Discussions
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1. Role of the Marketing Function
What is the role of the marketing function in business?
n 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.
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. Does one of these aspects suggest a solution for sale that could be used as a point of competitive differentiation in a marketing campaign?
Week One Quiz
This quiz consists of 10 questions. The amount of time the quiz will take to complete will vary by individual.
Journal
To complete the following journal entry, go to this week's Journal link in the left navigation.
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?
Required Text
1. Read the following chapters in Principles of Marketing:
1. Chapter : Marketing Fundamentals
2. Chapter : The Marketing Process
3. Chapter : The Marketing Mix: Products
Article
1. Oliver Wight Americas, Inc. (2012). New White Paper- "Marketing's Role in the Integrated Business Planning Process: An Advanced Version of Sales and Operations Planning" [Press release]. Retrieved from https://www.oliverwight-americas.com/news/marketing-role-integrated-business-planning.htm