February 15, 2022

We have discussed the concept of The Wheel of Social Media Engagement? in Chapter 03, which comprises the fundamental drivers of

a. Discussion Questions

1. We have discussed the concept of “The Wheel of Social Media Engagement” in Chapter 03, which comprises the fundamental drivers of social media engagement as five related effects. Discuss these five drivers with the help of suitable examples.

2. How can firms use customer demographics like income, market size, education, and ethnicity to market to their customers better? Discuss with the help of suitable examples.

b. Critical thinking

1. When companies that sell coffee they develop their marketing strategy, do they concentrate on satisfying their customers’ needs or wants? What about a utility company, such as the local power company? A humanitarian agency, such as Doctors without Borders? Critically examine based on the concepts of needs and wants discussed.

2. Visit the website of Kashi (www.kashi.com). Using the four Ps of Marketing mix, critically examine how Kashi creates value for customers with their Kashi Bars.

Solve these questions

the words between 500 to 700

it should have at least three (3) reference

Kingdom of Saudi Arabia

Ministry of Education

Saudi Electronic University

A picture containing text, outdoor, sign Description automatically generated

المملكة العربية السعودية

وزارة التعليم

الجامعة السعودية الإلكترونية

College of Administrative and Financial Sciences

Assignment 1

Marketing Management (MGT 201)

Due Date: 12/03/2022 @ 23:59

Course Name: Marketing Management	Student’s Name: Majed Ahmed Mohammed AL-Batayan
Course Code: MGT 201	Student’s ID Number: S200011731
Semester: Second	CRN: 24805
Academic Year: 2021-22

For Instructor’s Use only

Instructor’s Name: Abdullah Bubshait

Students’ Grade:

Marks Obtained/Out of 10

Level of Marks: High/Middle/Low

General Instructions – PLEASE READ THEM CAREFULLY

· The Assignment must be submitted on Blackboard (WORD format only) via allocated folder.

· Assignments submitted through email will not be accepted.

· Students are advised to make their work clear and well presented, marks may be reduced for poor presentation. This includes filling your information on the cover page.

· Students must mention question number clearly in their answer.

· Late submission will NOT be accepted.

· Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks. No exceptions.

· All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism).

· Submissions without this cover page will NOT be accepted.

· Use APA style and proper references.

Learning Outcomes:

1. Recognize an understanding of the overall marketing concepts, goals and strategies within the context of organizations goals and strategies. CLO-1

2. Demonstrate the ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumer’s decision. CLO-03

3. Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the changing global environment. CLO-04

Assignment Question(s):

a. Discussion Questions

2. How can firms use customer demographics like income, market size, education, and ethnicity to market to their customers better? Discuss with the help of suitable examples. (2.5 Marks)

b. Critical thinking

2. Visit the website of Kashi (www.kashi.com). Using the four Ps of Marketing mix, critically examine how Kashi creates value for customers with their Kashi Bars. (2.5 Marks)

Answers

a. Discussion questions

1. Answer Q1-

2. Answer Q2-

b. Critical thinking

1. Answer Q1-

2. Answer Q2-

Because learning changes everything.®

Chapter 1

Overview of Marketing

Learning Objectives

Learning Objective 1.1 Define the role of

marketing.

Learning Objective 1.2 Describe the evolution of

marketing over time.

Learning Objective 1.3 Describe how marketers

create value for a product or service.

Water Bottles

CD_works27/Shutterstock 4

What Is Marketing?

Marketing is the activity, set of institutions, and processes

for creating, capturing, communicating, delivering, and

exchanging offerings that have value for customers, clients,

partners, and society at large.

Alejandro Rivera/Getty Images 5

Exhibit 1.1 Core Aspects of Marketing

Access the text alternative for slide images.

Marketing Is about Satisfying Customer Needs and Wants

How does Dove offer value?

• Dove added the Dove

Men+Care line and expanded

into products for babies.

• In advertising to male

consumers, Dove seeks to

acknowledge and recognize

modern men’s caregiving roles,

so it can link these

communications to its baby care

products too.

