Discussions
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1. Branding Debate
Take a position on one of the following statements: a) "All brands have a limited life as indicated by the product life cycle and will slip or disappear." b) "There is no reason why a successful brand can't live forever." Provide examples to support your position. Respond to at least two of your classmates' postings.
2. New Product Development
Have you ever had a need for or interest in a new product or service that you wish someone had developed? Identify what you believe could be a new product or service and why you think it would be successful. Is the product or service targeted to a particular group or would it be available to the mass market? Describe how you would test market the product or service to determine if it has commercialization potential. Respond to at least two of your classmates' postings.
Quiz
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Week Three Quiz
This quiz consists of 10 questions. The amount of time the quiz will take to complete will vary by individual.
Assignments
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Retail Stores
Visit any retail establishment of your choice in order to gain specific knowledge about the marketing activities of the operation. Provide a two- to three-page paper (not including the title or reference pages) analyzing the marketing activities of your selected retail business. The analysis should include a minimum of four of the following areas:
1. Type of outlet (convenience, shopping specialty, etc.)
2. Location - Describe reason for specific location.
3. Customer profile - Who shops there? Target market segments?
4. Unique competitive positioning - What separates them from competition?
5. Categories of products (types, quality, brand, non-brand, and assortment)
6. High, medium, low prices (e.g., high quality-high price)
7. Can products be easily competitively shopped at other retail stores?
8. How well is the store laid out - displays, etc.?
9. Are promotions consistent with image? Are special sales obvious?
10. Sales approach - aggressive, laid back, or in-between?
11. Is information available to help you? Do they hide prices?
12. Can you get answers easily from clerks?
13. Do sales people seem well trained?
14. Return policies and warranties?
Describe how the marketing activities/decisions work to enhance business success.
Be sure to use specific examples to support your analysis. You must use at least two scholarly sources, in addition to the textbook, and format your paper according to APA style guidelines as outlined in the Ashford Writing Center.