For this assignment, students are required to apply chapter major concepts in a professor-designed assignment.
Students will evaluate the artifact and explain how each of the concepts applies to the video. The focus is on correct application of chapter major concepts. This is not an assignment that requires students to “find the answers.” It requires students to apply the chapter major concepts in their own words to the video.
Click this link to go to the video ‘Under Armour’ that goes with Ch. 13 and 16: https://youtu.be/-oAzqIORUAc
Click this link to go to the video ‘Walmart’ that goes with Ch. 14 and 15: https://www.youtube.com/watch?v=XduHK6XRxSo
The chapter major concepts the students will need to write about as applied to the video and context of the video are as follows: (concepts in Bold type are required in your paper)
- Chapter 13 major concepts are: brand name, business-to-business market, consumer market, customer relationship management, marketing concept, marketing mix.
- Chapter 14 major concepts are: break-even analysis, competition-based pricing, concept testing, everyday low pricing, high-low pricing.
- Chapter 15 major concepts are: channel of distribution, direct marketing, direct selling, marketing intermediaries, supply chain, utility.
- Chapter 16 major concepts are: advertising, integrated marketing communications, promotion mix, public relations, pull strategy, push strategy.
The template for the paper is attached to this item. It is important that students complete the assignment directly on the template so that they can become familiar with APA format used in the College of Business. Spelling and grammar count. All work must be in students’ own words, and may not be copy and pasted from the video website or other sources.