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Lecture (WK2) - yourself • List the variables that shape...

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Lecture (WK2) Week 2: Evaluating Opportunities in the Changing Marketing Environment and Focusing Marketing Strategy with Segmentation and Positioning Synopsis of the Topics for the Week: You will probably want to begin your research for report #1. If you have any questions or need assistance, please E-Mail or call me. Discussion topics in the Lecture Area include: finding attractive market opportunities, how to use market segmentation, the competitive, economic, technical, political, legal, cultural, and social environments, etc. Week 2: Weekly Objectives After working through the instructional materials, activities, and assessments for this week, the student should be able to: Explain what market segmentation is and how to segment product-markets into submarkets Demonstrate a seven-step approach to market segmentation that you can do
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Unformatted text preview: yourself. • List the variables that shape the environment of marketing strategy planning. • Demonstrate how to screen and evaluate marketing strategy opportunities. Readings: • Text: Read Chapters 3 and 4 • Lecture for week 2 Online Discussion Assignment: Read Harvest Foods , page 648, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish. Homework: Answer question # 7 at the end of chapter three and question # 3 at the end of chapter four; and the internet exercises on page 76 and page 112, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 2: Homework. Ron_Knapp_L2.doc...
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