Market Research Continued.

Both Marketing 11 and 12 classes.

You can work in groups of 2-3 if you wish for this assignment.

You are to conduct some market research on one of the following 2 topics.
The name of 'the Hive'
or Items to be sold in the school store.

You will have limited time so it is better if your 'research' is done quickly.  You can use surveys, conduct a focus group or do face to face interviews.

In order for you to conduct this research, you will need a clear objective.  For example, what should we call 'the Hive' area?
Decide on the research method.
Conduct the research, feel free to use Survey Monkey, Drupal, Google docs, or Facebook/other social media.
Next, summarise the quantitative and qualitative data with suggestions.

This will not only be used in class but also for a planning meeting with Rec Leadership, Mr. Stickley and the rest of the school staff, so keep it professional, clean and concise.

GOOD LUCK!!

Commercial Day


Today we will be looking at Market Research.

(powerpoint available here:)

http://www.tutor2u.net/business/presentations/marketing/marketresearchmethods/default.html )

Questions.

1. What is a customer tracking device?  Give and example.

Use the following links to help you with questions 2 and 3.  LINK 1    LINK 2

2. What are some of the companies that will pay for market research?  Why would they do this?

3. (this question is not mandatory).  Sign up or download an app for market research.  What type of questions do they ask you?  Why do they ask you this information?  Do you think that your answers while signing up will affect what survey's you receive? Why/why not. 

4. Conduct some Secondary Market research on your own.  Pose a question, any question, then use the internet to answer your question.

OR: Look at the this website: and say what is some merchandise, if any, that you would be interested in buying? 

BEYONDMARS

Missing Tasks

This is your last week for getting in missing work.  It will NOT be accepted after this FRIDAY.

Start Market research.

Today we will talk about 'the Hive' and 'Researching' a possible name change.

Today you will finish watching "Thank you for Smoking"

Just Marketing 11

1. What is a lobbyist?

2. What do lobbyists do?

Marketing 11 AND 12

3. In paragraph form, explain the positives and negative of lobbyists on companies and society. 

Just Marketing 12

4. Find an industry that uses lobbyist.  Give an example of how the lobbyist have been used and what they have done, good or bad.

Commercial day

Movie on Lobbyist

We start Market research on Monday.

Both Marketing 11 and 12

Today you will be looking at Amazon.  A company that has had a huge growth rate and success.  Not only have they been a success in online sales, but also in distribution.

LINK
1. Remembering the 4 P's, Place being one, also time and place utility, how will using drones be an advantage to Amazon?

2. What obsticles stand in the way for drone use for Amazon?

LINK

3. What is Amazon Go?

4. What is your prediction of this model of store, will it catch on, will it be successful (will people adopt the technology).

5. This will end the P.O.P. point of purchase display.  What is a P.O.P. display?

 
Marketing 11

Commercial presentations today.

Marketing 12

You can work in pairs for this assignment. (It replaces the Negative Advertising assignment from the other day)

Each pair is to pick one 'show' from the following of Under the Influence BRAND ENVY a radio show on marketing and advertising.   
On Friday, all the marketing 12's will sit down and share what we have learned. 

Write the following down as notes to share.  
You are to summarise the main theme and point of the 'show'.
Then you are to share 5 (interesting, surprising) points/facts from the show be specific. 

Both Marketing 11 and 12

Viral Ads

Today we will be looking at 20 of the most shared Ads (shared, not necessarily viewed) of 2016.  

Here is the LINK

Start by watching the Ads



1. Are there any common strategies used in several of these commercials that went 'viral'?

2. Pick 3 ads, (make sure you say what number they are) and explain both who the target market is and some of the marketing strategies used.

3.  Are there any ads that may have failed?  Some ads may be popular, but not get across the intended message or may even backfire.  Is this true of any of these ads?

Both Marketing 11 and 12

Today we will be looking at Driverless or Automated Cars.

We will Start by looking at the following Links
https://www.youtube.com/watch?v=P1tfOeChenQ
http://www.cbc.ca/news/thenational/driverless-cars-hit-canadian-roads-1.3872032
http://www.cbc.ca/news/business/automated-vehicles-1.3870605

Kitchener Population 219k


Now it is your turn to read the article at the following link and answer the questions.

https://www.wired.com/insights/2013/08/top-5-market-trends-driverless-cars-will-rev-up-in-the-future/

1. Briefly summarise the 5 trends predicted in the article.

2. Whenever there is a major technology shift, it is a loss for some (Blockbuster Video) but can create opportunities for others (such as Netflix, Google Play, Apple on-line Store).  What companies/people/ business will loose because of Autonomous Cars?

3. New technologies create new opportunities.  What are some new or different ways that cars could be used.  Especially if they could be designed like the picture below?



4. What is your take on an autonomous cars?  Are you excited about the idea or apprehensive?  (your opinion)

Mon Nov 28

Marketing 11

Review game, for Quiz tomorrow.

Marketing advertisement presentations:

Each student is to choose on advertisement and present it to the class. Your presentation must include:

* the ad itself

* the target market

* advertising strategies that are used

* strengths of the ad

* weaknesses of the ad

* at least one question for the class and then you are to guide the class in a discussion.

