Jet Blue: Delighting Customers Through Happy Jetting

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Objectives of the Assessment 1 Take-Home Assignment:
Objective is to provide the student an opportunity to personally analyze and discuss a timely, course-relevant marketing topic, demonstrating a familiarity with the appropriate issues covered by the course text book and class discussion.
Description of the Assignment:
Individual assignment: a detailed case study analysis and discussion essay.
Student may choose one of four following case studies from the course text book, and respond to the specific questions raised at the end of the chosen case.
The four potential cases are:
Company Case 1 (Jet Blue: Delighting Customers Through Happy Jetting) Page 34 Company Case 2 (Starbucks: Just Who is the Starbucks Customer?) Pg. 219 Company Case 3 (Target: From ?Expect More? to ?Pay Less?) Pg. 94
Company Case 4 (Harrah?s Entertainment: Hitting the CRM Jackpot) Pg. 129
Structure of the Assignment:
A well-reasoned essay responding to all the specific questions raised at the end of the chosen case.
Format of the Assignment :
Font size 12; double spaced ? with appropriate references and bibliography in the Harvard Referencing System.
1,000 words


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marketing questions

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1) What is Customer Centricity? How would you go about transforming an organization from “Product Centric” to “Customer Centric” company? Illustrate your answer with an example
2) Compare and contrast the differences between “Personas” and “Market Segments”? Illustrate your answer with an example.
3) How do marketing managers determine which segments to target? Offer an illustration from the Marriott case. (Marriott case will be uploaded)
4) What are the phases used by marketers to analyze consumer decision-making process? What major psychological processes influence consumer responses to marketing of new products? Illustrate your answer with an example the GE case. (GE case will be uploaded)
5) Compare and contrast the differences between “Personas” and “Market Segments”? Illustrate your answer with an example
the textbook Framework for Marketing Management, 5th Edition, By Philip Kotler and Kevin Keller, Published by Prentice Hall, 2012 can be used as a reference.


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Marketing strategy of LG Lifeband Touch

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Topic: Marketing strategy of LG Lifeband Touch
Order Description
• Critically examine the Product strategy.
• Critically examine the Pricing strategy.
• Critically examine the Place strategy.
• Critically examine the Promotion strategy.
• Conclude with a summary opinion on the success of the marketing strategy.
each dot point you should start by introducing the marketing concept to be discussed, and provide some theory based discussion on how the concept ‘fits’ within an integrated marketing strategy- then apply evidence from your secondary data to this theory to show your understanding of how it relates to a practical business context . It is this ability to organise and apply appropriate secondary data to marketing theory that demonstrates your understanding of the elements of an integrated marketing strategy.
* Academic references : 5 (academic journal or books) – use this to introduce the concept of theory
* Secondary references (10 from websites or newspaper ) – use this to apply evidence to demonstrate understanding.
* Do not include introduction and content page.


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MKT635: Marketing Research Week 6 Assignment

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Research Paper
Focus of the Final Paper
Access the 2008-2009 BIPAC Market Research Report at www.bipac.net/bipac/grassroots_samples/market_research_report.pdf.
Fully critique the 2008-2009 Market Research Report for BIPAC. In your critique, determine and identify the research design that appeared to be used in the Market Research Report. Evaluate the data collection methods used for both the quantitative and qualitative data. While the actual questionnaire used is not available, analyze the questions discussed. Elaborate on the sample design and samples used. Discuss the issues of sample bias and sample size.
The above is for guidance only, and is not suggested to be all that the critique covers. As an M.B.A. candidate, developing analytical skills is extremely important; this Assignment should show off those skills.
Writing the Final Paper
The Final Paper:
1. Must be eight to ten double-spaced pages in length, and formatted according to APA style as outlined in the Ashford Writing Center.
2. Must include a title page with the following: Title of paper Student’s name Course name and number Instructor’s name Date submitted
3. Must begin with an introductory paragraph that has a succinct thesis statement.
4. Must address the topic of the paper with critical thought.
5. Must end with a conclusion that reaffirms your thesis.
6. Must use at least five scholarly resources, including a minimum of two from the Ashford Online Library.
7. Must document all sources in APA style


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