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=Marketing and Media= //A Wiki for the ACT Secondary College unit **Marketing, Communication and Media (T) 1.0**// //Currently being delivered during Semester 2, 2013 at Lake Tuggeranong College//

Communications and Media (T) 0.5 unit
The work for the Communications and Media half of the unit will be on the linked page.

Analysis: Wizards of the Coast Marketing Report
//This [|link]is to an analysis of a large US-based games company; the author points out flaws in the methodology of collecting data, and explains how these flaws lead to incorrect conclusions -- possibly also to a wasted marketing campaign.// As the author, Steven Trustrum, says, this survey is significant because it is still being quoted as a definitive snapshot of the games market. Trustrum argues that the survey was so badly flawed in the beginning that it was never valid at all.

Top 10 Mistakes in High Tech Marketing
[|Why high tech marketing fails]

Blackberry for Sale
//How the mighty are fallen! [|Blackberry, inventor of the smartphone, is for sale].//

The Cola Wars: Coke vs Pepsi
[|Real thing blindsided, but Pepsi still can't pop its bubble] //Coke's biggest mistake: assuming that flavour is the most important thing for customers.//

2012 Term 4 Assignment
The Term 4 assignment is here:

Required Viewing
The homework for this semester is viewing the "Gruen" series of TV programmes. //On these shows, a panel of marketing and advertising industry professionals discuss up-to-date developments in the media and marketing world. The shows are entertaining, insightful and interesting -- one of the best programmes on television.//

This aired on ABC 8.30pm Wednesdays for the 4 weeks of the Olympics. A new 10-week season of **[|The Gruen Transfer]** followed, returning to the series' original focus on the advertising and marketing industry.
 * [|Gruen Sweat]** is a look at marketing as part of the 2012 London Olympics.

Class Powerpoint slides


=2012 Term 3 Assignment= See also the Assignment page which includes links and guidance that might be useful.

=The Term 3 Marketing Test is on:=

=Thursday 23 August 2012= //Period 4 Line 4// //60 minutes//

[|Group buying sites shed more jobs SMH 10-12-2012]
// "Group buying site Spreets has shed most of its staff hot on the heels of job losses at competitor LivingSocial, but analysts say the $500 million daily deals market is not imploding, just consolidating...The group buying industry has attracted [|mountains of complaints] and [|bad press] due to shoddy suppliers failing to deliver on deals or being ill-equipped to handle the onslaught of customers." //

Read more: [|http://www.smh.com.au/it-pro/business-it/group-buying-sites-shed-more-jobs-20121210-2b4zb.html#ixzz2EcNKgp88]

[|Content Marketing is key to success]
[|...or perhaps anti-marketing?] //A Perth house advertised as "Australia's worst house" has sold in a single day.// = = =What's on Today?=

[|Time Running Out to save Channel Nine from Receivers]
//"Still the One?" Not any more...Channel Nine has had $A2 billion of debt dumped in its lap, after creditors refused to extend the deadline.//

Glass slivers that store data forever
//Hitachi has unveiled a new, almost indestructible [|means of storing data]on quartz glass, up to "a few hundred million years" according to the manufacturer.//

Why it pays to keep old data
//A [|meteorite crater in Siberia]may be the world's largest source of industrial diamonds, used in drilling, cutting, grinding and similar tools.// These "impact diamonds," produced by the enormous pressures and temperatures of a meteor strike, are potentially harder than natural diamonds. This deposit was discovered in the 1970s, but the information was security-classified and not used because the Soviet government decided instead that they would investigate producing artificial diamonds. It has taken decades for the data to be rediscovered, analysed and put to use.

The significance to Australia? Russia may replace us as the world's largest producer of industrial diamonds.

