MKT 466 Special Topics: Current Issues in Marketing
RESEARCH PROJECT
Each student will choose one of current issues in marketing (see the list and definitions of Issues in Marketing in this document) and sign up for the topic and a due date (see available dates in “Presentation Date and Topic Document.doc” and WebCT Calendar). A student will prepare an online presentation, which will include questions to peer students, and will submit a paper summarizing his/her findings.
Online Presentation
For your presentation and research paper, select one of the following concepts (see Issues in Marketing in this document). You will present in-depth information on the subject, including how your topic is applied to a specific company, product, service, market in particular situations, organizations etc. PLEASE BE SPECIFIC. Also talk about implications of your topic as it relates to the economy or the market or the company etc.
Your presentation will conclude with questions to stimulate a discussion. Discussion facilitation will be a part of your grade (see Online Discussion Guidelines in “MKT 466. Case Studies.doc”).
The presentation should consist of a 4-6 page paper and/or a 5-10 slide power point summarizing your topic. PLEASE BE CREATIVE.
Research Paper
Research paper will be an expansion of your presentation.
Format specifications:
· 8 – 12 Pages
· Double-Spaced
· 12 – Point Font
· Standard Margins
· APA Style
· A – Level (centered, underlined, all caps) for major headings
· B – Level (centered, underlined, first letter of each word capitalized) for minor headings.
Research Support
A. Letter from Nancy Dennis, Business Librarian:
The Library has many new and exciting databases this spring, among them: ABI Inform, Lexis Nexis’ Company Dossier, Marketline, Hoover’s, Wiley, Emerald, and Mergent.
Salem State collaborates with Kirstein Business Branch of the Boston Public Library to ensure that our students find precise, timely answers to their data quests.
I am Nancy Dennis, the Business Reference & Instructional Librarian. I have an MBA from the University of Massachusetts Boston and an M.S. in Library Science from Columbia University. I will be assisted by Karim Hakim, an MBA student and graduate assistant.
I look forward to assisting you with any and all marketing projects.
My office is Room 319 in the main Library on North Campus; e-mail is ; and phone is 978-542-6218.
I also will meet students on Central Campus and in other places that are convenient – including the cafeteria.
I look forward to meeting you!
Sincerely,
Nancy Dennis
Business Librarian
B. Writing Center
Welcome to the Writing Center, where you can receive feedback on your writing from a trained and supportive reader. Our staff works with all of the SSC Community– undergraduate and graduate students, alumni, faculty, and staff. Our goal is to help you become a better, more confident writer. Tutorials are free, and it’s easy to make an appointment. We look forward to meeting you soon!
"The Center can help all students, even the best of writers." - Senior, Criminal Justice
Typical tutoring sessions may help you with one or more of the following:
· getting started on your writing assignments
· overcoming writer’s block
· identifying & addressing the needs of your audience
· developing ideas
· organizing ideas
· documenting sources & avoiding plagiarism
· revising your writing more effectively
· solving grammatical problems
Writing Center Office / Hours of Operation
Location: Meier Hall 220, North Campus
Phone: 978-542-6491
Hours of Operation:
Tutors are available by appointment and often on a walk-in basis.
Documenting Sources for an Academic Research Paper:
Students are expected to utilize A Writer’s Reference by Diana Hacker or similar guide to writing research papers, utilizing correct grammar and documenting sources.
As stated by Diana Hacker, the author of A Writer’s Reference, “In academic research papers and in any other writing that borrows information from sources, the borrowed information-quotations, summaries, paraphrases, and any other facts or ideas that are not common knowledge – must be documented.” Be careful not to copy words or paraphrase thoughts from the text, readings, or other sources. Copying is plagiarism and is in violation of academic honesty. If you do use words or paraphrase thoughts from readings, text or other sources, you must properly document and cite your source information.
Use a writing style book, writing reference or a guide to writing research papers for specific guidelines for complete citations for books, articles, government publications, company annual reports, home pages, etc. As general rule, provide as much information about the source as possible, including author, editor, title, publication, publisher, date published, etc.
