davenport mktg610 full course [ all discussion and full Marketing Plan

| June 12, 2016

Question

week 1

The text argues that marketing possesses very few rules for choosing the appropriate marketing activities. Can you describe any universal rules of marketing that might be applied to most products, markets, customers and situations?

Choose a specific product that you use on a daily basis (such as food items, toiletries, or your car) and apply the 5W model in Exhibit 3.4 to yourself:

Who are you (demographics, psychographics, etc.)?
What do you do with the product (consumption, storage, disposal, etc.)?
Where do you purchase the product? Why?
When do you purchase the product? Why?
Why and how do you select the product?
Why do you not purchase competing products?
Assume your responses are similar to millions of other consumers.

Given this profile, how would you approach the marketing strategy for this particular product?

diss 2

Choose two companies from the same industry: one that is quite successful and one that is struggling. For each company, list every strength and weakness you believe it possesses (both the company and its products. Compare your answers with those of your colleagues. What could these companies learn from your analysis?
450 – 500 words minimum for each Topic.

Two (2) references are required beyond the text book. Be sure to cite and source in APA format.

week 2

Defend or contradict this statement: Developing marketing strategy is more important than implementing marketing strategy because if the strategy is flawed, its implementation doesn’t matter.

Palo Alton Software maintains a website devoted to business and marketing plans.

Log on to http://www.mplans.com/sample-marketing-plans.php#.U6tH9rFBlSA and take a look at a few of the sample marketing plans available.

Do these plans use the same framework discussed in the text? What are the differences and similarities?

diss 2

VALS is one of the most popular proprietary segmentation tools used in marketing.

Go to the VALS website: www.strategicbusinessinsights.com/vals/presurvey.shtml and take the free VALS survey. How could the results aid marketers in drafting a successful segmentation strategy?

One of the most exciting advances in market segmentation is the increasing use of geographic information systems (GIS) to map target markets. Go to www.gis.com and get a feel for the use of GIS in business and other fields.

Then, go to http://mapapps.esri.com/create-map/index.html and enter your ZIP code to make a demographic map about where you live.

What are the advantages of using GIS in market segmentation?

450 – 500 words minimum for each Topic. Two (2) references are required beyond the text book. Be sure to cite and source in APA format.

week 3
Pricing strategy associated with services is typically more complex than the pricing of tangible goods. As a consumer, what pricing issues do you consider when purchasing services? How difficult is it to compare prices among competing services, or to determine the complete price of the service before purchase? What could service providers do to solve this issue? What are some concrete ways to establish value for service offering and to differentiate from the competition?

Review the steps in the AIDA model.

In what ways has promotion affected you in various stages of this model? Does promotion affect you differently based on the type of product in question? Does the price of the product (low versus high) make a difference in how promotion can affect your choices? Explain.

diss 2

Locate a product offered by a manufacturer using a dual distribution approach. Are there differences between the consumers targeted by each channel? How do the purchase experiences differ? In the end, why would a customer buy directly from a manufacturer if the prices are higher?

Visit the Cents Off website: http://www.centsoff.com/ and browse the available coupons and read the FAQs.

What are the benefits of the Cents Off service for advertisers and consumers?
If you were a manufacturer that issues coupons, what factors would favor using the Cents Off website for distribution rather than the traditional Sunday newspaper insert?

450 – 500 words minimum for each Topic. Two (2) references are required beyond the text book. Be sure to cite and source in APA format.

week 4
Using the brand attribute framework in Exhibit 7.1, construct an overall branding statement about a product or service of your choice.

How would other consumers and especially potential customers look at this brand?

What areas does the company need to improve in regards to branding? Does the brand answer key questions or create questions about its abilities?

diss 2

Do some background research on the following markets: wireless phone service, DVD players, and pizza. Which stage of the product life cycle is each of these markets in currently? What market characteristics lead you to feel this way? Is there evidence that any of these markets are on the verge of moving into the next stage of the life cycle? Explain?
Think about the last purchase you made in each of the following categories. What were the features, advantages, and benefits of the specific product or brand that you selected? After completing the table, consider the positioning of the product or brand. Does its positioning match your responses n the table? Explain.

450 – 500 words minimum for each topic. Two (2) references are required beyond the text book. Be sure to cite and source in APA format.

week 5
Using the brand attribute framework in Exhibit 7.1, construct an overall branding statement about a product or service of your choice.

How would other consumers and especially potential customers look at this brand?

What areas does the company need to improve in regards to branding? Does the brand answer key questions or create questions about its abilities?

diss 2

Do some background research on the following markets: wireless phone service, DVD players, and pizza. Which stage of the product life cycle is each of these markets in currently? What market characteristics lead you to feel this way? Is there evidence that any of these markets are on the verge of moving into the next stage of the life cycle? Explain?
Think about the last purchase you made in each of the following categories. What were the features, advantages, and benefits of the specific product or brand that you selected? After completing the table, consider the positioning of the product or brand. Does its positioning match your responses n the table? Explain.

