Unit 4: Application Assignment
- Due Sunday by 11:59pm
- Points 60
- Submitting an external tool
Unit Learning Outcomes
ULO 2: Evaluate the range of factors that affect the failure or success of new product/ service market offerings. (CLO 4 & 5)
ULO 3: Examine the importance of branding and alternative branding strategies. (CLO 3)
Much like product based organizations, service providers must also create a positioning strategy in the minds of the consumers. However, the traditional marketing mix must be enhanced and adapted; unlike products, services are sold first, then produced and consumed at the same time.
Mini-case studies: The students are expected to answer the questions associated with the case. These questions are intended to elicit thoughtful reactions to contemporary marketing strategy initiatives and challenges. The students are expected to carefully read the assignment instructions, then thoroughly and explicitly address each component of the corresponding case study questions.
The responses should reflect higher level cognitive processing (analysis, synthesis, and evaluation), which is essential for someone in any industry, as marketing decisions affect all levels and stakeholders within the organization and in the external marketplace/marketspace.
There is no minimum number of references that need to be utilized to support the completion of this assignment; however, it is generally understood that any good case study analysis will incorporate the appropriate quality and quantity of scholarly sources to support any suppositions and recommendations.
The submission will not exceed four (4) pages in length, excluding the title and references pages.
The document must adhere to the APA writing style.
Finally, the document should be prepared as a Microsoft Word document and uploaded to Submit Assignment.
Case Study: LA Galaxy – Where Sports Marketing Is a Kick!
- Read the case on pages 341-344 in your text. Also review the announcements regarding how to approach these assignments.
- Watch the video supplement to the case at link tv/13e/v12-5 (Links to an external site.).
- Respond to the following case question. (Disregard the questions in the text.)
You’re a member of the marketing team at LA Galaxy and being asked by the senior leadership team to critically evaluate the company’s marketing strategy. This evaluation should include an assessment of what is going well and where opportunities for improvement exist. To complete your evaluation, you should take into consideration the following: the LA Galaxy product; which of the seven (7) elements of the service marketing mix are most important in the LA Galaxy marketing program; how is promotion (advertising, personal selling, public relations, sales promotion, direct marketing) used by the company and do these activities depend on the specific target markets; the extent to which social media integrated into the LA Galaxy marketing strategy; and finally how does the company assess the impact of its marketing activities.