Examples to help with your papers and assignments:
Book
Berkowitz, Eric N., et al. Marketing. 6th edition. Boston: Irwin McGraw-Hill, 2000.
Article
Thurm, Scott. “Scanner Prices Plunge as Prices Soar.” Wall Street Journal December 17, 1998, Section B.
World Wide Web Site
“History: Budweiser Through the Years…The Company Timeline.” Budweiser Homepage [online]. Available: http://www.budweiser.com/archives.html [1999 Anheuser-Busch Inc., St. Louis, MO].
Hacker, Diana. A Writer’s Reference. Fourth Edition. Boston: Bedford/St. Martins, 1999, p. 326.
ISSUES IN MARKETING
Choose one of the following topics:
Ambush Marketing
The strategic placement of marketing material and promotions at events that will attract consumer and media attention, ambush marketing begins by identifying opportunities to successfully capitalize on. Paying attention to media sources that provide information about upcoming activities, sporting events, celebrity appearances, and even protests can accomplish this. Media sources for ambush marketing can include radio, print, broadcast, Internet, etc.
If the event is likely to attract media attention, companies must determine how to incorporate their information into the media coverage for the event. Carrying out an effective and legal ambush marketing campaign is challenging, yet the potential payoff can be huge in terms of return on investment.
Getting the ambush marketing message seen can be done boldly or via a surprise attack. For example, using models clad in bikinis with a company's logo painted on their bodies is a relatively bold way to attract onlookers, while a surprise attack would use an individual or group or people positioned in the crowd to hold up a sign bearing the company logo just as the camera is focused on them.
http://www.onpoint-marketing.com/marketing-glossary.htm
Baby Boomer Marketing
Campaigns designed to target individuals born between 1946 and 1964, baby boomer marketing targets the baby boomer generation which represents the boom in births following World War II. Baby boomers make up a large majority of today's work force and wealth component, with significant buying power. They did not live through the depression, are not afraid of spending money, and are often credited with keeping the economy afloat.
Baby boomer marketing focuses on appealing to areas that interest this age group, which includes health, lifestyle, nostalgia, family values, relationships, expensive hobbies, money management, etc.
Baby boomers often have a hurried lifestyle and were brought up to be individualistic. Therefore, baby boomer marketing must be strategically planned so that it is brief and concise, yet still personal. This makes it important to create a baby boomer marketing campaign featuring products that appeal to the baby boomer generation, incorporating subject matter these members can relate to.
http://www.onpoint-marketing.com/marketing-glossary.htm
Beverage Marketing:
A broad spectrum of marketing activities, beverage marketing strategy encompasses promotional concepts designed to promote soft drinks, alcohol, beer, bottled water, fruit drinks, coffee, tea, wine and other beverage products. The end goal is to create consumer awareness and drive sales.
A strong beverage marketing strategy requires a close working relationship with the product manufacturer in an effort to develop promotional events to create product awareness and drive sales. Creative beverage marketing campaigns may include special events, point-of-sale displays, packaging messages, premiums, games, contests, and advertising. Beverage marketing strategy requires the identification of the most effective distribution channels to target a specific audience, as well as innovative/creative packaging concepts.
http://www.onpoint-marketing.com/marketing-glossary.htm
Brand Marketing:
Brand Definition:
A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. http://users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html
Despite what many believe, brand isn’t about your logo, tagline and glossy brochure. Instead, a strong brand integrates multiple components, all of them necessary, including customer interactions, employee communications, corporate philosophy and advertising/marketing efforts. Your brand extends to your employees, customers, the media and even the general public as the above story illustrates. If these components don’t consistently reinforce your brand, customers will become dissatisfied. The negative impact of their perception, should they voice their opinions to other potential customers or even the media, could have a ripple effect on your business. This can erode your brand equity and create misperceptions about your company in the market, that in turn could lead prospective customers, employees and investors to pass on your organization.
