Vous êtes sur la page 1sur 1

3/17/2015

SchoolofBusinessAdministration:UniversityofVermont

DetailedAssignments
BSAD150Z1MarketingManagement
SU2013Tom.Noordewier@uvm.edu
Date

Event

Description

5/21/2013

Introduction;Marketorientationandcustomersatisfaction

Reading:Bestoncustomerfocusandmanagingcustomerloyalty
Reading:Whartonondissatisfiedconsumers

5/22/2013

Customersurplus;marketingdecisionmakingunderuncertainty;
customersandbenefitssought

Reading:Besankoetal.onsurplus
Kerincase:ParvadermCorporation
Reading:HeizerandRenderonEMV
Reading:CaponandHulbertoncustomers(PartAandB)
Reading:MacInnisandHoyeronthetheoryofreasonedaction

5/23/2013

Customersandbenefitssought(cont'd);advertisingontheweb

HBcase:MedNet.comcontrontsclickthroughcompetition
Reading:Questeretal.onnewtechnologyversusnostalgiaandtradition

5/28/2013

Segmentation,targeting,andpositioning

Reading:KotlerandKelleronsegmentsandtargets
Reading:KotlerandKelleronpositioning
HBcase:Starbucksdeliveringcustomerservice
Reading:Churchillonclustering

5/29/2013

Segmentation,targetingandpositioning(cont'd);
Determiningtheoffering:testmarketevaluation

HBcase:RedLobster
Kerincase:FritoLaysunchipsmultigrainsnacks

5/30/2013

Exam#1

6/4/2013

Brandmanagementandcustomerlifetimevalue;franchising

Reading:KotlerandKelleronbrands
Reading:BerryandSeltmanonbuildingastrongservicesbrand(lessonsfrommayoclinic)
Reading:Rubinonfranchising
HBcase:Rosewoodhotels&resortsbrandingtoincreasecustomerprofitabilityand
lifetimevalue

6/5/2013

Pricing

Reading:Nagleoneffectivepricing
HBcase:VirginmobileUSApricingfortheveryfirsttime
Reading:MasonandMayeronmarkuppricing

6/6/2013

Marketingcommunications

Reading:DoyleandSternonmarketingcommunications(AandB)
Reading:Calfeeonhowadvertisinginformstoourbenefit
Reading:Duhiggonwarninghabitsmaybegoodforyou

6/11/2013

Salespromotion

Reading:ChurchillandPeteronsalespromotion
HBcase:Giantconsumerproductsthesalespromotionresourceallocationdecision

6/12/2013

Budgetingforadvertisingandsalespromotion;channelsof
distribution:thecostofchannelintermediaries

Reading:DoyleandSternonmarketingcommunications
Kerincase:CardonCarpetMills

6/13/2013

Exam#2

http://www.uvm.edu/business/?Page=assignments.php&sid=4673

1/1