Assignment 1: 760 lines

Debates: 23 de 5 lines
⁃ 6 chapters cada quien

Reparto de chapters:
Cesar: 1-6
Demian: 7-12
Julio: 13-18
Rodrigo: 19-23

Discussion: 23 de 7 lines
⁃ 6 chapters cada quien

Reparto de chapters:
Cesar: 1-6
Demian: 7-12
Julio: 13-18
Rodrigo: 19-23

Excellence: 23 de 21 lineas
⁃ Rodrigo ya hizo del chapter 1 al 10
⁃ Si Rodrigo hace del chapter 1 al 18, en cantidad de lineas es lo equivalente a 1
libro del assignment 2

Reparto chapters:
⁃ Cesar: 18 y 19
⁃ Demian: 20 y 21
⁃ Julio: 22 y 23

Assignment 2: 900 lineas

Resumen de 3 libros:
⁃ Promedio de 33 lineas por pagina y pide 9 paginas
⁃ Total de 300 lineas por libro

1 libro cada quien: César, Julio y Demian

Chapter 1
Marketing Debate
Does marketing create or satisfy needs?
A: In certain industries like fashion and beauty, marketing often influences consumer desires,
sometimes creating needs where there were none before. Advertisements play a big role in
shaping what people think they want. However, in industries like healthcare or basic utilities,
marketing mostly focuses on meeting existing needs rather than creating new ones. It's more
about providing solutions to problems people already have. So, while marketing can shape
consumer wants in some areas, it mainly reflects and responds to existing needs in others.
Stereotypes can amplify this effect, especially in industries like fashion and beauty, where ideals
and standards heavily influence consumer perceptions.

Marketing Discussion
Consider the three key forces driving the new marketing realities. How are they likely to
change in the future? What other major trends or forces might affect marketing?
1. A: In the future, technology will keep evolving, making marketing more digital and
personalized. Globalization might increase competition but also open new markets.
Social responsibility could become even more important, especially with the rise of
social media, where brands need to be transparent and ethical.
2. Major trends like AI, data privacy, and sustainability will impact marketing. Companies
will use marketing to show how they address these trends, emphasizing their
commitment to innovation, customer trust, and social good.

Chapter 2
Marketing Debate
What Good Is a Mission Statement?
A: Mission statements often fall short in delivering tangible marketing benefits, particularly for
small businesses. While larger corporations may craft elaborate mission statements, smaller
companies often stick with their original one, which may not align with effective marketing
strategies. Many businesses overlook the importance of revisiting and refining their mission
statements to reflect evolving market dynamics and consumer preferences. Instead, they rely
on generic statements that fail to resonate with their target audience. Without clear relevance
to marketing objectives, mission statements can become obsolete and fail to drive meaningful
engagement or differentiation in the marketplace. Thus, for many organizations, mission
statements rarely contribute significantly to their marketing success.

Marketing Discussion
Consider Porter’s value chain and the holistic marketing orientation model. What
implications do they have for marketing planning? How would you structure a marketing plan
to incorporate some of their concepts?
A:
1. Porter's value chain directs marketing planning to pinpoint areas of competitive
advantage within the company's internal operations. This means strategizing marketing
efforts around these strengths to stand out in the market and deliver unique value to
 customers. By understanding where the company excels in its value chain, marketers
can develop targeted campaigns and initiatives to leverage these strengths effectively in
the competitive landscape.
2. Structure a marketing plan by first analyzing the value chain for competitive advantages.
Then, integrate holistic marketing elements, addressing product, pricing, promotion,
distribution, people, processes, and physical evidence to align with overall business
goals.

Chapter 3
Marketing Debate
Is Consumer Behavior More a Function of a Person’s Age or Generation?
Age differences hold greater significance than cohort effects due to the statistical correlation
between age groups and certain characteristics. While cohort effects may influence behavior
within specific age blocks, the impact of age remains consistent across generations. Nowadays,
age no longer plays a significant role in shaping cohort effects, as societal changes and evolving
norms blur generational boundaries.

New generations are less likely to be affected by age-related cohort effects, as cultural shifts
and technological advancements reshape collective experiences. Therefore, understanding age
demographics remains crucial for marketers and policymakers, as it provides valuable insights
into consumer behavior and societal trends that transcend generational boundaries.

Marketing Discussion
What brands and products do you feel successfully speak to you and effectively target your
age group? Why? Which ones do not? What could they do better?
Airbnb effectively speaks to my age group by offering a seamless platform that caters to our
diverse needs, whether for leisure or work stays. Its integration of experiences and
accommodations in one app simplifies the travel planning process. Additionally, its filtering
options allow users to customize their search based on preferences, such as budget, location,
and amenities, enhancing the overall user experience. However, H&M, while popular among
young adults for its trendy and affordable clothing, falls short in providing long-lasting products
and communicating sustainability efforts effectively.

