Privacy Concerns When Conducting Marketing Research

Observational research has become much more mainstream as companies often learn more by watching what customers do than what they say.  However, this type of research also raises ethical questions about consumer privacy.  Please read the article In Bid to Sway Sales, Cameras Track Shoppers from the NY Times.  Do these observational techniques raise ethical questions for you as a marketer?  Why do you feel this way?  Post your thoughts to the blog no later than the beginning of class on Tuesday, April 19th.

Africa: Coke's Last Frontier

Many companies are looking to Africa as their next opportunity for growth in the world market.  One company that has been aggressively pursuing the African market is Coca-Cola.   Read the article, Africa: Coke's Last Frontier, from Bloomberg BusinessWeek.  What do you think about Coca-Cola's African strategy?  What other U.S. companies do you think could be successful in Africa?  What do you see as potential problems for U.S. companies wanting to market their products in Africa?  Post your thoughts to the blog no later than the beginning of class on Thursday, April 14th.

Remaining Course Material & Quizzes

There are only 2 weeks left before Exam #3 (Tuesday, April 26th).  Here is the plan for what we will cover during what is left of the semester -- please note that you should read the chapter BEFORE we cover it during class.

• Chapter 7 - Global Consumers & Markets: April 12th -- the quiz for this chapter will be due by the beginning of class on April 14th.
• Chapter 8 - Marketing Research: April 14th -- the quiz for this chapter will be due by the beginning of class on April 19th
• Chapter 5 (as well as pages 143-149 from Chapter 6) - Consumer Behavior: April 19th and 21st -- the quiz for this material will be due by the beginning of class on April 21st

Is Vitamin Water Really a Healthy Drink?

The Center for Science in the Public Interest (CSPI) has brought a class action lawsuit against Coca Cola.  CSPI claims that Vitaminwater’s health claims violate FDA guidelines.  Each 20 oz bottle of Vitaminwater contains 33 grams of sugar and 125 calories.  Vitaminwater’s health claims may violate the FDA’s jelly bean policy — where you can’t claim that a jelly bean is healthy because is has no cholesterol.  See “Is Vitaminwater Really a Healthy Drink?” in Time (July 30, 2010).

What do you think?  If not legal, is it ethical for Coca-Cola to make the health claims it makes?  Every consumer for themselves?  Or should the government be protecting consumers from this type of promotion?  Post your thoughts to the blog no later than the beginning of class on Tuesday, April 12th.

How Much is that Doggie in the Browser Window?

We have long known that online sellers have the ability to offer the same product to different customers at different prices — in fact Amazon was caught doing this back in 2000 with a resulting PR disaster.  This is a great article in Slate‘s online magazine which offers some nice detail and examples in a short easy read (“How Much Is That Doggie in the Browser Window?” Slate, December 6, 2010).

What are your thoughts about the pricing tactics described here?  Do you think they are ethical or unethical?  Why do you feel this way.  Please post your answers to the course blog no later than the beginning of class on Thursday, April 7th.

Chapter 3 Quiz

The quiz for Chapter 3 will go "live" after class tomorrow and is due no later than the beginning of class on Tuesday, April 5th.  You should also make sure you read Chapter 4 in your text before Tuesday's class.

The Coke Happiness Machine Promotional Project

Read about the development of Coca-Cola's award winning "Happiness Machine" video, which has gained wide exposure virally, in the interview "How Coke Create Its Happiness Machine" from mashable.com.  If you have not seen the video, you can access it from the article.

Post your response to the following questions to the blog no later than the beginning of class on Thursday, March 24, 2011.  (1) Why do you think the Happiness Machine project was a success for Coca-Cola?  (2) What are your thoughts about companies using viral marketing  to promote its products and services?  (3) In your opinion, what differentiates between a successful and unsuccessful viral marketing campaign (in other words, what works and what doesn't)?  (4) Provide an example of another company who could benefit from using viral marketing.  Why do you think viral marketing would be effective for this company? 

The Greatest Movie Ever Sold

In today's class we will be discussing product placement.  I thought you might enjoy the trailer to The Greatest Movie Ever Sold, a movie that is solely funded by product placement.

Facebook Sells Your Friends

Facebook has recently been focused on moving into the advertising realm -- but not in the traditional sense. Read the article Faceboook Sells Your Friends. What do you think of the Facebook approach to promotion? Post your response to the blog by the beginning of class on Tuesday, March 22nd.

