...NORTHWESTERN UNIVERSITY J.L. KELLOGG GRADUATE SCHOOL OF MANAGEMENT Marketing 430-62 Alice M. Tybout Winter Quarter 2000 Phone: 847.491.2723 Office: Leverone 468 e-mail: amtybout@nwu.edu COURSE OVERVIEW Course Objectives This is a survey course and, as such, is designed to provide students with an overview of marketing concepts and tools. While effort has been devoted to finding teaching materials that represent a variety of industries and employ a variety of media, the primary goal is to help provide you with concepts and tools that will be broadly applicable. More specifically, the course has two primary objectives: To develop your marketing decision-making skills. You should leave the course with a well-developed ability to: - analyze the marketing and business environment in which an organization is operating and identify the primary marketing problems facing the firm, - prioritize these problems and select the key issue to be addressed, - develop compelling and creative strategies for solving these problems, and - make tactical decisions that will achieve the strategy that you have selected and, thereby, solve the problems you have identified. To provide you with a set of concepts and tools that can support your decision-making. Fundamental concepts of marketing (such as marketing disciplines, segmentation, targeting, and positioning, customer satisfaction, perceived...
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...FROM: SUBJECT: DATE: PROF. WILLIAM QUALLS YASHASWI SINGH ALLSTAR PERIOD 1-3 MARKETING STRATEGY SEPTEMBER 24, 2015 Allstar had some huge choices in front of it. With changing economic situations and strong contenders, their brand recognition and market share were insufficient to sustain and increase sales revenue and net income. I set out a course of action to efficiently focus the variables with the best impact over net income and market share. The consequences of my experimentation approach, and later refinement, were upheld by business instincts, marketing strategy and data from the case. When I comprehended on a couple key variables, I had to figure a strong base to dispatch us into much more noteworthy benefits in the accompanying subsequent periods. The three most significant choices were to reinforce the indirect sales force, increase point of purchase, and target the right market segment. Allstar needs to integrate the 4 Ps of marketing strategy which are Price, Place, Product and Promotion. Much to the advantage of the OCM group, Allstar was already a well-known brand toward the start of period 1. The brand itself had pronounced itself to be one of the ‘most effective brands at reducing multiple cold symptoms’. That being said, there were various strengths and weakness to the organization both before and amid this PharmaSim simulation that added to and impacted our marketing strategy. My preliminary tactic was to focus our sales force on two of the indirect...
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...including: brand awareness, brand trials, most frequently purchased, and conversion ratio. Where they start to fall down the market ladder is in their retention ratio. They are trailing by 3.4% in retention, which Allround’s brand assistant believes could be because of “new brands and brands that fill very specific needs often have high retention rates than brands that are mature or not highly targeted” (Pharmasim 20). With the raised competition in the cold medicine department our retention ratio will lower with the abundance of options for the specific consumer. The problem lies in how Allround becomes the retention ratio market leader in a highly competitive market. Another problem falls within the consumer’s health concerns and their access to data through the worldwide web and word-of-mouth. When choosing an OCM product, consumers may look at the ingredients, side effects, and what specifically it will cure and/or treat. Side effects are of specific concern and consumers mostly mentioned “drowsiness due to antihistamines or alcohol” as a “negative side effect” (Pharmasim 17). Allround uses both of these ingredients in their formula. Although trying to promote it as a mostly nighttime product, this can further segment their product and deter consumers from using it. Along with those two side effects that come with antihistamines and alcohol, Allround also uses analgesics, decongestants, and cough suppressants at the maximum dosage allowed for this cold medicine. People...
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