mkt490 module 1 5 discussions thread questions

Read Jensch, J. (2013). Strategic marketing—Developing a corporate brand platform. The Quest Team. Available November 21, 2013, at http://www.questteam.com/resources/article.html?id=jensch_article_6

The strategic marketing platform also includes decisions related to segmentation, targeting, and positioning.

• Explain how each of these concepts apply to marketing Extra Strength Tylenol.

View the slide show on brand personality available on November 21, 2013, at http://www.slideshare.net/sjhus/brand-personality-presentation

• How would you characterize the brand personality of the Chevrolet Volt, GM’s entry in the electric car market? 
• How might that personality be projected in the Volt’s advertising campaign?

Read Kokemuller, N. (n.d.) Advantages and disadvantages of just-in-time inventory. Houston Chronicle.  Available November 21, 2013, at http://smallbusiness.chron.com/advantages-justintime-inventory-systems-20997.html

• Briefly review the positive and negative aspects of just-in-time inventory management. 
• Would this be a good concept to utilize in furniture retailing? Why or why not?

Review the following articles:

Push and pull marketing strategies (n.d.).  Marketing made simple.  Available November 21, 2013, at http://www.marketing-made-simple.com/articles/push-pull-strategy.htm

Riley, J. (2012). Promotion – Push & pull strategies. Tutor2u, September 23. Available November 21, 2013, athttp://www.tutor2u.net/business/marketing/promotion_pushpull.asp

• Under what circumstances would you advocate a promotion strategy that depended more on personal selling (push) than advertising (pull)?
• Would this be a good strategy to utilize in furniture marketing? Why or why not?

Read Mealey, L. (2013). How to price your restaurant menu. About.com. Available November 21, 2013, at http://restaurants.about.com/od/menu/a/foodcost.htm

Assume you are about open a 50-seat restaurant in the central business district of a mid-sized city. There are at least 20 eating places within 3 blocks of your location, including McDonald’s, several mid-priced ethnic restaurants, a brewpub, and 2 establishments with gourmet aspirations. You’ve chosen an “American Family” concept featuring comfort food, homemade pie, and daily soup specials. A common pricing model for restaurants is to price at 3 times food costs. However, upscale restaurants commonly use 2  times food costs and mass market chains tend toward 4 times food costs.

• Can you explain these differences?
• Where do you see your restaurant’s pricing model? Explain.
• Suppose the food cost of meatloaf dinner (including a green salad, potato, vegetable, pie, and coffee totaled $4.69. What would your menu price be?
• Suppose now that this meatloaf dinner were featured as your “daily special.”  Would that make a difference? Explain.