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Questions
1. Tangible and intangible features like design, symbols, customer touch points, etc. differentia...
Value for the Customer
What Is Value? Earlier in this module we discussed that marketing exists to help organizations u...
Communicating the Value Proposition
What Is a Value Proposition? We have discussed the complexity of understanding customer percepti...
Value Proposition Examples
The Value Proposition in Action Let’s take a look at some real examples and evaluate them. Are t...
Defining the Marketing Mix
Reaching Customers through the Marketing Mix The value proposition is a simple, powerful stateme...
Components of the Marketing Mix
Product In the marketing mix, the term “product” means the solution that the customer wants and ...
Finding the Right Marketing Mix
How does an organization determine the right marketing mix? The answer depends on the organizatio...
Chobani Case
In 2005, Turkish immigrant Hamdi Ulukaya bought a yogurt plant from Kraft Foods in Johnston, New ...
The Role of the Marketing Plan
The Marketing Plan Effective marketing requires a plan—specifically, a marketing plan. Although ...
Marketing Function
The Four Ps of Marketing Yourself Now that you have a deeper understanding of the marketing fu...
Analyzing Marketing Efforts
Step 1: Choose an Organization Choose an organization that does marketing. Use the guidelines be...
Coffee Shop Marketing
Starbucks is a powerful global brand that brings with it a sense of being cool and new. A stodgy ...
Regulatory Laws
Explain the laws that regulate marketing While there are situations in which we expect individua...
Privacy Laws
What does privacy mean in today’s world? Privacy is the ability of an individual or group to secl...
Fraud in Marketing
Fraud is the deliberate deception of someone else with the intent of causing damage. The damage n...
B2B and B2C Marketer Ethical Dilemmas
Explain how ethical dilemmas in business-to-business marketing differ from those in consumer mark...
Ethics in B2B Marketing
You will recall that business-to-business (B2B) marketing differs from business-to-consumer (B2C)...
Gifts and Bribes
Gift giving in business is commonplace and contentious at the same time. Business gifts are usual...
A Culture of Accountability
At the beginning of this module we discussed the 2015 revelation that Volkswagen installed emissi...
Marketing Mix
Describe the marketing mix The value proposition explains why a consumer should buy a product or...