Objective: To provide you with an opportunity to show you have the required skills for this unit.

This activity will enable you to demonstrate the following skills:

Reading skills to:

Interpret unfamiliar and complex materials describing regulatory requirements

Research regulatory requirements specifically applicable to the business operation

Writing skills to:

Write comprehensive yet easily accessible regulatory policies and procedures

Complete complex documentation required by regulatory authorities

Oral communication skills to:

Consult with regulatory authorities to determine the scope of compliance requirements

Problem-solving skills to:

Evaluate areas of business operation and determine scope of compliance

Planning and organising skills to:

Research, establish and regularly monitor all components of a business compliance system

Answer the activity in as much detail as possible, considering your organisational requirements.

1. Read the Copyright Act 1968. How could the requirements of this Act be incorporated into organisational policy and procedure?

2. Complete an application form for a license that your organisation requires. Do not submit this, but attach the completed form to your workbook.

3. Consult with a relevant regulatory authority to determine the scope of compliance in ONE business area.

4. Outline all components of your organisation's business compliance plan. Where one does not exist, use your knowledge of your organisation's legal and regulatory requirements to draft one.

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2. Snapple. 1. During the 19721993 period, who were Snapple's customers? What customer benefits did Snapple provide to its customers? 2. Snapple flourished in the 19721993 period when so many small startup premium fruit drinks remained small or disappeared? How did three entrepreneurs develop the right product for their customers? Hint: 4 P's. 3. Quaker acquired Gatorade and took sales from $100M to $1B. How? Hint: 4 P's. 4. Quaker acquired Snapple for $1.7B and sold it to Triac for $300M? Did Quaker make error in buying Snapple, did Quaker manage it badly, or was Snapple just a fading fad? Hint: What happened to SoHo? 5. What should Triac do to bring Snapple back, or is Snapple a dead brand that should be harvested? Hint: The anthropological research helps.? 6. What are the generalizations and lessons? 3. Marketing Analytics. (Framework discussion. No case discussion questions.) 4. Inclass project meetings: Topic and customer identification. 1. Identify the subject of your project and be prepared to defend that subject in class. 2. Be prepared to discuss how you will carry out the voiceofthecustomer interviews. 5. BBVA Compass: Marketing Resource Allocation. Eligible for a case report. 1. Is the advertising budget allocation between offline and online media appropriate? Hint: Calculate CPA and address the role of each. 2. Do you agree with BBVA's decision to sign a multiyear sports sponsorship? (For reference, the cost of the NBA sponsorship was $100M over 4 years.) 3. Evaluate BBVA Compass' online acquisition funnel. Where can they improve? 4. What are the effective acquisition costs and customer lifetime value for the online channels? (Use i = 10%.) Are they good investments? 5. Is BBVA Compass allocating its advertising dollars well? Between display and search advertising? Among the various search engines? Among the various advertising networks? 6. What are the generalizations and lessons? 6. Consumer Psychology: Framing and Schema. (Framework discussion. No case discussion questions.) 7. The Brita Products Company. Eligible for a case report. 1. How is Brita positioned in the market for water filtration? How is PUR (P&G) attacking that market? Are the customers the same? 2. What are Brita's strengths and weaknesses? PUR's? 3. What drives profit in the home water filtration market? Hint: What is the ratio of "blades" to "razors?" Use Brita's forecasting model as described on page 4 of the case. See first tab of supplies spreadsheet. 4. If PUR not a threat, how would you manage Brita brand? Would you introduce a faucet filtration system? At what minimum price? (Hint: Build a "back of the envelope" forecasting model for faucet systems at 50% cannibalization.) 5. Using the BASES model, how should you invest in marketing a faucet system, if anything? 6. What are the generalizable lessons? Marketing Management: Discussion Questions 2 Prof. John Hauser, Fall 2015 8. Special Guest, Marketing in a Large Organization. (No case discussion questions.) 9. Project Groups Meet on Their Own (Use this time to plan for, and perhaps begin, the voiceofthecustomer interviews.) 11. Special Guest, Building a Brand. (No case discussion questions.) 12. Aqualisa Quartz: Simply a Better Shower. Eligible for a case report. 1. What is Rawlinson's product development strategy? Why did he adopt it? Hints: 5 C's. What's after the Quartz? 2. Aqualisa invested 3 years and 5.8M developing the Quartz. If it becomes a mainstream product, was it worth it? Hint: Why mainstream? 3. Aqualisa has three brands, Gainsborough, Aqualisa, and ShowerMax. What is the rationale? Does it fit Rawlinson's product development strategy? 4. Is the Quartz a disruptive product? What is its value proposition to end consumers and to plumbers? What's the CLV of consumers and of plumbers (use r = .8, i = .1)? 5. Why is the Quartz not selling? 6. What should Aqualisa do to achieve its sales goal for the Quartz? Hint: 4 P's. 7. What are the generalizable lessons from the case? 13. Price Analytics and Conjoint Analysis. (Framework discussion. No case discussion questions.) 14. The New York Times Paywall. Eligible for a case report. 1. Is the New York Times paywall working? 2. Is the New York Times paywall welldesigned? Is it priced right? 3. What is the longterm goal of the New York Times in creating the paywall? 4. Will newspapers transition to all digital? How should the New York Times manage a transition to the new world of content provision? Hint: Be su

