A1. New Product and !er"ice Propoe new 2 product or er"ice t#e compan$ can ell or o%er · to a glo&al market. 'e trongl$ recommend tudent elect one oreign countr$ to ocu t#eir repone on.
o Review: Marketing Chapter 1 “An Overview of Strategic Marketing” § Read the following supplemental article: efonseka! C" #$%1&'" Marketing:
(he all important tool for a successful )usiness" Canadian Manager ! &*#$'! *+," § Read the following supplemental article: -ueich! ." #$%%,'" /n 0raise of Marketing" arvard 2usiness School: 3orking 4nowledge" § 5iew the following supplemental video: “6undamentals of Marketing 2asics
#0art 1'”"
o Review: Marketing Chapter 11 “0roduct Concepts” § Read the following supplemental article: Matthews! A"! avid! 6"! 7 Aro8! ."
#$%11'" Ahead of the Curve: Managing 0roduct 9ifec8cle" § Read the following supplemental article: Credle! S" #$%1&'" 9ots and 9ots of
Choices ;o More (ime" Adweek ! <=+#=%'! &<" § 5iew the following supplemental video: “(he 6ive Competitive 6orces (hat
Shape Strateg8”" § 5iew the following supplemental video: “Michael 0orter on Competitiveness”"
o Review: Marketing Chapter 1$ “eveloping and Managing 0roducts”
o Review: Marketing Chapter 1& “Services Marketing”
o Review: Marketing Chapter 1= “2randing and 0ackaging”
· denti$ need and e*iting glo&al market #provide a logical discussion of & research methods the candidate determined that there is )oth a need as well as an e>isting glo)al market for the products and?or services'" T#e product or er"ice elected mut generate a pro+t or t#e organi,ation"
o Review: Marketing Strateg8 Chapter & “Collecting and Anal8@ing Marketing /nformation” o Review: Marketing Chapter < “Market Research and /nformation S8stems” o Review: Bvaluation”
Marketing Chapter “(arget Markets: Segmentation and
§ Read the following supplemental article: “1% -uestions to Ask 2efore
etermining our (arget Market”" § Read the following supplemental article: “6ive Recommendations for Dsing B>isting Segmentation Online"” § Read the following supplemental article: “Eet on (arget"” § Read the following supplemental article: “0recious 2undles of /nsight"” § Read the following supplemental article: “ow to ;arrow our (arget
Market”" § 5iew the following supplemental video: “(arget Markets: Segmentation and
Bvaluation”"
o Review: Marketing Chapter * “2usiness Markets and 2u8ing 2ehavior”
Competiti"e Ad"antage #provide a logical e>planation of 1 competitive · advantage to the compan8 that will )e attained )8 oFering each new product and?or service to a glo)al market'
o Review: Marketing Chapter $ “0lanning! /mplementing! and Bvaluating Marketing Strategies” § Read the following supplemental article: “Eetting the Marketing Mi> Right”" § 5iew the following supplemental video: “2est Marketing Strateg8 BverG Steve
.o)s (hink iFerent?Cra@8 One Speech #with real su)titles'”" § 5iew the following supplemental video: “BFective Marketing Strategies”"
o Review Marketing Strateg8 Chapter = “eveloping Competitive Advantage and Strategic 6ocus” and complete the following activities:
§ Review section =+a #“9essons from Chapter =”' § Review section =+) #“-uestions for iscussion”' § Read the following supplemental article: “ow Corporate 9earning rives
Competitive Advantage”
-ik in Product!er"ice /aunc# #provide a logical discussion of $ · inherent risk#s' associated with launching the new products and?or services in a glo)al market and how to minimi@e these risks"'
o Review: Marketing Chapter 1< “Marketing Channels and Suppl8+Chain Management” § Read the following supplemental article: 2lanchard! " #$%11'" Marketing
Could 2e our emand ChainHs 3eakest 9ink Industry Week/IW ! $%#1'! =*+=," § 5iew the following supplemental video: Adidas on reshaping the suppl8 chain
for consumer+direct )usiness
o Review: Marketing Chapter , “Reaching Elo)al Markets”
A2. Cutomer -elation#ip Management (C-M)
C-M !$tem #;ame and provide a logical discussion of the customer · relationship management software s8stem 8ou prescri)e?recommend to track product and?or service inIuiries and sales'
o Review: Marketing Chapter < “Marketing Research and /nformation S8stems” § Read the following supplemental article: Rig)8! "! Reichhled! 6"! 7 awson!
