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Marketing and Economics Issues

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Discussion 1
Think about a specific brand that you use.
- Identify the branded product and discuss the brands value proposition
- Describe the brand's current marketing mix (product, place, price, and promotion)
- How well does the marketing mix reflect, deliver and communicate the brands value proposition?
What changes in the marketing mix would you recommend and why?

Discussion 2
Some experts believe that due to technology changes, each generation might have basic needs, but at the end of the day, there needs for products and services are different from prvious generations.
- Explain why some might belive that each generation has similiar needs for products and services; then also explain why there are those that also dissagree with this thinking and rationale for doing so.
- How are economic factors such as recession or consumer having more money can impact the wants and needs of future generations. If future generations are met with downturn in the economy as we experienced in 2008, how will that influence their purchasing habits.

Discussion 3
- Describe the organizational structure in which you work most effectively: one where there are many specialists or few?
- What are the costs and benefits of your ideal organizational structure?
- How would you adapt the organization to ensure the disadvantages did not hinder the company's goals?

Discussion 4
- Which strategy is better, in your opinion: high-quality or low price? Explain your reasoning.
- What is your opinion of the following strategic techniques for discouraging new competitors?
- Predatory pricing
- Increasing advertising expenditures
- Approaching the government or other authority for the sole right to sell in your area

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Solution Preview

Discussion 1 The brand that I use is Ariel detergent. The brand's value proposition is that it gives the maximum number of washes among the branded detergents. The value proposition has been supported by the low prices high quality wash, and the ability of the detergent to clean clothes in the quick wash cycle of washing machines.

The brand's current marketing mix is a can of 150 oz of Ariel costs $9.94 at Wal-Mart. Good quality detergent at reasonable prices. The product is comparable to the best liquid detergents in the market. The place is Ariel is distributed through most departmental stores and discount stores. The promotion of Ariel is advertisements that position Ariel as a deeper cleaning agent for more brilliant laundry. Its stain removing capability is highlighted.
The marketing mix, taken as a whole, delivers and communicates the brand's value proposition well. The price of $9.94 for a 150 oz can conveys the attractive price, the advertisements convey the deep penetrating action of the wash, and the alligator eating stains focuses on the stain removing capability of the wash. The changes in the marketing mix I will recommend is that the advertisements should also show the price of 150 oz can at $9.94. Many people may not know the price at which Ariel is sold.

Discussion 2: Some ...

Solution Summary

The answer to this problem explains four issues in marketing and economics. The references related to the answer are also included.

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See Also This Related BrainMass Solution

Nonprofit sector and the market economy

1. Respond to the following in 3-4 paragraphs

What role(s) should the nonprofit sector play in a market economy; should nonprofits be entrepreneurial; should nonprofits compete with for-profit businesses? Should there be special "set asides" for nonprofit organizations; is "cause-related marketing" a good idea or just a marketing ploy; and, should business strategy be tied to philanthropy? What is your informed opinion (i.e. you need to back up our thoughts with some information, data, and/or references to other thinkers)? Comment on these and other questions of your own choosing.

2. Then respond to the following post adding incite, desputing and or supporting with additional information in 1-2 paragraphs:

Anheier describes, "the majority of available theories of nonprofit organizations are economic in nature, i.e. they involve some notion of utility maximization and rational choice behavior" (p. 155). This is broken down by many terms, an important one being pure public goods which are "goods to which no property rights can be established and which are available to all irrespective of contribution" (p. 117). The role that the nonprofit sector plays in the market economy is to provide these pure public goods, whereas the markets provide pure private goods. Pure private goods are "goods with individual property rights, and their productions, exchange, and consumption generates no externalities" (p. 117). There is a need to have the balance between the nonprofit sector and the economic market to avoid free-rider problems, off set high transaction costs, and market failure.

I do believe that nonprofits, while built to offer public goods to the community that are not offered in the public sector, still need to have a business plan tied to the philanthropic mission to be efficiently operated. A well-structured plan for a nonprofit will lead to a better future with more structured volunteerism, leadership, and commitment to the mission served. Cause marketing is a strong way to make your mission a "house-hold" name and it is an easy way for people to support the cause within their everyday lives. So while in many cases, cause marketing can be argued to be a marketing ploy, I think that it overall is best for all parties involved by its outcomes.

3. Then read the following 2 papers (they are attached) and comment on them telling what you liked, disliked, would challenge, agree with, and/or found interesting in 1-2 paragraphs.

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