MKT 421 Week 1 Discussion Question Worksheet
Reference: Kerin, Roger A. & Hartley, Steven W. (2017). Marketing (13th ed.). New York, New York: McGraw-Hill.
Instructions: Minimum of 200 words for each question with in-text citation and reference
Marketing, Ch. 1: Creating Customer Relationships and Value through Marketing
What is relationship marketing and why is it important?
How many of you have heard about Greek yogurt? Tried it? Liked it?
Greek yogurt was introduced less than 10 years ago by a start up company, Chobani, that is a key focus of Chapter 1 reading.
This brand is also a significant innovator in the yogurt category and continues to drive new ways of delivering what consumers want.
To get the discussion going, consider responding to the following questions:
- How did reading about Chobani and marketing change your perception of marketing? What were key surprises?
- How can the success of case study Chobani be used to impact your company’s approach to marketing?
Marketing, Ch. 2: Developing Successful Organizational and Marketing Strategies
How can the three phases of the planning stage of the strategic marketing process be applied to the development of your personal brand?
Marketing, Ch. 3: Scanning the Marketing Environment
Why is environmental scanning an important element of the marketing plan and what are its five forces?
What Is Marketing? The Basics and Beyond
How is the process of marketing more than just advertising?
Based on your current perception of marketing, how would you define marketing a) from a personal view and b) based on the function of marketing within your organization? How has this perspective changed based on watching this video?
Week 1 Most Challenging Concepts
I encourage you to complete this question and if you understood all the concepts from this week (or at whatever point you are in the week), then simply share at least two aspects that were new to you AND provide your comment as to how this will be helpful as you move forward in your professional career.