Week of March 14th

I hope all of you had a great Spring Break. I wanted to let you know that tomorrow we will begin covering the 4th P of the Marketing Mix, Promotion. The reading assignments have been posted to the course blog along with the powerpoint materials we will use for tomorrow's (IMC) and Thursday's (advertising) classes. You should read Chapter 18 before class tomorrow and Chapter 19 before class on Thursday. The remaining material from Chapters 20 & 21 should be read by Tuesday, March 22nd.

Upcoming Quizzes:

Chapter 18 - due at the beginning of class on Thursday, March 17th
Chapter 19 - due at the beginning of class on Tuesday, March 22nd
Chapters 20 & 21 Combined Quiz - due at the beginning of class on Thursday, March 24th

Updates

During tomorrow's class, we will finish our discussion on Pricing. I have posted new material on Marketing Channels, Logistics, and Supply Chain Management to the course blog. If time permits, we will begin this tomorrow.

Also, a quiz for Chapter 15 has been posted to WebCT and will be available after tomorrow's class. It is due before the beginning of class on Tuesday, March 1st.

Wal-Mart Tries to Recapture Mr. Sam's Winning Formula

An article in today's Wall Street Journal talks about some of the problems facing Wal-Mart.  Same-store sales at Wal-Mart stores in the U.S. have declined for the second year in a row.  It is clear from reading the article that Wal-Mart has made some marketing missteps.  Please read the article and post your response to the following questions to the course blog no later than the beginning of class on Thursday, February 24th:

1. What are your thoughts about Wal-Mart's recent back and forth merchandising and store changes?
2. What are your thoughts about Wal-Mart's pricing strategies discussed in the article?  What changes, if any, do you think Wal-Mart should make to its pricing strategies?
3. What should Wal-Mart do to regain its customer base and return to its core values -- customers and value -- that helped Wal-Mart become the giant (and #1) retailer it is today?

Quiz for Chapters 11/12

Your Chapter 11/12 quiz has been posted to WebCT.  It is available beginning at 9:30 a.m. on Tuesday, February 8th. You must complete the quiz no later than the beginning of class on Thursday, February 10th to receive credit.

Materials for Class

Before last class I posted only a portion of the materials for Managing Successful Products & Brands (chapters 11 & 12).  I have updated the links and now the entire Powerpoint has been posted.  If you have already printed this material, you should begin printing with the 9th slide.

Chocolate Covered Bacon

Last week when we created a candy bar in class, one of the groups created a candy bar called the Spankin' Bacon.  If you recall, this was bacon with a chocolate coating.  I happened to come across an episode preview for a show called Modern Marvels (aired on the History Channel) that will air on Valentine's Day titled "More Candy".  One of the new products that will be discussed on this show created by a company called Marini's is --  I'm sure you guessed it -- chocolate covered bacon (they even have a dark chocolate version).  I think you guys came up with a better product name but, all the same, the product is out there.  If you're curious, you can see a description (and even purchase this) from Marini's web site.

Superbowl Ad Assignment

As you know, Sunday's Superbowl is as much about the ads as it is the game.  Regardless of whether or not you watch the Superbowl, you can do this assignment as I will send you an email on Monday with a link to a web site where all of the advertisements aired will be available for you to review.  Pick your favorite superbowl commercial and answer the following questions:


1.    Describe the ad, the company, the brand, and basic message.


2.    What consumer needs were identified?


3.    What was the target market and how was this market shown in the ad? Describe the demographic and psychographic characteristics you think the ad targets.  Explain why you think this.


4.    Explain why you think the advertiser has targeted this group and chosen the Super Bowl to do so.


5.    Do you think this advertisement is effective at gaining the attention of the target audience?  Explain why or why not.


6.    Did the ad present a call to action by the consumer or merely try to present the brand?  If the ad did call for customer action, what action was called for?


7.    What particularly did you like or dislike about the ad?


8.    Was the ad designed for the Super Bowl Sunday only, or can it be re-used (to amortize cost)?


9.  And now the $3 million dollar question (remember the average 30 second ad cost the advertising company $3 million).  The purpose of the advertising and marketing behind this commercial was probably to inform, reinforce past behavior, change behavior, and create sales. In your opinion, will the ad you have chosen do these things?  Why or why not.  What do you think could have been done more effectively?


You should NOT post your response for this assignment to the blog.  To receive credit, please bring a printed copy of your typed responses to the questions above to class on Tuesday, February 8th. 