• Dove seeks to acknowledge

and recognize modern men’s

caregiving roles, so it can link

these communications to its

baby care products.

Dove seeks to acknowledge and recognize

modern men’s caregiving roles, so it can link

these communications to its baby care

products.

Source: Unilever 7

Exhibit 1.2: Exchange: The Underpinning of Seller-Buyer Relationships

Exhibit 1.3: The Marketing Mix

Source: McGraw-Hill Global Education Holdings, LLC 9

Marketing Creates Value through Product, Price, Place, and Promotion Decisions

The Marketing Mix:

The controllable set

of decisions or

activities that the firm

uses to respond to

the wants of its target

markets.

• Product.

• Price.

• Promotion.

• Place.

Product: Creating Value

The fundamental purpose of

marketing is to create value

by developing a variety of

offerings, including goods,

services, and ideas, to

satisfy customer needs.

• Goods.

• Services.

• Ideas.

Marketing creates value by promoting

ideas, such as bicycle safety.

Source: Street Smart, a public safety campaign of Metro, the District of Columbia, Maryland, and Virginia. 11

Price: Capturing Value

Price is everything a

buyer gives up (money,

time, energy) in

exchange for the

product or service.

If you don’t mind sitting in a middle seat and

putting all your baggage under your seat, flying on

low-cost carriers like Frontier is a good value.

Kateryna Kukota/Alamy Stock Photo 12

Place: Delivering the Value Proposition

Place represents all the

marketing processes

necessary to get the product to

the right customer when that

customer wants it.

Place more commonly deals

specifically with retailing and

marketing channel

management, also known as

supply chain management. Hertz creates customer value by using biometrics to

create a function that recognizes loyal customers

using facial, iris, or fingerprint scans.

Jeff Martin/AP Images 13

Promotion: Communicating the Value Proposition

Promotion is

communication by a

marketer that informs,

persuades, and reminds

potential buyers about a

product or service to

influence their buying

decisions and elicit a

response.

Babar books wanted to celebrate the 80th anniversary of the series.

It initiated a $100,000 campaign, working in collaboration with toy

stores and bookstores.

BananaStock/Alamy Images 14

Exhibit 1.4: Marketing Can Be Performed by Individuals and by Organizations

Marketing Impacts Various Stakeholders

Customers.

Supply Chain Partners.

Employees.

Industry.

Society. The Great American Milk Drive, run in conjunction with

Feeding America, seeks to ensure that local food banks are

sufficiently stocked with nutritious, frequently requested items.

Source: America’s Milk Companies 16

PROGRESS CHECK (1 of 3)

1. What is the definition of marketing?

2. Marketing is about satisfying blank and

blank.

3. What are the four components of the marketing

mix?

4. Who can perform marketing?

Exhibit 1.5 Marketing Evolution: Production, Sales, Marketing and Value

Access the text alternative for slide images.

Photos (left to right): Ryan McVay/Photodisc/Getty Images; Clement Mok/Photodisc/Getty Images; Lawrence Manning/Corbis/Getty Images; Ryan McVay/Photodisc/Getty Images;

Mark Dierker/McGraw-Hill

Value-Based Marketing

A Lipstick Option for Those Who Dream of a Hermès Bag

Value-Based Marketing Era

PROGRESS CHECK (2 of 3)

1. What are the various eras of marketing?

How Does Marketing Create Value and How Do Firms Become More Value Driven?

Build relationships with customers.

Gather and analyze information.

Balance benefits and costs.

Connect with customers using social and

mobile media.

Access the text alternative for slide images.

Value Stems From Four Main Activities

Adding Value

Using Marketing Analytics

Embracing Social and Mobile Marketing

Ethical and Societal Dilemma: Engaging in Conscious Marketing

Access the text alternative for slide images.

Marketing Analytics

Companies collect massive amounts of data about

how, when, why, where, and what people buy.

Kroger collects massive amounts of data about how, when, why, where, and what people buy and

then analyzes those data to better serve its customers.

