might these items be combined to create a usage group like a “convention survival package” or “campers’ kit”? Explain the reason for your choice.Which items, if purchased, might create complementary demand for another item in the line? Explain how it might accomplish this?Which items might substitute for another item?  Why did you choose that substitute and how might it affect demand?<strong>BUS 330 Week 2 Journal Learning Reflection</strong>Learning ReflectionHow would you apply the four p’s to a service? Choose a service you use. What is the service? What is the name of the business that delivers the service? Describe the role of the four p’s in the company’s marketing for that service.<strong>BUS 330 Week 2 Quiz</strong>1. Question : What reason was given to explain the emergence of Fair Trade as a business model for importers?Opportunity to reach less-saturated markets.Consumers’ desire for meaningful engagement.Expansion of the middle class.Ability to reduce risk from difficult-to-foresee threats.2. Question : Which of the following examples BEST illustrates a permanent pricing strategy that uses reductions from base price?Placing sale signs near one third of the merchandise on display.Offering a discount for customers who pay cash.Posting prices ending in 9.Changing prices as supplies of goods fluctuate.3. Question : When an intermediary in the distribution channel takes ownership of items, what is the impact on others in the supply chain?Other supply chain partners must undertake value-adding activities to convert inputs to outputs.The channel partner selling the items must generate transaction records, such as invoices and packing slips.The channel partner taking ownership must generate demand through retailer supports, such as product display materials.Other channel partners competing for that sale must create incentives to stimulate retail demand.4. Question : Which statement BEST describes the strategic objective of volume maximization?To generate as much profit (revenue) as possible in the near term.To generate as much sales volume as possible over time.To generate as much sales volume as possible in the near term.To generate as much profit as possible over the life of an offering.5. Question : When price sensitivity differs among customers in different market segments, which type of pricing strategy gains in importance?Modified pricing strategyVariable pricing strategyDiffering price variablesShort-term variability6. Question : The term “reference pricing” refers toThe price consumers typically have in mind when they consider a fair exchange for the value offered by a specific good or service.The average price point consumers will calculate when researching a specific good or service.The practice by sellers of posting competitors’ prices or offering a blanket promise to matchother sellers’ prices.The value customers assign based on their expectations of customer service and post-sale support in addition to product features.7. Question : Which answer BEST describes outbound licensing as a business model?A business in U.S. contracts with a business in India for exclusive rights to market its products in the U.S.A business in U.S. contracts with a business in the U.S. for exclusive rights to market its products in India.A business in India contracts with inventors in the U.S. to develop new products to distribute in India.A business in U.S. contracts with a business in India for exclusive rights to market its products in South America.8. Question : What information does the, break-even analysis contribute to a pricing decision?The price above which demand for an item will decrease significantly.The cost below which sales of an item cannot yield a profit.The variable (incremental) cost, on average, of each unit sold.The fixed percentage that must be added to an item to arrive at its selling price.9. Question : Which of the following examples best illustrates “inelastic demand’?A business traveler encounters rain on the way to his meeting; finding umbrellas priced at $25 but plastic ponchos for $10, he chooses the latter.A young man hopes to buy a DVD of a favorite movie but finds the movie available only on video cassettes, which he buys, in spite of its lower quality.A vacationer becomes thirsty while touring Wally World. Finding Wally Water at $2 a bottle for sale, the same price as soft drinks, she purchases a Diet Sprite.A business traveler discovers he has forgotten to bring deodorant and he pays the high price for a travel-size deodorant product in the hotel’s gift shop.10. Question : Which of the following examples BEST illustrates the impact of product strategy on pricing?As smartphones gain consumer adoption in the market, the sales of Sony’s Flip video camera go down, even though its technical capacities are excellent; the company ceases to offer the camera.A major appliance retailer raises prices on all seasonal products, such as snow blowers and lawn mowers, maintaining the incremental difference between prices for each.A theater group sets the price of its tickets based upon the price of competing cultural offerings during the same time period.Sundance Cinema introduces an improved movie experience by eliminating pre-movie advertising and allowing advance seat reservations, successfully charging higher ticket prices.<strong> BUS 330 Week 3 Written Assignment</strong> The dramatic population growth underway in China and India is currently dominated by the young. Trends toward western-style consumption are underway in both nations. Given the emphasis on the youth market in the US over the last 60 years (ever since the baby boom), what can you predict for marketers in these newly youth-oriented consumer economies, as they follow the same path?Guided Response:What products and services will interest these new youth markets?Compare and contrast the micro- and macro-environmental forces that can influence the marketing strategies for these products and services.Will marketers in these countries use similar marketing strategies to influence this group or will their strategies be different from Western-based consumption marketers? Explain your reasoning.What opportunity for U.S. companies might you foresee? Support your reasoning.This assignment is designed to assess your critical thinking, problem solving, and communication skills. Your paper will be graded for its clarity, relevance, coherence, logic, and depth.