* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Integrating Marketer`s Showdown into Your Course
Survey
Document related concepts
Viral marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Target audience wikipedia , lookup
Street marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Direct marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Green marketing wikipedia , lookup
Product planning wikipedia , lookup
Target market wikipedia , lookup
Sensory branding wikipedia , lookup
Advertising campaign wikipedia , lookup
Multicultural marketing wikipedia , lookup
Segmenting-targeting-positioning wikipedia , lookup
Transcript
Marketer’s Showdown – Overview Materials Marketer’s Showdown McGraw-Hill/Irwin About Marketer’s Showdown Marketer’s Showdown: Offering more experiential learning opportunities, this online, interactive video case program puts students in the middle of dynamic marketing strategy decision-making with real marketers. Nine cases focus on up-to-the-minute issues in the music, automotive, and soft drink industries. Within Marketer’s Showdown cases, students will be able to analyze the marketing problem, choose a proposed solution, and then watch their proposal debated by marketing professionals. After the debate, students have the opportunity to change their plan or stick to their guns, then see the outcome of their decisions. As in real marketing situations, not every good marketing decision leads to a good outcome! About This Supplement Package We have developed these materials to help you use Marketer’s Showdown both effectively and efficiently. Ultimately, Marketer’s Showdown is a tool designed to help you enhance student learning. Each case brings together a variety of Marketing concepts for discussion. Consider, for example, the Vix Records: Coffee Bandwagon case which addresses Strategic Planning Inputs, Channels of Distribution, Consumer and Trade Promotion, New Product Growth Strategies, and other concepts. You have the flexibility of including each case into the flow of your specific course based on your preferences and professional judgment. So, you might use the Coffee Bandwagon case in at least four different areas of your course (Strategic Planning, Channels of Distribution, Promotion, or Product Planning) depending how you choose to focus or ‘channel’ the case. So, even though the cases are numbered 1 to 9, you are not compelled to use them in sequential order. We have developed Instructor resources to assist you. First, we offer some suggested objective questions (multiple choice and true/false) and discussion questions for your use. The first five objective questions for each case are designed for use as ‘checks’ to see if your students have completed the case prior to coming to class. Assuming they engaged with the Marketer’s Showdown, they should be able to successfully answer these questions. The remaining ten questions for each case are more integrative. So, for example, a case may include decisions about growth possibilities. While the ProductMarket Growth Matrix or the Boston Consulting Group Portfolio Model may not be included in Marketer’s Showdown presentation of that case, you will likely bring these models into your class. We’ve anticipated you doing so and provided such questions for your possible use. Page 1 of 14 Marketer’s Showdown – Overview Materials We know that you’ll develop your own discussion questions to guide your classroom discussion of each case. Your questions will reflect your teaching style. And, your positioning of the case in your course will influence your questions as well. To further support your efforts, we’ve developed seven additional integrative discussion questions for your possible use. We have also developed “User’s Guide” resources for quick reference. Your students will likely assume that you are the expert in navigating the Marketer’s Showdown. To be sure, the computer platform used to deliver Marketer’s Showdown is very user-friendly. However, it is linear. You cannot simply jump to the latter stages of a case to see how things worked out. So, we’ve developed a sequential presentation for each case to guide you. That way, you’ll know exactly the information presented to your students. Each case can be viewed in approximately 15-30 minutes. But, we know you’re busy. So, you can jump around in each case with the print materials provided. Teaching Tips Marketer’s Showdown was designed to provide a value-added experience for your students. You’ve likely heard the old adage: “Give someone a fish and they’ll eat today. Teach someone to fish and they’ll eat for a lifetime.” That’s the logic behind the active learning experience provided by Marketer’s Showdown. In essence, we want to help you teach your students how to fish! Seriously, your students