To improve, H&M could focus on offering more durable and sustainable clothing options while
better communicating these initiatives to appeal to environmentally-conscious consumers in
my age group.

Chapter 4
Marketing Debate

What Is the Best Type of Marketing Research?

Quantitative research is often superior in marketing due to its ability to provide measurable and
statistically significant data. Unlike qualitative methods, quantitative research relies on
numerical data, allowing for precise analysis and objective insights into consumer behavior and
preferences. Qualitative research, while valuable for exploring nuances and gathering in-depth
insights, is prone to various biases such as researcher bias, participant bias, and interpretation
bias. These biases can distort findings and lead to unreliable conclusions. In contrast,
quantitative research minimizes bias by employing standardized procedures and statistical
techniques, ensuring the reliability and validity of the findings. Therefore, for robust and
actionable insights that drive informed marketing decisions, quantitative research is the
preferred approach.

Marketing Discussion

When was the last time you participated in a survey? How helpful do you think the information you provided
was? How could the research have been done differently to make it more effective? I participated in a
survey about a week ago, but I found it unhelpful. The context was a drive-thru scenario where
I was rushed to complete the survey quickly in exchange for a free item, causing me to prioritize
speed over providing thoughtful responses. To make the research more effective, the survey
could have been conducted in a less hurried environment where I could take the time to
provide meaningful feedback. Alternatively, the survey could have been designed to be shorter
and more focused, with specific questions tailored to gather relevant information quickly.
Additionally, offering incentives or rewards that don't require immediate action, such as
redeemable codes for online feedback, could encourage participants to provide more
thoughtful responses without feeling rushed or pressured. Overall, adjusting the survey context
and structure to accommodate participants' time constraints and ensure a more relaxed and
conducive environment for feedback could significantly improve the effectiveness of the
research.

Chapter 5

Marketing Debate
Online versus Offline Privacy
Privacy concerns are indeed more significant online due to the vast amount of personal
information shared and collected in digital spaces. Online platforms track users' activities,
preferences, and behaviors, often without their explicit consent. This extensive data collection
poses a greater risk of misuse, including targeted advertising, identity theft, and unauthorized
access to sensitive information. Additionally, the interconnected nature of the internet means
that personal data can easily be shared, disseminated, and exploited by malicious actors
worldwide. While offline privacy breaches certainly occur, the scale and potential consequences
of online privacy violations are magnified. As individuals increasingly rely on digital platforms
for communication, transactions, and social interactions, safeguarding online privacy becomes
paramount to protect individuals' rights and ensure trust in the digital ecosystem. Therefore,
addressing online privacy concerns requires robust regulations, transparent data practices, and
heightened awareness among users to mitigate risks effectively.

Marketing Discussion
Choose a business and show how you would go about developing a quantitative formulation
that captures the concept. How would that business change if it fully embraced the customer
equity concept and maximized CLV?
Using John Deere as an example, i would formulate calculating the total profit expected from a
customer over their entire relationship with the company. This includes factors like initial
purchase, repeat purchases, and associated costs. Embracing customer equity and maximizing
CLV would mean focusing on retaining loyal customers through personalized services, efficient
after-sales support, and incentivizing long-term relationships. This shift would likely lead to
increased customer satisfaction, higher retention rates, and ultimately, greater profitability for
John Deere. However, challenges may arise in accurately predicting future customer behavior
and managing the complexity of long-term relationships in the agricultural industry.

Chapter 6

Marketing Debate
Is marketing ever bad?
Targeting minorities can be a sound business practice when done ethically and responsibly.
Minorities often represent niche markets with specific needs and preferences that mainstream
businesses may overlook. By recognizing and catering to these niche markets, companies can
tap into new revenue streams and gain a competitive edge. Moreover, targeting minorities can
foster inclusivity and diversity, which are increasingly valued by consumers. Rather than
exploitative, effective marketing to minorities involves genuine engagement, cultural sensitivity,
and meaningful representation. When done right, it not only benefits businesses financially but
also strengthens community relationships and promotes social equity. Therefore, targeting
minorities can be a sound and sustainable business strategy that drives growth and fosters
positive social impact. It's important to note that exploitative practices, such as stereotyping or
tokenism, are unethical and should be avoided in marketing efforts targeting minorities.