<strong>BUS 330 Week 3 DQs</strong>Week 3 DQ 1 Customer Relationship ManagementChoose a water park or other vacation destination. Create a hypothetical marketing campaign that uses what you’ve learned about the CRM approach. Describe how you might apply insights about developing long-lasting relationships with customers to retain or reactivate past visitors. You must use the text and at least one additional scholarly source.Week 3 DQ 2 Demographics and TrendsAppraise the three trends described by <em>American Demographics</em> as “<em>America the Crowded</em>.” “<em>The Mighty Mature Market</em>,” and “<em>The Consumer Kaleidoscope</em>.” Explain how these trends overlap. Select a trend and describe how it has contributed to more than one of these population changes. You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 3 Quiz</strong>1. Question : When a marketer at a high-tech start-up company follows blogs published by Tech-oriented research centers at major universities, what force in the marketing environment is most likely being monitored?Media trends involving publics in the macro-environment.Technology trends that could lead to opportunities or risk.Pursuit of competitive intelligence involving technology.Customer-generated information about technology options.2. Question : According to Chapter 8, why should marketers pay attention to shifts in the makeup of company groups?Because marketers strive to keep the company’s stakeholders aligned with a goal of building long-term customer relationships.Because these actors exert pressures on the company’s macro-environment.Because these groups must withstand larger societal forces with widespread influence.Because the individuals in company groups exert influence via financial communities,governmental regulation, and citizen action.3. Question : Which example illustrates a law enacted to facilitate commerce (affecting the Place aspect of the marketing mix)?1890 Sherman Antitrust Act1914 Federal Trade Commission Act1906 Federal Food and Drug Act1993 North American Free Trade Agreement4. Question : What is the first step in the segmentation process?Group products into categories with similar prices.Group buyers into potential target market segments.Develop potential market actions based on brand image and market position.Estimate potential return on investment.5. Question : In 2010, the fertility rate among Hispanics was almost 40 percent higher than the national average. To which trend listed below does this statistic relate?Increasingly diverse age/sex population distribution.Increasing variety in U.S. household types.Increasing complexity in America’s consumer population.The danger of oversimplification in generalizing about a cohort, such as females.6. Question : Which statement BEST defines Customer Relationship Management?An effective means of dealing with the reams of data that result from serving large customer markets.A marketing approach designed to increase marketing campaign performance through more efficient use of resources.A management philosophy centered on customers, supported by a data warehouse and analytic processes.A tool for aggregating customers’ demographic, geographic, and behavioral traits into unified profiles for enhanced relationship management.7. Question : Which of the following is an example of a leading macro-economic indicator?Duration of unemploymentNumber of building permits issuedTrend in average prime rateConsumer Price Index8. Question : Which answer BEST describes the foundational premise of relationship marketing?Aligning a company around its product quality requires drawing on all available customer information.Encouraging customization of products causes social bonds to form.The only way to trigger new relationships to form is through reliance on pricing incentives.Repeated contact between sellers and buyers creates relationships that can strengthen customer loyalty over time.9. Question : What sociocultural trend was mentioned in Chapter 8 in connection with increased use of experiential marketing techniques?The trend toward a “salad bowl” rather than “melting pot” nature among the American population as ethnic groups retain their cultural identities.Population shifts toward larger metro areas and their suburbs creating larger audiences for marketers’ promotional events.The trend toward individuals finding small groups with similar interests for an enhanced sense of social connection.Use of retail experiments to understand rational choice processes and use that knowledge to allay anxieties about globalization.10. Question : Which of the following is NOT one of the nine criteria for effective segmentation of markets?Is this segment a good fit with the company’s brand image and market position?Are there sufficient numbers of consumers in the segment to merit the expense?Do individuals in the segment share common needs?Is membership in the market segment recognized by competitors?<strong>BUS 330 Week 4 DQs</strong>Week 4 DQ 1 Functions of Marketing ManagementAssume you are the Marketing Manager for Target or another brand. How would you apply the four functions of the marketing management process in your role? In your answer, identify how a marketing manager might realize when it is time to focus on one function or another. You must use the text and at least one additional scholarly source.Week 4 DQ 2 Marketing PlanImagine you are consulting with a manager of a business that sells cleaning supplies to nursing homes. Your client wants to develop a marketing plan but has a small budget for marketing his business. How would you show your client the benefits of a marketing plan? If your client does not agree with your marketing strategy for his business, explain how you would respond and what approach you would use to convince the client the marketing plan can be successful. You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 4 Quiz</strong>1. Question : What media timing strategy does the following example represent? A new restaurant advertises on local radio with 40 spots per week for two weeks, followed by 20 spots per week every other week for the next twelve weeks.ContinualPulseFront-loadedSeasonal2. Question : Which of the following statements was discussed in Chapter 9 as a benefit of developing and following a written marketing plan?The company can better decide how to allocate budget dollars across various marketing, finance, and operations tactics.The firm is better prepared to measure effectiveness of its sales force management.The company finds it easier to improve with each iteration of its strategic marketing plan.The organization is better prepared to use the Task-Objective approach to developing the marketing plan.3. Question : What typically differentiates a marketing plan intended for an internal audience from one written for potential investors?A plan prepared for potential investors will contain more information designed to build confidence in the company’s capacity to succeed.A plan prepared for an internal audience is likely to include more sections on financial performance.A plan prepared for an external audience, such as potential investors, will include more description of the marketing environment and the product/brand.A plan prepared for an internal audience is more likely to be a formal written document designed to track accountability for follow-through.4. Question : Which answer BEST describes the use of the BCG Matrix as an input to business strategy?Use of the BCG Matrix helps corporate planners know when to develop distinct