Creating customer relationships and value through marketing


Assignment:

The purpose is to keep students up-to-date with current events, encourage critical thinking and develop writing skills for communication in an online environment. Students are required to select an article from a popular press newspaper (e.g., Wall Street Journal) or magazine (e.g., Business Week) and post this article within the designated discussion forum, write a summary and comment on the article by providing a personal perspective on the situation or company and comment in a critical way. Aim for 350-500 words. The postings should focus on specific marketing issues and apply the concepts used in the related class.

Be creative. Be sure to acknowledge what specific marketing issues to which your article relates. Give your opinion on the article and describe why you find it interesting.

IMPORTANT: Business articles discussed in this post should be published on or after October 17, 2017.

Biz News Possible Concepts:

Chapter: Creating Customer Relationships and Value through Marketing

Target Market, Needs and Wants

Marketing Mix, Customer Value, Customer Value Proposition

Chapters: Marketing Planning and Strategy

SWOT analysis, diversification analysis

Market share, BCG matrix

Marketing strategy vs. tactics

Core competencies, competitive advantage, differentiation strategies (Porter)

Chapters: Environmental Scanning and Consumer Behavior (CB)

Environmental scanning, environmental forces

Purchase decision process, sources of information, types of problem solving (level of involvement), cognitive dissonance, internal and external factors influencing CB

Chapter: Marketing Research

Types of research

types of data (primary and secondary)

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Marketing Management: Creating customer relationships and value through marketing
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