Preparations 1. Read Chapter 17 in the Essentials of Marketing textbook. 2. Review Appendix A, pages 532 through 544 in the Essentials of Marketing textbook. 3. View the Chapter 17 PowerPoint
1. Develop written responses for the following Questions and Problems from page 478 in the textbook: Q&P 6, 8, 12 and 13. 2. Develop written responses for the two Online Toolkit found in Chapter 17 (see page 464 and page 467) using the required format as provided in the Internet Exercise example at the course home page. 3. Develop written responses as required for the MARS COM Application Exercise for Chapter 17 found in the Assignment 16 folder 4. Develop written responses for the Ethical Dilemma found in Chapter 16 on page 469.
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For each marketing communication item below, develop a written response that addresses each of the following points: 1) Describe who you feel the target market customer is. 2) Describe any relevant psychological and social influences that may apply to the purchase consideration of the advertised product. 3) PRODUCT ISSUES: Identify the advertised product’s classification, stage of the product life cycle, and ideal market exposure policy. 4) Describe the type of retail channel best suited for the product. 5) Discuss what the most likely promotional objective(s) and most likely advertising objective(s) are. 6) Describe what you feel the price equation is based on the ad’s message, i.e. what is included in the “something of value” the customer will receive if they purchase the product.