OUT OF 30 MARKS!!!!

Presentation Days Friday or Monday


Marketing 12

NEGATIVE ADVERTISING"

"Negative Advertising"

Sometimes called attack ads have become the staple of political campaigns. Now negative advertising is gaining in popularity throughout the ad business. But do negative ads work? This week, Terry O'Reilly explores the attraction- and danger- of ads that take shots at rivals. He shows how some great campaigns are negative without seeming negative. And he'll recall some notable negative campaigns that backfired. Go to the following link and listen to the podcast, but before you do, watch the video's below as Terry O'Reilly talks about these ads in the podcast. You may use headphones of course. Once you've watched the videos and listened to the podcast, answer the questions below.


Same war, different campaign. Terry explains why this ad featuring MC Hammer was banned in Japan and what Pepsi had to change in the spot to have it air in the U.K.



1. What do you think of negative advertising?

2. Does negative advertising work? why or why not. use examples.

3. What is a potential danger of negative advertising.

4. Find at least one other example of negative advertising, it could be a link to a commercial or website.

CHAPTER 3 and 5 STUDY TERMS

All of the following are fair game for Tuesday's Test!!

innovation
invention
freasability study (study to see if it can be made and if it will make money)
8th stage of product development (market entry)
utility
form utility
information utility
place utility
possession utility
product mapping
knock off
word of mouth marketing
tween
age compression
ergonomics
What can be done in store layout to Increase sales and Decrease Shrinkage.
What can be done to increase sales
Word of mouth marketing
Knock off
loss leader
Product Life Cycle (introduction, growth, maturity, decline/decision point)
Economic Cycle
Free Market and some benefits
Command Economy


Assignment. for BOTH Marketing 11 and 12

Read the following LINK

1. What is test marketing?
2. What is your opinion of McDonalds using Kale in its menu?
3. From a marketing stand point, could it be valuable for McDonalds to offer items even if they are not very profitable?  Why or why not?

Marketing 11

Today there will be some reading and questions.

Start by reading 'Product Mapping' on pgs 191 - 193 in your textbook.

1. Define Product mapping in your own words.

2. Look at Figure 5.26 on page 193. This is an example of a product mapping chart. You are to create your own chart (ON THE COMPUTER) using the following Information:

The TOPIC is Snack Foods

Use the same category rating scales:

messy ---------------------------- easy to eat

unhealthy/fattening -------------- healthy/low fat

boring/traditional ---------------- fun/interesting flavours

expensive ----------------------- inexpensive

The snack foods that you are to put on the chart are:

pudding (chocolate, vanilla, etc)

cut up veggies

fruit (apples, bananas, etc)b

granola bars (and similar products)

cheese snacks (handi snacks, cheese strings etc)

crackers (saltine, ritz, etc)

chips (tortilla and potato)

3. When you are done, share your results with someone else. Explain how similar or different your chart was.

Marketing 12

Today we will be talking a little more about distribution and looking at the idea of using airships.  

First look at the VIDEO of the first flight of the Airlander 10, nicknamed the flying bum.  It crashed, very slowly on its second flight.  

1. Do you think that the nickname and the 'crash' will do permanent harm to the idea of airships or is it just a minor setback.  

Now read this ARTICLE.  

2. This company plans to use a different airship, one made by Lockheed Martin (they make weapons and military products), does there design (not bum looking) give it an advantage over the Airlander 10? Explain.

3. Why is this company planing on using airships for its mining company?

4.  Does this seem like a feasible idea (does it make sense, will it be cost effective)? Explain.  

 Marketing 11 
Today we are going to watch a video on 'lousy labels'.

Questions.

1. Why do companies use the words 'Natural' and 'Organic'?
2. According to Derek Krasnik, the lobbyist for cosmetic companies, who's responsibility is it to buy 'natural' products?  
3. Why does 7th Generation die their diapers beige?
4.  Now it is your turn.  I want you to think of a product, shampoo, snack food etc and then go on-line and research the ingredients and its impact on you, your health, and the environment.  What did you fined?  Was it better that you though?  Worse?  How?

Marketing 12

Today we will be looking at Dollar Shave Club and Companies that have copied its format.

Use this LINK

Questions.  

1. Dollar a month clubs make money by something called ongoing revenue.  What does that mean?

2. Summarise (briefly) the marketing lessons in the article.

3.  We live in a free market economy where people are allowed to take other peoples basic success and try to copy it.  Do you think that other companies/entrepreneurs may try to copy the Dollar/Month format?  

Marketing 11

Please work on packaging assignment.

Marketing 12

Today is presentation day.  

Both Marketing 11 and 12.

Commercial Day (Packaging)

Packaging Assignment.

Please read pages 232 to 235. 

Assignment. You are to create a package for a product of your choice.  It must make sense with cost, protection, information and transport.  etc.  It must promote the product as well.  It may be made of any material you wish but I have included a sample paper cut out to help you.  Good luck

Due Wednesday

LINK to resources

Marketing 11

Please finish your store layouts.