450 – 500 words minimum for each topic. Two (2) references are required beyond the text book. Be sure to cite and source in APA format.

week 6

Find a recent news article about an organization that changed its marketing strategy. What were the reasons for the change? How did the organization approach the development and implementation of the new strategy?

One of the best sources for shared goals and values to guide implementation is the firm’s own mission or values statement. Find the mission or values statement for the organization you identified: do you see evidence of the mission or values in the way the organization handled its change in marketing strategy? Explain.

diss 2
If you were personally responsible for implementing a particular marketing strategy, which implementation approach would you be most comfortable using, given your personality and personal preferences? Why?

Would your chosen approach be universally applicable to any given situation? If not, what would cause you to change or adapt your approach? Remember, adapting your basic approach means stepping out of your personal comfort zone to match the situation at hand.

450 – 500 words minimum for each Topic. Two (2) references are required beyond the text book. Be sure to cite and source in APA format.

week 7

Why is marketing ethics a strategic consideration in organizational decisions? Who is most important in managing marketing ethics: the individual or the firm’s leadership? Explain your answer.

What is the relationship between marketing ethics and organizational performance? What are the elements of a strong ethical compliance program to suport responsible marketing and a successful marketing strategy?

diss 2

Visit the Better Business Bureau website (www.bbb.org). Review the criteria for the BBB Marketplace Torch Awards – http://www.bbb.org/central-texas/programs-services/torch-awards/bbb-torch-awards-details/.

What are the most important marketing activities necessary for a firm to receive this awards? Expand on each criteria.

450 – 500 words minimum for each Topic. Two (2) references are required beyond the text book. Be sure to cite and source in APA format.

week 2
Objective:

Based on research of the internal and external environment, determine strategic new direction

Expectations:

Begin by reviewing the entire marketing plan outlined in the Week 1 materials so you have a strong understanding of where you are headed.

Instructions for the first section of the Strategic Marketing Plan for the company selected and approved as follows:

Using the Marketing Plan Worksheets as guides, prepare the following analysis:

Provide a Situational Analysis of the current Internal and Customer Environments

Research and prepare an analysis of the External Environment

Complete SWOT Analysis and SWOT Matrix

Develop at least 3 Competitive Advantages based on SWOT analysis

Develop a Strategic Focus from the most sustainable competitive advantages.

Format:

APA Format Required

Abstract Required

Title Page and Reference Page

Use APA formatted headers and subheads as needed.

A minimum of 6 outside references required.

6-8 pages, not including title page, abstract and reference page.

week 4

Part 2 – Target Market Segmentation & Product Strategy

Continued Development of Strategic Plan includes:
Analysis of potential customers, segmentation of market and selection of Primary and Secondary Target Market that supports the Strategic Focus.
Development of Product Strategies aligned with Strategic Focus
Format:
APA Format Required
Abstract Required
Title Page and Reference Page
Use APA formatted headers and subheads as needed.
A minimum of 6 outside references required.
6-8 pages, not including title page, abstract and reference page.

week 6
Part 3 – Pricing, Distribution & Integrated Communication Strategies – Implementation Plan

Complete final sections of Strategic Marketing Plan and create one seamless document including feedback and changes suggested throughout the course. Additional content to should include:

Development of Pricing Strategies aligned with Strategic Focus

Development of Distribution Strategies aligned with Strategic Focus

Development of Integrated Communication Strategies aligned with Strategic Focus

Development of Implementation Plan.

Format:

APA Format Required

Executive Summary

Title Page and Reference Page

Use APA formatted headers and subheads as needed.

A minimum of 15 outside references required.

18-24 pages, not including title page, abstract and reference page.

week 7

sentation of Final Strategic Marketing Plan –
Prepare to present your findings and recommendations to the Board of Directors of your Strategic Marketing Plan company. Your objective is to persuade the board to approve your recommendations for changes in their marketing strategy and all phases of implementation.

Since this is the Board of Directors, do not provide historical, or background information about the company unless it is key to the rationale of your recommendations.

Your presentation should include:

Findings uncovered in the SWOT analysis that are the basis for your recommendation
Overall strategy recommendation based on competitive advantage
Analysis and description of target audience as it applies to this strategy
Strategy decisions in all 4 areas of Product, Price, Distribution and Communications and rationale
Implementation plan and conclusions.
You must include notes or record the presentation via Collaborate to simulate a live presentation.
Format:

18 to 22 Slide. The presentation can be formatted in 3 different ways:

Develop PPT and add an audio track of your presentation using MS Office or other presentation tool of choice.
Use Collaborate Live Classroom to upload your PPT and present your information. Archive the presentation.
Develop PPT and use the notes feature to provide a complete written text only of your presentation

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