function of packaging
Open ITunes, click on ITunes Store (left menu), click on ITunesU (top menu), click on Universities and Colleges (top option in the ITunesU Quick Links underlaid with Categories), go to East Tennessee State University (first option under E), go to Busness (top option under the Categories tab) and you’re done.
Essay 2goes with Podcasts for Modules 5 – 8; answers should have good, thorough answers that cover the topics. Be sure to address key points to the questions asked; deductions will apply to extraneous material or a statement that doesn’t apply.
? Module 5 –Product, Branding and Packaging
? Product Line and Product Mix– explain these with distinguishing between the two being key.
? Use examples to explain how everything is related to brands. Include in this discussion an explanation of how marketing moved away from economics as a discipline.
? Be ready for questions about trade characters, thematic slogans, brand equity
? National Brands vs. Private brands – explain (with examples from at least two product domains discussed in the podcasts) how this battle is playing out.
? Packaging – Discuss the function of packaging (short to moderate)
? Module 6 – Developing New Products
? Diffusion of Innovation
? Innovators: discuss (including different strategic issues) with two examples moderate to heavy weighting
? Early Adopters: discuss (including different strategic issues) with two examples moderate to heavy weighting
? Early Majority: discuss with one example light to moderate weighting
? Late Majority: explain who they are light weighting
? Laggards: discuss (including the primary strategic recommendation) with one example light to moderate weighting
New Product Development: Discuss the Following:
? Idea Generation-give various methods with examples (heavy weight)
? Concept Testing (heavy weight)
? Product Development (light weight)
? Market Testing (moderate weight)
Stages of Product Life-Cycle
? Introductory Stage: describe thoroughly and explain strategy alternatives (heavy weight)
? Growth Stage: describe thoroughly (moderate weight)
? Maturity stage: describe thoroughly (light to moderate weight)
? Module 7 –Supply Chain Management – Explain how Supply Chain Management Works
? Describe the process involved starting in China
? Explain inventory control as a concept
? Explain the concept of logistics
Channels of Distribution
? Explain what a vertically integrated channel or hierarchical system is. Use a close example to explicate your answer.
? Describe a market (contractual) distributional system
? Describe an administered system with an example used in explication.
? Explain the idea that channel systems compete with each other (including the discussion of trust, open communication, interdependence and conflict resolution)
? Explain why bureaucratic systems are often inefficient
? Module 8 –Retailing and Alternative Channels
How Manufacturers Pick a RetailerDemographic (two examples)
? Explain the concept of Intensive Distribution with several product domain examples (light).
? Explain the concept of selective distribution with a complete example (moderate to heavy).
? Explain the concept of exclusive distribution with a complete example (moderate to heavy).
Different Types of Retailers
? Food Retail types, short to moderate (but not missing key points) description of different types (traditional supermarket, supercenters/superstores, warehouse clubs and convenience stores).
? General Retailing moderate description (including key strategy issues) of different types with examples of each (category specialist/category killer, specialty retailer, full line discount stores, department stores)
? Explain in detail with examples the key advantages and disadvantages of internet retailing (e-tailing) versus traditional bricks and mortar stores
Specific Issues Questions – Explain briefly:
? Sony (Betamax) vs. Phillips (VCR)
? AT&T Vs. Verizon
? Electric Car (concept test of)
? Errors (in new product development)
? Walmart Supply Chain Operation
? Contrast Push versus Pull
? Explain why Kmart is getting crushed by Walmart
? Describe Nike and the automobile system of distribution
? Boston Whaler and exclusive distribution with assets tied to the relationships
? Lowes strategy for home improvement
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