This is an animation of a book with its pages turning. Business 90 Assignments

Revised on 11/04/05

Due Date
Assignments Due on this Date
Week 1: 9/26
  • Nothing due on the first day, but there is homework for the next class, so don't procrastinate in purchasing your textbook.
Week 1: 9/28
  • Read Chapter 1, pp. 1-36.
  • In reading this chapter, make certain you are familiar with the following concepts in preparation for our class discussion:  the value proposition, marketing mix, the lifetime value of a customer, customer relationship marketing.
Week 2: 10/3
  • Read Chapter 2, pp. 38-62.
  • Read the Dunkin Donuts Case, p. VC4-5 (in Appendix 1, towards the end of the text), and answer the text questions. 
  • Refer to the syllabus for critical formatting information regarding homework submitted for credit to your instructor.
Week 2: 10/5
  • Read Chapter 3, pp. 66-101.
  • Environment Scan on Dunkin Donuts:
    • For each area of the company's macroenvironment (listed in Figure 3.2 on p. 73), try to come up with at least 2 growing trends that could affect Dunkin Donuts business (either negatively or positively).  (If the connection to Dunkin Donuts is not obvious, make sure you explain it.)  You may want to go online to find trends if you get stuck.  At the end of your homework, list the URLS of any sources you used.
    • Refer to the syllabus for critical formatting information regarding homework submitted for credit to your instructor.
Week 3: 10/10
  • Read Chapter 4, pp.106-136.
Week 3: 10/12
  • Read Chapter 5, pp. 140-166
  • Read the Nike Case, p. VC 6.  Ignore the text questions, and answer the following:
    •  Imagine that Nike was going to launch a new line of footwear targeting high school students on track teams.    You are assigned the job of analyzing the consumer behavior of this segment for Nike.  Specifically,
      1. Which of the factors (Figure 5.2, p. 144) influence this segment when buying athletic shoes?  Make certain to explain your assertions.  Hint: make certain to think about opinion leaders and reference groups, among other factors.
      2. Identify how this segment would walk through each stage of the buyer decision process (figure 5.5, p. 160).  What kind of activities are they likely to undertake at each step?
    • Refer to the syllabus for critical formatting information regarding homework submitted for credit to your instructor.
  • Note that the NEXTEL case (due next class) is your LAST choice for Homework #1.
Week 4: 10/17
  • Read Chapter 5, pp. 166-178.
  • Read the Nextel case, p. VC 18-19.  Ignore the text questions, and answer the following:
    1. Imagine a rapidly growing company is considering buying cellular service for its managers for the first time.  What types of people (job titles) are likely to be assigned to the buying center for this decision?  Be certain to justify and explain why you believe each one would be involved.
    2. Provide an example of the type of situation that would cause a "modified rebuy" for cellular service.
    3. Explain how your buying center would walk through each stage of the business buying process (Figure 5.8, p. 172) when evaluating cellular providers.
    • Refer to the syllabus for critical formatting information regarding homework submitted for credit to your instructor.
Week 4: 10/19
  • Study Chapters 1, 2, 3, 4, 5, and your discussion notes for Exam 1.
  • Read Chapter 6, pp. 181-216.
  • Extra Credit Submission Deadline for chapters 1-5 is 10/18 at midnight.
Week 5: 10/24
  • Read the Marriott case, p. VC12-13.  Answer text questions 1-3, and the following questions:
    1. Click on the following link to try out the Claritas PRIZM database on the web using your zipcode.  How could a company like Marriott use the geodemographic segmentation information in this system?
    1. Pick one of the Marriott properties (for instance the Marriott hotels, Courtyard, Residence Inn, etc.) with which you are familar.  Think of two hotel characteristics/benefits which are important to you.  Draw a perceptual positioning map showing these two characteristics on the two axes, and show the relative performance of competitive properties.  (There is a sample positioning map for SUVs on p. 209.)
  • Read Chapter 7, pp.220-240.
Week 5: 10/26
  • Read Chapter 7, pp. 241-257.
  • Read the Accenture Case p. VC14-15, and answer the text questions and the following:
    1. How is Accenture positioned relative to it's competition?  Identify some of the evaluative criteria that a business might use in selecting a consulting firm.