Marketing Discussion

What mental accounts do you have in your mind about purchasing products or services? Do you have any
rules you employ in spending money? Are they different from what other people do? Do you follow Thaler’s
four principles in reacting to gains and losses?
I mainly categorize my spending into different mental accounts such as couple/marriage,
investments, hobbies, and personal needs. I follow a rule of not spending more than 25% of my
net income weekly in any of these categories, with the flexibility to adjust based on priorities
and circumstances. When it comes to investments, I consider the expected return, aiming for at
least 50% of my investment income. However, I do not consciously follow Thaler's four
principles in reacting to gains and losses. To incorporate these principles, I could start by setting
specific goals for each mental account to guide my decision-making process

Marketing excellence

1. Would Zara’s model work for other retailers? Why or why not?

Zara's model is built on fast fashion, which involves quickly producing and delivering trendy
clothing to stores. While this approach has been highly successful for Zara, it may not work
for all retailers. Zara's key strengths lie in its vertically integrated supply chain, allowing for
quick turnaround times from design to store shelves. Other retailers may struggle to
replicate this model due to differences in their supply chain infrastructure, manufacturing
capabilities, and customer base. Additionally, the fast fashion model raises concerns about
sustainability and ethical production practices, which may not align with the values of all
retailers or their customers. Therefore, while aspects of Zara's model, such as agility and
responsiveness to trends, may be beneficial for other retailers to emulate, the feasibility
and effectiveness will depend on each company's unique circumstances and priorities.

2. What can Zara do to ensure successful growth around the world while maintaining the
same level of speed and instant fashion?

To ensure successful global growth while maintaining speed and instant fashion, Zara can focus
on several key areas. First, in terms of designs, Zara should continue to invest in market
research and trend forecasting to understand local preferences and cultural nuances in
different regions. This will allow them to tailor their designs to meet the needs and tastes of
diverse customer bases. Second, Zara should optimize its logistics and distribution networks to
ensure efficient and timely delivery of products to stores worldwide. This may involve
expanding or refining existing infrastructure and implementing advanced technology solutions
for inventory management and transportation. Third, maintaining a strong focus on customer
satisfaction and engagement is crucial. Zara can achieve this by providing excellent customer
service, leveraging data analytics to personalize shopping experiences, and continuously
innovating its store formats to enhance the overall shopping journey. By prioritizing these
elements, Zara can sustain its growth trajectory while staying true to its core principles of speed
and fashion-forward offerings across the globe.

1. What are Red Bull’s greatest strengths as more companies (like Coca-Cola, Pepsi, and
Monster) enter the energy drink category and gain market share? What are the risks of
competing against such powerhouses?
Red Bull's greatest strengths lie in its strong brand image, innovative marketing campaigns, and
extensive sponsorships in extreme sports and events like Formula 1. These unique strategies
have helped Red Bull carve out a distinct identity in the energy drink category, fostering strong
customer loyalty and brand recognition. However, competing against powerhouses like Coca-
Cola, Pepsi, and Monster poses significant risks. These companies have vast resources and
established distribution networks, allowing them to invest heavily in marketing and promotions
to gain market share. Additionally, increased competition may lead to price wars and erosion of
profit margins for Red Bull. Despite these challenges, Red Bull's focus on niche marketing and
adrenaline-fueled experiences may continue to differentiate it from competitors and maintain
its relevance in the market.

2. Discuss the pros and cons of Red Bull’s nontradi- tional marketing tactics. Should the
company do more traditional advertising? Why or why not?
Red Bull's nontraditional marketing tactics, such as sponsoring extreme sports events and
producing viral content, have been highly effective in capturing consumer attention and
building brand equity. These tactics create buzz and excitement around the brand, fostering a
sense of community and adventure among consumers. Traditional advertising may not be as
effective for Red Bull, as it risks diluting the brand's edgy and unconventional image. Instead,
Red Bull should continue to focus on experiential marketing and grassroots initiatives that align
with its target audience's lifestyle and interests.

3. Discuss the effectiveness of Red Bull’s sponsorships. Where should the company draw
the line in terms of novelty and risk?

The company should draw the line in terms of novelty and risk by prioritizing safety and ethical
considerations. Sponsorships should be limited to regulated sports or professionally assessed
stunts with high levels of security to minimize the potential for accidents or negative publicity.
While daring and adventurous sponsorships can enhance Red Bull's image as a bold and
adventurous brand, it's essential to ensure that the associated risks are carefully managed to
protect both the brand's reputation and the safety of participants.

I need you to answer these questions:

1. What are Red Bull’s greatest strengths as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy
drink category and gain market share? What are the risks of competing against such powerhouses? Consider their
campaigns and sponsorships like formula 1 team and extreme sports stars

2. Discuss the pros and cons of Red Bull’s nontradi- tional marketing tactics. Should the company do more
traditional advertising? Why or why not? Emphasize to not do traditional advertising

3. Discuss the effectiveness of Red Bull’s sponsorships. Where should the company draw the line in terms of
novelty and risk? Tell that the line should be in regulated sports or professionally assessed stunts with high levels of
security
Answer a minimum 200word answer and 230 maximum for each question using "accessible" or "layman's
terms."