corporate strategies for separate SBUs.Use of the BCG Matrix analytic helps marketers assess growth potential among the assets in its business portfolio.Use of the BCG Matrix helps an organization improve its product line management over time through iterative planning cycles.Use of the BCG Matrix assigns SBUs, products, or brands to quadrants based on the amount of cash it requires.5. Question : What is missing from the following media goal statement? “Advertising in printing trade journals will create increased awareness of PrinTower’s variable data printing equipment.”Selection of specific media vehicles in which advertising will run.Estimate of spending required to increase awareness among the target audience.Description of the desired target audience by firmographic variables.A measurable statement of a desired outcome to aid calculation of ROMI.6. Question : Why is analysis important to the business function of marketing management?Analysis helps a firm allocate resources appropriately to control its projects, people, and ideas.Analysis helps define the role, mission, and objectives for which each department is responsible.Analysis uncovers meaningful information that guides marketers toward strategies that leverage internal strengths and external market opportunities.Analysis breaks relevant data into its component parts for examination and evaluation.7. Question : Why should marketers emphasize consistency of marketing communications across all message channels?Because consumers assemble their own information from the media environment around them.Because few marketers are well-equipped to function in the “push-and-pull” communication modelBecause Integrated Marketing Communications requires a tightly-controlled outbound cross- functional marketing program.Because media convergence has created an environment in which more marketing communications are blocked.8. Question : Which terms describe the market-product strategy in the following example? The manufacturer ofZukes™ all-natural dog-training treats brings to market a clicker device for training dogs.Market penetrationProduct DevelopmentMarket developmentDiversification9. Question : What measure of campaign performance does the following example represent? Calluniverse sends a text message to its high-usage segment of customers, offering a free phone upgrade on contract renewal. The call to action is “Reply *mynewphone to agree to this offer.”Sales effectCommunications effectValue deliverySales and communications effect10. Question : What strategic similarity exists between the Question Marks of the BCG Matrix and the Diversification strategy in Ansoff’s Matrix?Both always require the most investment of the four strategies in their groups.Both are likely to receive less marketing support due to their inherent risks.Both represent an opportunity to leverage a company’s strengths in the marketplace.Both carry the risk of drawing companies into areas in which they have little expertise.<strong>BUS 330 Week 5 Final Paper</strong>The Final Paper should demonstrate understanding of the reading assignments as well as the implications of new knowledge. The eight- to ten-page paper should integrate readings and class discussions into work and life experience. It may include explanation and examples from previous experience as well as implications for future application.Assuming the role of Marketing Manager, select a product that is sold in the United States and has sales opportunities in a foreign market. Apply your critical thinking skills and the knowledge you have acquired throughout this course and address the following in your Final Paper:1. Describe the product by analyzing its customer value equation as it relates to the four utilities of customer value.2. Explain how the marketing process will be applied to the promotion of the product you’ve selected. How would you develop, execute, and measure a campaign for this product?3. Applying your knowledge of the four p’s of the marketing mix, describe how you would apply the segmentation, targeting, and positioning (STP) approach to market the product, and how you might incorporate the Customer Relationship Management (CRM) philosophy into your marketing program.4. Analyze and explain the major environmental factors and trends in those countries that might affect sales of the product?5. Who are currently the largest customers of the product in its home market, and who would be its likely customers abroad?6. Analyze the competition of the product category in the foreign market you’ve identified. Describe the nature of competition in that product category.7. Describe the U.S. and international ethical marketing considerations.<strong>BUS 330 Week 5 DQs</strong>Week 5 DQ 1 Corporate Social ResponsibilityThe BP and Toyota cases concern companies that acted in ways that would clearly cause harm to the public and/or the planet. To do so, individuals at many levels played a part. If you worked in the marketing department of BP or Toyota, explain your department’s responsibility related to these issues. You must use the text and at least one additional scholarly source.Week 5 DQ 2 Marketing Ethics and ChildrenDescribe ethical considerations with regard to marketing to children. When the marketers’ pitch includes a cause component, such as a breakfast cereal that promises to provide breakfasts to undernourished school children, explain whether this is ethical or unethical marketing.  You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 5 Quiz</strong>1. Question : The marketing field has received criticism for the negative impact of its practices on certain populations. Which of the following was NOT among the affected groups discussed in Chapter 10?InvestorsBusinessesConsumersSociety at large2. Question : Which of the following statements does NOT summarize the point of an example given in Chapter 10 about the ethical requirements of employees toward their employers?Taking initiative to improve a process can be good for an individual’s career but detract value for his employer.When a corporation’s behavior is divorced from the brand image it strives to convey, customer longevity will likely result.When channel partner relationships reflect opportunism, conflict, or unfairness, the outcome may enhance the entire supply-chain.Marketers should avoid greenwashing—communicating deceptively about a company’s environmental practices.3. Question : What advantage of transparency that applies to the employee-employer relationship was discussed in Chapter 10?Both employee and employer can make use of deceptive tactics and optional disclosure of their motivations.When transparency becomes the widely-accepted norm, consumers have a harder time identifying and interpreting the commercial intent of messages.Employees and employers are less inclined to give full measure of effort to meeting the terms of the employment contract.Employees and employers are better able to find a suitable match of values when