MKTG C212 Marketing C212 (Template) – Cohort Version Your Name Here Date A1. New Products and Services (Day One, Two, and Three) Propose 2 new products or services the
company can sell or offer to a global market. We strongly recommend students select one foreign country to focus their responses on. o Review: Marketing Chapter 1 “An
Overview of Strategic Marketing” Read the following supplemental article: Defonseka, C. (2013). Marketing: The all-important tool for a successful business. Canadian
Manager, 38(2), 8-9. Read the following supplemental article: Queich, J. (2009). In Praise of Marketing. Harvard Business School: Working Knowledge. View the following
supplemental video: “Fundamentals of Marketing Basics (Part 1)”. o Review: Marketing Chapter 11 “Product Concepts” Read the following supplemental article: Matthews,
A., David, F., & Aroy, J. (2011). Ahead of the Curve: Managing Product Lifecycle. Read the following supplemental article: Credle, S. (2013). Lots and Lots of Choices
– No More Time. Adweek, 54-(40), 35. View the following supplemental video: “The Five Competitive Forces That Shape Strategy”. View the following supplemental video:
“Michael Porter on Competitiveness”. o Review: Marketing Chapter 12 “Developing and Managing Products” o Review: Marketing Chapter 13 “Services Marketing” o Review:
Marketing Chapter 14 “Branding and Packaging” Identify need and existing global market (provide a logical discussion of 3 research methods from the chapter readings
the candidate used to determine that there is both a need as well as an existing global market for the products and/or services). The product or service selected must
generate a profit for the organization. o Review: Marketing Strategy Chapter 3 “Collecting and Analyzing Marketing Information” o Review: Marketing Chapter 5 “Market
Research and Information System” o Review: Marketing Chapter 6 “Target Markets: Segmentation and Evaluation” Read the following supplemental article: “10 Questions to
Ask Before Determining Your Target Market”. Read the following supplemental article: “Five Recommendations for Using Existing Segmentation Online”. Read the following
supplemental article: “Get on Target”. Read the following supplemental article: “Precious Bundles of Insight”. Read the following supplemental article: “How to Narrow
Your Target Market”. View the following supplemental video: “Target Markets: Segmentation and Evaluation”. o Review: Marketing Chapter 8 “Business Markets and Buying
Behavior” Competitive Advantage (provide a logical explanation of 1 competitive advantage to the company that will be attained by offering each new product and/or
service to a global market) o Review: Marketing Chapter 2 “Planning, Implementing, and Evaluating Marketing Strategies” Read the following supplemental article:
“Getting the Marketing Mix Right”. View the following supplemental video: “Best Marketing Strategy Ever! Steve Jobs Think Different/Crazy One Speech (with real
subtitles)”. View the following supplemental video: “Effective Marketing Strategies”. o Review Marketing Strategy Chapter 4 “Developing Competitive Advantage and
Strategic Focus” and complete the following activities: Review section 4-6a (“Lessons from Chapter 4”) Review section 4-6b (“Questions for Discussion”) Read the
following supplemental article: “How Corporate Learning Drives Competitive Advantage” Risks in Product/Service Launch (provide a logical discussion of 2 inherent risks
associated with launching the new products and/or services in a global market and how to minimize these risks.) oReview: Marketing Chapter 15 “Marketing Channels and
Supply-Chain Management” Read the following supplemental article: Blanchard, D. (2011). Marketing Could Be Your Demand Chain’s Weakest Link Industry Week/IW, 260(1),
48-49. View the following supplemental video: Adidas on reshaping the supply chain for consumer-direct business oReview: Marketing Chapter 9 “Reaching Global Markets”
A2. Customer Relationship Management (CRM) (Day Four and Five) CRM System (Name and provide a logical discussion of the customer relationship management software
system you prescribe/recommend to track product or service inquiries and sales) o Review: Marketing Chapter 5 “Marketing Research and Information Systems” Read the
following supplemental article: Rigby, D., Reichhled, F., & Dawson, C. (2013). Winning Customer Loyalty is the Key to a Winning CRM Strategy. View the following
supplemental video: “Martha Rogers: Customer Relationship Management (CRM) Strategy Expert and Keynote Speaker” View the following supplemental video: “The Ultimate
Question: Earn the Loyalty of Your Customers” (Franklin Covey). o Review Marketing Strategy Chapter 5 “Customers, Segmentation, and Target Marketing” and complete the
following activities: Review section 5-6a (“Lessons from Chapter 5”) Review section 5-6b (“Questions for Discussion”) CRM Practices (explain how the information
generated by the CRM software will be used to continue to drive CRM practices and track sales in a global market). o Review: Marketing Chapter 7 “Consumer Buying
Behavior” Read the following supplemental article: Krell, E. (2005). The 6 Most Overlooked Customer Touch Points. Read the following supplemental article: Polla, A.