Building a business empire
//Many business owners think that expansion means taking their business overseas. Not many think of the lost opportunities in our own country.// [|City slickers build a country empire]

The influence of marketing in the fashion industry
[|Meryl Streep's infamous putdown]from //The Devil Wears Prada// //"You think this has nothing to do with you..."// Kim Kardashian's [|Kanye-influenced makeover]

Internet Movie Piracy: Threat or Opportunity?
//"Listen up, Hollywood: Nobody ever went out of business offering a good product for sale at a reasonable price with an eye toward pleasing the customer. You should try it some time."// [|How Hollywood is encouraging online piracy] [|5 ways Hollywood can stop digging its own grave] //Scientific American 21 Aug 2012// //Lower quality picture & sound// //Free to the consumer (other than time and download charges)// //Illegal: Violates intellectual property rights; risk of prosecution// //Streaming makes money from online advertising and premium membership of website// || Make movies available online more quickly Emphasise high quality of legitimate picture and sound Charge a low price Explore ways in which online advertising could reduce price to the customer eg A lower-priced movie option, including advertisements. eg offer a subscription model (eg $15 per month) for all new release movies from Paramount or Fox. || Provides basic movie || Free to air broadcast Delayed Raises funds from advertising Often edited for length or rating (eg for screening in family "prime time") || Emphasise "extras" available direct from movie distributor: subtitling, director commentaries, "making of" specials,... Customise viewing experience for individual Special deals for merchandise eg Star Wars boxed set or action figures Emphasise "genuine" and "quality" nature of "official" movie -- not edited, no advert breaks || Similar experience (but not the same) || Lower quality in all respects Cheaper || License "spinoff" series -- perhaps for slightly different audience. Children, for example, might be targeted with a G-rated version eg Clone Wars (Star Wars cartoon series) || eg YouTube || Some common experience (similar background, characters, || Lower quality Free to viewer Enhances fan experience Repellent to "purists" || Release official "webisodes" -- eg 3-minute episodes using supporting (ie much cheaper) actors from the movie -- to "fill in" or enhance the official movie but also serve as a promotion / advertisement. //LucasArts might release Star Wars: The Adventures of Jar-Jar Binks (shudder!)// ||
 * Using the above articles and other online references, conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) for the Hollywood movie industry.
 * Perform a PEST analysis (Political, Economic, Sociological, Technological).
 * List 6 competitors for the Hollywood movie industry. For each competitor, describe the similarities and differences with Hollywood.
 * Add another column that lists the ways that Hollywood might be able to compete. For example:
 * ~ Competitor ||~ Similarities ||~ Differences ||~ Hollywood could compete by: ||
 * //Online torrent streaming// || //Provides basic movie to customers// || //Timely availability//
 * Encourage legality, take legal action (Hollywood's current approach)**
 * Television movies || Licensed, legal
 * Pirated DVD sales ||  ||   ||   ||
 * Straight-to-video movies || Substitute "B grade" movies with similar plot, actors, etc.
 * Fan-made videos on
 * The objective is to map out a range of ideas that could be used in marketing Hollywood movies to consumers.
 * This approach treats online piracy as an alternative business model from which Hollywood might be able to learn.
 * The articles emphasise that Hollywood could greatly reduce online piracy by finding out what movie consumers want and delivering it to them.
 * In most cases consumers are willing to pay for movies -- the question is how much, and for what?
 * There is a significant time element in movie purchasing -- how soon the movie is available, how long it takes to obtain, is time being wasted eg by advertisements,
 * There is a significant time element in movie purchasing -- how soon the movie is available, how long it takes to obtain, is time being wasted eg by advertisements,

Air Con
[|When the Poor Pay to Cool the Rich]

[|Knives out for Facebook CFO]
//The Chief Financial Officer at Facebook has some questions to answer. First should be: "Why do you still have a job?"// //The Facebook IPO (initial public offering, on the sharemarket) priced Facebook at $US38 per share. 3 months later, Facebook is trading at $US18.06 (5-9-2012), a fall of 53%.// //Investors doubt whether Facebook will ever be able to earn the kind of profits that were being claimed.//

Driving school calls for "no yelling"
//The [|No Yelling Driving School]: driver instruction by young people, for young people, is coming to Canberra.//

===[|Elisabeth Murdoch] criticises her family for lack of "Humanity over profit"===

[|Forget the desktop] -- web designers should think mobile first
//"Half the web doesn't work on mobile devices."//

DNA -- the ultimate hard drive
[|DNA data storage] is one step closer to reality.

