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Purpose
The material for Unit 1 provides a foundation for the course. Topic A of the discussion will help you collect and organize foundational information to support you as you construct your marketing plan and apply knowledge in future weeks. You will also translate the Unit 1 learning resources to a discussion about marketing environment considerations or consumer capabilities via topics B or C.
Task
For this week’s discussion:
Everyone will respond to topic A and can choose either B or C for their second topic response.
Start a new thread for each topic. Be sure to support each of your responses with references.
For full credit, you’ll need to reply to more than the minimum two peer threads in addition to your own two initial topic responses.
Task 1
Respond to Topic A: Exploring Topics for Your Marketing Plan
Reflect on a consumer good that you use frequently, have used for a relatively long time, or have recently researched in depth as part of your initial interest and desire to purchase a new offering. Once you select the product or service, describe your perception of the brand and how you perceive value in the offering, and then review the vision and mission of the company. The company you explore here will represent your selection for the marketing plan assignments in this course.
Task 2
Respond to one of the following topics:
Topic B: Market Environment Considerations
Consider and describe how an entrepreneur looking to start a new restaurant business might scan the external environment (threats and opportunities) to determine strategies such as goal development, location, offering, pricing, and messaging.
How does developing strategic messaging based on an environmental scan contribute to the restaurant’s competitive advantage in the marketplace?
How does performing market research from the beginning contribute to the long-term success and growth potential of the restaurant?
Topic C: Consumer Capabilities
Parents looking to invest in a new vehicle use their personal devices to research features and compare options. They view videos and reviews, note ratings, and compare their research before ever physically viewing a vehicle or test-driving one. This research reflects the concept of consumer capabilities explored via this week’s reading.
Describe how this consumer research capability has changed in the last decade and how you have used such capabilities in a recent purchase.
How have organizations adjusted to the dynamic challenges presented by the digital environment to fulfill their organizational goals and objectives?
Task 3
Provide at least two response posts to colleagues in one or more of the following ways:
Ask a probing question, e.g., “Could you explain…further?” or “Is this what you’re saying?”
Share examples from the unit resources that support their position or provide a different opinion.
Provide insight and connection to your post and the module or section.
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