both behave with transparency.4. Question : Which marketing practice listed here was NOT included in the discussion of unacceptable practices inChapter 10?Identity theftDiscriminationInvasion of privacyManipulation of vulnerable consumers5. Question : Which statement BEST describes the advertising industry’s position on marketing to children?Marketers must limit their use of advertainment in broadcast and online channels.Marketers must include a component of social marketing in their promotions to children, such as Mattel’s Monster High “cool to be kind” campaign.Parents are responsible for blocking collection of personal data from their children who use online games and mobile phone apps.Marketers must gain trust through honesty, while parents must accept responsibility for their children’s media habits. (The answer can be found in Section 10.1: "Responsibility to the Public" in Principles of Marketing)6. Question : Which of the following lists was presented in Chapter 10 as a possible organizational structure for advertising gencies?Strategy, creative, engineering, and quantitative.Paid, earned, owned, and shared.Catalysts, connectors, strategists, and creators.Interactive design, social marketing, quantitative analysis, and account manager.7. Question : Which of the following answers BEST summarizes the view of Professor Don Schultz on individuals’preparation for the role of Chief Marketing Officer (CMO)?Today’s organization should assume that the knowledge, skills, and abilities their CMOs have today are adequate to meet tomorrow’s demands.All marketing concepts have evolved from ideas developed in business, so marketing curricula at the college level should only incorporate sources from business disciplines.Too many of today’s CMOs are not showing up prepared to succeed and should therefore participate in professional organizations.Marketing practice is moving toward more quantitative methodology, but CMOs are not educating themselves in this area as effectively as they might.8. Question : Why are unacceptable marketing practices difficult to control with laws, according to Chapter 10?Marketers constantly search for new means to attract consumers’ attention, meaning their practices evolve too rapidly for legislation to keep up.Marketers operate in local, regional, national, and global markets, making the appropriate jurisdiction difficult to establish.The marketing and advertising industries have brought lobby efforts to bear against state and federal lawmakers, constraining effective legislation.The marketing and advertising industries prefer self-regulation through alliances like theChildren’s Advertising Review Unit.9. Question : Which of the following was NOT discussed in Chapter 10 as an area of opportunity for marketers?Governmental social marketingCorporate marketing departmentsAdvertising agenciesEntrepreneurship10. Question : The marketing function of a business returns value to its owners and investors. Which of the following examples illustrates that value generated?A business underwrites a weekly news show on public television that features a debate between editorial columnists with differing political views.A governmental agency launches an anti-obesity campaign that encourages individuals to enroll in workplace weight-loss support groups.A business fields a survey designed to assess brand awareness both before and after a marketing campaign. The post-campaign survey showed a 7 percent increase in brand loyalty.A font company pays for product placements in an independent film about typography, allowing the film to achieve distribution through art schools and reach more type enthusiasts.
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<strong>BUS 330 Week 1 DQs</strong>Week 1 DQ 1 Role of the Marketing FunctionWhat is the role of the marketing function in business?In 200 to 250 words, explain the role of the marketing function. What are some activities of the marketing department? Explain how the marketing function determines customer value. Respond to at least two of your classmates’ posts.Week 1 DQ 2 Products and ServicesIt can be harder to sell an intangible service than a tangible product. After reading Chapter 3 of the text, pick one of the cells in Table 3.4: “Service Classifications” and name a service offered in that class—for example, business remodeling service under consulting and operations. In 200 to 250 words, describe a service in your chosen category in terms of the four ways a service is different from a product—its intangibility, inseparability, variability, and perishability. Propose a solution for sale that could be used as a point of competitive differentiation in a marketing campaign.<strong>BUS 330 Week 1 Journal Learning Reflection</strong>Learning ReflectionThink for a moment about the last product you purchased. What was the product?  What is the brand name of the product? How would you describe the customer for this product?  What is the product’s closest brand competitor?  Explain why you chose this brand rather than the competitor’s brand.  How did the marketing for the product influence your purchase?Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.<strong>BUS 330 Week 1 Quiz</strong>1. Question : Consumer products are typically classified based on how people shop; products for businesses are classified based on how the product will be used. How many categories exist in each classification?Five categories each of consumer products and business products.Seven categories of consumer products and four categories of business products.Three categories of consumer products and seven categories of business products.Four categories of consumer products and seven categories of business products.2. Question : The Marketing Era could be most identified withrecognition that demand could be manipulated through promotional activity.the rise of market research as a discipline.the prevailing belief that “a good product will sell itself.”increasing focus on applying concepts from behavioral sciences like psychology to understand consumer motivation.3. Question : Starbucks Coffee introduces a Decaf version of their existing regular Christmas Blend coffee during the holiday season. Which of the following terms does this example BEST illustrate?CannibalizationPrototype testPlanned obsolescenceLine extension4. Question : Which of the following examples illustrates the fundamental marketing insight that people make purchases not to possess goods or services, but to derive the benefits that possession delivers?Georgia, facing a job interview, decides to purchase a new outfit so that she feels confident in her appearance at the meeting.Betsy continues to visit the same hair stylist she has used for 20 years, even though the stylist’s prices have increased dramatically while her styling skill has not.Josh needs to replenish cleaning supplies for his job as a janitor. Rather than comparison- shop, he simply visits the store nearest his workplace.Roger wants