Textbook: Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management. Pearson.
Access the chapter through the Marketing Management link under eTextbooks and Resources in the left-hand course navigation menu.
Read Chapter 1: Defining Marketing for the New Realities
In this chapter, you will read about the scope of marketing, new marketing realities, the role of marketing in the organization, and how to organize a marketing department. In contemporary contexts, marketing goes beyond traditional strategies, embracing digital platforms, data analytics, and personalized experiences to embrace a customer-centric marketing ethos. Adapting to these new realities requires marketers to be agile, innovative, and responsive to changes in consumer preferences and societal trends.
Read Chapter 9: Designing and Managing Services
In this chapter, you will read about marketing designing and managing services that involve a customer-centric approach. You will define the characteristics of service within the new realities service firms face when developing strategies and managing quality. Successful service firms differentiate themselves through superior service features such as reliability, empathy, and responsiveness that reflect strong understanding of their internal and external environments.
Purpose
This assignment explores value creation, risks, and the potential for developing a new product or service. This connects to course learning outcomes of helping you identify the role of marketing in creating, communicating, and delivering value for customers, and applying the concepts of value proposition and positioning to a product or service.
Task
Use the Marketing Spotlight (Disney) content from Chapter 1 of your textbook to complete a marketing analysis. After reading, respond to the questions by reflecting on the strategic goals and environment surrounding Disney's branding and customer value perception planning. Communicate your responses in a Microsoft Word document formatted as a numbered prompt response. Your responses should total approximately two pages in length, single-spaced. Review the Marketing Analysis Rubric for more detailed grading information.
- Read the short history and breakdown of the Disney brand and its business units in the Marketing Spotlight (Disney) section.
- Review and respond to the following questions:
- How does Disney create value for its customers?
- What are the core strengths of the Disney brand?
- What are the risks and benefits of expanding the Disney brand to new products and services?
Important Notes:
- Use content from Chapter 1 to support your responses.
- To earn maximum credit, incorporate additional credible sources beyond the textbook to support your analysis. Properly cite any references used.