MAR6805 Marketing Management

Personal Application 4

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Individual Assignment Cover Page

CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words; either quoted directly or paraphrased I also certify that this paper was prepared by me specifically for this course.

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Overview

The objective of this assignment is to go beyond theory to provide you with the necessary tools to apply the marketing concepts presented during the week to your consumer experience or to your organization or the industry in which it operates.

At the completion of this assignment you will achieve the following module objectives:

· Identify and explain the appropriate price strategies according to the product life-cycle.

· Distinguish the differences between the various types of distribution channels.

Instructions

1. Each student will research the assignment and post his/her response individually by the due date on the corresponding group forum (always on Sunday before midnight). Read the syllabus for a list of important points to follow .

2. You will have three days to respond to other students’ contributions challenging others’ postings; helping others understand a concept through experiences, examples, and explanations; commenting on others’ postings and contributing value to the learning. The MINIMUM number of participation postings is TWO.

Rubric

The following rubric will be used to grade your work.

· In this personal application assignment you will work on one product category or service offered by the organization you work for. If this is not possible, select one product of an organization in which you have worked before, or an organization you would like to work for in the future.

1) Evaluate the pricing strategy of the product (refer to Chapter 8). Describe the pricing strategy employed.

2) Identify and evaluate the distribution channels employed to distribute the product in question. What types of channels are used? List all the channel members and describe their functions (refer to Chapter 9).

3) Evaluate the channel performance with respect to the customer reach, operating efficiency and service quality (refer to pg. 312).

· Connect the material in the course to your explanations. Do not ramble, or re-define the concepts, apply them and be precise. Make your points in approximately 4 paragraphs; each paragraph should have about 3-4 sentences.

· Post your analysis on the corresponding discussion forum. Include the reference if you did your own research.

· Comment on other student’s work.

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