[|Cards Turn on Tinkler]
//Nathan Tinkler, a former electrician, in five years turned a $500,000 loan for a coalmine into a position as the wealthiest Australian under 40...//

You can't park there!
[|Daniel Battaglia's]website **parkingmadeeasy.com.au** provides a market for people who want to rent out their driveways as parking spaces.

Writing on the wall for the mining industry
BHP Billiton has abandoned [|expansion plans at the Olympic Dam mine]. The mining boom is now widely considered over -- excessive capital investment has led to an oversupply of mining commodities (such as coal, gold, copper and iron), and the resulting fall in their worldwide prices has compounded price falls due to weakening global economic conditions. The concern for Australia? The mining industry was our buffer from the Global Financial Crisis -- so we're now exposed just like everyone else.

Ethical considerations in Marketing
[|Unions criticise Australia Post's Wal-Mart connection]

Business Trends: "Le Tote" Online Clothing Rental
[|Thorn in the side of mainstream retail]

Marketing Presentation -- Stockholm, Sweden 16-8-2012
View this [|creative marketing presentation]for the city of Stockholm in Sweden.
 * 1) How does this presentation attempt to "cut through" -- gain attention among all competing messages?
 * 2) What do you think is the (primary, intended) **target market** for this marketing presentation?
 * 3) What is the objective for this marketing campaign (what action/s do they want people to take?)
 * 4) Complete a SWOT analysis for the city of Stockholm. Focus on the needs of those living and doing business in the city.
 * 5) Complete an Ansoff matrix for Stockholm.
 * 6) Complete the Boston matrix for this marketing campaign.
 * 7) What other (secondary, less important) markets are there for this presentation?
 * 8) What audience/s for this video are unintended, ie the creators might not originally have had in mind?
 * 9) How can Stockholm adapt its marketing message to take advantage of these secondary and unintended audiences?

Darrell Lea 14-08-2012
[|Sweet Nothing] SMH 11-07-2012


 * 1) Create 5 customer profile for typical Darrell Lea customers
 * 2) Read the article Sweet Nothing, above.
 * 3) Write a SWOT analysis for Darrell Lea in 2011 -- Strengths, Weaknesses, Opportunities, Threats
 * 4) List 3 changes in the market and their competition that contributed to the collapse of Darrell Lea.
 * 5) Describe 3 ways in which Darrell Lea could have adapted to survive in their changing market.

[|Beaten by Google and Starting Over]13-08-2012
Some people just don't give up. After one business idea failed, Nathan Murphy turned his efforts to creating a completely different kind of business. > *Product? > *Price? > *Place? > *Promotion ?
 * 1) What was Nathan Murphy's first business idea?
 * 2) How was that idea "beaten by Google"?
 * 3) Describe THREE difficulties he faced in bringing his idea to market.
 * 4) Describe the specific kind of customer that Nathan Murphy's muesli business is aimed at.
 * 5) Divide this group into a list of THREE smaller groups.
 * 6) How can these groups be differentiated? What makes them different to each other?
 * 7) What makes them similar?
 * 8) How do the details in questions 4-7 influence Nathan Murphy's marketing mix for:

**Legal and Illegal Discrimination** 13-08-2012
//Discrimination: The act or process of separating one item from another; making a judgement between alternatives.// It is important to be sure that in making judgements about customers, we do so in a manner that does not violate any applicable laws regarding illegal discrimination.

