Who are our customers? and What is our core competency?

/in /by

Establishing Organizational Mission Statements and Goals
After an organization has assessed its resources and opportunities, it can begin to establish goals and strategies to leverage them.

The goals of any organization should derive from its mission statement , a long-term view or vision of what the organization wants to become.

For instance, Starbucks’ mission, “to inspire and nurture the human spirit—one cup and one neighborhood at a time,” speaks to the company’s desire to be a gathering place in neighborhoods.

When an organization decides on its mission, it is answering two questions: Who are our customers? and What is our core competency? Although these questions appear very simple, they are two of the most important questions for any company to address.

Explain your knowledge of marketing through your application of marketing concepts to ECRH, not through general description of the concepts.

/in /by

Important note about the team project: You are creating a Marketing Plan for ECRH. There should be absolutely no generic discussion in a Marketing Plan. Every line in these team assignments should relate directly to ECRH.

Any generic marketing discussion will lower the team’s grade. Explain your knowledge of marketing through your application of marketing concepts to ECRH, not through general description of the concepts.

Describe your understanding of Warby Parker’s target market as specifically and quantitatively as possible. 

/in /by

Warby Parker
Provide answers to the questions below, using complete sentences (bulleted lists are strongly encouraged when appropriate if they are introduced or summarized using complete sentences).

When the question refers to specific topics or terms from the course content, be sure to make it obvious that you understand the concepts by identifying those parts of your answers explicitly.

The distribution of points in this section is not always equally weighted to each question but is allocated in a way that is commensurate with the scope and complexity of each question.

1. Briefly summarize the eye wear industry (especially as it was when Warby Parker entered the scene).

What barriers to entry existed for a small business?  How did Warby Parker overcome these barriers?

2.Should Warby Parker charge more for frames purchased in stores than for frames purchased online to offset the higher cost of rent and store employees? Why or why not?  Be sure to identify concepts from this course in your answer.

3.Describe your understanding of Warby Parker’s target market as specifically and quantitatively as possible.  Support your answer with your research.

Describe two pricing tactics that would be appropriate for retailers to use with this new product for their customers.

/in /by

Develop and describe at least 2 or 3 promotional activities for the Canadian Launch for this product, make sure to identify the promotional goal, which promotional type or elements its represents and explain why you have chosen those particular elements.

 Pricing objectives vs pricing strategies vs pricing tactics
a). Using all the information provided in the case study, create a pricing for the new product.

Describe which pricing strategy should be used for this product in this stage of its product life cycle. Provide two facts from the article to support your choice.

b). Describe two pricing tactics that would be appropriate for retailers to use with this new product for their customers. Again, provide your rationale for the choosing these two tactics.

 Branding strategies vs branding benefits or functions
a) Different branding strategies are introduced in the textbook: national (manufactures) brand vs Private label (Store) brands vs Generics, and secondly family vs individual brands.

explain which of these strategies “Snack Bar” is using or will use with this new product. Do you agree with these strategies? Why or why not. Explain.
Your answer here (10 -12 sentences).

b) Describe in detail the four functions of packaging used or they can use (Do not simply regurgitate theory here-tell me how this packaging specifically carries out these functions)

Consumer product classes (Chapter 10) vs New product categories (Chapter 11)
a). Describes in detail the types of consumer product classes and new product categories for the new products.

Distribution Channels vs Distribution Intensity

Describes the distribution channels that “Snack Bar” is using or can use, apply all the proper terminology presented in the textbook (i.e. Direct/Indirect) as well as the types of intermediaries being used or will use if applicable.

Discuss the relationship between Marketing and Marketing Myopia.

/in /by

Discuss the relationship between Marketing and Marketing Myopia.

Describe the evolution of Marketing in China in Times of Social Media; A Weibo And Tiktok.

/in /by

Describe the evolution of Marketing in China in Times of Social Media; A Weibo And Tiktok.

Explain (from an internal perspective) the impact and results of past marketing decisions.

/in /by

A good marketing plan details what you want to accomplish and helps you
meet your objectives. It should:

– Explain (from an internal perspective) the impact and results of past marketing
decisions.

– Explain the target market in which your business is competing.

– Set goals and provide direction for future marketing efforts that are attainable.

– Set clear, realistic, and measurable targets.

– Include deadlines for meeting those targets.

– Provide a budget for all marketing activities.

– Specify accountability and measures for all activities.

– Be a fluid document that is used, maintained, and updated as your business
grows and succeeds.

What particular skills in terms of personal selling might be important to this company in terms of launching a new product in a highly scientific therapeutic area?

/in /by

Essay question:
Describe the personal selling process ,with a focus on selling to a physician. In what instances in terms of product, does a sales representative bring the most value bring the most value?

What particular skills in terms of personal selling might be important to this company in terms of launching a new product in a highly scientific therapeutic area?

What was the blogger’s intended message? Did the discussion achieve what was intended?

/in /by

Blogs can have an influence on the popularity of a product, both positively and negatively. Organizations can use blogs as a form of Internet advertising to spread the word about their product or service. However, blogs can also do damage to a brand if a blogger posts about having a bad experience with a particular product.

Review pages 282-283 of the course text. Then search for a blog that discusses a particular brand.

Write a 1- to 2-page paper in which you identify the blog and answer the following questions

Does the blogger say positive or negative things about the product or service?

What was the blogger’s intended message? Did the discussion achieve what was intended?

Has the blogger’s message caught on? Did the blogger’s message go “viral”, or spread to other media outlets?

Was there any response or change in policy from the company?

Does the market offering provide value and customer satisfaction? If not, why not?

/in /by

According to Kotler and Armstrong (2018), marketing is “the process of engaging customers and building profitable customer relationships by creating value for customers and capturing value in return”.

Consider that, at one time, Kodak was considered a market leader in the photography industry capturing 85% of all camera sales (Kotler & Armstrong, 2018). Despite that success, Kodak fell victim to marketing myopia – focusing on a limited product line, rather than underlying customer needs and emerging market dynamics.

Discuss
In your initial discussion post, identify and describe a market offering (product, service, or experience) in the aviation industry. Who is the primary target market (recall that a customer may be an individual or business)? What need, want, or demands are fulfilled by the market offering? Does the market offering provide value and customer satisfaction? If not, why not?