15. Promotion: Communications to and from Customers. (Framework discussion. No case discussion questions.) 16. The Birth of the Swatch. Eligible for a case report. 1. What were the marketing assets of SMH (and its predecessors) prior to Swatch, if any? Hint: What changed from 1950 to 1980? Any of the 4P's or 5 C's? 2. Figure Ades a "wedding cake" diagram to summarize the watch market. What are the longterm implications of this perspective? What assets do the Swiss have and how can you use those assets? Hint: What is the "Swiss" brand name worth? 3. How did the Swiss address the challenges with changes in production and marketing? Hints: Reframing. How does fashion work? 4. Describe the interrelated elements of Swatch's marketing mix (4 P's) . How do they implement Swatch's strategy? Hint: Advertising/price play a strategic role visvis competitors. 5. What, if anything, is Swatch's competitive advantage(s) today, if any? SMH/ETA's advantage(s), if any? Any problems? 6. What should Swatch's (SMH's) strategy be going forward? 17. Inclass project meetings: Report on VOC and finalize projects. 1. Each team member should have completed at least two voiceofthecustomer interviews by this time. The team should have synthesized these interviews. 2. Be prepared to ask any final questions about the scope of the actionlearning project. 18. Aravind Eye Hospital, Madurai, India. 1. Dr. Venkataswamy has a vision to cure blindness in India. If the Aravind marketing "formula" could be applied to all hospitals in India, could blindness be cured in a single decade? 2. Why is Aravind so effective at what they do? Hint: 4P's plus other aspects of management. 3. Do the hospitals in Theni, Tirunelveli, and/or Coimbatore run as well as the hospital in Madurai? Why or why not? Marketing Management: Discussion Questions 4 Prof. John Hauser, Fall 2015 4. What actions would you recommend to Dr. Venkataswamy (and the management of Aravind)? 5. Summarize the lessons from Aravind about marketing in general. 19. Dove: Brand Evolution. 1. Why does Unilever want fewer brands? Is that a good strategy? 2. What is Dove's Brand DNA? Has it changed from 1957 to 2000? 3. Unilever designated Dove as Masterbrand, expanded the product base and adopted a point of view. Are you comfortable with the point of view and the strategy? 4. Was the media strategy successful? Analyze each of the six stages: 1. Oversized or outstanding 2. Proage. Selfesteem 3. Hates her freckles. Super Bowl. 4. Evolution. YouTube. 5. Invite the public to create advertisements. 6. Onslaught. 5. Does Dove's strategy raise any ethical dilemmas? 21. Synthesis, Action Learning, and Onepage Assignment. 1. Onepage individual assignment is due prior to class on this date. Please submit via a PDF. See filename format in the syllabus. 2. The actionlearning project is due to allow time for grading before grades are due at the Registrar. 15.810 grades are due early because 15.810 does not have a scheduled final examination. Please submit the project via a PDF. See filename format in the syllabus

7. (a) Discuss the economic effects which the recent rise in Ireland's population may have on the Irish economy. (25 marks) (b) Outline the effects which a rise in the level of unemployment in Ireland may have on: (i) Government current finances. (ii) The Balance of Payments (Current Account). (iii) Price Inflation. (20 marks) (c) Immigration replaced high levels of emigration during the 'Celtic Tiger' period. (i) Discuss THREE reasons why the trend has changed from emigration to immigration in Ireland. (ii) Discuss the economic consequences (positive and negative) for a country experiencing increased immigration. (30 marks) [75 marks] 8. (a) Explain how specialisation and the division of labour promotes globalisation/international trade. (20 marks) (b) The World Trade Organisation (WTO) aims to reduce trade barriers between countries. (i) Outline THREE possible economic advantages of free trade. (ii) Explain THREE economic reasons why countries may impose barriers to restrict trade. (iii) State and explain TWO methods of restricting free trade. (35 marks) (c) Adam Smith, author of 'The Wealth of Nations' (1776), explained the reasons for and benefits of free trade. Outline FOUR other areas in which he made contributions to economic thought. (

Case: British Airways Question 1. (a) What problems did BA solve (or attempt to solve) in switching from local campaigns to global strategy? (b)What problems were created for BA in making this switch, or could be created down the road? Question 2. (a) How did the Manhattan Landing ad campaign attempt to address BA's problems, and what were the problems it didn't address? (b) Now that you've had some experience creating ads, let's put you to the test: Give TWO ways in which the ad campaign could have been better executed to avoid these problems. General Marketing Question Question 3. More generally, what are some of the dangers for corporations in focusing on branding (rather than on product-specific or market-specific advertising)?

Case: Caterpillar

1. Why does Caterpillar invest so much in its independent dealers? (a) What are the benefits for Caterpillar? (b) What are the benefits for their consumers?

2. (a) What are the drawbacks of this independent dealer approach for Caterpillar and for companies in general? (b) Are there drawbacks for consumers?

3. (a) In general, for what kinds of products should you use Caterpillar's independent dealers approach, and why? Give examples. (b) For what kinds of products shouldn't you use Caterpillar's independent dealers approach, and why? Give examples.

General Marketing Question

4. (a) From a marketer's perspective, what kinds of goods and services should be "bundled" and why? Give examples. (b) What kinds of goods and services should not be "bundled" and why? Give examples.

7. (a) Discuss the economic effects which the recent rise in Ireland's population may have on the Irish economy. (25 marks) (b) Outline the effects which a rise in the level of unemployment in Ireland may have on: (i) Government current finances. (ii) The Balance of Payments (Current Account). (iii) Price Inflation. (20 marks) (c) Immigration replaced high levels of emigration during the 'Celtic Tiger' period. (i) Discuss THREE reasons why the trend has changed from emigration to immigration in Ireland. (ii) Discuss the economic consequences (positive and negative) for a country experiencing increased immigration. (30 marks) [75 marks]