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MKT5000 Marketing Management

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  • Course Code: MKT5000
  • University: University Of Southern Queensland
  • Country: Australia


Week 3 Case Assignment

Home Depot Builds on Research, Segmentation, and Targeting

Read the case on page 189-191 of the text and answer the following questions:

  1. What hypthesis do you think the product designer formulated before he began researching how consumers use buckets? Do you agree with his decision to use observation rather than another method of collecting primary data?  Why?
  2. Is Home Depot using differentiated, undifferentiated, or concentrated targeting? How do you know?
  3. Which segment variables does Home Depot appear to be using to reach consumer markets?  Why are these appropriate?
  4. Do you think HOmeDEpot is segmenting the contractor market using only business variables?  Explain your answer.

Week 4 Case Assignment

Week 4: Case 9.2 NFL Goes Global: From Soccer to Football

Read the case on Page 288-289 of the text. Answer the 3 questions listed below: Be sure to follow the format given in week one's example.

  1. Why do you think the NFL has an easier time expanding into countries such as the United Kingdom and Canada than countries such as Germany and China? 
  2. Describe some of the global forces acting as barriers to the NFL as it expands globally.
  3. Do you think the NFL will have to customize the games it plays overseas to better fit with local cultures?  Support your response. 

Remember to use at least 3 outside resources.

Week 5 Case Assignment

American Express Delivers Service, Calls, Tweets, and Apps

Page 414-415 in the text. Read the case and complete your case analysis answering the 3 questions listed while using the required case analysis format.

  1. How is American Express addressing the five demensions customers use when evaluating service quality? Explain your answer.  
  2. Why is Hetrogeneity particularly important to credit customers?
  3. When American Express says its vision is to be "the wolds's most respected service brand," what are the implications for how it manages service expectations?  

Week 6 Case Assignment

Proctor & Gamble Tunes up Channels and Transportation

Page 454-455. Read the case and answer these questions in your analysis.

  1. Do you think Proctor & Gamble should use a direct channel to sell to consumers?  Identify one or more arguements for and against using a direct channel for disposable diapers and paper towels. 
  2. What issues in channel conflict might arise from Proctor &Gambles's special arrangments with
  3. Would you recoommend that Proctor & Gamble use any mode of transporation other than truck to transport cartons to retailers? Explain your answer.

Week 7 Case Assignment

L'Oreal's Integrated MarektingCommunicates a decade old story

Read this case on pages 522-523 of the text and answer these questions within your case analysis:

  1. Describe L'Orela's integrated marketing strategy.  What are the strengths?  Weaknesses?
  2. Describe the function and effectivenes of brand ambassadors.  What are some risks associated with choosing a brand ambassador?
  3. Why is it important to have a story to tell when developing content marketing?

Week 8 Case Assignment

Under Armour Uses Pricing in the Race forMarket Share

Read the case on page 648-649 and answers these 3 questions and follow the case guidelines.

  1. Of the various pricing objectives, which one does Under Armour appear to be persuing in its marketing of running shoes, and why?
  2. When Under Armour prepares to set the price for a new shirt equipped with LED lights, how much emphasis should it place on its evaluation of competitie prices? Why?
  3. Would you recommed that Under Armour use cost-based, demand-based or competition-based pricing for a new shirt equipped with LED lights?  Explain your answer. 
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