//Discrimination (n)// from //Oxford Dictionary// at [|http://oxforddictionaries.com] as at 13-8-2012 1) the unjust or prejudicial treatment of different categories of people, especially on the grounds of race, age, or sex: //victims of racial discrimination////**discrimination against** homosexuals. (// Illegal discrimination, prohibited by law.) 2) recognition and understanding of the difference between one thing and another: //discrimination between right and wrong// (generally **not** illegal) Read the [|WA Today article]and answer the following questions:

Exercise:

 * Write down for each of the list ONE example of discrimination based on:
 * 1) Ethnicity (Race)
 * 2) Religion
 * 3) Political affiliation
 * 4) Pregnancy & Breastfeeding status
 * 5) Marital status
 * Under what circumstances is it **legal** to discriminate (make judgements between) customers? Give THREE examples.

The 4Cs of the Consumer -- rethinking the 4Ps from the consumer's perspective

 * ~ 4Ps of Marketing ||~ The 4Cs of the Consumer ||
 * **Product** || What **Customer needs** does the product satisfy? Is there a problem to which your product provides the solution? ||
 * **Price** || What is the **Cost** that your customer is willing to pay? Are all your customers the same, or can you get different payment from different customers (segmentation)? ||
 * **Place** || Consider the **Convenience** for your customer? How can they find, decide to buy, purchase and receive your product? ||
 * **Promotion** || What **Communication** methods/modes does your customer prefer to use? What particular media will find them more receptive to your message? ||

Ansoff Matrix Exercise 9-8-2012
For a local bicycle business, carry out the following: Read the (very short) article Conquering the Local Market, including the response by Mark Bouris and the blog comment.
 * 1) Draw an Ansoff Matrix for the business. Describe how the bicycle business might carry out each of the four strategies (Market penetration, etc).
 * 2) Explain which strategy would be relevant for an online bicycle sale site?
 * 3) Explain which is appropriate to a bike shop located near the Tuggeranong Hyperdome?
 * 4) Explain which strategy would be appropriate to the Manuka shopping centre?
 * 5) Explain what strategy a business might use starting a bicycle franchise in Papua New Guinea.

Ansoff Matrix
The [|Ansoff Matrix]is a way of considering what strategy to take based on a comparison between a product and its market (or intended market): > Diversification is usually the riskiest strategy, because so many factors are uncertain. However, opening up a new market brings the possibility of enormous profits, particularly if some factor (unique location, legal patent/trademark/design, special expertise/reputation etc) prevents competitors from taking part of the market share.
 * [|Market penetration](existing products in existing markets) This strategy attempts to take market share from a competitor or competitors. However, the competitors are doing the same thing in return. This risks excessive competition, reducing profits and making the market less attractive to the seller.
 * [|Product development](new products in existing markets). The hope is that a new product can meet existing needs in the current market.
 * [|Market development] -- (existing products in new markets). Finding a new use for an old product. For example, Listerine turned a failed hospital disinfectant (not strong enough) into a new product: mouthwash (by way of inventing a new "problem" of halitosis or "bad breath").
 * [|Diversification] -- bringing new products to new markets. For example: the invention of a new device that assists older or disabled people to get out of bed or rise from a chair.

Scent Marketing 7-8-2012
//[|Hungry Beast]// (ABC TV) //Choice Magazine// (printed handout) article on Scent Marketing
 * 1) What is scent marketing? Write a definition in 50 words or less.
 * 2) Name 3 businesses that use scent marketing.
 * 3) What industries are best suited to using scent marketing? Why?
 * 4) What are three advantages of scent marketing?
 * 5) What are three disadvantages to the seller and/or the consumer?
 * 6) Does scent marketing work under all conditions? Where might it be more or less effective?

The 3Ps of Service Marketing 6-8-2012
The traditional 4Ps of marketing (Product, Price, Place, Promotion) are the key areas where marketing managers have allocated marketing resourcesto achieve objectives. The service industries are growing strongly, however, and services have unique characteristics -- they are:
 * intangible -- usually cannot be touched or seen, known by their qualities
 * heterogeneous -- not the same experience for all consumers
 * inseparable -- difficult to prevent consumption (eg TV broadcast)
 * perishable -- do not have a long-term, persistent existence (like a chair); services are consumed on the spot.

