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BA 360 Discussion – Week 3 Jihye Lee Sept 23, 2011
Agenda 1. Syllabus Quiz Review; 2. Read i. Pad mini-case at the end of chapter 1 3. Work on discussion questions with a team – Please do not write just one line for answer – Refer to lecture notes and/ or textbook in crafting their responses – Submit your answer with names of your group members – Grading policy: 10 points for written responses; 10 points for presentation(next week) – Due data: Sep. 30. 2011(bring a peace of paper) – Please type your answer
Announcement 1. Presentation for next week - Each team would present at least one question - Please be ready to present your idea (Better way is bringing an extra paper to read) 2. Attendance and Makeup Policy You cannot make up any missed for-credit work if you don’t let me know the reason for your absence on or before the absence, by email. If you have to miss a Discussion, email me and I will email you back about how you can make up missed work. If you have to miss a Lecture, let me know by email the reason for your absence, and if you wish to make up any of the Clicker question points you missed. I will let you make those up in the next Discussion. You have ONE week to make up and submit missed work – beyond that, TAs will decline allowing a make-up. Make-up work should only be submitted in print copies (no emailed work, please).
Quiz Answer 1. Which of these is not a stated learning objective of this course? a. Learning about how marketing research goes about gathering useful information for decision-making b. Learning how a marketing strategy is developed c. Understanding how segmentation decisions are made *d. Learning about how search-engine marketing helps Internet businesses acquire customers
Quiz Answer 2. The “How-To’s” for the course have four components. Which of the following is not one of them? *a. the four scheduled Tests in the course b. the weekly lectures c. the weekly Discussion d. the CONNECT learning system
Quiz Answer 3. Which of the following statements is true about the course requirements? a. I have to do all 4 tests; I then get to drop the one with the lowest score *b. If I do the first 3 tests really well, I can choose not to take the final c. Lecture interactives using Clickers are optional d. Discussion assignments count for 20% of the overall grade for the course
Quiz Answer 4. Which of the following statements is true about CONNECT homework assignments? a. They are optional, but I can do them as they will help me study for tests b. Every Connect assignment counts toward my final grade *c. I can do an assignment multiple times to improve my score d. I cannot score high if I don’t get through every card in my flash card stack before the deadline
Quiz Answer 5. I can make up any work I miss that is for credit, and do so within one week of my absence, if I: *a. have emailed my TA about my absence on or before the absence b. turn up at the Discussion and just ask for a make-up c. wait till the end of semester when there will be make-up opportunities d. bring some cookies for the TA or instructor
Quiz Answer 6. Which of the following is true about tests? a. I extend my Thanksgiving break and miss Test 3. I can make it up if I email my TA and the Instructor *b. Test questions are closely related to CONNECT assignment questions c. I can’t make up a test I miss due to an unavoidable emergency because of the 3 best out of 4 option d. I’ve lost my Student ID, but I will be allowed to take the tests anyway.
Quiz Answer 7. Where can you get tech help for the CONNECT website? (Pick the one response that is NOT true). a. I can call the 1 -800 number for live support b. I can get help online via the mcgrawhillconnect. com/support website *c. I can email or talk to my TA d. I can send Mc. Graw-Hill an email from the support website
Quiz Answer 8. What’s the best way to contact my instructor at all times? a. By calling her office number and leaving a voice mail *b. By emailing her with “ 360 Marketing Student” in the subject line c. By just turning up at her office and hoping to find her there d. By texting her office number
Quiz Answer 9. Which of the following is true about using Clickers in this class? a. I have an old Clicker from a former class; I can’t use it though, and need to get one of the new ones. b. We will begin using the Clickers in class on 9/15 *c. I have to register my Clicker at http: //myclicker. uwm. edu as soon as possible d. I can share a Clicker with a classmate attending the same section
Quiz Answer 10. Which one of these is considered acceptable, professional behavior in the Lubar School during classes? a. Ryan is an expert multi-tasker: he is listening to his i. Pod with one ear, to the lecture with his other, texting, using his Clicker, and getting homework for another class done on his laptop b. Josh comes in late for class. He walks in noisily, trips, providing comic relief to his classmates, and then makes his way to a seat in the middle of the lecture hall *c. Tom knows he needs to leave class early; he sits near the door and slips out quietly d. Alaina has to run out of class to answer her cell phone when it rings
Now, let’s do a mini case discussion Please read pg 29 “Ipad Launch case study”
Q 1. How does Apple “market” rather than “sell” to its customer? Marketing Selling • Emphasis on consumer(buyer) needs wants • Company first determines customers needs and wants and then decides out how to deliver a product to satisfy these wants • Management is profit oriented • Planning is long-run-oriented in today’s products and terms of new products, tomorrow’s markets and future growth • Stresses needs and wants of buyers • Views business as consumer producing process satisfying process needs and wants of buyers • Emphasis on innovation on every existing technology and reducing every sphere, on providing better costs value to the customer by adopting a superior technology • Consumer determine price, price determines cost • Emphasis is on the product • Company Manufactures the product first • Management is sales volume oriented • Planning is short-run-oriented in terms of today’s products and markets • Stresses needs of seller • Views business as a good producing process • Emphasis on staying with existing technology and reducing costs • Cost determines Price
Q 2. “Exchange” – key element Please refer lecture notes “overview of marketing” Hint: You can draw a figure
Q 3. “Best Value” Why people are crazy about “Apple”? How come Apple is worthy to buy?
Q 4. Identify and explain marketing mix, illustration how Apple creates/captures/delivers or communicates value How marketing mix incorporates in the AMA marketing definition Hint: Exhibit 1 -3, pg 8 textbook
Q 5. Apple corporate social responsibility? Hint: Ben & Jerry Mission (pg 24, textbook) • • fair trade sustainability corporate social responsibility corporate citizenship Philanthropy socially responsible supply chain strategy sustainable business