Connecting With Customers Using Social and Mobile Marketing

Social media ad

spending is growing,

increasing by 32 percent

in 2018 alone.

3.26 billion people link

to some social media

sites through their

mobile devices. Make travel arrangements online either

through Facebook or hotels’ mobile app and

check-in is a breeze.

Erik Isakson/Blend Images/Getty Images 25

Resolving Ethical and Societal Dilemmas

Conscious Marketing

Socially Responsible

Firms

Making socially

responsible activities an

integral component of

corporate strategies. Too Good To Go is a UK-based app that has

partnered with 1,381 food stores to match

hungry customers to restaurants and stores

with surplus food that would otherwise go to

waste.

Guillaume Payen/SOPA Images/LightRocket/Getty Images 26

PROGRESS CHECK (3 of 3)

1. Does providing a good value mean selling at a

low price?

2. How are marketers connecting with customers

through social and mobile media?

Because learning changes everything.®

www.mheducation.com

Because learning changes everything.®

Chapter 2

Developing Marketing

Strategies and a Marketing

Plan

Learning Objectives

Learning Objective 2.1 Define a marketing strategy.

Learning Objective 2.2 Describe the elements of a marketing plan.

Learning Objective 2.3 Analyze a marketing situation using SWOT analyses.

Learning Objective 2.4 Describe how a firm chooses which consumer group(s) to pursue with its marketing efforts.

Learning Objective 2.5 Outline the implementation of the marketing mix as a means to increase customer value.

Learning Objective 2.6 Summarize portfolio analysis and its use to

evaluate marketing performance.

Learning Objective 2.7 Describe how firms grow their business.

PepsiCo

The development at PepsiCo reflects careful

analysis of the market and efforts to ensure that it

continues to attract a wide range of consumers.

VStock / Alamy, Shutterstock/VDB Photos 4

What is a Marketing Strategy?

A marketing strategy

identifies:

• A firm’s target market.

• A related marketing

mix.

• The bases on which

the firm plans to build

a sustainable

competitive

advantage.

Shutterstock / SergZSV.ZP 5

Exhibit 2.1: Macro Strategies for Developing Customer Value

Access the text alternative for slide images.

Customer Excellence

Retaining loyal

customers.

Providing outstanding

customer service.

Disney’s My Magic system enables users to

swipe their MagicBand wristbands to get on

rides, make purchases, and open their hotel

room door

parrysuwanitch/123RF 7

Operational Excellence

Efficient

operations

Excellent

supply chain

management

Strong

relationship

with

suppliers

Product Excellence

Provide products with high

perceived value and

effective branding and

positioning.

Bloomberg Businessweek’s

top global brands:

• Apple, Google,

Microsoft, Coca-Cola,

Amazon, Samsung,

Toyota, Facebook,

Mercedes, IBM.

Locational Excellence

Especially important for retailers and service providers.

Many say, “The three most important things in retailing are

location, location, location.”

Competitive advantage based on location is not easily

duplicated. Starbucks makes it difficult for competitors to

enter a market and find good locations.

Multiple Sources of Advantage

A single strategy (low

prices or excellent service)

is usually not enough to

build a sustainable

competitive advantage.

Southwest Airlines

• Provides good service

at a good value (on-

time flights that are

reasonably priced).

Carlos E. Santa Maria/Shutterstock 11

PROGRESS CHECK (1 of 3)

1. What are the various components of a marketing

strategy?

2. List the four macro strategies that can help a

firm develop a sustainable competitive

advantage.

Exhibit 2.2: The Marketing Plan

Access the text alternative for slide images.

Step 1: Define the Business Mission

PepsiCo’s Mission Statement:

“To provide consumers around the world with delicious,

affordable, convenient and complementary foods and

beverages from wholesome breakfasts to healthy and

fun daytime snacks and beverages to evening treats.”

Coke’s Mission Statement:

“To refresh the world … To inspire moments of optimism

and happiness … To create value and make a

difference.”

