4 Customer and STP Ch 5, 6, 9 & 10 continued Cases: Major topics: -“HMI HBS #9-506-009: Hit Song Science” Segmentation, targeting Sample discussion Q: you react to “How would and positioning you were a successful HIM’s offering if (Group 5 will lead). producer?” -“Marvel” HBS #9-505-001: Sample discussion Q: long can Marvel “How enjoy the success of Spider-Man?” (Group 6 will lead). 5 Marketing Research Ch 3, 4 & 11 Brand Equity Cases: Major topics: Value of -“Steinway” HBS #9-500-028: market data, demand Sample discussion Q: you buy Steinway “Would if you were (Group forecast, brand equity 7 an investment banker?” will lead). -“Heineken” HBS #9-596-015: Sample discussion Q: a beer be a luxury “Can (Group 8 will lead). product?” 6 Marketing Mix Ch 15, 16, 19 & 21 Major topics: Product Cases: life cycle, pricing, -“Blood TB0245. Bananas” communication Sample discussion Q: you think Chiquita or “Do its managers had a (Group 9 will lead). choice?” -“Canadian Breast Cancer Foundation” W11073. Sample discussion Q: you think “Do marketing actually (Group 10 works?” will lead). 7 Applications Your group will have about 7-10 minutes to Due: Marketing present the crux of your marketing plan. A Q&A Plan session will follow. 8 Exam The exam will cover the assigned textbook chapters. It will NOT cover cases. The exam will consist of multiple choice questions and short essay questions.
4 Customer and STP continued Major topics: Segmentation, targeting and positioning Ch 5, 6, 9 & 10 Cases: -“HMI Hit Song Science” HBS #9-506-009: Sample discussion Q: “How would you react to HIM’s offering if you were a successful producer?” (Group 5 will lead). -“Marvel” HBS #9-505-001: Sample discussion Q: “How long can Marvel enjoy the success of Spider-Man?” (Group 6 will lead). 5 Marketing Research Brand Equity Major topics: Value of market data, demand forecast, brand equity Ch 3, 4 & 11 Cases: -“Steinway” HBS #9-500-028: Sample discussion Q: “Would you buy Steinway if you were an investment banker?” (Group 7 will lead). -“Heineken” HBS #9-596-015: Sample discussion Q: “Can a beer be a luxury product?” (Group 8 will lead). 6 Marketing Mix Major topics: Product life cycle, pricing, communication Ch 15, 16, 19 & 21 Cases: -“Blood Bananas” TB0245. Sample discussion Q: “Do you think Chiquita or its managers had a choice?” (Group 9 will lead). -“Canadian Breast Cancer Foundation” W11073. Sample discussion Q: “Do you think marketing actually works?” (Group 10 will lead). 7 Applications Your group will have about 7-10 minutes to present the crux of your marketing plan. A Q&A session will follow. Due: Marketing Plan 8 Exam The exam will cover the assigned textbook chapters. It will NOT cover cases. The exam will consist of multiple choice questions and short essay questions.
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