will confront real-world marketing problems in product categories they are somewhat familiar with (recorded music, energy drinks, and automobiles). They will work through background information to determine what they believe to be an appropriate course of action for a firm to follow if faced with a certain fact set. They will select an advocate from one of three Stand-in character options who best represents their worldview. They will evaluate the performance of that character in advocating their position relative to others. They will suggest a recommended solution. Finally, they will reflect on the ultimate resolution of the case. Integrating Marketer’s Showdown into Your Course You have committed to using Marketer’s Showdown to provide an active learning experience for your students. Thank you for trusting our product. Now, keep that trust. The system itself was developed to provide an active learning experience. Let it do so. Marketer’s Showdown will enhance your coverage of course materials. It will allow your students to apply the concepts developed within your course. For example, you may talk about Push and Pull promotion. In the Marketer’s Showdown, your students will have to decide how to direct a promotional effort during a market re-entry. And, it will provide you with case examples you can continually refer to as your course develops. Page 2 of 14 Marketer’s Showdown – Overview Materials Design your course so your students engage with the Showdown. Make sure you assign points to various activities or, quite frankly, they may not get done. Here are a couple of templates for using Marketer’s Showdown. As someone who has used Marketer’s Showdown in my Marketing Strategy course, I prefer the first option presented. But, you are a professional. It is your course. They are your students. You’ll make that call. Prepare Outside of Class to Discuss in Class – students must complete a case prior to coming to class. Cases are spread evenly over the academic period (semester, quarter, etc). You can ensure your students are ready for class in a variety of ways: You can require your students to print and submit (in paper or email form) their responses to various questions posed in Marketer’s Showdown. You can administer online quizzes in Blackboard or similar course management system to ensure your students have worked through each case prior to the assigned date. You can work through each case with your students and ask them to defend their solutions and discuss the three positions advanced. NOTE: The author of these materials uses the above two strategies in his Marketing course. Students must complete a case prior to a scheduled class period. They print their responses to the discussion questions and assemble a portfolio of all 9 cases over the life of the semester. Further, students must complete an online quiz for each case (given in Blackboard) prior to that assigned date. This quizzing process ensures their readiness to discuss each case in detail together in class. We spend class time working through each case from start to finish. An example daily schedule from my Marketing Strategy course in Fall 2008 is provided in Appendix A at the end of these overview materials. You can administer in-class quizzes before you begin in-class discussion of a case to ensure student readiness. You can run through the case in class with your students. You can start and stop Marketer’s Showdown as you choose to emphasize certain points or ponder alternative strategies being discussed. Page 3 of 14 Marketer’s Showdown – Overview Materials Simultaneous Class Discussion of Case – students will participate in the case analysis during the class period acting independently or in small groups or teams. You can run through the case in class with your students. Start and stop the Showdown as you choose to emphasis certain points or ponder alternative strategies being discussed. You can administer a quiz at the end of the class meeting. Or, you can choose to put questions pertaining to the case on class quizzes or exams. You may elect to assign discussion questions to be completed outside of class pertaining to the case. You may elect to give take-home exams with discussion questions. Students would need to re-visit the case in Marketer’s Showdown to perform effectively. Course Introduction Event – students could be required to complete all cases in a concentrated period (say, one or two weeks) at the beginning of the semester. Students could review the core Marketing Concepts included in each case and apply them independently. Then, as you develop material in your course, you will be able to refer to each case with your students and show how the firms profiled used the strategies and tactics discussed in class. Course Capstone Event – students could