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Upon completion of the Required Readings, write a thorough, well-planned narrative answer to each of the following discussion questions. Rely on your Required Readings and the Lecture and Research Update for specific information to answer each discussion question, but turn to your original thoughts when asked to apply, evaluate, analyze, or synthesize the information.
Your Discussion Question responses should be both grammatically and mechanically correct, and formatted in the same fashion as the questions themselves. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your responses and document in a bibliography using APA style. You are the marketing manager for a video rental chain. You have been asked to define the major competitive spheres within which your company will operate. Respond to the following competitive elements. (30 points) (A 2-page response is required.)
1. Industry
2. Products and Applications
3. Competence
4. Market Segment
5. Vertical
6. Geographical State the opposing ethical arguments about marketing:
Does marketing satisfy or create customer’s needs and wants?
Compare and contrast these arguments in terms of benefits and detrimental effects on individuals, businesses, and the societies or nations in which they function.
Finally, evaluate the arguments, supporting your stance for one argument over the other. (20 points) (A 1-page response is required.) Assume a business entity of your choosing is planning to introduce a new product or service.
Describe the business and the product or service being marketed. Then, construct a market research plan that shows at least five (5) steps/areas that you must research in order to determine the viability of the offering. After researching and analyzing the information, what kinds of recommendations might you make for bringing the product to market? (25 points) (A 1½-page response is required.)
For the same business, write five (5) close-ended and five (5) open-ended questions to use in a questionnaire surveying the existing or potential marketplace. Following each question, describe the purpose or rationale for asking the question.
In addition, state your method of administering the survey and explain how it fits into at least one (1) component of the overall marketing decision support process that you discussed in Discussion Question #1. (25 points) (A 1½-page response is required.)
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