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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 Question 1 What is relationship marketing and why is it important? Question 2 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: 1. How did reading about Chobani and marketing change your perception of marketing? What were key surprises? 2. 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 Question 1 How is the process of marketing more than just advertising? Question 2 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 Class, 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.

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
Question 1

What is relationship marketing and why is it important?

 

Question 2

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:

  1. How did reading about Chobani and marketing change your perception of marketing?  What were key surprises?
  2. 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
Question 1

How is the process of marketing more than just advertising?

 

Question 2

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
Class,

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.

 

 

 

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