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Think for a moment about the last product you purchased. What was the product? What is the brand name of the product? How would you describe the customer for this product? What is the product’s closest brand competitor? Explain why you chose this brand rather than the competitor’s brand. How did the marketing for the product influence your purchase?
Read the following chapters in Principles of Marketing:
Chapter 1: Marketing Fundamentals
Chapter 2: The Marketing Process
Chapter 3: The Marketing Mix: Products
Oliver Wight Americas, Inc. (2012). New White Paper- “Marketing’s Role in the Integrated Business Planning Process: An Advanced Version of Sales and Operations Planning” [Press release]. Retrieved from http://www.oliverwight-
americas.com/news/marketing- role-integrated-business- planning.htm