Week 1 Discussion

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Portland State University *

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311

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Marketing

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Feb 20, 2024

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Uploaded by SuperHumanStrawKangaroo80

Chapter 1 1. Society at Large. As a business student and a consumer, discuss your thoughts on the inclusion of "society at large" in the AMA definition of marketing. In answering, please address the following: A. Comment: Are you surprised there was disagreement (minor controversy) around the inclusions of "society at large" in the definition? Why or why not? B. Opinion: Do you think the phrase "society at large" should to be included? Support your answer. 2. Product Relationships and Marketing Mix. Think about a favorite product brand. (If you don't like the idea of "favorite," think of a product you tend to gravitate towards. Remember a product can be a good, service, or idea.) A. Favorite: Name of a favorite branded product. Include its product type (i.e. good, service, or idea), its category (e.g. food, clothes, entertainment), and a short description. B. Relationship: Discuss how you categorize your relationship based on the "landscape of brand relationships" touched on in the lecture. How would you describe the relationship and why? (If you want more background on the relationship types before deciding, under "EXTRAS" are two resources that discuss the types to varying degrees. Do not get too caught up on the right "label," your interpretation of what the relationship means and how you support it matters the most.) C. 4Ps and value: Using the marketing mix (4Ps), discuss how your favorite product adds value to your "relationship." Provide examples and support in at least two of the 4Ps. Please underline the "P" when you discuss it.

Society at Large Including “society at large” in the 2007 AMA’s definition of marketing sets a people- oriented tone, contrasting the 2004 definition, which focuses on the organizational perspectives of marketing. Understandably, there’s minor controversy over including “society at large” in the AMA’s definition of marketing. My business classes taught me the importance of efficiency for businesses. Technology such as computer systems store data and give insight into target markets. Businesses can learn about consumer purchase trends and use them to make informed decisions. Keeping “society at large” in the AMA definition in mind, it’s worth noting how technologies can harm the environment. Not all businesses, especially tech companies like Apple and Microsoft, can abide by the definition. Technologies have metals that can cause air and water pollution. Despite this, consumers and businesses will keep using technology because it’s helpful, efficient, and modernized. Product Relationships and Marketing Mix Old Navy clothes are a favorite branded product for me. My relationship with the product is best represented by a “secret affair.” I usually shop for clothes from Old Navy, which exemplifies my strong and deep bond with its products, but with low levels of functional- oriented. There’s a store ( place) at Clackamas, only a 10-minute drive from where I am. It’s convenient for me to get to. Old Navy also emails promotions to me. It has a 10% discount sale for in-store purchases of $100 and up, which incentivizes me to buy new clothes from Old Navy. Old Navy clothes have always been convenient and cost-efficient for me, and thus they add value.

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