be required to complete all cases in a concentrated period (say, one or two weeks) at the end of the semester. You will have covered all course content. They will see course content evident in the flow of each case in Marketer’s Showdown thus providing another example to help them understand and retain course information. Placing Each Case in Your Course Marketer’s Showdown was designed for integration into multiple Marketing courses without regard to a specific textbook or its organization. You may choose to use the Showdown in an introductory Principles of Marketing course or a capstone Marketing Strategy course. As noted above, each case typically has 3-5 focal points. You decide where each case can best be used in your course. The sequencing of your course and the placement of each case within your specific course framework will influence your selection of quiz, exam, and discussion questions. For example, early course presentations of Portfolio Models, the Product-Market Growth Matrix, Porter’s Five-Forces Model and other strategic planning models may allow you to include such questions for a case whereas a colleague with either a different course or Page 4 of 14 Marketer’s Showdown – Overview Materials organization of materials may opt for entirely different questions. Consider the following: Each case includes 15 suggested objective questions (multiple choice, true/false). Questions 1-5 are ‘prove it’ questions designed to ensure your students can demonstrate (prove) they’ve engaged with the case prior to class. Questions 6-15 are more integrative types of questions that require the students to go beyond recognition of events and to apply common marketing models or concepts. The organization of your course will influence the student’s readiness for some of these questions. Each case includes 7 suggested discussion questions. These may be used to guide class discussions, take-home exams, or as simply an out-of-class assignment. From the table that follows, you can see where you could elect to use each case in your specific course using your specific book. Page 5 of 14 Marketer’s Showdown – Overview Materials Case Vix Records: Fidelity Freefall Vix Records: Coffee Bandwagon Vix Records: Something for Everyone? Yuma Puma: Category Crowd Control Yuma Puma: The Price is Heating Up Focal Points Buyer Motivation Branding Brand Equity Ethics Piracy Changing Technology Environment Intellectual Property Rights Consumer and Trade Promotions Channels of Distribution Retailer Mix Cross-Functional Efforts in Strategic Planning Strategic Planning Growth Strategies New Product Development Market Segmentation and Selection Strategies Promotional Mix Versioning Product Positioning and Re-Positioning Competition Product Life Cycle Integrated Marketing Communications Branding Brand Equity Competitive Response Pricing Ethics Technology Public Relations Acting on Marketing Information Page 6 of 14 Marketer’s Showdown – Overview Materials Case Yuma Puma: Stock Shock Zuna Motors: Target Practice Focal Points Retailing Channels Global Marketing Buyer Information Search Market Entry Strategies Product/Promotion Planning Relationship Marketing Market Segmentation Marketing Research Product Positioning Target Market Aggregation Buyer Behavior and Cognitive Response Marketing Information Systems Consumer Decision-Making Processes Product Management New Product Introductions Translating Research into Strategies New Product Adoption and Diffusion Retailing Channels of Distribution Supply Chain Management Logistics Management Sales Force Management E-commerce, E-tailing Changing Technology Zuna Motors: Feature Frenzy Freak-Out Zuna Motors: Missing the Online Boat Page 7 of 14 Marketer’s Showdown – Overview Materials Pattern of the Three Stand-In Characters Each case in Marketer’s Showdown presents three Stand-In characters for your students to consider. Each Stand-In character presents his/her suggested response strategic response to the central marketing question driving the case. As you use the Marketer’s Showdown, you will see a pattern to each case. Typically, you will see: (1) an advocate of big or bold change, (2) an advocate of selective implementation or smaller change, and (3) an advocate suggesting we not implement the underlying strategic response under discussion. Below is an overview of the “Vix Coffee Company: Something for Everyone?” case. Something for Everyone? Do we introduce compilation CD’s (collections of songs by individual artists)? And, if so, how should we segment the market? Linda – Yes. We selectively develop compilations of songs after their peak popularity has passed and sell such compilations only during non-peak periods of demand (outside of the holiday shopping season) Erik – Absolutely! Compilations will expand the sales