to buy a home theater system but, because his apartment is small and so is his budget, he decides not to make the purchase.5. Question : The fundamental reason for undertaking a Situation Analysis is toSelect among several proposed strategies to respond to innovation by a competitor.Develop a promotional campaign designed to gain repeat business from past customers.Document a marketing strategy’s long-range objectives in a written plan.Find a suitable pairing between potential customers’ needs and the company’s innatestrengths.6. Question : Which of the following BEST describes the Internal Analysis planning tool?A framework for finding an achievable strategy based on competitive opportunities that can be seen in the external marketplace.A review of an organization focused on factors in the micro-environment and the macro- environment.A comprehensive business process that articulates formalized, top-down strategic planning on a regular cycle.A review of an organization's strengths and weaknesses focused on factors within its domain.7. Question : Two information needs make campaign measurement necessary. Which answer includes both?Provide a trackable call to action, and assure each campaign component is executed as planned.Provide inputs to subsequent marketing strategy, and prove the marketing department’s contribution to the organization.Demonstrate the marketing department’s contribution to the organization, and provide the system of data elements to drive one-to-one campaigns.Provide inputs to subsequent marketing strategy, and prove the success of past campaign strategy.8. Question : What goal does the “Place” strategy as part of the Marketing Mix aim to accomplish?Delivering service utility via form and function at a specific price.Defining the range within which an offering’s prices must be placed deliver value.Getting the right goods to the right place and in the right quantity.Undertaking environmental marketing to create demand, meeting customers where they are.9. Question : Lands’ End, the clothing company, offers an unconditional guarantee that reads, “If you’re not satisfied with any item, simply return it to us at any time for an exchange or refund of its purchase price.” Which category of product strategy does this example illustrate?SupportBrandingQualityPackaging10. Question : When Lady Gaga released her album “Born This Way” and consumer response overwhelmedAmazon’s servers, what aspect of the marketing process was involved?Campaign MonitoringCampaign DevelopmentMarket ResearchChannel Adjustment<strong>BUS 330 Week 2 DQs</strong>Week 2 DQ 1 Product Life CycleBy having an understanding of the product life cycle, businesspeople can make savvy marketing choices. What is a popular item today that you’ve seen go through the product life cycle? Explain the characteristics for each phase of the product’s life cycle. How can each phase of the life cycle impact the product’s brand? You must use the text and at least one additional scholarly source.Week 2 DQ 2 Product Usage CategoriesVisit Minimus.biz (Follow the link located in required resources), a company specializing in individually-sized products. Review the different product categories along the left navigation panel of the home page.  How might these items be combined to create a usage group like a “convention survival package” or “campers’ kit”? Explain the reason for your choice.Which items, if purchased, might create complementary demand for another item in the line? Explain how it might accomplish this?Which items might substitute for another item?  Why did you choose that substitute and how might it affect demand?<strong>BUS 330 Week 2 Journal Learning Reflection</strong>Learning ReflectionHow would you apply the four p’s to a service? Choose a service you use. What is the service? What is the name of the business that delivers the service? Describe the role of the four p’s in the company’s marketing for that service.<strong>BUS 330 Week 2 Quiz</strong>1. Question : What reason was given to explain the emergence of Fair Trade as a business model for importers?Opportunity to reach less-saturated markets.Consumers’ desire for meaningful engagement.Expansion of the middle class.Ability to reduce risk from difficult-to-foresee threats.2. Question : Which of the following examples BEST illustrates a permanent pricing strategy that uses reductions from base price?Placing sale signs near one third of the merchandise on display.Offering a discount for customers who pay cash.Posting prices ending in 9.Changing prices as supplies of goods fluctuate.3. Question : When an intermediary in the distribution channel takes ownership of items, what is the impact on others in the supply chain?Other supply chain partners must undertake value-adding activities to convert inputs to outputs.The channel partner selling the items must generate transaction records, such as invoices and packing slips.The channel partner taking ownership must generate demand through retailer supports, such as product display materials.Other channel partners competing for that sale must create incentives to stimulate retail demand.4. Question : Which statement BEST describes the strategic objective of volume maximization?To generate as much profit (revenue) as possible in the near term.To generate as much sales volume as possible over time.To generate as much sales volume as possible in the near term.To generate as much profit as possible over the life of an offering.5. Question : When price sensitivity differs among customers in different market segments, which type of pricing strategy gains in importance?Modified pricing strategyVariable pricing strategyDiffering price variablesShort-term variability6. Question : The term “reference pricing” refers toThe price consumers typically have in mind when they consider a fair exchange for the value offered by a specific good or service.The average price point consumers will calculate when researching a specific good or service.The practice by sellers of posting competitors’ prices or offering a blanket promise to matchother sellers’ prices.The value customers assign based on their expectations of customer service and post-sale support in addition to product features.7. Question : Which answer BEST describes outbound licensing as a business model?A business in U.S. contracts with a business in India for exclusive rights to market its products in the U.S.A business in U.S. contracts with a business in the U.S. for exclusive rights to market its products in India.A business in India contracts with inventors in the U.S. to develop new products to distribute in India.A business in U.S. contracts with a business in India for exclusive rights to market its products in South America.8. Question : What information does the, break-even analysis contribute to a pricing decision?The price above which demand for an item will decrease significantly.The cost below which sales of an item cannot yield a profit.The variable (incremental) cost, on