(2013). Where the Shoppers Are: Mass Beauty, Retail Evolves. Global Cosmetic Industry, 181(7), 34-37. View the following supplemental video: “The Job to be Done”. o
Review Marketing Strategy Chapter 10 “Developing and Maintaining Long Term Customer Relationships” and complete the following activities: Review section 10-4a
(“Lessons from Chapter 10”) Review section 10-4b (“Questions for Discussion”) A3. Distribution Channels (Day Four and Five) Distribution Channel (Name and discuss at
least 1 distribution channel for the 2 new products and/or services in a global market.) Key Considerations (Name and analyze at least 2 key considerations for
entering a global market – e.g. regional trade alliances, agreements, environmental forces, etc.). oReview: Marketing Chapter 9 “Reaching Global Markets” Read the
following supplemental article: Carr, M. (2013). Global Expansion and the Need for an Effective Distribution Channel Strategy. View the following supplemental video:
“How Companies Break Into Emerging Markets”. Supply Chain (Describe your global supply chain and analyze how it may impact the product or service). oReview: Marketing
Chapter 15 “Marketing Channels and Supply-Chain Management” Read the following supplemental article: Blanchard, D. (2011). Marketing Could Be Your Demand Chain’s
Weakest Link Industry Week/IW, 260(1), 48-49. View the following supplemental video: “Adidas on reshaping the supply chain for consumer-directed business”. o Review
Marketing Strategy Chapter 6 “The Marketing Program” and complete the following activities: Review section 6-3 Review section 6-6a (“Lessons from Chapter 6”) Review
section 6-6b (“Questions for Discussion”) A4 . Pricing Strategy (Day Six) Pricing Strategy (Name and discuss a major pricing strategy (i.e. cost plus pricing,
competition-based pricing, break-even-based pricing, penetration-based pricing, premium pricing) aligned to your products and/or services’ position within the overall
market strategy of the global market place. o Review: Marketing Chapter 20 “Pricing Concepts” o Review: Marketing Chapter 21 “Setting Prices” Read the following
supplemental article: Baumgarten, J., Bushnell, O., & Vidal, D. (2010). Pricing: The ‘Value Meal’ Approach. Read the following supplemental article: Tesseras, L.
(2013). Directions to gain a comparative advantage. Marketing Week (01419285), 3. Costs (identify and discuss costs associated with developing and launching the new
products and/or services. Provide dollar figure examples of your costs). Acceptance (evaluate and discuss consumer acceptance of the price set for the new products
and/or services). Competitor Prices (evaluate competitor prices for similar products and/or services. Provide dollar figure examples of prices.). A5. Promotional
Strategy (Day Seven and Eight) Promotional Strategy (discuss the promotional strategy you will use to promote your products and/or services in a global market). List
Channels – minimum of two for each (identify 2 mass media and 2 social media channels you would use to promote your new products and/or services in a global market). o
Review: Marketing Chapter 4 “Social Responsibility and Ethics in Marketing” o Review: Marketing Chapter 10 “Digital Marketing and Social Networking” Read the following
supplemental article: “SEO, Social Media and Digital Marketing—Don’t Be a Dinosaur” View the following supplemental video: “The Future of Online Digital Marketing
2012-2015″. Justification (provide a logical justification of why you selected those channels based on market segmentation). o Review: Marketing Chapter 17 “Integrated
Marketing Communications” Read the following supplemental article: Liodice, Bob. (2008)). Essentials for Integrated Marketing. Read the following supplemental article:
“Why Integrated Marketing Communications Is More Important Than Ever”. Read the following supplemental article: “Integrated Marketing Success Stories.” View the
following supplemental video: “Integrated Marketing Communications and Changing Technologies”. View the following supplemental video: “Integrated Marketing
Communications: Big Idea versus Big Data at SES New York”. Sales Promotion (Name and discuss 2 sales promotion activities – e.g. coupons, games, contests, sweepstakes
– you would use to promote your new products and/or services in a global market). o Review: Marketing Chapter 18 “Advertising and Public Relations” View the following
supplemental video: “Branding in Relation to Marketing, Public Relations & Advertising”. View the following supplemental video: “Market Trust: Build Your Brand and
Reputation”. o Review: Marketing Chapter 19 “Personal Selling and Sales Promotion” Read the following supplemental article: “Gardner, L. (2013). Are you sure you
understand the basics of successful selling? American Salesman, 58(3), 3-6”. References (Provide 3-4 references with in-text citations formatted in APA Style to
support your discussions above) Paper is typically 8-10 pages in length. Write in complete sentences and paragraphs. The marketing plan should be written in Identify
need and existing global market (provide a logical discussion of 3 research methods from the chapter readings the candidate used to determine that there is both a need
as well as an existing global market for the products and/or services).The product or service selected must generate a profit for the organization.
