Assignments
Week 1
Deshpande, Rohit (2014). Customer Centricity, HBS 8171, Boston, MA: Harvard Business
School.
1.
a.
b.
c.
d.
e.
2.
3.
4.
Select a company from the list provided below.
Amazon
Apple
Google
Trader Joe’s
Starbucks
Offer suggestions for how the company might become more customer centric based on the key customer-centric characteristics of successful companies, found on page 3 of the reading.
Identify company and situational factors that may help get your ideas adopted, and factors that may hinder adoption.
Explain how your suggestions would benefit the organization based on the reading and evidence you find about the company. Week 2
Gourville, John T., and Michael I. Norton (2014). Consumer Behavior and the Buying
Process HBS 8167, Boston, MA: Harvard Business School.
1.
2.
a.
b.
c.
d.
e.
3.
a.
b.
c.
View Video 1 and 2 in the online version of the reading.
Select an offering from those below:
M&Ms
Coca-Cola
Ford Fiesta
Walt Disney World
Samsung Phone
Visit the website for your chosen offering.
Explore the site and form a view of how the offering is being marketed.
Use the emotional, cognitive and involvement dimensions from the frameworks in the reading to describe the product. For example, an offering might be positioned so as be perceived as “high emotional, moderate cognition, and high involvement.” Specify how your brand rates on these dimensions.
Explain how you selected the levels (low, medium, high) on each dimension. Support your views with logic and evidence. Week 3
Gupta, Sunil (2014). Segmentation and Targeting, HBS 8219, Boston, MA: Harvard
Business School.
1.
2.
3.
Review Interactive Illustration 1 "Segmenting the Dog Food Market" in the reading (p. 13).
Apply the Who, What, Why framework discussed in the reading to the Dog Food Market Segmentation.
Explain what additional information you would want to have to improve the segmentation, and why you want that information (hint: use criteria for a good segmentation).
Week 4
Harvard Business
Deshpande, Rohit (2014). Customer Centricity, HBS 8171, Boston, MA: Harvard Business
School.
1.
a.
b.
c.
d.
e.
2.
3.
4.
Select a company from the list provided below.
Amazon
Apple
Trader Joe’s
Starbucks
Offer suggestions for how the company might become more customer centric based on the key customer-centric characteristics of successful companies, found on page 3 of the reading.
Identify company and situational factors that may help get your ideas adopted, and factors that may hinder adoption.
Explain how your suggestions would benefit the organization based on the reading and evidence you find about the company. Week 2
Gourville, John T., and Michael I. Norton (2014). Consumer Behavior and the Buying
Process HBS 8167, Boston, MA: Harvard Business School.
1.
2.
a.
b.
c.
d.
e.
3.
a.
b.
c.
View Video 1 and 2 in the online version of the reading.
Select an offering from those below:
M&Ms
Coca-Cola
Ford Fiesta
Walt Disney World
Samsung Phone
Visit the website for your chosen offering.
Explore the site and form a view of how the offering is being marketed.
Use the emotional, cognitive and involvement dimensions from the frameworks in the reading to describe the product. For example, an offering might be positioned so as be perceived as “high emotional, moderate cognition, and high involvement.” Specify how your brand rates on these dimensions.
Explain how you selected the levels (low, medium, high) on each dimension. Support your views with logic and evidence. Week 3
Gupta, Sunil (2014). Segmentation and Targeting, HBS 8219, Boston, MA: Harvard
Business School.
1.
2.
3.
Review Interactive Illustration 1 "Segmenting the Dog Food Market" in the reading (p. 13).
Apply the Who, What, Why framework discussed in the reading to the Dog Food Market Segmentation.
Explain what additional information you would want to have to improve the segmentation, and why you want that information (hint: use criteria for a good segmentation).
Week 4
Harvard Business