potential for our artists and draw more listeners to their music. We must be in the compilation business as part of our foundation business strategy. Sharon – No. Compilations are not healthy for the long-term interest of the record industry. Short-term gain will be bad for the industry. Quick glance summary tables such as the one above have been presented for all nine cases in the Marketer’s Showdown. They are presented in the pages that follow. Page 8 of 14 Marketer’s Showdown – Overview Materials Quick Glance Table - Vix Records Cases Fidelity Freefall Do we develop a very public and aggressive campaign to correct the problems created for our customers by including anti-piracy software on CD’s sold? Linda – Yes. Address the issue directly and publicly. Apologize to consumers. Seek to minimize damage. Erik – Absolutely! Embrace this opportunity to turn a negative into a positive and reposition the record company. Sharon – No. Consumers move on. We should, too. Coffee Bandwagon Do we enter into a new distribution partnership with Java Wheels (a coffee retailer) to expand the distribution of recorded music beyond traditional retailers? Linda – Yes. We should try to develop a relationship with Java Wheels while concurrently strengthening our relationship with Frankie’s Café (a sister company). Erik – No. Focus on strengthen existing relationships. Sharon – Absolutely! We must redefine the marketing channel for recorded music. Something for Everyone? Do we introduce compilation CD’s (collections of songs by individual artists)? And, if so, how should we segment the market? Linda – Yes. We selectively develop compilations of songs after their peak popularity has passed and sell such compilations only during non-peak periods of demand (outside of the holiday shopping season) Erik – Absolutely! Compilations will expand the sales potential for our artists and draw more listeners to their music. We must be in the compilation business as part of our foundation business strategy. Sharon – No. Compilations are not healthy for the long-term interest of the record industry. Short-term gain will be bad for the industry. Page 9 of 14 Marketer’s Showdown – Overview Materials Quick Glance Table – Yuma Puma Cases Emily – We are/were the innovator. Keep doing what we’re doing. Our brand is How do we respond to the possibility of the strong enough to withstand new market entry of large beverage companies competition. (such as Coke and Pepsi) into our niche product category of energy drinks? Eric – We must develop new products and strengthen the promotion and distribution of our existing product. This will mean a shift in our promotional strategy. Category Crowd Control Greg – Do not change our product. We must expand the distribution of our product. The Price is Heating Up Do we implement the use of a computer chip in our vending machines which changes the price according to time of day and/or outside temperature? Emily – Absolutely! Introduce chip to all vend locations. Consumers are accepting of differential pricing in other industries. Eric – No. This is not ethical. Focus on strengthening our existing distribution channel. Greg – Yes. We can selectively use the chip in pass-through vend locations such as airports, train stations, or sports venues. Stock Shock Following the successful introduction of our product into a new market, we had a six month absence due to manufacturing capacity issues. How do we successfully re-enter the market? Emily – Our brand is strong. Simply get product back on shelves. Consumers and retailers will respond favorably given the strength of our brand. Eric – We must be aggressive with both retailers and end consumers into order to re-secure a position in the market. Greg – Focus on securing the support of retailers. Assure them we are back to stay. Don’t worry about end consumers. They’ll come back on their own given the strength of our brand. Page 10 of 14 Marketer’s Showdown – Overview Materials Quick Glance Table – Zuna Motors Cases Target Practice Our newly introduced model is reaching an unintended target market (Baby Boomers). But, it is under-performing in the intended target market (Generation Y). How do we respond? Duke – Maintain current vehicle and promotion to appeal to Baby Boomers. Develop new product and promotional program for Generation Y buyers. Janeen – Maintain current vehicle but vary the promotional program for separate positioning for two market segments: Baby Boomers and Generation Y. Michael – Change the marketing plan to better reach Generation Y. Baby Boomers will continue to be attracted to product with no specialized marketing effort. Product sells itself to these buyers. Feature Frenzy Freak Out Duke – Get rid of LuxGo. It did not work. Our newly introduced navigational system (LuxGo) is