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Exercise and Assignment BARD1013 Sept 14

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Exercise and Assignment BARD1013 Sept 14
Topic 1 : Foundations of Marketing
Read:
PPT Topic 1
Kotler - Chapter 1
Real Marketing 6.2 ‘International Marketing Manners: When in Rome, Do as the Romans Do’, p 203.
Case – ‘Starbucks coffee: Where Growth is Hot-But Boiling Over?’

Topic 2 : The Marketing Environment
Read:
PPT Topic 2
Kotler - Chapter 3
Extra readings:
A few products/markets offerings that arise due to the changes in macroenvironmental forces.
1. Capsule hotel, only available in Japan. http://en.wikipedia.org/wiki/Capsule_hotel.
2. Mattel’s Ello creation system. http://en.wikipedia.org/wiki/Ello_Creation_System
3. Global trend in aging population. The need for travel, entertainment, healthcare, wealth management and beauty care offerings.
4. Natural resources (Bangkok flood, Haze, earthquake)
5. Technology (Handphone nowadays can take pictures, no longer need camera + Kodak film, Kodak Co. went bankrupt in 2012)
6. Political/Legal (No more UPSR/ PMR, the need for tuition centers will decrease)

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Example of an article:
Accessed @ http://articles.latimes.com/2010/jun/23/business/la-fi-0623-happy-meals-20100623

McDonald's faces lawsuit over Happy Meals
A watchdog group says giving away toys with Happy Meals contributes to childhood obesity and threatens to sue. McDonald's cites healthful menu choices.

June 23, 2010|By Sharon Bernstein, Los Angeles Times sharon.bernstein@latimes.com

Weeks after a Silicon Valley county became the first in the nation to ban toys from McDonald's Happy Meals and other food promotions aimed at children, a public health watchdog group called on the fast food giant to remove the playthings from all its meal packages.
Citing toys aimed at promoting the latest "Shrek" movie, the Center for Science in the Public Interest said that the plastic promotions lure children into McDonald's restaurants where they are then likely to order food that is too high in calories, fat and
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