Module 1 Discussions: Strategic Marketing
Read Jensch, J. (2013). Strategic marketing-Developing a corporate brand platform.
The strategic marketing platform also includes decisions related to segmentation, targeting, and positioning.
Explain how each of these concepts apply to marketing Extra Strength Tylenol.
Module 2 Discussions: Branding
View the slide show on brand personality at https://www.slideshare.net/sjhus/brand-personality-presentation
How would you characterize the brand personality of the Chevrolet Volt, GM's entry in the electric car market?
How might that personality be projected in the Volt's advertising campaign?
Module 3 Discussions: Inventory Management
Read Kokemuller, N. (n.d.) Advantages and disadvantages of just-in-time inventory. Houston Chronicle.
Briefly review the positive and negative aspects of just-in-time inventory management.
Would this be a good concept to utilize in furniture retailing? Why or why not?
Module 4 Discussions: Promotion Strategy
Review the following articles:
Push and pull marketing strategies (n.d.). Marketing made simple.
Riley, J. (2012). Promotion - Push & pull strategies.
Under what circumstances would you advocate a promotion strategy that depended more on personal selling (push) than advertising (pull)?
Would this be a good strategy to utilize in furniture marketing? Why or why not?
Module 5 Discussions: Pricing Strategy
Read Mealey, L. (2013). How to price your restaurant menu.
Assume you are about open a 50-seat restaurant in the central business district of a mid-sized city. There are at least 20 eating places within 3 blocks of your location, including McDonald's, several mid-priced ethnic restaurants, a brewpub, and 2 establishments with gourmet aspirations. You've chosen an "American Family" concept featuring comfort food, homemade pie, and daily soup specials. A common pricing model for restaurants is to price at 3 times food costs. However, upscale restaurants commonly use 2 times food costs and mass market chains tend toward 4 times food costs.
Can you explain these differences?
Where do you see your restaurant's pricing model? Explain.
Suppose the food cost of meatloaf dinner (including a green salad, potato, vegetable, pie, and coffee totaled $4.69. What would your menu price be?
Suppose now that this meatloaf dinner were featured as your "daily special." Would that make a difference? Explain.