1. Evaluate American Express in terms of its competitors. How well is it
positioned? How has it changed over time? In what segments of its business does
American Express face the most competition?
Prior to the 2007/2008 recession
1. What are Red Bulls greatest strengths and risks as more companies (like
CocaCola, Pepsi, and Monster) enter the energy drink category and gain market
Red Bulls greatest strength is that they are have built such a strong global
With a portfolio as diverse as Googles, what are the companys core band values?
Mission Dont be evil good guys
1. Focus on the user
2. Do one thing really well
3. Fast is better
4. Democracy works
6. You can make money hon
Global marketers consider the world as their market and different country
markets as components of this world market
o Defining Global Marketing
AMAs Definition of Marketing:
Marketing is the process of planning and executi
o Questions Faced By Consumers
Are veggie burgers actually healthy?
What makeup should you use to get an even skin tone?
Do I get any useful benefits from spending more than $125 on a digital
Should I get a make-over? What a
Q1: What marketing actions would you expect Yoplait and Dannon yogurts to take in response
to Chobani's appearance, and how do you think Chobani would respond?
I expect Yoplait and Dannon to take a similar approach that Chobani has started. I can
Some of the cash flow generated by firm goes back to the financial markets in the form of
dividends and debt payments
In a large corporation, the financial manager is primarily responsible for: (1)Long-term
investment decisions, (2)Financial asp
Principles of MIS
Week 2 online discussion
1.) Chobani is a yogurt company which created both a new product and a unique customer loyalty
program. The company formed because of American consumers taking an interest in pro
Module 3 Intuit
1. Elaborate on Intuits use of customer research. Why did it work so well for the
Intuit excels at giving the customer what they want, information which is gathered
through excellent customer research. They utilize a variety of re
o After studying this chapter, you should be able to:
Explain the functions and key activities of marketing channels.
Discuss the role of intermediaries in marketing channels.
Distinguish between direct and indirect marketing channe
Direct and Online Marketing: Building Direct Customer Relationships
o The New Direct-Marketing Model
Direct marketing consists of direct connections with carefully targeted
individual consumers to both obtain an immediate response and cultivate
DEVELOPING A MARKET STRATEGY
o Marketing strategy
o Significant differences
o Common characteristics
o Differentiating Market Segments
Marketing Strategy the way marketing activities are planned and
coordinated to achieve an organizations goal.
The Marketing Environment
o The marketing environment includes the actors and forces outside marketing
that affect marketing managements ability to build and maintain successful
relationships with customers
o Marketing Environment
o It aint the things we dont know that gets us in trouble. Its the things we
know that aint so.
o Marketing Research Defined
The systematic and objective process of generating information for
aid in making marketing deci
o how does a company decide what price to charge for its products and services?
o what is the price anyway? doesnt price vary across situations and over time?
o some firms have to decide what to charge different customers and in differen
Retailing and Wholesaling
Retailing includes all the activities in selling products or services directly
to final consumers for their personal, non-business use
Retailers are businesses whose sales come primarily from retailing
ORGANIZATIONS and MANAGEMENT
o Definition of Organizations
An organization is a collection of people working together in a coordinated
and structured fashion to achieve one or more goals.
o Organizations Role in Society
Organizations exist to allow acc
Introduction to Marketing
o What Is Marketing?
Marketing is the management process responsible for identifying,
anticipating, and satisfying customer requirements profitably. (CIM,2001)
Attract new customers by promising sup
Strategic Brand Management
o What is a Brand?
Old Norse word brandr to burn.
AMA Name, term, sign, symbol, or design, or a combination of them,
intended to identify the goods and services of one seller or group of
sellers and to differentiate them from
New-Product Development and Product Life-Cycle Strategies
o New-Product Development Strategy
A firm can obtain new products through:
o New-Product Development Strategy
Acquisition refers to the buying of a whole co
Whereas advertising gives a reason to buy, SP gives an incentive to buy
It is part of the Marketing spend of all companies and these days SP spends in
many companies exceed that of the adspends
Market Segmentation and Target Markets
o What is a market?
Individuals or organizations who:
Are willing, able, and capable of purchasing a firms product
Segmentation is critical because demand is often heterogeneous
o What is market segmentation?