C" #$%1&'" 3inning Customer 9o8alt8 is the 4e8 to a 3inning CRM Strateg8" § 5iew the following supplemental video: “Martha Rogers: Customer
Relationship Management #CRM' Strateg8 B>pert and 4e8note Speaker” § 5iew the following supplemental video: J(he Dltimate -uestion: Barn the
9o8alt8 of our CustomersJ #6ranklin Cove8'"
o Review Marketing Strateg8 Chapter < “Customers! Segmentation! and (arget Marketing” and complete the following activities: § Review section <+a #“9essons from Chapter <”' § Review section <+) #“-uestions for iscussion”'
C-M Practice #e>plain how the information generated )8 the CRM · software will )e used to continue to drive CRM practices and track sales in a glo)al market'"
o Review: Marketing Chapter K “Consumer 2u8ing 2ehavior” § Read the following supplemental article: 4rell! B" #$%%<'" (he Most
Overlooked Customer (ouch 0oints" § Read the following supplemental article: Shoppers
0olla! A" #$%1&'" 3here the
Are: Mass 2eaut8! Retail Bvolves" Elo)al Cosmetic /ndustr8! 1*1#K'! &=+&K" § 5iew the following supplemental video: “(he .o) to )e oneJ"
o Review Marketing Strateg8 Chapter 1% “eveloping and Maintaining 9ong (erm Customer Relationships” and complete the following activities: § Review section 1%+=a #“9essons from Chapter 1%”' § Review section 1%+=) #“-uestions for iscussion”'
A0. Ditri&ution C#annel
· Ditri&ution C#annel #;ame and discuss at least one distri)ution channel for the $ new products and?or services in a glo)al market'
e$ Conideration #;ame and anal8@e at least two ke8 considerations · for entering a glo)al market e"g" regional trade alliances! agreements! environmental forces'"
o Review: Marketing Chapter , “Reaching Elo)al Markets” § Read the following supplemental article: Carr! M" #$%1&'" Elo)al B>pansion
and the ;eed for an BFective istri)ution Channel Strateg8" § 5iew the following supplemental video: “ow Companies 2reak /nto
Bmerging MarketsJ"
!uppl$ C#ain #escri)e 8our glo)al suppl8 chain and anal8@e it ma8 · impact the product or service'"
o Review: Marketing Chapter 1< “Marketing Channels and Suppl8+Chain Management” § Read the following supplemental article: 2lanchard! " #$%11'" Marketing
Could 2e our emand ChainLs 3eakest Link Industry Week/IW ! $%#1'! =*+=," § 5iew the following supplemental video: “Adidas on reshaping the suppl8 chain
for consumer+directed )usinessJ"
o Review Marketing Strateg8 Chapter “(he Marketing 0rogram” and complete the following activities:
§ Review section +& § Review section +a #“9essons from Chapter ”' § Review section +) #“-uestions for iscussion”'
A . Pricing !trateg$
Pricing !trateg$ #name and discuss a maor pricing strateg8 #i"e" cost · plus pricing! competition+)ased pricing! )reak+even+)ased pricing! penetration+)ased pricing! premium pricing' aligned to 8our products and?or servicesL position within the overall market strateg8 of the glo)al marketplace"
o Review: Marketing Chapter $% “0ricing Concepts” o Review: Marketing Chapter $1 “Setting 0rices” § Read the following supplemental article: 2aumgarten! ."! 2ushnell! O"! 7
5idal! " #$%1%'" 0ricing: (he H5alue MealH Approach" § Read the following supplemental article: (esseras! 9" #$%1&'" irections to
gain a comparative advantage" Marketing 3eek #%1=1,$*<'! &"
Cot #identif8 and discuss costs associated with developing and · launching the new products and?or services" 0rovide dollar Ngure e>amples of costs"'"
Acceptance #evaluate and discuss consumer acceptance of the price set · for the new products and?or services'" Competitor Price #evaluate and discuss competitor prices for similar · products and?or services" 0rovide dollar Ngure e>amples of prices'"
A3. Promotional !trateg$
Promotional !trateg$ #discuss the promotional strateg8 8ou will use to · promote 8our products and?or services in a glo)al market'"
/it C#annel 4 minimum o two or eac# #identif8 $ mass media and · $ social media channels 8ou would use to promote 8our new products and?or services in a glo)al market'"
o Review: Marketing Chapter = “Social Responsi)ilit8 and Bthics in Marketing”
o Review: Marketing Chapter 1% “igital Marketing and Social ;etworking” § Read the following supplemental article: “SBO! Social Media and igital
MarketingonLt 2e a inosaur” § 5iew the following supplemental video: “(he 6uture of Online igital
Marketing $%1$+$%1
· 5uti+cation #provide a logical ustiNcation of wh8 8ou selected those channels )ased on market segmentation'
o Review: Marketing Chapter 1K “/ntegrated Marketing Communications” § Read the following supplemental article: 9iodice! 2o)" #$%%*''" Bssentials for
/ntegrated Marketing" § Read the following supplemental article: “3h8 /ntegrated Marketing
Communications /s More /mportant (han Bver”" § Read the following supplemental article: “/ntegrated Marketing Success Stories"” § 5iew the following supplemental video: “/ntegrated Marketing
Communications and Changing (echnologies”" § 5iew the following supplemental video: “/ntegrated Marketing
Communications: 2ig /dea versus 2ig ata at SBS ;ew ork”"
!ale Promotion #;ame and discuss $ sales promotion activities e"g" · coupons! games! contests! sweepstakes 8ou would use to promote 8our new products and?or services in a glo)al market'
o Review: Marketing Chapter 1* “Advertising and 0u)lic Relations” § 5iew the following supplemental video: “2randing in Relation to Marketing!
0u)lic Relations 7 Advertising”" § 5iew the following supplemental video: “Market (rust: 2uild our 2rand and
Reputation”"
o Review: Marketing Chapter 1, “0ersonal Selling and Sales 0romotion” § Read the following supplemental article: “Eardner! 9" #$%1&'" Are 8ou sure 8ou
understand the )asics of successful sellingP American Salesman! <*#&'! &+”"
-eerence #0rovide &+= references including in+te>t citations formatted in A0A St8le to support 8our discussions a)ove' ·
0aper is t8picall8 *+1% pages in length"
3rite in complete sentences and paragraphs" (he marketing plan should · )e written in essa8 format"
