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BUS 620 Week 1 Assignment.doc
BUS 620 Week 1 DQ 1.doc
Business - General Business
What is Marketing? Marketing has often been defined in
terms of satisfying customers’ needs and wants. Critics,
however, maintain that marketing goes beyond that and
creates needs and wants that did not exist before. They feel

marketers encourage consumers to spend more money than
they should on goods and services they do not really need.
What is your understanding of the role of marketing and the
marketing management process?
Marketing Strategies . Complete the “Think About It” activity
in Section 1.2 of the text:
Select a consumer product of personal interest—one that
you have purchased within the past six months. It can be
anything, just as long you are familiar with the product and
generally understand how it is marketed. Using the matrix
model of marketing management in Table 1.2, fill in the cells
of the matrix as completely and thoroughly as you can for the
brand that you purchased. Be sure that your entries
correspond to your perspective as a customer for this brand.
In short, you are the target market. You may wish to create
one or more positioning maps to help illustrate how you
perceive the competitive playing field. Once you’re done,
examine the intersection of each cell.
1. How do the elements of the marketing mix align with the
four strategy categories in the left-hand column?
2. Does every one of the 4 P’s contribute to each of the
strategic objectives established in the left-hand column?
3. Do you see room for improvement? How would this
assessment be different for other types of customers?
Read the article: The Future of the New York Times,
BusinessWeek, January 17, 2005, 64-72 (Also Posted in the
Announcement page).
Readership through circulation and news quality are key
ingredients to profitability in the newspaper business
industry. In a 2-3 page paper, examine what Arthur
Sulzberger can do to revive the failing newspaper whose

“financial performance is lagging “. Can New York Times, with
its journalistic pride compete with the digital media and still
deliver the best news?
Paper must be in the correct APA writing style and include a
minimum of 2-3 resources, in which one resource must be
peer reviewed
Buyer Behavior. The typical buying process consists of the
following sequence of events: problem recognition,
information search, evaluation of alternatives, purchase
decision, and post purchase behavior. What specifically do
you do as a consumer in each of these stages in a high
involvement purchase like buying a house or a car? List the
four main psychological processes as discussed in the text
and what should marketers do to manage these four
psychological processes affecting consumer behavior?
Customer Needs . Visit GE Healthcare
(www.gehealthcare.com/). In context to the major points of
chapter 5, define how GE is addressing the needs of their
hospital customers by the design of this Web site? Where
and what is GE doing right, what is GE doing wrong, and
where can GE improve using marketing research? In context
of chapter 3, where can GE improve using marketing
research?
Industry Forecasting . Identify an industry of choice (Auto
Industry, Healthcare, PC or Telecommunications). Using the
PESTEL analysis from the readings, discuss and analyze the
factors that may impact the industry and the successful
marketing of a company’s product, for example Ford Motor
Company over the next five years. Which factors are
perceived to be the biggest weaknesses of the industry?
Which factors play to the industry’s strengths? What are

some opportunities for growth that could be capitalized upon
over the next five years?
Develop a three to four-page paper in the correct APA writing
style. Include a minimum of 2-4 resources; 1 resource must
be peer reviewed.
Branding Nordstrom. After reading the article “Conservative
Nordstrom to sell trendy Topshop fashions,” respond to the
following:
How does this partnership fit into Nordstrom’s current brand
management strategy? Will it appeal to its target markets?
How will it allow Nordstrom to differentiate itself from the
competition?
Is this a risky move for Nordstrom considering the downward
sales trends for Topshop in the UK?
Marketing Segmentation . What are the different levels of
market segmentation? Synthesize the segmentation
strategies that manufacturers of personal computers should
implement to attract both the Gen Y and baby boomer
generation to increase their purchases of computers. Are
there some examples of companies that have already done a
good job of marketing across generations? Respond to at
least two of your fellow students.
The Case of the New Apple, Inc. Read the article:
Burrows, P., Satariano, A. (2012). Can Phil Schiller keep Apple
cool? Bloomberg Businessweek . Retrieved from
http://www.businessweek.com/articles/2012-06-07/can-phil-
schiller-keep-apple-cool#p2
Assignment Instructions :
Develop a two- to three-page paper that addresses the
following:
Is Apple’s brand in jeopardy following the death of Steve

Jobs?
“There is no place for Apple to go but down.” Synthesize the
generic strategies and segmentation strategies that Apple
can implement to prevent going down.
What do you expect from Apple in the future ? Will Apple
experience a continuation of its current trajectory or will
Apple’s good fortune change?
Paper must be in the correct APA writing style and include a
minimum of 2-3 resources, in which one resource must be
peer reviewed
The Role of Pricing . Review the article:
Mohammed, R. (2012). J.C. Penney’s risky new pricing
strategy. Harvard Business Review .
Is your own buying behavior influenced by coupons and
sales?
Why do you think J.C. Penney’s pricing strategy has not been
successful as compared to other “low price” proponents like
Walmart?
Will Ron Johnson’s four-year plan be successful over the
long-term? Why or why not?
Product Development Process. Do an internet search of the
new product development process of any product of your
choice, and analyze the process for developing the product.
Review the reasons why new products fail and make two
specific recommendations to improve the high failure rate of
new products.
Guided Response: What lessons do you draw about the
importance of using a concurrent rather than a sequential
approach in the product development process? What impact
does the effective management of the product life c...
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