Defining Marketing – Discussion

Module 1: Defining Marketing – Discussion

Many non-profit organizations such as universities, churches, government agencies, and charities, are using marketing techniques very similar to the ones used by traditional businesses. Do you approve of this, and are there any issues related to this practice that you would like to raise?

Module 2: The Customer – Discussion

Does marketing convince consumers to develop new desires about products and services they do not need or does it just identify and respond to pre-existing consumer needs? Explain your answer.

Module 3: Business Market – Discussion

Read the article “Needing the Unnecessary” by James B. Twitchell. (The article is easily found by conducting an Internet search using the words in the title.) How is luxury defined? Do you agree with this definition and with the role of luxury in society?

Module 4: Brand Equity – Discussion
What is the difficulty in measuring the brand equity of a brand like Coca-Cola?
Module 5: The Product – Discussion

Marketing is the same regardless of whether it is for a service/good or e-commerce/brick-and-mortar: it is about research to identify target markets in which you can brand a product and create a competitive advantage. Do you agree with this statement? Support your position.

Module 6: Price – Discussion
Can we use the concept of price elasticity to identify a brand’s competitors? How would that work?

Module 7: Marketing Communications – Discussion

You want to introduce a new product. You already have a successful brand in a different product category than the new product you plan to introduce. You are contemplating using the same brand name (brand extension) for the new product. What factors should you consider before making this decision?

Module 8: Global Marketing – Discussion

Review all group reports and comment on one key strategic move that led to each competitor’s success or demise. Please substantiate your answer.

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