Reference no: EM131599142
Discussion 1
Role of the Marketing Function
I'll take the job!
Here's the scenario to imagine: a new 5 week marketing manager internship has opened up at each of the organizations listed below. And based on your past accomplishments (and that awesome business card), they all want you. The internship involves researching your employer's current marketing efforts and then creating a marketing plan for a new product or service that you dream up. So, the question is
- who would you choose to work for and why?
The List
Your choices span a variety of categories as well as marketing approaches. We've provided website links, so you can learn more before making a decision. You will be working with this brand throughout the course, so choose carefully.
Toms Shoes
Netflix
Dunkin' Donuts
IKEA
Mini Cooper
Red Bull
Target
Guided Response:
You're going to create a discussion post that includes the information below. See our sample post for Harley Davidson (which is not one of your choices).
1. The brand you've selected to do your marketing internship with
Choose from the list above
2. The reasons you selected the brand you did
Give at least two reasons. No right and wrong answers here!
3. A link to a representative tweet from your brand
That you believe captures their brand essence
See the step-by-step tutorial on how to find a tweet and copy the link .
4. The answers to these questions about your brand's unique selling proposition
How would you describe your brand's unique selling proposition?
How is that USP reflected by your chosen tweet?
Refer back to the text as to what constitutes a USP.
Respond to at least three of your fellow marketers, including one who choose your same brand and two who did not.
How are your rationales, USPs and sample tweets similar or different?
Discussion 2
Products and Services
Every year hundreds of millions of dollars are spent marketing products (or services) that fail. Millions of dollars those companies would love to get back.
Fortunately you happen to have a functioning time machine that you bought on Craig's list. And now you've got one chance to fix what went wrong in the marketing research process and convince one of those companies not to spend that money.
Guided Response:
You're going to investigate and document the story of a famous new product flop (and market research failure) and how you went back in time to fix it. And since we're marketers, we're going to do this all in stylish, web 2.0 fashion with Storify.
Identify and research a prominent new product/service failure.
The press loves failures, so you won't have any problem finding examples.
Identify the following: product/service name, the company who marketed it, the year it was introduced and where (particularly if not in the U.S.).
Find a sample ad for your failed product/service.
YouTube is great for TV ads; image searches are great for printed ads. If you can't find an ad, you probably haven't picked a big enough flop!
Grab the link for your ad.
Answer the following questions about the market research process.
Refer to section 2.3 of the text as needed.
What are the steps in a market research process? Provide a brief explanation of each step relating it to your product as possible.
Where was the failure in your product's market research process? Which step was missing, not followed correctly, misinterpreted, or misrepresented?
What, in a single sentence, is the market research finding that you're going to go back in time and share with management to stop this introduction?
Package all this information into a Storify story.
First, check our our example Storify assignment .
Now see our Storify step-by-step web tutorial .
Don't forget to respond to your fellow marketers.
Respond to at least three of your fellow marketers.
Explain how their market research failure was similar or different than yours
Try to respond to those who do not yet have three replies.
Attachment:- Text Chapters.rar