Step 1: Conduct a Situation Analysis Using SWOT Analysis

Internal

Strengths

External

Opportunities

Internal

Weaknesses

External

Threats

Exhibit 2.3: Examples of Elements in a SWOT Analysis (1 of 2)

Environment Evaluation

Positive Negative

Pepsi Internal Strengths • Diverse brand portfolio

• Strong celebrity endorsers

• Successful marketing

campaigns with music

industry

• Commitment to social and

environmental charitable

causes

Weaknesses

• Lower brand awareness than

rival Coca-Cola

• Less market share than rival

Coca-Cola

• Environmentally unfriendly

packaging

External Opportunities

• Expanding health food market

• Growth in global market share

• Acquisition of new brands

Threats

• Water scarcity

• Popularity of reusable water

bottles

• Soda taxes

• Increasing competition in the

snack food market

Sources: Bitesh Bhasin, “SWOT Analysis of Pepsi—PepsiCo SWOT Analysis,” Marketing91, April 3, 2019; Hitesh Bhasin, “SWOT of Coca-Cola,” Marketing91, 2018.

Exhibit 2.3: Examples of Elements in a SWOT Analysis (2 of 2)

Environment Evaluation

Positive Negative

Coca-

Cola

Internal Strengths

• High market share

• Strong brand

• Strong global presence

• Excellent customer loyalty

• Supply chain

Weaknesses

• Low diversification

• Few healthy beverages

External Opportunities

• Emerging countries

• Diversifying products

• Bottled water

Threats

• Water scarcity

• Potential market

saturation

• Changes to labeling

regulations

• Increasing competitors

Sources: Bitesh Bhasin, “SWOT Analysis of Pepsi—PepsiCo SWOT Analysis,” Marketing91, April 3, 2019; Hitesh Bhasin, “SWOT of Coca-Cola,” Marketing91, 2018.

Step 3: Identifying and Evaluating Opportunities Using STP

Segmentation

Targeting

Positioning

Exhibit 2.4: Hertz: Market Segmentation Illustration

Segment 1 Segment 2 Segment 3 Segment 4 Segment 5

Segments Single thrill seekers and

gear heads on

vacation

Adrenaline

Collection

Business

customers

and families

who prefer a

luxurious ride

Prestige

Collection

Environmental

ly conscious

customers

Green

Traveler

Collection

Families

SUV/Mini

van/4×4

Collection

Commercial

customers

Commercial

Van/Truck

Collection

Cars

Offered

Corvette ZHZ

Chevrolet

Camaro

Infiniti QX56

Cadillac

Escalade

Toyota Prius

Ford Fusion

Toyota RAV4

Ford Explorer

Ford Cargo

Van

Market Positioning

Choose which segments to

pursue, then how to position

within those segments.

Define the marketing mix

variables so target customers

have a clear, distinctive, and

desirable understanding of the

product compared to competition.

Hertz positions itself as a quality

car and truck rental company that

is the first choice for each target

segment.

Shutterstock/MuchMania 20

Step 4: Implement Marketing Mix and Allocate Resources

Product and Value

Creation

Place and Value Delivery

Price and Value Capture

Promotion and

Value

Communication

Product and Value Creation

Successful products and services are those that

customers perceive as valuable enough to purchase.

Dyson creates value with its innovative products (left). It can therefore charge significantly more than

the price charged for conventional fans (right).

Access the text alternative for slide images.

(Left): Source: Dyson, Inc.; (right): Stockbyte/Getty Images 22

Price and Value Capture

Price is what the customer is willing to pay for

a product they perceive as good value.

Shutterstock / RUBEN M RAMOS 23

Place and Value Delivery

The product must be

readily accessible

when and where the

customer wants it.

• Dyson provides

product and place

value.

• Where are Dyson

fans available?

Top: Shutterstock/TotallyMJ , Bottom: Shutterstock/Maxx-Studio 24

Promotion and Value Communication

Advertising

Personal selling

Sales promotion

Public relations

Direct marketing

Online marketing (including

social media) Integrated

marketing communications

(IMC)

Access the text alternative for slide images.

