Assignment #2

Marketing Strategy
Planning
This chapter sets the stage for the rest of the
book by introducing key marketing strategy
concepts including target marketing and the development of the
marketing mix (the four Ps decision areas). The focus on best
practices in marketing mix planning highlights the role of both
customer acquisition and customer retention. nd the integrated
model of the marketing strategy planning process is introduced here
and ties the organi!ation of the "hole book together.
Preparations
1. Review the Chapter 2 Outline available in the Assignment 2
Folder.
2. Review the Chapter 2 Presentation at the course homepage.
3. Read Chapter 2 in the Essentials of Marketing textbook.
4. isit the !nline "earning Center #tudent $dition and review an%&all
resources available 'or Chapter 2.
(. Complete the 'ollowing WSJ Current Events Exercise)
1. *o to the +rocter and *amble ,eb site and review the man%
-rands the% market.
2. *o to the +rocter and *amble !nline 2.13 Annual Report
,eb site and review the compan%/s 0nancials 'or the %ear
2.12.
3. "og in to the Wall Street Journal Online. Read the listed
articles 1use the links at the bottom o' the next page2.
Requirements
1. 3evelop written responses 'or the 'ollowing Questions and
Problems 'rom pages (4 5 (6 in the textbook) Q&P ! "! ! #!
and $.
2. 3evelop written responses 'or the two %nternet Exercises 'or
Chapter 2 1see pages 44 and (72.
3. 3evelop written responses 'or the Et&ics Question 'or Chapter 2
1see page 412.
4. 3evelop written responses as re8uired 'or the M'RS COM
'ssignment " Exercise 'or Chapter 2 'ound at the Assignment 2
!utline organi9er page.
(. 3evelop written responses as re8uired below 'or the WSJ Current
Events Exercise.
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1. ;he text emphasi9es that 0rms need to consciousl% think
about ac8uiring new customers and keeping the ones the%
alread% have. According to the articles< who are some o' the
new customers +=* is tr%ing to ac8uire> 3iscuss.
2. ,hat marketing mix variable1s2 is +=* using to attempt to
keep customers the% alread% have> 3iscuss.
3. ,hat long?term impact ma% this marketing mix strateg% have
on +=*/s 'uture pro0tabilit% and consumer/s expectations>
4. Click on the "atest @nnovations link at the +=* -rand ,eb
site. #elect either the Aousehold Care or -eaut% and
*rooming tab. Review an% 'our o' the twelve products and
review the in'ormation provided 'or each product. 3iscuss
whether %ou 'eel these innovations are Bsigni0cantC enough
to overcome the price issues discussed in the articles.
(. Dsing the 'our products selected above< discuss which o' the
'our basic t%pes o' opportunities +=* is pursing with each
product innovation 1see pages (3 5 ((2 with the strategies
discussed. #upport %our position.
7. Complete Qui( ".
)all Street *ournal 'rticle links+ ,e-est to Oldest
http)&&online.wsE.com&articles&procter?gamble?posts?higher?pro0t?on?cost?cutting?
14.74623.4>F$G,!R3#H+rocterII*amble
http)&&online.wsE.com&article&#-1...142412J44J3241372.4(J4741722J44424617.ht
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http)&&online.wsE.com&article&#-1...142412J44J3241J...4(J4734133146J.1(...ht
ml>F$G,!R3#H+*
http)&&online.wsE.com&article&#-1...1424.(31116.44371.4(J7((4471643644624.ht
ml
http)&&online.wsE.com&article&#-1...1424.(2J44J.336(2.4(J7.23414.42..J434.ht
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http)&&online.wsE.com&article&#-1...1424.(2J44J.3262J.4(J(3634223244337J4.ht
ml>F$G,!R3#H+*
http)&&online.wsE.com&article&#-1...1424.(2J44J.41237.4(J(322J(1634714667.ht
ml>F$G,!R3#H+*
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http)&&online.wsE.com&article&#-1...1424.(2J44J.46.11.4(J(423J(.((47JJ267.ht
ml>F$G,!R3#H+*
http)&&online.wsE.com&article&#-1....4J236736.44432.J.4(JJ(777637346J343..ht
ml>F$G,!R3#H+*
#ubmit all completed work via the course Assignment 2 Dpload tool.
;o submit completed 'ssignment " work< do the 'ollowing)
1. *o to Assignment Folder at the Aome +age. !pen the
'ssignment " .older and click on the 'ssignment " link. A
page titled /pload 'ssignment+ 'ssignment " will open.
2. Dnder item 2 Assignment #ubmission< click on the 0ro-se My
Computer button and go to the location o' %our completed
document. #elect the 0le to upload and click O1.
3. Finall%< click on the Submit button.
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