Module 1 Discussions
Read Aaker, D.A., and Erich Joachimsthaler (2000). The brand relationship spectrum. California Management Review, 42:4(Summer):8-23. Available on November 21, 2013, at http://www.iuc-edu.eu/group/sem1_L3/2013%20DNPBM/Lecture%2012%20Brand%20Relationship%20Spectrum.pdf
- Think of a brand that you have been using for a while and perhaps developed a relationship with. Can you identify how the brand is specifically communicating with you? (Consider timing, media, and message content.)
Module 2 Discussions
This question follows up on the Module 1 discussion regarding the brand you identified as having a relationship with.
Review Aaker, D.A., and Erich Joachimsthaler (2000). The brand relationship spectrum. California Management Review, 42:4(Summer):8-23. Available on November 21, 2013, at http://www.iuc-edu.eu/group/sem1_L3/2013%20DNPBM/Lecture%2012%20Brand%20Relationship%20Spectrum.pdf
- How do you respond to the messages the brand has been targeting to you and others in the consumer segment to which you belong?
Module 3 Discussions
We are now almost constantly exposed to marketing communications, not only print and broadcast, but via social media, the Internet, product placements in movies, mobile billboards, and event sponsorships.
Discuss two brands that sponsor such extensive efforts:
- Do they match your consumer profile? Explain.
- To what extent do you recognize them as coherent and consistent (i.e., integrated)? Explain.
Module 4 Discussions
Read Misner, I. (2002). Word-of-mouth: the world’s best known marketing secret. Entrepreneur, June 30. Available November 21, 2013, athttp://www.entrepreneur.com/article/53188#
It is said that word-of-mouth communications (i.e., recommendations for or against a product or service from friends, family members, or co-workers), is the most efficient since it is both free and perceived as reliable or unbiased.
- Describe an incident when you were exposed to a word-of-mouth message that influenced your decision to buy (or not buy).
- What are the larger marketing implications of the importance of word-of-mouth messages as affecting purchase behavior?
Module 5 Discussions
Read LaPlant, A. (2005). When Does Culture Matter in Marketing? Stanford Graduate School of Business, November 1. Available November 21, 2013, athttp://www.gsb.stanford.edu/news/research/when-does-culture-matter-marketing
Culture can be understood as shared beliefs, customs, and norms among individuals of a specific group. Thus, we can consider religion, ethnicity, occupations, and certain interest groups (environmental advocates, fans of particular kinds of music or sports teams, etc.) as cultures or sub-cultures that exist within a society. There area work-related cultural groups, racial cultural groups, music-oriented cultural groups, etc.
- Choose one cultural group to which you belong and identify organizations/brands that communicate to you using culturally tailored messages. Explain.