BUS 235 Introduction toMarketing
Week 1 DQ 1: Marketing Trends
Consider the broad changes occurring in marketing today and identify themes that you believe
are emerging from these changes. Can these themes and changes be related tosocietal forces?
How? Provide examples of societal changes and how these changes have impacted the way
marketing activities are conducted. Respond toat least two of your classmates’ postings.
Week 1 DQ 2: Customer Needs and Wants
Marketing has often been defined in terms of satisfying customers’ needs and wants; however,
marketing critics argue that marketing can be unethical by creating needs and wants that did not
exist before. Marketing can encourage customers tospend money on goods and services they
really do not need or want. Take a position on the following ethical dilemma: Do you think
marketing merely reflects the needs and wants of consumers, or that marketing creates
unnecessary customers’ needs and wants? Respond toat least two of your classmates’ postings
Week 2 DQ 1: Market Research
Describe methods you would use toanalyze one of these three different markets: consumer,
industrial or international markets. What challenges would you face toensure accurate data
gathering in the market and what recommendations would you make toovercome those
challenges? Respond toat least two of your classmates’ postings.
Week 2 DQ 2: Customer Loyalty
Successful companies recognize that high satisfaction leads tohigh customer loyalty. Provide an
example of a company towhich you are loyal in terms of buying products or services. What
marketing actions does the company take topromote your loyalty and satisfaction? Respond toat
least two of your classmates’ postings.
Week 3 Assignment, Retail Stores
Visit any retail establishment of your choice in order togain specific knowledge about the
marketing activities of the operation. Provide a 2-3 page report on your visit using at least two
references (one reference tobe the textbook) tosupport your analysis. Suggested areas toanalyze
include:
1. Type of outlet (convenience, shopping specialty, etc.)
2. Location – Describe reason for specific location.
3. Customer profile – Who shops there? Target market segments?
4. Unique competitive positioning – What separates them from competition?
5. Categories of products (types, quality, brand, non-brand and assortment)
6. High, medium, low prices (example: high quality-high price)
7. Can products be easily competitively shopped at other retail stores?
8. How well is the store laid out – displays, etc.?
9. Are promotions consistent with image? Are special sales obvious?
10. Sales approach – aggressive, laid back, or in-between?
11. Is information available tohelp you? Do they hide prices?
12. Can you get answers easily from clerks?
13. Do sales people seem well trained?
14. Return policies and warranties?
Week 3 DQ 1: Branding Debate
Take a position on one of the following statements: a) “All brands have a limited life as indicated
by the product life cycle and will slip or disappear.” b) “There is no reason why a successful