average, of each unit sold.The fixed percentage that must be added to an item to arrive at its selling price.9. Question : Which of the following examples best illustrates “inelastic demand’?A business traveler encounters rain on the way to his meeting; finding umbrellas priced at $25 but plastic ponchos for $10, he chooses the latter.A young man hopes to buy a DVD of a favorite movie but finds the movie available only on video cassettes, which he buys, in spite of its lower quality.A vacationer becomes thirsty while touring Wally World. Finding Wally Water at $2 a bottle for sale, the same price as soft drinks, she purchases a Diet Sprite.A business traveler discovers he has forgotten to bring deodorant and he pays the high price for a travel-size deodorant product in the hotel’s gift shop.10. Question : Which of the following examples BEST illustrates the impact of product strategy on pricing?As smartphones gain consumer adoption in the market, the sales of Sony’s Flip video camera go down, even though its technical capacities are excellent; the company ceases to offer the camera.A major appliance retailer raises prices on all seasonal products, such as snow blowers and lawn mowers, maintaining the incremental difference between prices for each.A theater group sets the price of its tickets based upon the price of competing cultural offerings during the same time period.Sundance Cinema introduces an improved movie experience by eliminating pre-movie advertising and allowing advance seat reservations, successfully charging higher ticket prices.<strong> BUS 330 Week 3 Written Assignment</strong> The dramatic population growth underway in China and India is currently dominated by the young. Trends toward western-style consumption are underway in both nations. Given the emphasis on the youth market in the US over the last 60 years (ever since the baby boom), what can you predict for marketers in these newly youth-oriented consumer economies, as they follow the same path?Guided Response:What products and services will interest these new youth markets?Compare and contrast the micro- and macro-environmental forces that can influence the marketing strategies for these products and services.Will marketers in these countries use similar marketing strategies to influence this group or will their strategies be different from Western-based consumption marketers? Explain your reasoning.What opportunity for U.S. companies might you foresee? Support your reasoning.This assignment is designed to assess your critical thinking, problem solving, and communication skills. Your paper will be graded for its clarity, relevance, coherence, logic, and depth.<strong>BUS 330 Week 3 DQs</strong>Week 3 DQ 1 Customer Relationship ManagementChoose a water park or other vacation destination. Create a hypothetical marketing campaign that uses what you’ve learned about the CRM approach. Describe how you might apply insights about developing long-lasting relationships with customers to retain or reactivate past visitors. You must use the text and at least one additional scholarly source.Week 3 DQ 2 Demographics and TrendsAppraise the three trends described by <em>American Demographics</em> as “<em>America the Crowded</em>.” “<em>The Mighty Mature Market</em>,” and “<em>The Consumer Kaleidoscope</em>.” Explain how these trends overlap. Select a trend and describe how it has contributed to more than one of these population changes. You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 3 Quiz</strong>1. Question : When a marketer at a high-tech start-up company follows blogs published by Tech-oriented research centers at major universities, what force in the marketing environment is most likely being monitored?Media trends involving publics in the macro-environment.Technology trends that could lead to opportunities or risk.Pursuit of competitive intelligence involving technology.Customer-generated information about technology options.2. Question : According to Chapter 8, why should marketers pay attention to shifts in the makeup of company groups?Because marketers strive to keep the company’s stakeholders aligned with a goal of building long-term customer relationships.Because these actors exert pressures on the company’s macro-environment.Because these groups must withstand larger societal forces with widespread influence.Because the individuals in company groups exert influence via financial communities,governmental regulation, and citizen action.3. Question : Which example illustrates a law enacted to facilitate commerce (affecting the Place aspect of the marketing mix)?1890 Sherman Antitrust Act1914 Federal Trade Commission Act1906 Federal Food and Drug Act1993 North American Free Trade Agreement4. Question : What is the first step in the segmentation process?Group products into categories with similar prices.Group buyers into potential target market segments.Develop potential market actions based on brand image and market position.Estimate potential return on investment.5. Question : In 2010, the fertility rate among Hispanics was almost 40 percent higher than the national average. To which trend listed below does this statistic relate?Increasingly diverse age/sex population distribution.Increasing variety in U.S. household types.Increasing complexity in America’s consumer population.The danger of oversimplification in generalizing about a cohort, such as females.6. Question : Which statement BEST defines Customer Relationship Management?An effective means of dealing with the reams of data that result from serving large customer markets.A marketing approach designed to increase marketing campaign performance through more efficient use of resources.A management philosophy centered on customers, supported by a data warehouse and analytic processes.A tool for aggregating customers’ demographic, geographic, and behavioral traits into unified profiles for enhanced relationship management.7. Question : Which of the following is an example of a leading macro-economic indicator?Duration of unemploymentNumber of building permits issuedTrend in average prime rateConsumer Price Index8. Question : Which answer BEST describes the foundational premise of relationship marketing?Aligning a company around its product quality requires drawing on all available customer information.Encouraging customization of products causes social bonds to form.The only way to trigger new relationships to form is through reliance on pricing incentives.Repeated contact between sellers and buyers creates relationships that can strengthen customer loyalty over time.9. Question : What sociocultural trend was mentioned in Chapter 8 in connection with increased use of experiential marketing techniques?The trend toward a “salad bowl” rather than “melting pot” nature among the American population as ethnic groups retain their cultural identities.Population shifts toward larger metro areas and their suburbs creating larger audiences for marketers’ promotional events.The trend toward individuals finding small groups with similar interests for an enhanced sense of social connection.Use of retail experiments to understand rational choice processes and use that knowledge to allay anxieties about globalization.10. Question : Which of the following is NOT one of the nine criteria for effective segmentation of markets?Is this segment a good fit with the company’s brand image and market position?Are there sufficient numbers of consumers in the segment to merit the expense?Do individuals in the segment share common needs?Is membership in the market segment recognized by competitors?