BUSI544 Week 3 Written Assignment 1

Read the excerpt on page 144 in the textbook and research Harley Davidson on the Internet. Use content in Table 5.5, on page 145, to address the following questions:

1. How does Harley Davidson deliver value and customer satisfaction to its customers?
2. How have they successfully forged their brand to create lifetime value to consumers?
3. How does the company reach the "soul" of its customers; discuss how that image contributes to cultivate strong customer relationships.

Find a minimum of three articles online related to the issues Harley Davidson has faced as it related to its competition, and how its strategy and brand equity has led to its continued value in the market. Be sure to look for its presence in social media and how it utilizes this marketing tool.

BUSI544 Week 3 Discussion 6

Chapter 7 discusses B2B marketing. Visit GE's Medical Systems® Web site (www.gehealthcare.com). In the context of the major points of this chapter:

1. Discuss how GE is addressing the needs of their hospital customers by the design of this Web site.
2. Provide one example of what is GE doing right, and one example of an opportunity for improvement for GE. Provide your reasoning in your examples.
3. Based on Marketing Insight: Establishing Corporate Trust, Credibility, and Reputation (page 209), does GE's website illustrate corporate credibility? Use specific examples.
4. List 2 specific tactics you will implement to establish corporate credibility in your marketing plan.

 

BUSI544 Week 3 Discussion 5

Ultimately, our goal as marketers is to attract and retain profitable customers. Consider the concept of Customer Lifetime Value in chapter 5.

1. Why are businesses so concerned with Customer Lifetime Value (CLV)? How would a company change if it totally embraced the customer equity concept and maximized CLV?
2. Based on your marketing plan choice, explain how you would go about developing a formula that captures the concept. Talk through the process; what factors must you consider in developing CLV?
3. What are some specific tactics or methods to create CLV that you may consider in your marketing plan?

 

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BUSI544 Week 2 Marketing Plan -SWOT and Mission Statement

Conduct a SWOT Analysis on your project business. Think about capabilities and core competencies for internal strengths and weaknesses, and consider all the factors in the broad macro-environment in your external analysis of opportunities and threats. A chart format is acceptable, however, be sure to indicate how changes in each particular external force will affect your business.

Review the video on Porter's Generic Strategies in the Instructional Materials for this week and discuss how you intend to create a sustainable competitive advantage.

Also, craft a mission statement for your business (refer to page 41 of the textbook for guidance).

Your final document should be 2 pages max and cite sources where necessary using APA style.

BUSI544 Week 2 Discussion 4

After viewing the CC library's Market Research video answer the following questions:

1. Explore 3 examples of how companies conduct marketing research from the video clip. Connect these examples to techniques and concepts described in Chapter 4 of our textbook. Be specific with your examples.
2. What value does the research bring to products and processes?
3. Why does an organization measure marketing productivity?
4. Refer to Table 4.3 on page 118. Which marketing metrics will you employ in your marketing plan?

BUSI544 Week 2 Discussion 3

Good marketing and its management is built on collecting information, forecasting demand, and getting feedback. Some of your best research may be informal; your peers may be part of your target market and/or may be able to provide valuable resources or feedback for your marketing plan. Based on the small business you selected last week for your marketing plan:

1. State the business and outline your potential customer base (target market), and how you will go about forecasting demand.
2. Determine what research you will need to conduct to assure that your marketing strategy is based on appropriate market segments. Search the Internet and provide an example of a marketing intelligence resource related to your marketing plan; how can it be valuable to your marketing plan?

Identify the major forces in the demographic, economic, sociocultural, natural, technological, and political-legal environment, and discuss how each one will impact your marketing strategy