Week 6: 10/31
Week 6: 11/2
  • Read the eGo case, p. VC16-17, and answer the text questions and the following:
    1. What marketing tactics should the eGo team focus on to ensure that this product makes it to the Growth phase of the product lifecycle?
Week 7: 11/7
  • Read Chapter 10, pp. 330-353, and Appendix 3 "Markups and Markdowns", pp. MA3-4.
  • Read Chapter 11 pp. 364-392. (Don't worry about tables 11.2 and 11.3.)
  • Note that the Federated Case due in the next class is the LAST option for HW #2.  Don't miss it if you haven't turned in a second homework assignment yet.
Week 7: 11/9
  • Finish up reading Chapter 11 if you haven't already done so.
  • Read the Federated Department Stores case, pp. VC22-23, and answer the text questions, and the following questions:
    1. Would Federated benefit by adding its own online channel?  Why or why not?
    2. What issues arise when a company wants to to add an online channel?  Think about how the Bloomingdale's store managers would feel about this change and what specific concerns they might have.
    3. As VP of Marketing for Federated, make a list of the issues and the policies you would initiate to ensure the success of your multi-channel distribution approach.
  • Extra Credit Submission Deadline for chapters 6-8,10,11 is 11/13 at midnight.
Week 8: 11/14
  • Study Chapters  6,7,8,10,11, and your discussion notes for Exam 2.  Don't forget your Parscore form.
  • Read Chapter 12, pp. 396-410.
  • Extra Credit Submission Deadline for chapters 6-8,10,11 is 11/13 at midnight.
Week 8: 11/16
  • Read Chapter 12, pp.  411-434
  • Read the Snapple case, pp. VC20-21.  Ignore the text questions, and answer the following:
    1. How did Triarc use Integrated Marketing Communications to reconnect with the Snapple customer? 
    2. Identify each promotional mix element used, and the role or purpose each element played.
    3. Did Triarc primarily use a push or pull approach to recover?  Explain.
Week 9: 11/21
  • Read Chapter 13, pp. 438-459.
  • Read the AFLAC case, pp VC24-25 and answer the text questions, and the following:
    1. How did the roles of advertising and personal selling differ in this case?  What types of communications are best suited to advertising vehicles, and when does personal selling make sense?
    2. Look at the AFLAC web site on page 396.  Does public relations have a role in the promotional mix at AFLAC?  Explain.
Week 9: 11/23
  • Read Chapter  13, pp. 459-474.
  • TBD.
    Week 10: 11/28
    • Read Chapter 9, pp. 290-326.
    Week 10: 11/30
    • Read the article on Breakeven Analysis by following the link HBS Working Knowledge Article.  If you have Excel, you may want to click on the link to "Download the Break-even Analysis Tool".  The file is protected, but you can examine it.  We will be going over breakeven analysis and target profit analysis in class today and this topic will be covered on the final exam.
    • Don't forget - the last homework option to submit is the Starbucks Case, next class!
    • Final grades (without the final exam) will be available for students on 12/07.  This will give you the opportunity to determine whether  you need or want to take the final exam.  If you missed one of the first 2 tests, you need to take it.
    Week 11: 12/5
    • Read Chapter 15, pp. 514-543.
    • Read the Starbucks case, pp. VC 29-30.   Ignore the text questions, and answer the following:
      1. Prepare an environment scan for Starbucks entry into the Chinese market. (You may need to refer back to your notes from Chapter 3.)  You may want to go online to find data to support your assertions.   At the end of your homework, list the URLs of any sources you used.
      2. Based on your answer to question 1, if you were the International Marketing Manager for Starbucks, what would be your top three concerns in moving ahead with expansion to China?
      3. Would you use a standardized marketing mix or an adapted marketing mix.  Explain your rationale and which elements of the marketing mix you would change, if any.
      4. What method of entry would you use to pursue the Chinese market?  What risks could you encounter using the entry method you have selected?
    Week 11: 12/7
    • Read Chapter 16, pp. 546-578, and the Honest Tea Case, p. VC31, for class discussion.
    • Extra Credit Submission Deadline for chapters 9,12,13,15,16 is 12/6 at midnight.
    Week 12: 12/14
    • Study for the Final Exam, which covers chapters 9, 12,13,15,16, supplementary articles, and class discussions.
    • Note: Our exam is on Wednesday 12/14 at 6:15 in our classroom.