For Thursday, February 3rd

During tomorrow's class we will complete our coverage of Chapter 10 -- this will include an in-class assignment.

We will also begin discussing Managing Successful Products & Brands (this material is from Chapter 11 and pages 298 - 302 from Chapter 12).  The Powerpoint for the 1st part of this new material has been posted to the course blog.

Chapter 10 Quiz

Your Chapter 10 quiz has been posted to WebCT.  It is available beginning at 9:30 a.m. on Tuesday, February 1st. You must complete the quiz no later than the beginning of class on Thursday, February 3rd to receive credit.

Market Segmentation Assignment

The article The iPad Leads Apple to the Elderly describes how the ease of use of the iPad appeals to the an aging demographic.  The 55 and over crowd is a desirable market segment. Marketers assume this group has more discretionary spending power because of savings and less pull by outside factors -- children, for example. This group also continues to increase in size as the leading edge of the baby boomer (people born between 1946 and 1964) generation (in the United States about 77 million still living out of 309 million total population, according to Census data) reaches retirement age.  Apple has typically targeted younger consumers (according to a recent AdMob report, 65% percent of iPod touch users are 17 or younger and 72% of iPhone users are between 18 and 54).

What can Apple do to make the iPad more appealing to consumers 55 and older?  Be sure to consider each of the 4Ps.  If you are not familiar with the features of the iPad, you can learn more about them on the Apple web site.  In your opinion, should Apple market the iPad to this segment?  Why or why not?

Post your responses to the blog no later than the beginning of class on Tuesday, February 1st to receive credit (please do not forget to include your name; otherwise it will not be possible to give you credit).

Chapter 9 Quiz

Your first graded quiz has been posted to WebCT.  It will be available beginning at 9:30 a.m. on Tuesday, January 25th. You must complete the quiz no later than the beginning of class on Thursday, January 27th to receive credit. 

If you have not taken a quiz on WebCT before, simply go to WebCT and choose the MKTG 340 course. When you are in the course, select Assessments and you will see the link for the Chapter 9 quiz. It is a good idea to read the text BEFORE taking the quiz as you only have 15 minutes to take the quiz.  Once you begin the quiz, you need to complete it; you cannot take the quiz more than once.  Please be sure to save each answer before submitting the quiz (don't forget to answer the question giving you 2.5 points for taking the quiz -- you can't get this one wrong). After the quiz deadline, I will release your quiz score and the correct answers to those who took the quiz so you may have them for exam studying purposes. 

Your First Assignment: Benefits and Wants

Ace Metrix has just come out with their list of Top 10 Ads of 2010 for TV commercials.  Ace Metrix creates a score for ads which is based, in part, on a commercial's persuasiveness and watchability. Look at each of the top 10 ads. (1) Which of the ads do you think best promotes the benefits of the product? Why? (2) Which of the ads do you think is most effective at creating desire (or want) for the company's product? Why?

Post your responses to the blog no later than the beginning of class on Tuesday, January 25th (make sure you read the Welcome to MKTG 340 post and follow the process for posting your comments) -- be sure to include your name so I can give you credit.

Chapter 1 Quiz

There will be a short quiz on Chapter 1 at the beginning of class on Tuesday, January 25th. This quiz will not be graded. This quiz will give you an idea of the format of the quizzes for the semester.

Marketing in 2

This is a cute video that uses humor to explain a few of the marketing concepts we will discuss over the course of the semester.

Welcome to MKTG 340!

Welcome to the Principles of Marketing (MKTG 340) course for the Spring 2011 Semester.  I look forward to getting to know you, having the opportunity to work with you and participating in your introduction to the world of Marketing.

This course blog will serve as the venue for posting class materials, assignments and pertinent information/announcements.  I also hope that you will contribute to online discussions or comment on blog postings.

To post a comment, you need to do the following:

• Beneath the post, you will see the word comments underlined. Click on this.
• You will see a screen that shows Post a Comment
• Type your comment in the box.
• In the Comment As drop box, choose Name/URL.
• You will see an Edit Profile box appear. Type your name (first and last) in the Name cell (otherwise I won't be able to give you credit). In the URL cell you can type the URL to your web site if you have one -- if not, you can always use http://www.radford.edu/.  Click Continue.
• Click the Post Comment button. You will be asked to type a word to ensure you are not a site that is trying to spam the blog -- once you do this, you are done.