Therefore, an additional 3Ps are added for Services. They are:

People
All people directly or indirectly involved in the consumption of a service (employees, other consumers).Contact employees contribute to service quality by creating a favorable image for the firm,and by providing better service than the competitions. Service providers (such as hairstylists, personal trainers, nurses, counselors and call centre personnel) are involved inreal time production of the service. They are the “service”. Much of what makes a service special derives from the fact that it is a lived-through event.

Process
The delivery and operating systems of procedures, mechanisms and flow of activities which services are consumed.Creating and managing effective service processes are essential tasks for service firms. Because services are performances or actions done for or with the customers, they typically involve a sequence of steps and activities. The combination of these steps consitute a service process which is evaluated by the customers. In a service situation customers are likely to have to queue before they can be served and the service delivery itself is likely to take a certain length of waiting time.

Physical Evidence
Physical evidence, that related to the environment in which the service is delivered, and the tangibles that help to communicate and perform the service. The physical evidence of service includes all the tangible representations of service such as brochures, letterhead, business cards, reports, signage, internet presence and equipment. For example, in the hotel industry, the design, furnishing, lighting, layout and decoration of the hotel as well as the appearance and attitudes of its employees will influence customer perceptions of the service quality and experiences.

=2011 and Earlier work=

Market Segmentation: "Premium economy" flights
[|Is premium economy worth it?]

Lady Gaga as a Business Brand
// "She's a perv, but [|Lady Gaga]understands viral marketing better than anyone on the pop scene today," says magazine industry veteran Simon Dumenco. Gaga leverages buzz by sharing the limelight with other, mightier entertainment brands than her own. "There's an art to fame," Gaga once told Vancouver television. //

Videos on market research
[|Rory Sutherland -- Life Lessons from an Ad Man] [|How to conduct market research] [|Market research made easy] [|Market research] [|Market research -- how to get great results] [|Seth Godin -- bad and bizarre marketing]

Exercise
You have invented a new mobile phone widget called "WhereAmI," which gives instant information on speaker's and caller's locations, based on data from a GPS device embedded in the phone. "WhereAmI" allows mobile phones to calculate information such as the distance between callers, fastest route walking or driving from one phone to the other, directions to nearest public facilities such as shopping centres, police stations and swimming pools, and similar detailed information.

Following the steps of market research (below), describe a marketing plan for this product. 3 steps in market research:
 * 1) Identify a market segment or a niche
 * 2) Market research on the chosen segment
 * 3) Design a campaign that appeals to that market segment

Articles on market research process
[|Ready, aim, fire!]

Gen Y and the iPhone
Find articles on J drive in the Business folder on Gen Y and the iPhone [|KPMG on Gen Y] -- a brief interview with Sylvia Hewlett, and her original [|Harvard Business Review] article [|Gen Y and the iPhone]

Using internet and other resources, answer the following questions:
 * Questions **
 * 1) make a table that looks like this and fill it in from information from the article:
 * ** Age group ** || ** Ages including birth years ** || ** Attitudes/character traits ** || ** Products they really like with business potential ** ||
 * Baby boomers ||  ||   ||   ||
 * Gen X ||  ||   ||   ||
 * Gen Y ||  ||   ||   ||

Why are Gen Y and baby-Boomers so different in using You Tube and other “up-loading” vehicles?

What does the reference to the Chinese mean?
 * The article suggests a big business opportunity. Explain it

Explain the warning the article gives to Gen ysters about up-loading images of themselves and other personal information. What does the article say about European gen ysters? Do you think this is applicable in Australia? Why should Kaera Douglas’s experience be a lesson, according to the article? If you haven’t mentioned them yet, identify the four drivers of behaviour mentioned that have been found by KPMG.

Newspapers -- charging for journalism
[|method of charging for online journalism]

Crossword Solutions
crosswords toc

Promotion: The AIDAS (or AIDA) Model
[|DotRed]

Attention

 * You must the customer's **attention** to your company, product or service. This can be achieved through online and conventional media promotional strategies ie Internet marketing tactics, press (print), radio and TV. Attention is a key priority for any business -- without attention, nothing else happens! Online marketing through YouTube, for example, is all about exciting the attention of the viewer to get them to view the promotional video clip.

