MKT311 Principles of Marketing
ASSIGNMENTS
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COURSE AGREEMENT
o Students must read, follow directions and turn in on or prior to deadline (due date)
INDIVIDUAL EXPERIENTIAL SUMMARY
o Students must read, follow directions and turn in on or prior to deadline (due date)
INDIVIDUAL WRITTEN ESSAYS
o Select and answer ONE TOPIC QUESTION from each of the TOPIC GROUPS
o One WILDCARD per Topic Question Section per semester
o ONE PAGE (Two-Sides) in length
o Use required WRITTEN ESSAY FORMAT
o TOPIC QUESTIONS:
INSTRUCTIONS: You must answer (complete) seven Written Principles of Marketing
Essays by selecting one product/company (A, B, C…) from each of the Topic Question
categories and – define the issues, circumstances and conditions you believe to be
central to the case study and concisely present your answer (findings) with properly
researched and supported citing. And, if you feel it necessary, attach (staple)
documented examples or advertising samples to support your answer.
1. Competition
Select one product/company case study. Define what market competition is and how it
pertains to these rivalries. Are these competitions factual or based on consumer
perceptions? And as a result of your investigation, what was the one thing that left the
greatest impression on about the product competition you selected?
A. Heinz v. Hunt’s
B. Coke v. Pepsi
C. McDonalds v. Burger King
D. Hertz v. Avis
E. UPS v. Federal Express
F. Shaws’ v. Stop & Shop
G. VHS v. Beta
H. Honey Dew v. Dunkin Donuts
I. PC v. Mac
J. Campbell’s v. Habitant Soup
K. Wal-Mart v. Supermarkets, Sporting Goods Stores and Jewelry Stores
L. WILDCARD
2. Fun with Food
Select one product/company case study. When did this food product originally emerge
as from a commodity to a brand and describe how it took advantage of market
opportunities, as well as, how it fended off threats. Describe the threat(s). And as a
result of your investigation, what was the one thing that left the greatest impression on
about the product you selected?
A. Ocean Spray - The 1959 Cranberry Cancer Scare
B. Brown Eggs Are Local Eggs
C. Orange Juice; from Aperitif to Breakfast and Beyond!
D. Got Milk?
E. Golden Yeller Color – Purdue Chicken
F. Grapefruit - Why is it for Grannies?
G. WILDCARD
3. Reinventing, Re-Imaging & Raising the Dead
Select one product/company case study. When did the product(s) originally emerge
and describe how and when it/they thrived, whether or not it/they evolved and if it/they
were ever in peril. And as a result of your investigation, what was the one thing that
left the greatest impression on about the product you selected?
A. It’s Slinky! It’s Slinky!
B. Narragansett Beer
C. Cabbage Patch Kids, Strawberry Shortcake and Rainbow Brite
D. Lincoln Logs, Tinker Toys and Erector Set
E. Harley-Davidson
F. The Volkswagen Bug
G. Apple Computer
H. Listerine
I. Sears
J. Dunkin Donuts
K. WILDCARD
4. Branding
Select one product/company case study. Why is branding so critically important? Tell
me what you found researching the company you selected and the one thing that left
the biggest impression on you and why?
A. Alka Seltzer and Alka Seltzer Plus
B. Personalities: Prego v. Ragu, Heinz v. Hunt’s, Dunkin Donuts v. Starbucks
C. Feelings & Features; Song & United Airlines
D. Mr. Clean –‘Nuf Said!
E. Absolute Vodka – Is it Art or Advertising?
F. Dunkin Donuts
G. WILDCARD
5. Social Responsibility
Select one product/company case study. Tell me about the company/brand/category
and answer this query as best you can: How has the company’s/brand’s/category’s
behavior (positively or negatively) affected the world? Why do you believe they
have/can or, have not/cannot affected the world and what is the one thing that you
discovered while attempting to answer this question that may impact your future
decisions as a consumer?
A. Brita and/or Pure
B. Bottled Water
C. GM’s Sloanism
D. Lather, Rinse and Repeat
E. Ready to Serve Holiday Dinners – What does it say about us?
F. McDonalds – Have they really “super sized” America?
G. The Ad Council - PSA’s
H. Yesterday’s F. W. Woolworth’s and today’s Wal-Mart
I. WILDCARD
6. Out of Left Field or By Their Own Hand?
Select one product/company case study. Tell me about the circumstances
surrounding the milestone event and the one thing that left an impression on you as
the result of your investigation. Why has this company’s story become a classic case
study in the annals of marketing history?
A. The Debut of Ford’s Edsel
B. Krispy Kreme and the Atkins Diet
C. Tucker – The Future
D. Delaurian – Back to the Future
E. The New Coke – How Sweet it’s Not!
F. WILDCARD
7. Left in the Dust – Evolve or Perish
Select one product/company case study. Tell me about the history of the company,
their present status and what you think the future holds for them. And, supply
examples of other similar products that have or continue to weather the ravages of
technology and the ever changing market. What was the single most startling thing
that you discovered and how much of an impression did it leave on you?
A. IBM
B. Xerox
C. Polaroid
D. Little Caesar’s Pizza
E. Vicks – Who was it really for?
F. First to Market: The First Light Beer
G. A & P
H. Liquid Paper
I. Sony Walkman and the iPod
J. Telephone or Cable: Winner takes all; who will rule?
K. WILDCARD
8. A Rose by Any Other Name…
Select one product/company case study. Tell me about the history of the company
and how, by entering the lexicon of American language and culture, their future or
present status was affected. Supply examples of other similar products that you have
found that have been similarly affected. What was the single most startling thing that
you discovered and how much of an impression did it leave on you?
A. Xerox
B. Kleenex
C. Q-Tips
D.
E.
F.
G.
Linoleum
Kerosene
Frigidaire (Fridge)
WILDCARD
WILDCARD SUGGESTIONS (the challenge is to fit them into the correct question)

What’s Up With That?

Seedless Watermelons
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What’s Wrong With Olives With Pits?

Prego v. Ragu

One brand is favored by cat owners, the other by dog owners; which is which?
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Similar “stupid” Observations
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Any Individual Classic Brand rivalry such as:
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Skippy v. Jiff
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Nabisco v. Keebler
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French’s v. Grey Poupon
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Libby’s v. Green Giant
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Adidas v. Nike
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Prego v. Ragu
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Any Individual Classic Brands
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Clorox

20-Mule Team Boraxo
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Campbell’s Soup