ASSIGNMENT NO. 3 IN PRINCIPLES OF MARKETING
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1. Discuss the importance of identifying business markets and business buyer behavior.
2. In your marketing plan, identify which section explains market segmentation, targeting, and positioning for competitive advantage. Explain. 3. Discuss the micro- and macroenvironment of a business. DEADLINE OF SUBMISSION: MARCH 8, 2014 (SATURDAY) UNTIL 11:59 P.M. |
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ASSIGNMENT NO. 2 IN PRINCIPLES OF MARKETING
1. Go online to learn about careers in marketing. Interview someone who works in one of the marketing jobs described in the appendix and ask him or her the following questions:
a. What does your job entail? b. How did you get to this point in your career? Is this what you thought you’d be doing when you grew up? What influenced you to get into this field? c. What education is necessary for this job? d. What advice can you give to college students? e. Add one additional question that you create. Write a brief report of the responses to your questions and explain why you would or would not be interested in working in this field. 2. Sixty years ago, about 45 percent of Americans smoked cigarettes, but now the smoking rate is less than 20 percent. This decline results from acquired knowledge on the potential health dangers of smoking and marketing restrictions for this product. Although smoking rates are declining in most developed nations, however, more and more consumers in developing nations, such as Russia and China, are puffing away. Smoker rates in some countries run as high as 40 percent. Developing nations account for more than 70 percent of world tobacco consumption, and marketers are fueling this growth. Most of these nations do not have the restrictions prevalent in developed nations, such as advertising bans, warning labels, and distribution restrictions. Consequently, it is predicted that one billion people worldwide will die this century from smoking-related ailments. 1.Given the extreme health risks, should marketers stop selling cigarettes even though they are legal and demanded by consumers? Should cigarette marketers continue to use marketing tactics that are restricted in one country in other countries where they are not restricted? 2.Research the history of cigarette marketing in the Philippines. Are there any new restrictions with respect to marketing this product? DEADLINE OF SUBMISSION: FEBRUARY 15, 2014 (SATURDAY) UNTIL 11:59 P.M. |
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ASSIGNMENT NO. 1 IN PRINCIPLES OF MARKETING
Hershey
Source: From Kotler and Armstrong's book Principles of Marketing
During uncertain economic times, there are still some things that today’s consumers just aren’t willing to give up—such as chocolate. But as with eating out and clothing purchases, they are trading down. That is just fine with Hershey, America’s best-known chocolate maker. For years, riding the good times, premium chocolates grew faster than lower-priced confectionery products.
Slow to jump on the premium bandwagon, Hershey lost market share to Mars Inc.’s Dove line. But as consumer frugality increased
during the Great Recession, the sales of premium chocolate brands went flat. However, Hershey’s sales, profits, and stock price
increased as many consumers passed up higher-end goods in favor of Hershey’s chocolate bars, Reese’s Peanut Butter Cups, and
Kit Kat wafers. Hershey seized the opportunity of this trend by running new ads that stressed their value. It also cut costs by paring back the varieties of products such as Hershey’s Kisses. As supermarkets reduced the shelf space they allotted to premium
chocolates, Hershey cashed in as consumers looked to affordable Hershey favorites to satisfy their cravings. After all, even on a tight
budget, people need to indulge at least a little.
1.Is Hershey’s resurgence based on a want or a need?
2.Evaluate the shift in chocolate sales based on benefits and costs that customers perceive.
3.What other products are harmed or helped by the new consumer frugality?
Deadline of Submission: January 5, 2014 (SUNDAY) until 11:59 PM
Source: From Kotler and Armstrong's book Principles of Marketing
During uncertain economic times, there are still some things that today’s consumers just aren’t willing to give up—such as chocolate. But as with eating out and clothing purchases, they are trading down. That is just fine with Hershey, America’s best-known chocolate maker. For years, riding the good times, premium chocolates grew faster than lower-priced confectionery products.
Slow to jump on the premium bandwagon, Hershey lost market share to Mars Inc.’s Dove line. But as consumer frugality increased
during the Great Recession, the sales of premium chocolate brands went flat. However, Hershey’s sales, profits, and stock price
increased as many consumers passed up higher-end goods in favor of Hershey’s chocolate bars, Reese’s Peanut Butter Cups, and
Kit Kat wafers. Hershey seized the opportunity of this trend by running new ads that stressed their value. It also cut costs by paring back the varieties of products such as Hershey’s Kisses. As supermarkets reduced the shelf space they allotted to premium
chocolates, Hershey cashed in as consumers looked to affordable Hershey favorites to satisfy their cravings. After all, even on a tight
budget, people need to indulge at least a little.
1.Is Hershey’s resurgence based on a want or a need?
2.Evaluate the shift in chocolate sales based on benefits and costs that customers perceive.
3.What other products are harmed or helped by the new consumer frugality?
Deadline of Submission: January 5, 2014 (SUNDAY) until 11:59 PM