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Assignments
(updated for
Summer 2012)
Shortcuts:
> Assignment
1
>
Assignment
2
> Sample
response
>
Grade
insurance
Click here
(syllabus) to review how you'll earn points.
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Avoid point
deductions. Follow this
format:
Create a Microsoft Word file or paste your
response in the email message area.
Each chapter has 3 parts, each separated
by a blank line:
Chapter #__: (no cover sheet
required)
> First term (in bold type +
page number where you found
the information): 1-2 sentences about what you gained from the text,
followed by "I chose this term because...."
> Real world example > 1-2 sentences
of new information gained from
researching the term. Your example must contain the specific
name
of a product or organization typed in bold (3
points), followed by
"I didn't know before that " to show STeve you can relate
it
to the term. Then type your
reference source in blue.
Avoid past experiences, opinions, or references to previous
or current employment. This should be something new
that you learned through research. Do NOT use the same
product/organization more than once, or YouTube, Answers.com,
or any "wiki" website as a source.
You may use sources other than the
Internet. Here's the format:
Print articles/books:
(Publication name
and title of article, page number, and date)
TV/electronic programs
: (Name of program/show, name of expert,
date that the program
aired) < date must be AFTER the first
lecture; avoid past experiences)
Personal/telephone interviews: (Name or
expert, title and name of organization,
date of interview/discussion)
< date must be after the first lecture; avoid past encounters
> Second term (as above)
> Real world example (as above)
Same format for all chapters. Follow the
sample
response below.
Scoring: Each term = 3 points; each example = 3 points,
or 48 points per
assignment.
Submission:
Send each assignment
as a file attachment to steve@stevetoms.net.
IMPORTANT!
If you do not get a "RECEIVED" confirmation email within 24
hours,
STeve did NOT receive it. Resend. After 2 submissions, phone him: 713-662-6040.
Submissions time/date stamped past the deadline are subject to a 10-point
deduction.
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Sample chapter response
(subsequent chapters would use
the same format with an extra blank line between chapters)
Chapter 8
Prestige
Pricing (page 240): Psychologically, the more an item costs the more the
consumer thinks that it’s the best of the best in that particular
category of products or services. I chose this term because it helped me appreciate the various
pricing strategies used by marketing managers.
Real world
example: I didn't know
before that Rolls Royce doesn’t advertise because
consumers already know them by word of mouth. When you have a
consumer who may be accustomed to driving luxury vehicles, he's more
focused on the quality than the price.
(http://www.nytimes.com/1987/07/27/business/advertising-rolls-royce-appeals-to-the-reader)
(Notice that the
product/company name (Rolls Royce) is typed in bold, and the reference source appears in blue at the end of the example
and on the same line.
Avoid homepage *.com addresses: provide the full webpage address/URL.)
No paragraph longer than 6 lines.
Value-Based Pricing (page 241):
is when firms offer high-quality products and customer service at
reasonably low prices and they have the capacity to offer these
prices efficiently and market effectively to meet customers’ want
and needs. I chose this term because it reinforced why I
purchase some generic store brands over name brands..
Real world example: I didn’t
understand before how effective marketing influenced my purchases in
value-based pricing until Subway began its $5 foot long
sandwich campaign. Initially, Subway offered a daily $5 foot long
special to its current monthly $5 foot long:
http://www.subwayfreshbuzz.com/menu/every_day_value/
and
http://www.businessweek.com/magazine/content/09_46/b4155058815908.htm
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top | question?
Assignment 1
Due no later than Noon
on Friday before the second lecture
NOTE: Summer 1 Maymester
submission is due by Noon on Friday, May 18
For EACH of the
chapters below (8 terms total):
> Pick 2 concepts/terms (define them in
your own words and why you chose them > 1-2 sentences)
> Make sure to conclude "I chose this term because...." after the
term definition, and begin your
real world example with "I didn't know before that...," after which
you type the reference source
(Follow the example
sample
chapter response above)
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Chapter 1:
Marketing in Today's Economy
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Chapter 3: Marketing Ethics and
Social Responsibility
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Chapter 4: Collecting and Analyzing
Marketing Information
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Chapter 6: Customers, Segmentation,
and Target Marketing
(Corresponding chapters in third edition: 1, 12, 3, 6)
Assignment 2
Due no later than Noon on Friday before the third lecture
> Pick 2 concepts/terms (define them in
your own words and why you chose them > 1-2 sentences)
> Make sure to conclude "I chose this term because...." after the
term definition, and begin your
real world example with "I didn't know before that...," after which
you type the reference source
(Follow the example
sample
chapter response above)
-
Chapter 7: Product Strategy
-
Chapter 8: Pricing Strategy
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Chapter 9: Distribution and Supply
Chain Management
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Chapter 10:
Integrated Marketing Communications
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top | question?
Grade insurance
(explained in detail at your first lecture)
Purpose: Demonstrate your
appreciation of the terms discussed in class; earn extra
credit.
You have 2 opportunities to earn grade
insurance (Up to 5 points each)
> Pick from any of the 3 options below. Each is worth
up to 5 points,
depending on the quality of the response (STeve may
award fewer points).
> Next, submit your first grade insurance
any time between Lecture 1
and the deadline for Assignment 1.
> Submit your second grade insurance any
time between Lecture 2
and the deadline for Assignment 2.
Submit separately from assignments
as email attachments to
steve@stevetoms.net
Text in subject line: "Grade insurance #1
(or 2) - Your last name - Option # (1,2, or 3)"
Option 1: Read Theodore Levitt's
"Marketing
Myopia."
< click link to open the article
In the final paragraph, Levitt says:
"But selling, again, is not
marketing."
What does he mean?
Hint: As discussed in Lecture 1, Selling is a marketing activity. For
selling
to be marketing concept-oriented, what should the marketer focus on to organize
and execute selling activities? Relate
specific points discussed in the article
to our first class lecture. < 2-3 short paragraphs.
Break up long
paragraphs of 6+ lines.
Option 2: Read Blair
Warren's "One
Sentence Persuasion Course."
< click link to open the article
The author says that his intention is
to provide a core concept
for use in building
relationships. What, specifically, do you
agree or disagree with in this article
that may be of value to a marketer?
Relate Warren's tips to our discussion of
customer motivation in Lecture 2
(need levels, short/long term memory, Hierarchy of Effects, etc.)
< 2-3 short paragraphs. Break up long paragraphs of 6+ lines.
Option 3:
Contribute
a new term
to be added
to our Marketing Glossary.
Only for serious currentologists.
Carefully follow the instructions at the bottom
of the glossary. There
are 4 parts to each submission; terms should relate
to lecture
discussions < Limited
to 1 term per student.
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top | question? Copyright
2012 | Steve Toms
All materials posted on the webpage are for educational purposes
and for the expressed use of those enrolled in this class
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