Interest

 * The product or service must be of **interest** to the prospective consumer. Promotional activities are targeted at those most suited to the product or service. Promotional channels should reflect preferences, characteristics and habits of the target audience. These can include: online promotion, traditional media, POS (point of sale) promotion, and viral promotions through social networking sites. A combination of traditional and online strategies, can provide a **synergy**: a significant interest greater than the sum of the two individual parts.

Desire
//right now//
 * The interested consumer must **Desire** the product/service. They must be made interested in buying!

Action
=Marketing Powerpoint Presentations -- courtesy of Chris= toc

Marketing Saves Lives!
[|Pinky ad campaign]//Speeding: No one Thinks Big of You//

Top 100 Grocery Brands
[|best-selling grocery brands]
 * This is based on total dollar value of sales, which is a product of Sales X Value of each sale.
 * Obviously, for cigarettes -- a large number of packets are sold, and each packet is expensive.
 * The same applies for Huggies nappies (no 2) -- many sold, each of which is expensive (eg a newborn baby may go through 12 to 20 nappies in a day!). So the below product is 32x4=124 nappies, or around 50c per nappy.
 * **Huggies Ultra Infant Boy 32 (Carton of 4)** Disposable nappies. ||  ||   ||
 * ||  ||   ||   || $62.95 ||   ||

Marketing yourself?
[|marketing yourself]

Market Segmentation
[|Marketing 1001]
 * Many of the costs of running a cinema do not change with the number of people attending
 * People who can afford less, or are willing to pay less, are not discouraged by being charged the full price.

>>> Geographical (by school, shopping centre, suburb, city, state, country); age (student, pensioner, full-price); occupation (cheaper lunches at the same shop for construction workers than for banking executives); long-term versus occasional customers (using a loyalty card or similar record of purchases; some tourist towns have a "residents' card" so tourists can be charged a higher price than locals)... >>> You might use the Australian Bureau of Statistics (ABS) website to find out the number of teenagers in the ACT, the number of younger children, if you were interested in marketing a fast food restaurant to young people. >>> Note that all ABS data is free of charge, and is a very valuable resource for marketing. >>> For example: >>> __"BAD BOYS" POOL HALL AND MILK BAR__
 * 1) Identify the **basis of segmentation** -- how will segmentation be performed, and why?
 * 1) **Profile** the resulting segments -- what numbers and characteristics make up each segment?
 * 1) **Evaluate** the segments. What volume and frequency of purchases are each segment likely to make? This will lead you to an assessment of which market segments are likely to be most profitable (and therefore most valuable to concentrated marketing efforts)
 * 2) **Select** the target market/s
 * 3) Develop **positioning strategy** related to competitors (current or potential)
 * 4) Develop **marketing mix** for each target market.
 * **Market segment** || **Males 15-25** || **Females 15-25** || **Males 25-50** ||
 * Region || Southern Canberra || Tuggeranong || Tuggeranong offices ||
 * Size of market segment || 8,000 || 3,000 || 1,000 ||
 * Sex || Male || Female || Male ||
 * Family || Single || Single || Married, children ||
 * Benefits sought || Friendship, fun times || Meeting new friends || Pretending they are still young and fun-loving ||
 * Income || Low || Low || Med-high ||
 * Frequency of visits per month || 5 || 3 || 1 ||
 * Profit per visit || $20 || $12 || $50 ||
 * Overall value per customer per month //(=frequency of visits per month X profit per visit)// || $100 || $36 || $50 ||
 * Overall value of market segment (consider value per customer AND size of market segment) || High || Low || Med ||
 * Prospects of market growth || Medium || Low || Medium ||
 * **Priority of market segment** || **1st** || **3rd** || **2nd** ||

