In chapter 2 of our text, the authors discuss marketing strategies and a marketing plan. Name a company that you believe has either a good marketing strategy or marketing plan. What do you feel makes it effective?
Also, why is having a formal marketing plan an important concept/idea for businesses? What happens if a plan is not in place?
DB #3 – social media
This week in chapter 3 of the text, the 4E framework for social media is discusses.
1. Do you agree with these steps, do you believe this is the correct sequence?
2. Can this be used for any circumstance, or does this depend on the items that is being advertised via the social media avenue?
DB #4 – Post purchase Outcomes
On page 124 of your text, there is discussion around post purchase outcomes. Exhibit 6.3 shows customer satisfaction, customer loyalty, and post purchase cognitive dissonance as the outcomes. For a business, understanding consumer behavior, which of these three do you feel is the most important to cater to from a company perspective? This could be for either a service or product-based company. Is one of the three more important or are all three parts of a triangle that needs to be in balance.
DB #5 – Targeting
In chapter 9 of the text, the discussion centers around segmentation, targeting, and positioning. On page 191 of the text, Exhibit 9.7 looks at targeting strategies. For each of the four areas: differentiated, concentrated, micro-marketing (one-to-one), and undifferentiated (mass marketing), discuss what each of these means and give an example for each type.
When it is all said and done, is one of the four strategies better than the others? Why or why not?
DB #6 – ??

DB #7 – Diffusion of Innovation Curve
In chapter 12 we talk about developing new products. Exhibit 12.2 (page 252) shows the Diffusion of Innovation Curve. Based on the five areas of time, which do you identify yourself as (Innovator, Early Adopter, Early Majority, Late Majority, Laggards)? From a marketing standpoint, why is it important to understand this exhibit and when people may purchase products?? Discuss your thoughts around where you view yourself and the importance of marketers understanding this.