Marketing
1. How is marketing defined – based on the textbook? (Please provide the page number where you found the definition in the textbook when listing the textbook as a source. If you don’t have the textbook yet, use the definition from https://www.ama.org/the-definition-of-marketing-what-is-marketing/?_ga=2.229438747.649508015.1611093944-1062543528.1610853902AMA website (Links to an external site.))
2. What are the 4Ps of marketing? Describe each of the 4Ps and discuss how Burger King is using each of the 4Ps for their marketing positioning as a global fast-food brand. (tip: if you don’t have the texbook yet, look at https://www.ama.org/the-definition-of-marketing-what-is-marketing/?_ga=2.229438747.649508015.1611093944-1062543528.1610853902AMA%20website (Links to an external site.))
3. What is the difference between mass marketing and target marketing? Give an example of a mass-market product, and an example of a product that is a niche market. Examples of niche markets are vegans, cat owners, or expectant parents in New York City, gluten-intolerant males over 50.
4. The coronavirus pandemic has an impact on companies’ business model and on their marketing strategy. Read all background reading materials in the How COVID-19 Changes Marketing Compendium Module on Canvas.
Then research and select a company of your choice that has changed its marketing in times of the Coronavirus. This can be a company that is running a campaign showing support for the people who battle the virus at the front or help affected communities, such as small businesses or families with no income who need food. It can also be a company whose products or services are now in higher demand, such as online education services.
Summarize the marketing campaign. In your summary, please include what the campaign is about, what the company hopes to achieve with this marketing campaign and where (in which channels) you saw the campaign and how the campaign is different to how the company usually markets itself. Provide visuals of the campaign, if possible, i.e. a screenshot of an Instagram post or Tweet. Reference all articles in the business and marketing media you used for your research as well as any company media channels and sources in your summary and include them in a reference list.