Merchandising

 * 1) ...will stop for the product in passing Products that are likely to attract attention and be purchased straight away (on impulse), without thought. Usually small in value -- lollies, small toys, cheap books and mags, fast food...
 * 2) ...will browse, then enter the store? Products that are heavily discounted -- clothing, books, cheap jewelry and accessories...
 * 3) ...will see the product and perhaps decide to purchase later? Mobile phones, expensive gifts, fashion clothing, automobiles, power tools...(sometimes marketed as an "investment")

LG Electronics

 * 1) What are the marketing challenges in the global electronic industry?
 * 2) What are the most successful product types today? Why are they successful?
 * 3) Outline the main categories of products sold by LG electronics in Australia.
 * 4) Explain the importance of the following in LG's marketing strategy: innovation, research, development, manufacturing
 * 5) How does LG use its logo and the philosophy "life's good" to build brand awareness in the Australian market?

Readers' Digest files for bankruptcy
[|Reader's Digest has gone broke]

Costco Opens in Australia
[|first Australian store in Melbourne]
 * Product: brand-name products, warehouse-shelved, sold in bulk (eg 60-pack of toilet rolls).
 * Pricing: large discounts for bulk purchase; membership fee
 * Place: bulk distribution. Handling minimised by selling goods in bulk packaging, meaning minimal shelf-filling costs compared with Coles/Woolworths
 * Promotion: mainly word-of-mouth, minimal electronic and print advertising to fit in with low-cost image.


 * 1) Imagine you are a marketing executive for one of the major supermarket retailers (Coles, Woolworths, Aldi). Draw up a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) considering the expansion of Costco into Australia.
 * 2) What advantages does your business have over Costco? How can you make use of these?
 * 3) What is the biggest threat that Costco presents to your own business model?
 * 4) What changes are needed to your own Products, Pricing, Place, Promotion?
 * 5) How are other competitors likely to react to the arrival of Costco?
 * 6) What measures could your business take to maintain or improve market share?

Brands and Branding

 * 1) What is a Brand? Give 5 examples of widely-recognised brands.
 * 2) What is the world's most-recognised brand? Why is it so well-known?
 * 3) What advantages do a branded business have over a non-branded business?
 * 4) What is meant by "building a brand"? Why is this important for a business?
 * 5) In selecting a brand name, what factors need to be taken into consideration?
 * 6) Give an example of a brand that you believe to be a marketing failure. What do you think went wrong?
 * 7) How are "brand extension" and "brand stretching" different?
 * 8) Give 5 examples of brands that have been "extended" and another 5 that have been "stretched". Give a judgement whether these have been successful? Why/why not?
 * 9) What different types of brands are there? Why is it important to know a brand's type?

Market Analysis
[|identifying consumer types] [|Knowing Your Competition]

Cash-back offers
[|cash-back offers] "Many have found it is far too complex to obtain the rewards and often they are not delivered for up to a year. Some claims are rejected purely because the customer has poor handwriting..."

The personal touch
[|article]
 * 1) Write down headings for the 6 Ps, leaving space in between for your later responses. Give a short definition of each of the Ps (Product, price, ...)
 * 2) Find a product that you'd like to investigate further. Look up information on the price, promotion, etc of the product and put examples under your headings for the 6 Ps.

Exercise -- History of marketing
[|Defining Marketing] [|brief history of marketing]
 * 1) Using the links, read the 3 "Defining Marketing"case studies.
 * 2) Why is it important for us, as students of business, to study marketing?
 * 3) Is marketing useful to society, a waste of time and resources, or both? Explain your view.
 * 4) How has marketing developed over time? What makes marketing today different than it was in the mid-20th century?

Defying the Global Economic Crisis

 * Wotif.com (cheap online booking for hotel accommodation) has reported a [|66.67% increase] in share value, according to the SMH. Australians have been holidaying at home, so business is shifting away from relatively expensive travel agents and towards online budget bookings.

War in the Skies!
[|Prices have plummeted][|Delta] [|predatory pricing][|ACCC]