<strong>BUS 330 Week 4 DQs</strong>Week 4 DQ 1 Functions of Marketing ManagementAssume you are the Marketing Manager for Target or another brand. How would you apply the four functions of the marketing management process in your role? In your answer, identify how a marketing manager might realize when it is time to focus on one function or another. You must use the text and at least one additional scholarly source.Week 4 DQ 2 Marketing PlanImagine you are consulting with a manager of a business that sells cleaning supplies to nursing homes. Your client wants to develop a marketing plan but has a small budget for marketing his business. How would you show your client the benefits of a marketing plan? If your client does not agree with your marketing strategy for his business, explain how you would respond and what approach you would use to convince the client the marketing plan can be successful. You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 4 Quiz</strong>1. Question : What media timing strategy does the following example represent? A new restaurant advertises on local radio with 40 spots per week for two weeks, followed by 20 spots per week every other week for the next twelve weeks.ContinualPulseFront-loadedSeasonal2. Question : Which of the following statements was discussed in Chapter 9 as a benefit of developing and following a written marketing plan?The company can better decide how to allocate budget dollars across various marketing, finance, and operations tactics.The firm is better prepared to measure effectiveness of its sales force management.The company finds it easier to improve with each iteration of its strategic marketing plan.The organization is better prepared to use the Task-Objective approach to developing the marketing plan.3. Question : What typically differentiates a marketing plan intended for an internal audience from one written for potential investors?A plan prepared for potential investors will contain more information designed to build confidence in the company’s capacity to succeed.A plan prepared for an internal audience is likely to include more sections on financial performance.A plan prepared for an external audience, such as potential investors, will include more description of the marketing environment and the product/brand.A plan prepared for an internal audience is more likely to be a formal written document designed to track accountability for follow-through.4. Question : Which answer BEST describes the use of the BCG Matrix as an input to business strategy?Use of the BCG Matrix helps corporate planners know when to develop distinct corporate strategies for separate SBUs.Use of the BCG Matrix analytic helps marketers assess growth potential among the assets in its business portfolio.Use of the BCG Matrix helps an organization improve its product line management over time through iterative planning cycles.Use of the BCG Matrix assigns SBUs, products, or brands to quadrants based on the amount of cash it requires.5. Question : What is missing from the following media goal statement? “Advertising in printing trade journals will create increased awareness of PrinTower’s variable data printing equipment.”Selection of specific media vehicles in which advertising will run.Estimate of spending required to increase awareness among the target audience.Description of the desired target audience by firmographic variables.A measurable statement of a desired outcome to aid calculation of ROMI.6. Question : Why is analysis important to the business function of marketing management?Analysis helps a firm allocate resources appropriately to control its projects, people, and ideas.Analysis helps define the role, mission, and objectives for which each department is responsible.Analysis uncovers meaningful information that guides marketers toward strategies that leverage internal strengths and external market opportunities.Analysis breaks relevant data into its component parts for examination and evaluation.7. Question : Why should marketers emphasize consistency of marketing communications across all message channels?Because consumers assemble their own information from the media environment around them.Because few marketers are well-equipped to function in the “push-and-pull” communication modelBecause Integrated Marketing Communications requires a tightly-controlled outbound cross- functional marketing program.Because media convergence has created an environment in which more marketing communications are blocked.8. Question : Which terms describe the market-product strategy in the following example? The manufacturer ofZukes™ all-natural dog-training treats brings to market a clicker device for training dogs.Market penetrationProduct DevelopmentMarket developmentDiversification9. Question : What measure of campaign performance does the following example represent? Calluniverse sends a text message to its high-usage segment of customers, offering a free phone upgrade on contract renewal. The call to action is “Reply *mynewphone to agree to this offer.”Sales effectCommunications effectValue deliverySales and communications effect10. Question : What strategic similarity exists between the Question Marks of the BCG Matrix and the Diversification strategy in Ansoff’s Matrix?Both always require the most investment of the four strategies in their groups.Both are likely to receive less marketing support due to their inherent risks.Both represent an opportunity to leverage a company’s strengths in the marketplace.Both carry the risk of drawing companies into areas in which they have little expertise.