Posted: March 3rd, 2014
Marketing Management and Innovation.
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Stephen Djokotoe. ( DUE DATE: February 8, 2014 – 10:00 PM ). SUBJECT: MARKETING MANAGEMENT AND INNOVATION. Textbook: Marketing Management and Innovation. 14th Edition. Authors: Kotler, P and Keller, K. Week 6. Reading Requirements: Chapter 9 – Creating Brand Equity. Chapter 12 – Setting Product Strategy; Chapter 13 – Designing and Managing Services. WEEK 6 – Product, Service and Branding Decisions. PREVIEW: Brand Equity is the holy grail of marketing. When your brand is worth more than the sum of its physical plant and people resources, when customers spontaneously start fan sites on Facebook, when even those who do not buy your brand know what it stands what it stands for and respect it, when you can charge a premium just because your name is on the package – that is brand equity. This week, we examine various ways to define, measure and create brand equity. We address these in Chapter 9 and these themes continue in chapter 12 where we investigate product strategy over the life cycle of the product. Keep in mind the interaction between brand identity/equity and strategy. Objective # 4. Identify the range of decisions marketing managers face in organizations and apply analytical and ethical decision making skills, tools and techniques within the marketing context. Objective 8: Develop and analyze various aspects of the marketing mix – product, place, price and promotion – and innovative strategies to develop and sustain an organization’s market position. ASSIGNMENT: MT4. One element of the tangible product is packaging. Packaging serves a number of functions beyond the mere protection of the product. In fact, with some brands, the package may play a central role in the growth of the brand. Discuss two products, one in which the package plays a significant role and one in which it play a minor role. Discuss the potential role of packaging in Innovation. ( Select well known American brands and/or well known…
Stephen Djokotoe. ( DUE DATE: February 8, 2014 – 10:00 PM ). SUBJECT: MARKETING MANAGEMENT AND INNOVATION. Textbook: Marketing Management and Innovation. 14th Edition. Authors: Kotler, P and Keller, K. Week 6. Reading Requirements: Chapter 9 – Creating Brand Equity. Chapter 12 – Setting Product Strategy; Chapter 13 – Designing and Managing Services. WEEK 6 – Product, Service and Branding Decisions. PREVIEW: Brand Equity is the holy grail of marketing. When your brand is worth more than the sum of its physical plant and people resources, when customers spontaneously start fan sites on Facebook, when even those who do not buy your brand know what it stands what it stands for and respect it, when you can charge a premium just because your name is on the package – that is brand equity. This week, we examine various ways to define, measure and create brand equity. We address these in Chapter 9 and these themes continue in chapter 12 where we investigate product strategy over the life cycle of the product. Keep in mind the interaction between brand identity/equity and strategy. Objective # 4. Identify the range of decisions marketing managers face in organizations and apply analytical and ethical decision making skills, tools and techniques within the marketing context. Objective 8: Develop and analyze various aspects of the marketing mix – product, place, price and promotion – and innovative strategies to develop and sustain an organization’s market position. ASSIGNMENT: MT4. One element of the tangible product is packaging. Packaging serves a number of functions beyond the mere protection of the product. In fact, with some brands, the package may play a central role in the growth of the brand. Discuss two products, one in which the package plays a significant role and one in which it play a minor role. Discuss the potential role of packaging in Innovation. ( Select well known American brands and/or well known…
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