confusing drivers and causing dissatisfaction. How do we respond? Janeen – We are ahead of the industry with LuxGo. Be patient. We must educate buyers about LuxGo. We got this right. Michael – Reposition LuxGo for use as a pre-trip device and not something for use while driving. And, focus on small subset of LuxGo features to minimize confusion. Missing the Online Boat We are considering the online sale of automobiles. Doing so would by-pass our dealer network. Should we proceed with the online sale of automobiles? Duke – Work collectively with our dealers to transform the marketing channel to include the online sales option. Janeen – Develop online channel to support luxury car sales. Display vehicle in dealer showrooms to drive foot traffic to dealer. Selective use is recommended. Michael – No way! We need our dealer network. They will not support the online sale of vehicles. Page 11 of 14 Marketer’s Showdown – Overview Materials Save, Print, and/or Email Deliverables in Marketer’s Showdown Section Strategy Generator Output Students are given six multiple choice questions. Their responses are not graded by Marketer’s Showdown. Students are then asked to elaborate on their specific responses to these six questions. Output comes in two parts: Stand-In Evaluator Students are given six multiple choice questions during the Marketer Meeting. Their responses are graded by Marketer’s Showdown. In the Stand-In Evaluator module, students are asked to elaborate by answering such questions as, “Was this the best approach? Explain why or why not.” For each question, the following information is presented: Final Evaluator The student’s answers to the six multiple choice questions are presented in sentence form. The student’s answers to the elaboration questions are presented as entered by the student. You Answered … Marketing Pro Answered … Your Response … Students are given six multiple choice questions during the Outcome Predictor module. Their responses are graded by Marketer’s Showdown as the Outcome Newsbrief is presented in video form. The following information is presented: You Answered … Marketing Pro Answered … The Final Evaluator module provides four elaboration questions to encourage the students to reflect on the case. Did the outcome meet your expectations? Pinpoint where in the process things went offtrack or excelled? What are the new Marketing goals? What strategy would you implement now? The student’s answers to the elaboration questions are presented as entered by the student. Page 12 of 14 Marketer’s Showdown – Overview Materials Appendix A Example Integration of Marketer’s Showdown into a Marketing Strategy Course Date Chapter Aug. 21 (Thur) ----- Set Up Course and Review Action Plan Demo MARKETER’S SHOWDOWN = Vix Records: Fidelity Freefall Aug. 26 (Tue) Aug. 28 (Thur) Ch. 1 Ch. 1 Strategic Planning and the Marketing Management Process Strategic Planning and the Marketing Management Process Sept. 2 (Tue) Sept. 4 (Thur) Ch. 2 Ch. 2 Marketing Information, Research, and Target Markets Marketing Information, Research, and Target Markets SHOWDOWN = Vix Records: Coffee Bandwagon Sept. 9 (Tue) Sept. 11 (Thur) Ch. 3 Ch. 3 Consumer Behavior Consumer Behavior SHOWDOWN = Zuna Motors: Feature Frenzy Freak-Out Sept. 16 (Tue) Sept. 18 (Thur) Exam 1 Ch. 4 Sept. 23 (Tue) Ch. 4 Sept. 25 (Thur) Ch. 5 Sept. 30 (Tue) Oct. 2 (Thur) Ch. 5 Ch. 12 Topic of Discussion Chapters 1, 2, 3 Organizational Buyers Organizational Buyers SHOWDOWN = Zuna Motors: Missing the Online Boat Market Segmentation Market Segmentation SHOWDOWN = Zuna Motors: Target Practice The Marketing of Services Oct. 7 (Tue) Oct. 9 (Thur) Ch. 12 Exam 2 The Marketing of Services Chapters 4, 5, 12 Oct. 14 (Tue) Oct. 16 (Thur) Ch. 6 Ch. 6 Product Strategy Product Strategy SHOWDOWN = Vix Records: Something for Everyone Oct. 21 (Tue) Oct. 23 (Thur) Ch. 7 Ch. 7 New Product Planning and Development New Product Planning and Development Oct. 28 (Tue) Oct. 30 (Thur) Ch. 11 Ch. 11 Pricing Pricing SHOWDOWN = Yuma Puma: The Price in Heating Up Nov. 4 (Tue) Nov. 6 (Thur) No Class Exam 3 Nov. 11 (Tue) Nov. 13 (Thur) Ch. 8 Ch. 8 Election Day Holiday Chapters 6, 7, 11 IMC: Advertising, Sales Promotion, PR, Direct Marketing IMC: Advertising, Sales Promotion, PR, Direct Marketing Page 13 of 14 Marketer’s Showdown – Overview Materials Date Chapter Nov. 18 (Tue) Topic of Discussion SHOWDOWN = Yuma Puma: Crowd Control IMC: Personal Selling and Sales Management IMC: Personal Selling and Sales Management Nov. 20 (Thur) Ch. 9 Ch. 9 Nov. 25 (Tue) Nov. 27 (Thur) No Class No Class Dec. 2 (Tue) Ch. 10 Dec. 4 (Thur) Ch. 10 Distribution Strategy SHOWDOWN = Yuma Puma: Stock Shock Distribution Strategy Exam 4 Administered during the final exam period. Dec. 8-12 Thanksgiving Break Thanksgiving Break Page 14 of 14