<strong>BUS 330 Week 5 Final Paper</strong>The Final Paper should demonstrate understanding of the reading assignments as well as the implications of new knowledge. The eight- to ten-page paper should integrate readings and class discussions into work and life experience. It may include explanation and examples from previous experience as well as implications for future application.Assuming the role of Marketing Manager, select a product that is sold in the United States and has sales opportunities in a foreign market. Apply your critical thinking skills and the knowledge you have acquired throughout this course and address the following in your Final Paper:1. Describe the product by analyzing its customer value equation as it relates to the four utilities of customer value.2. Explain how the marketing process will be applied to the promotion of the product you’ve selected. How would you develop, execute, and measure a campaign for this product?3. Applying your knowledge of the four p’s of the marketing mix, describe how you would apply the segmentation, targeting, and positioning (STP) approach to market the product, and how you might incorporate the Customer Relationship Management (CRM) philosophy into your marketing program.4. Analyze and explain the major environmental factors and trends in those countries that might affect sales of the product?5. Who are currently the largest customers of the product in its home market, and who would be its likely customers abroad?6. Analyze the competition of the product category in the foreign market you’ve identified. Describe the nature of competition in that product category.7. Describe the U.S. and international ethical marketing considerations.<strong>BUS 330 Week 5 DQs</strong>Week 5 DQ 1 Corporate Social ResponsibilityThe BP and Toyota cases concern companies that acted in ways that would clearly cause harm to the public and/or the planet. To do so, individuals at many levels played a part. If you worked in the marketing department of BP or Toyota, explain your department’s responsibility related to these issues. You must use the text and at least one additional scholarly source.Week 5 DQ 2 Marketing Ethics and ChildrenDescribe ethical considerations with regard to marketing to children. When the marketers’ pitch includes a cause component, such as a breakfast cereal that promises to provide breakfasts to undernourished school children, explain whether this is ethical or unethical marketing.  You must use the text and at least one additional scholarly source.<strong>BUS 330 Week 5 Quiz</strong>1. Question : The marketing field has received criticism for the negative impact of its practices on certain populations. Which of the following was NOT among the affected groups discussed in Chapter 10?InvestorsBusinessesConsumersSociety at large2. Question : Which of the following statements does NOT summarize the point of an example given in Chapter 10 about the ethical requirements of employees toward their employers?Taking initiative to improve a process can be good for an individual’s career but detract value for his employer.When a corporation’s behavior is divorced from the brand image it strives to convey, customer longevity will likely result.When channel partner relationships reflect opportunism, conflict, or unfairness, the outcome may enhance the entire supply-chain.Marketers should avoid greenwashing—communicating deceptively about a company’s environmental practices.3. Question : What advantage of transparency that applies to the employee-employer relationship was discussed in Chapter 10?Both employee and employer can make use of deceptive tactics and optional disclosure of their motivations.When transparency becomes the widely-accepted norm, consumers have a harder time identifying and interpreting the commercial intent of messages.Employees and employers are less inclined to give full measure of effort to meeting the terms of the employment contract.Employees and employers are better able to find a suitable match of values when both behave with transparency.4. Question : Which marketing practice listed here was NOT included in the discussion of unacceptable practices inChapter 10?Identity theftDiscriminationInvasion of privacyManipulation of vulnerable consumers5. Question : Which statement BEST describes the advertising industry’s position on marketing to children?Marketers must limit their use of advertainment in broadcast and online channels.Marketers must include a component of social marketing in their promotions to children, such as Mattel’s Monster High “cool to be kind” campaign.Parents are responsible for blocking collection of personal data from their children who use online games and mobile phone apps.Marketers must gain trust through honesty, while parents must accept responsibility for their children’s media habits. (The answer can be found in Section 10.1: "Responsibility to the Public" in Principles of Marketing)6. Question : Which of the following lists was presented in Chapter 10 as a possible organizational structure for advertising gencies?Strategy, creative, engineering, and quantitative.Paid, earned, owned, and shared.Catalysts, connectors, strategists, and creators.Interactive design, social marketing, quantitative analysis, and account manager.7. Question : Which of the following answers BEST summarizes the view of Professor Don Schultz on individuals’preparation for the role of Chief Marketing Officer (CMO)?Today’s organization should assume that the knowledge, skills, and abilities their CMOs have today are adequate to meet tomorrow’s demands.All marketing concepts have evolved from ideas developed in business, so marketing curricula at the college level should only incorporate sources from business disciplines.Too many of today’s CMOs are not showing up prepared to succeed and should therefore participate in professional organizations.Marketing practice is moving toward more quantitative methodology, but CMOs are not educating themselves in this area as effectively as they might.8. Question : Why are unacceptable marketing practices difficult to control with laws, according to Chapter 10?Marketers constantly search for new means to attract consumers’ attention, meaning their practices evolve too rapidly for legislation to keep up.Marketers operate in local, regional, national, and global markets, making the appropriate jurisdiction difficult to establish.The marketing and advertising industries have brought lobby efforts to bear against state and federal lawmakers, constraining effective legislation.The marketing and advertising industries prefer self-regulation through alliances like theChildren’s Advertising Review Unit.9. Question : Which of the following was NOT discussed in Chapter 10 as an area of opportunity for marketers?Governmental social marketingCorporate marketing departmentsAdvertising agenciesEntrepreneurship10. Question : The marketing function of a business returns value to its owners and investors. Which of the following examples illustrates that value generated?A business underwrites a weekly news show on public television that features a debate between editorial columnists with differing political views.A governmental agency launches an anti-obesity campaign that encourages individuals to enroll in workplace weight-loss support groups.A business fields a survey designed to assess brand awareness both before and after a marketing campaign. The post-campaign survey showed a 7 percent increase in brand loyalty.A font company pays for product placements in an independent film about typography, allowing the film to achieve distribution through art schools and reach more type enthusiasts.
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