WHAT IS THE ROLE OF THE MARKETING FUNCTION IN BUSINESS?

Week 1 DQ 1 Role of the Marketing Function. What 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. Guided Response: Review several of your peers’ posts and identify activities of the marketing department they did not include in their post. Respond to at least two of your peers and provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to rethink the marketing function. DQ 2 Products and Services. It 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. Guided Response: Review several of your peers’ posts. Respond to at least two of your peers and provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to rethink the differences between services and products. Week 1 Learning Reflection Think 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. Week 2 DQ 1  Product Life Cycle. By 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. Guided Response: Review several of your peers’ posts. Respond to at least two of your peers to provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to rethink the product life cycle. DQ 2  Product Usage Categories. Visit 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? Guided Response: Review several of your peers’ posts and respond to at least two of your peers. Provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to consider other usage groups. Week 2 Learning Reflection How 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. Week 3 DQ 1 Customer Relationship Management. Choose 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. Guided Response: Review several of your peers’ posts. Respond to at least two of your peers and provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to rethink the use of CRM in a marketing campaign. DQ 2  Demographics and Trends.Appraise the three trends described byAmerican DemographicsasAmerica the Crowded,The Mighty Mature Market, andThe Consumer Kaleidoscope. 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. Week 3  Written Assignment. 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?

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