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.