Module 2 – Background
BUSINESS-TO-BUSINESS MARKETING AND MARKETING CHANNELS
Required Reading
Introducing Marketing Textbook:
Creative Commons License 3.0:
https://creativecommons.org/licenses/by/3.0/legalcode
John Burnett
Introducing Marketing. Retrieved from
https://open.umn.edu/opentextbooks/BookDetail.aspx?bookId=388
Pub Date: 2011
ISBN 13:
Publisher: BCcampus
Read the following chapters:
3. Marketing
research: An aid to decision making
4. Understanding
buyer behavior
10. Channel concepts: Distributing the product
Short Video Lectures
Why Market Research is Important
https://www.youtube.com/watch?v=1Fja06iCIE0
1.2 The History of Marketing Research
The importance of studying consumer behavior
Millennials: Changing Consumer Behavior: Goldman Sachs’
Lindsay Drucker Mann
Gen-Z Matters More than Millennials: Goldman Sachs’
Christopher Wolf
Understanding distribution channels
https://www.youtube.com/watch?v=_Hxho7Ub-8o
Distribution Channels
Optional Reading
Marketing Research and Intelligence Association
https://www.mria-arim.ca/
Occupational Outlook Handbook -Market Research Analysts
https://www.bls.gov/ooh/business-and-financial/market-research-analysts.htm
Marketing Research Association
https://www.insightsassociation.org/
A Model of Industrial Buyer Behavior
https://www.jagsheth.com/buyer-behavior/a-model-of-industrial-buyer-behavior/
Consumer Behavior: The Psychology of Marketing
https://www.consumerpsychologist.com/
Distribution: Channels and Logistics
https://www.consumerpsychologist.com/intro_Distribution.html
Channels of Distribution
http://consumerpsychologist.com/distribution.html
Resources
US Census Bureau: American Fact Finder Database
https://factfinder.census.gov/faces/nav/jsf/pages/index.xhtml
Nielsen
http://www.nielsen.com/us/en/about-us.html
Association for Consumer Research
http://www.acrwebsite.org/
Discussion 2: The Marketing Mix: Value Added
This week we begin to focus on the marketing mix, and
marketing mix planning begins with developing an offer that brings value to
customers. At the heart of this offer is your product/service.
Week 1 Discussion Post
Using the product/service chosen in Module 1 complete the
following:
Explain what product/service you are working with (this
paragraph can be reused during class).
Discuss the qualities that make this product/service new to
the marketplace and the rationale for your decision to pursue the concept.
Not including the first paragraph describing your product,
this post should be 1-2 paragraphs in length (at least 100 words). If you are
engaging in research, be sure to cite in the body of the post and add a
reference list in APA format.
Week 1 Interactive Responses to Classmates
1st Interactive Response:
Select one post from a classmate and critically analyze the
rationale provided for marketing the product/service.
2nd Interactive Response:
Choose another classmate?s post and provide consumer
feedback.
Each reply should be one paragraph in length (or about 50
words) and must be substantive in nature. Do not simply say ?I agree? or ?That
is great?, specify why and be detailed in your explanation. You may use
research in your responses but it is not required.
Week 2 Discussion Post
Provide the quick overview of the product or service.
Identify your target market. Provide a specific demographic
profile and rationale for this decision. Consider the size of the market and
its purchasing power.
A source that may help you: The US Census Bureau’s American
Fact Finder. Research is required to back-up your selection and to provide
statistics to show that it is a viable market.
Not including the first paragraph describing your product,
this post should be 1-2 paragraphs in length (at least 100 words). Since you
are engaging in research, be sure to cite in the body of the post and add a
reference list in APA format.
Week 2 Interactive Responses to Classmates
1st Interactive Response:
Select a classmate?s post and critically analyze the
proposed target market. Is it a good fit?
2nd Interactive Response:
Select a second classmate?s post and critically analyze the
research used to support the choice of target market. Is it a sufficient?
Each reply should be one paragraph in length (or about 50
words) and must be substantive in nature. Do not simply say ?I agree? or ?That
is great.? Specify why and be detailed in your explanation. You may use
research in your responses but it is not required.
In your own words, respond to the discussion and comments of
classmates. Grades will be based on effectual, concise and interactive
feedback. The excessive use of quotes will directly impact performance since
this indicates a lack of comprehension and shows that you may not have mastered
the concepts.
Grading Note:
At Trident University International, rubrics are used for
grading. These rubrics specify the points available for each component of an
assignment. Points are earned based on the level of work submitted.