On the other hand, brand consistency throughout all levels of the organization helps drive an organization to grow and prosper. Strong brands can drive an increase in sales. The company is better suited to attract and retain the best employees. Vendors can see value in your brand and look to establish partnerships with your business, while investors will see the business and your brand equity as a valuable commodity. http://marketing.about.com/od/marketingyourbrand/a/beyondbrand.htm
Cause Marketing:
A marketing strategy linking purchases of a product with fund-raising for a worthwhile charity, project, or cause, cause related marketing creates a mutually profitable outcome for the business and charity. Cause marketing can be a highly effective method that contributes to building a positive image for the business while helping a charity gain much needed visibility.
An excellent example of cause related marketing is depicted in the 1980's project to restore the Statue of Liberty. American Express pledged to donate one cent toward the restoration project for each use of its card. This cause marketing effort resulted in a donation by American Express of $1.7 million to the restoration project and a 28% increase in card usage by American Express cardholders, creating a win-win situation.
Cause related marketing creates an outlet for utilizing the power of the brand to demonstrate a business's commitment to addressing current social issues by making available resources and funding while addressing marketing objectives.
http://www.onpoint-marketing.com/marketing-glossary.htm
College Advertising:
Development and implementation of targeted ads, college advertising is aimed at students on college campuses. College advertising is most effective when the advertiser has an in-depth knowledge of the student mind set and knows what speaks to these students.
Successful methods of college advertising include bulletin boards, posters, tear sheets, take-one posters with self-addressed response cards, flyers, college newspapers, online bulletin boards, and bulk drop distributions. College newspaper advertising can also be an appropriate venue depending on the ad budget. Other ideas for college advertising include building relationships with student government and campus organizations, coordinating and overseeing events to raise campus awareness of your product or service, and schedule speaking engagements that enable the advertiser to put itself in front of your target audience.
College advertising affords an excellent opportunity to introduce a product or service to new markets, affording a chance to develop a long-term customer with strong brand loyalty. Also, college advertising is a necessity since college students possess tremendous buying power and account for a significant portion of consumer spending, both online and off.
http://www.onpoint-marketing.com/marketing-glossary.htm
Consumer Marketing:
Target markets include purchasers or individuals in their households who personally consume or benefit from the purchased products and do not buy products primarily to make a profit. http://users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch07.html
Customizing vs. Standardizing in Global Marketing:
Customizing
1) Marketing activity in which a company attempts to satisfy the unique needs of every customer; also called Market Atomization Strategy.
2) In international marketing, a marketing program uniquely designed for a particular country.
Standardizing
A strategy employed by a multinational company in attempting to use one marketing mix to sell its products worldwide; the approach minimizes cost but may result in a smaller market than would be possible with a unique marketing program for each country.
http://www.buseco.monash.edu.au/mkt/dictionary/ccc.
Direct Marketing:
Selling through targeted contact with an existing or prospective customer, direct marketing enables direct marketing consultants to create programs that will obtain a measurable response from their marketing efforts. Direct marketing solutions are dependent upon the utilization of databases, mail, and email lists.
Direct marketing services are personalized towards the potential customer utilizing the information the direct marketing consultants obtain. Direct marketing services also utilize responses from the potential customers in the form of a purchase, an inquiry, or a referral.
While direct marketing solutions are used by many businesses, heavy users include magazine publishers, catalog houses, politicians during campaign years, and financial institutions. While usually identified with direct mail, direct marketing consultants have expanded their direct marketing services to include email offers, door-to-door selling, telemarketing, package inserts, etc.
http://www.onpoint-marketing.com/marketing-glossary.htm
Domestic Marketing:
Marketing activities directed exclusively in a business’s home market.
http://users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch03.html
Eight P’s:
As well as the standard four P’s (Product, Pricing, Promotion, Place), services marketing calls upon an extra four, totaling eight and known together as the extended marketing mix. There are:
People: Any person coming into contact with customers can have an impact on overall satisfaction. Whether as part of a supporting service to a product or involved in a total service, people are particularly important because, in the customer’s eyes, they are generally inseparable from the total service. As a result of this, they must be appropriately trained, well motivated and the right type of person. Fellow customers are also sometimes referred to under ‘people’, as they too can affect the customer’s service experiences, (e.g., at a sporting event).
Process: This is the process (es) involved in providing a service and the behavior of people, which can be crucial to customer satisfaction.