Unit 6: Discussion Evaluating Your Second Favorite Choice Branding, Positioning, and IMC. Introduction In each unit, the students will be assigned discussion questions concerning unit topics, examine the presented topics, and complete the discussion tasks. After submitting the initial posting, the students will provide constructive criticism of at least two peers’ initial postings, including the perceived strengths, weaknesses, and specific opportunities for improvement. The initial post should be a minimum of one page double spaced in length. Refer to the discussion rubric for grading criteria which includes using credible sources (properly cited in APA format) and linking in the unit’s concepts and terms for critical analysis. It is recommended that your use a word processer, such as MS Word and use both spell checking and grammar checking tools. You should expand your grammar checking tools in Word to cover any writing weaknesses (such as setting to Grammar and Style in Word). You can then copy and paste your post into the discussion forum. While there is no minimum or maximum word expectation for peer responses, they are expected to be substantive in nature and linked to credible sources. All work should reflect graduate-level critical thinking, as well as an ability to analyze, synthesize, and evaluate given scenarios and tasks. Click here for Learning Outcomes Directions For this discussion assignment your will shift from a consumer to a marketing analysis reviewing your second most primary product purchase business or category. For “second most” you cannot use Amazon.com, Target, or Walmart in your analysis. These would be used by too many students as either first or second choice. You will analyze your second most primary product purchase business or category using the concepts outlined in this unit. Initial Post Peer Responses Initial Post You should follow the instructions below for your evaluation post and your peer responses. Discussion Issues Identify your unit of analysis (second most primary purchase). This could be a specific company or a product category, such as grocery stores. Evaluate the branding strategy used by this purchase unit of analysis. (You should use the most relevant concepts outlined in this unit’s assignment branding concepts table to provide depth.) Describe how your purchase SBU is positioned against its competitors. Use a positioning chart or verbal description. Justify your analysis. Evaluate the IMC strategy used by this purchase choice and make recommendations for improvement.

1. Identify the costs that are fixed, variable, and semi-variable. State your rationale for the categorization. Prepare a contribution margin income statement. What does this analysis suggest about the importance of the convention center? 2. Estimate the continuing funding requirements to the City and the County if operation of the Convention Center were discontinued. What does this analysis suggest about the importance of the convention center? 3. Consider the economic impact of the Convention Center to the community. Discuss advantages and disadvantages of relying on economic impact to justify operating the Dalton Convention Center. How much positive economic impact is needed to justify the continued operation of the Center from a financial standpoint? 4. Consider the financial accounting definitions of an asset and a liability. Assess whether the convention center is a net contributor to the community or a net loser from a financial standpoint. What intangible benefits does the Center provide to the community, and how can they be valued? How would you communicate both the tangible and intangible benefits of the convention center to the local governments and citizens? 5. The Dalton Convention Center was created and funded according to state laws passed to allow the City and County to build and operate the Center. Can you think of strategies for generating additional revenue, reducing costs, etc., that would not require state approval or law changes? For example, reallocation of City or County tax revenue to support the Center would require legislative action. What other options could be available?