Step 5: Evaluate Performance Using Marketing Metrics

A metric is a measuring

system that quantifies a

trend, dynamic, or

characteristic.

Metrics are used to

explain why things

happened and also

project the future.

Shutterstock / NicoElNino 26

Evaluating Performance

Who is accountable for

performance?

• Performance

Objectives, Marketing

Analytics, and Metrics.

• Financial Performance

Metrics.

• Portfolio Analysis.

EXHIBIT 2.5 Performance Metrics: Coke vs. Pepsi

Access the text alternative for slide images.

Source: MarketWatch, Inc. 27

Exhibit 2.6 Boston Consulting Group Matrix

Photos (top left): DenPhotos/Shutterstock; (top right): Kicking Studio/Shutterstock; (bottom left): Sushiman/Shutterstock;

(bottom right): David Caudery/Tap Magazine/Getty Images

Access the text alternative for slide images.

P&G

Website

http://www.pg.com/

Which Quadrant?

Whether a product is

classified as a star or

a question mark has

profound implications

on how it is treated

and supported within

the firm.

Top: Ksander/Shutterstock; Bottom: Denis Rozhnovsky / Alamy Stock Photo 29

PROGRESS CHECK (2 of 3)

1. What are the five steps in creating a marketing

plan?

2. What tool helps a marketer conduct a situation

analysis?

3. What is STP?

4. What do the four quadrants of the portfolio

analysis represent?

Growth Strategies Exhibit 2.7: Markets/Products and Service Strategies

Access the text alternative for slide images.

Market Penetration

Current marketing mix,

Current customers

Marvel used a market

penetration strategy by

expanding the distribution of

its films:

• Theaters.

• Xfinity.

• DVDs (in a variety of retail

locations).

Shutterstock/Nestor Rizhniak 32

Market Development

Current Products or

Services.

New Markets.

Marvel pursues such a

market development

strategy when it enhances

the viewing of its movies by

expanding into more global

markets.

Klaus Vedfelt/Getty Images 33

Product Development

New product or service.

Current target market.

Marvel launched several

successful series on Netflix,

including Jessica

Jones, Daredevil, Iron

Fist, and Luke Cage.

• By developing series designed

for this format, Marvel can

connect with its customers in a

new and important way.

Left: Dragon Images/Shutterstock, Right: Makistock/Shutterstock 34

Diversification

New product or service.

New market segment.

Related vs. unrelated

diversification.

• Marvel has pursued related

diversification with its home décor.

• If Marvel ventured into the child

day care service industry, it would

be an unrelated diversification

because it is so different from its

core business and therefore very

risky.

Photos (top): Interior Design/Shutterstock; (bottom): Ariel Skelley/Photodisc/Getty Images 35

PROGRESS CHECK (3 of 3)

1. What are the four growth strategies?

2. What type of strategy is growing the business

from existing customers?

3. Which strategy is the riskiest?

Because learning changes everything.®

www.mheducation.com

Because learning changes everything.®

Chapter 3

Digital Marketing: Online,

Social, and Mobile

Learning Objectives

Learning Objective 3.1 Describe the 4E framework of digital marketing.

Learning Objective 3.2 Examine the seven critical elements of online

marketing.

Learning Objective 3.3 Understand the drivers of social media engagement.

Learning Objective 3.4 Understand various motivations for using mobile applications.

Learning Objective 3.5 Recognize and understand the components of a digital marketing strategy.

Learning Objective 3.6 Understand the central factors in picking an influencer partner.

Hilton

Regien Paassen/Shutterstock 4

Exhibit 3.1: The 4E Framework for Digital Marketing

Access the text alternative for slide images.

Offer must be relevant

to its targeted customer.

Relevancy can be

achieved by providing

personalized of

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We have discussed the concept of The Wheel of Social Media Engagement? in Chapter 03, which comprises the fundamental drivers of

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