Discussion question assignment 2.docxDiscussion question assignment (40 points):
Responses to discussion question topics should be
a minimum of 250 words.
1. The major project for this course is creating a marketing plan. Provide company name, a
description and URL, if available. You need to either select a small company or small non-profit
that is already in business; however, if you work for a large company and would like to focus on
that then concentrate on one small part; for example: your department. This project will become
part of your portfolio created in the MBA Capstone course so create it for something that can be
shared (with whom you choose to share it with). For example: if you create a plan for your
department and are sharing confidential information you won’t want to use it later in the
Capstone class.
2. If consumers are being deluged by sensory over stimulation, what can a marketer do to cut
through the clutter?
3. Using the principles of classical conditioning or operant conditioning, design two specific
marketing objectives for a specific nonprofit (provide a description and the URL if one is
4. What should ads say to help brands make the first (non-compensatory) cut in decision making to
be included in a consumer’s consideration set? What should ads say to help a brand be chosen,
once in the set?
5. How might you obtain data to segment visitors to your city’s public parks, by day of week and
time of day? What would you expect to find?
6. Who do you suppose is the ideal customer segment to target for donations to: a) American
Cancer Society,
b) World Relief Funds?
Please include at least two academic sources for your research beyond the
textbook. Cite and source in APA format.
Marketing Management
By Dawn Iacobucci
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