Marketing 12

Good morning, today we will be looking at Crisis Management.  This ususally falls on the shoulders of management and marketing.

To start, read the case study about Tylenol from 1982.  This is seen as one of the more successful ways that a company has tackled a very damaging incident to their brand.

Questions

1, What did Johnson and Johnson do to tackle the problem and rebuild trust in their brand (point form)?

Here is a more recent example.  Chipotle restaurants have had several customers become seriously ill from e.coli (a bacteria from the digestive system).  This LINK explains part of what the company is doing. By closing stores they are taking a risk of highlighting a problem or appearing proactive.

2. What is Chipotle doing to tackle the problem?

3. Thinking of what J and J did  (Tylenol).  Do you think that this plan will help or hurt the brand?  Why or why not

Commercial day

Marketing 11

NOTES on Store layout and design

Next, you are to create a store layout 'blueprint'.  You can either draw it on paper or on the computer.  You can use any type of store you wish.  The goals of the design are:

- to increase customer flow to maximise the time customers spend in the store.
 - merchandise and display products to maximise profit
- have several steps to decrease shrinkage.

Can use www.smartdraw.com but you will need to download it.  

Marketing 12

Finish Presentations

Marketing 11

Review Section 5.4 "Product Development and Utility"

Next go to the following link and complete the activity (NOTE THE LINKS AT THIS SITE DO NOT WORK, USE THE LINKS PROVIDED BELOW)

ASSIGNMENT


CREST


COLGATE

Marketing 12

Marketing advertisement presentations:

Each student is to choose on advertisement and present it to the class. Your presentation must include:

* the ad itself

* the target market

* advertising strategies that are used

* strengths of the ad

* weaknesses of the ad

* at least one question for the class and then you are to guide the class in a discussion.

OUT OF 30 MARKS!!!!

Talk about the election, the Canadian Dollar and the economy

Marketing 11

Today we are continuing with product development and we are going to look at some 'strange' new products that are entering the market.  

First, you will need to open the Document "NEW PRODUCTS" on the shared drive (go to the shared drive, open classes, Mr. Southwell, and then open the NEW PRODUCTS document)

Then answer the following question on TWO of the products. (answer question 1-4 TWO times)

1. Do you think that this product will sell (is it feasible)?

2.  Do you think that this product would have a traditional, niche, fad, or seasonal life cycle?

3.  Who would the target market for this product be? (Be specific)

4.  How do you think this product would best be marketed (T.V., Radio. Internet, Infomercials etc)

Marketing 12

Finish the assignment from yesterday.  

Commercial Day

Marketing 11

Video, marketing in Hip Hop

Question.  (May be done with a partner, but put both of your names on the the assignment) Find 3-5 examples of product placement in music or 'music culture'.  Please email or write them on paper.



Marketing 12

Yesterday we talked about Brand Extensions.  Today you will be looking at an article related to Brand Extensions.

First Read through this ARTICLE

Next answer the following question.

1. Write a brief response to the idea of Apple making its own content (t.v. shows) or teaming up with other companies, in other words, Brand Extension or Co-Branding.  It has worked out well for Netflix.  Will Apple be successful? Are they too late to capture market share away from Netflix or other content providers?

Now watch the Video link HERE

We have talked about the Technology Adoption Cycle, sometimes called the Rogers Bell Curve or the Innovation Adoption Life Cycle.  This life cycle is most often taught using technology as a focus but it can be applied to fashion, health care choices, and simply ideas. 

Questions,

1. Define the following terms in the Technology Adoption Cycle:

Innovators
Early Adopters
Early Majority
Late Majority
Laggards.

2. Come up with an example of a product/technology/idea and explain how it moved through society.  Like the cell phone or smart phone starting with the Innovators

3.  What are some (2-3) examples of products that failed to reach a majority of adoption. 

Discussion on Jumping the Gap/Bridging the gap.

4.  You are to pick a technology that failed to 'jump the gap' (Segway, Google Glass, Apple Newton etc).  Most of these products received a lot of marketing BUZZ and had the support of Innovators and some early adopters.  Why did the technology fail to catch on with the Early Majority? 

5. Explain how the TED Talk says that companies should focus on.  What group?  eg, laggards or innovators?  

Marketing 11

 

Go to the following link and answer the following questions.

https://www.virgin.com/company

1. What is the product mix for the Virgin brand?

2. What challenges would such a diverse product mix present for the people in charge of marketing?

3. Go to the About Virgin Link: write a brief overview of the Virgin company?

4. What type of person is Richard Branson, what are his characteristics, and do you think that his personality has contributed to his success? Explain.

5. Explore the virgin website. What are 5 things that you find interesting?

6. On a scale of 1-10 how would you rate the Virgin website? EXPLAIN

Marketing 12

Read pages 221-225.

1. Define, Co-Branding, Brand Licensing, and Brand extensions. 

2.  Now find 3 examples of failed Brand Extensions. (other than Colgate)

3. Find 5 examples of Brand Licensing and Co-Branding.

4. (talk with a neighbour). Can you think of an oppourtunity for an existing company to extend their brandÉ  Eg, restaurant to grocery store.  Phone technology to home security etc.