Class 8 Outline

Class 8 Outline - the preliminary analysis assignment asks...

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Principles of Marketing MKTG 301 010 Fall 2010 Reading Assignment for Class Eight – October 21, 2010  This week there are again two chapters. This begins Section Four: Value Creation. With this  Section we begin to develop the details of the four elements of the marketing mix, starting with  Product.  Each chapter introduces a number of concepts that are very specific to marketing. To this point,  we have looked at many of the other disciplines from which marketing draws. This now changes.  From the text:  Marketing , 2 nd  Edition, by Dhruv Grewal and Michael Levy, you should read  Chapter Ten: Product, Branding and Packaging Decisions.  You should read the entire chapter.  You should pay particular attention to the discussion of brand concepts. You’ll recall that 
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Unformatted text preview: the preliminary analysis assignment asks you to discuss these concepts. You and your group should pay special attention to this area. • Once you’ve read the chapter, please prepare the Chapter Case Study: Band-Aid ® Brand Products (pages 335-7). The case asks you to visit the Band-Aid ® website. You should also read Chapter Eleven: Developing New Products. • Here, too, you should read the entire chapter. • Among the essential ideas here are the Product Life Cycle and the Diffusion of Innovation. These are extremely important ideas for your business vocabulary and for your understanding of marketing. There will also be some review of the exam. Please be sure you are prepared for class....
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