marketing plans and customer satisfaction

Assignment 1: Discussion—Marketing Plans and Customer Satisfaction

Corona beer is the number one imported beer into the United States, and has developed into a global brand (General Distributors, Inc., n.d.). Corona created its competitive advantage through an innovative marketing strategy.

Like Corona beer, identify a recent example of a firm that was cited as having a competitive advantage due to its innovative marketing plan. Respond to the following:

  • Discuss implementation activities that positively impacted customer satisfaction.
  • Describe three advantages and three disadvantages of standardizing the marketing mix worldwide.

Write your initial response in approximately 300–500 words. Apply APA standards to citation of sources.

By Saturday, July 5, 2014, post your response to the appropriate Discussion Area. Through Wednesday, July 9, 2014, review and comment on at least two peers’ responses. Do the following when responding to your peers:

  • Read all your peers’ postings.
  • Respond in a substantive way by addressing issues brought up in your peers’ posts. Please note that simply registering your agreement with a peer’s post is not considered a substantive response.

General Distributors, Inc. (n.d.) Import beers. Retrieved from

Assignment 1 Grading Criteria
Maximum Points

Initial response:

  • Was insightful, original, accurate, and timely.
  • Was substantive and demonstrated advanced understanding of concepts.
  • Compiled/synthesized theories and concepts drawn from a variety of sources to support statements and conclusions.

Discussion response and participation:

  • Responded to a minimum of two peers in a timely manner.
  • Offered points of view supported by research.
  • Asked challenging questions that promoted the discussion.
  • Drew relationships between one or more points in the discussion.


  • Wrote in a clear, concise, formal, and organized manner.
  • Responses were error free.
  • Information from sources, where applicable, was paraphrased appropriately and accurately cited.