devry busn319 full course latest 2015 july [ all discussions all quizes you decide and course project ]

| June 3, 2016

Question
week 1

Strategic Marketing Process? (graded)
How do the goals set for the marketing program in the planning phase relate to the evaluation phase of the strategic marketing process? What would you do with the results of the evaluation if: a) you exceeded your goals? b) you fell short of your goals?

Environmental Scanning (graded)
Environmental scanning is critical to acquire information on events occurring outside of the organization. For example, in 2009, the U.S. economy faltered and the unemployment rate rose. As a result, dollar (type) stores flourished. The poor economic trend actually became a huge opportunity for an entire retail segment. Select one of the five environmental forces (social, economic, technological, competitive, and regulatory), discuss an actual trend that fits into that particular environmental force, and provide an accompanying marketing opportunity

week 2
Consumer Behavior (graded)
The .homeworkminutes.com/question/view/79462/devry-busn319-week-1-and-week-2-discussions-latets-july-2015#”>purchase decision process can vary greatly in terms of the time required from the moment a need is perceived until the actual .homeworkminutes.com/question/view/79625/devry-busn319-all-weeks-discusssions-done-on-july-2015-all-14-discussions#”>purchaseevent. Provide an example of an item that may require a long time, and another that may progress relatively quickly through the purchase decision process. What may be some common characteristics among items that have a longer time frame?

Understanding the Market (graded)
Visit the .census.gov/econ/census02/”>U.S. Census website. What information can you find on this site that will help you to estimate size of market for your marketing plan topic? By using the Internet to also research articles written by trade journals and industry experts, what other relevant information can you find about your industry to help you estimate your market size and market potential?

week 3

Understanding Consumers Using Research (graded)
Companies want to make the best marketing decisions possible regarding which customers to pursue, which products or services to introduce or promote, where to sell their products or services, and at what price. Although not perfect, the use of market research reduces some risk. Suppose you want to open a bow tie shop in Washington, D.C. What information would you want to know before funding such a project? How would you find that information?

STP: Segmentation, Targeting, and Positioning (graded)
Occasionally, a student will suggest that his or her product or service is universally needed, such as providing a haircut. Therefore, they plan to target everyone. Why is this not a good idea? What criteria should be used to determine which market segment(s) to target?

week 4

Product Lifecycle (graded)
Products, like people, are viewed as having a life cycle. Product life stage cycles include (a) Introduction, (b) Growth, (c) Maturity, and (d) Decline.

What Life stage would you say the following items reside?

Canon digital cameras

Hand-held manual can openers

HP tablet computers

What marketing strategies would you suggest to these companies?

Branding (graded)
Some have said that a brand is a promise. What does that mean and why is having a strong brand an advantage to a company and to the consumer?

WEEK 5

Pricing Decisions (graded)
Pricing is a critical decision made by a marketing executive because price has a direct effect on a firm’s profits. Note the six major steps in the process organizations go through in setting prices on pages 322–323. Step one involves identifying pricing objectives and constraints. Give an example of a pricing strategy and describe how specifics constraints may prevent the fulfillment of reaching that pricing objective.

Pricing Adjustments (graded)
There are times when pricing adjustments are made. List three specific types of price adjustments and explain the rational for making such an adjustment.

WEEK 6

Integrated Marketing Communications (IMC) (graded)
Marketing communications has evolved significantly in the past some years. There are so many different ways to communicate from PR to Lead Generation, Advertising to Direct Mail. At times, the types of communications to end users, leveraging various approaches were executed off as separate activities. There was no continuity, no specific overall strategic plan. Thanks to improvements in technology, drive for ROI, the concept, and approach of integrated marketing communications has become a huge focus.

In fact, clients and employers are asking for measurable results. No longer is the phrase uttered by John Wanamaker, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” acceptable.

What is Integrated Marketing Communications and why is it so important in the 21st century for marketers to embrace this?

This section lists options that can be used to view responses.

Social Media and Marketing (graded)
As marketers, we have less control over our brand messaging because of social media, correct? Think about it. All of our customers have unlimited online access to praise, or smear, our brand. That is a lot of power? How do marketers deal with this reality?

We listen. If we don’t, we are rendered useless to respond. Check out this article and give me your thoughts.

.com/on-management/125283bc4100″>https://medium.com/on-manage

week 7

istribution – Delivering the Goods (graded)
Amazon: Delivering the Goods… Millions of Times a Day. Read the Amazon case on pages 400 and 401. You may watch the video at the publisher’s website if you choose.

How do Amazon.com’s logistics and supply chain management activities help the company create value for its customers?
What systems did Amazon develop to improve the flow of products from suppliers to Amazon distribution centers?
What systems improved the flow of orders from the distribution centers to customers?

The Four Ps (graded)
For your final discussion topic, I’d like to hear your opinion. We can all agree that each of the four Ps are critical marketing considerations. That said, which one (product, price, promotion, or placement) is the most important and why? Make a strong case for your decision.

quiz

week 2
(TCO 1) To serve both buyers and sellers, marketing seeks to _____ and satisfy the needs and wants of prospective customers.

change

create

manipulate

discover

weigh

Question 2. Question :

(TCO 1) An economics student would like to buy a mini-scooter but shace cannot afford one. Which of the following reasons explain why marketing fails to occur here?

There are not two or more parties with unsatisfied needs.

A desire to satisfy a need is missing.

No assessments of consumer wants and needs have been made.

There is no way for the parties involved to communicate.

The ability to satisfy a need is missing.

Question 3. Question :

(TCO 1) The first objective in marketing is to discover consumer

diversity.

ability to pay.

objectives.

needs.

synergy.

Question 4. Question :

(TCO 6) Kraft produces Lunchables, a prepackaged meal usually consisting of several crackers, small slices of meat, and small slices of cheese. Some versions contain Capri Sun drinks. Others are called Cracker Stackers and Fun Fuel. The box is bright yellow and the quantity of food contained within is small. The target market for Kraft Lunchables is most likely

moms of school-age children.

business people looking for a quick snack.

business travelers.

teenagers.

seniors.

3 of 3

Comments:

Question 5. Question :

(TCO 6) Which of the following would a marketer use as a synonym for controllable marketing mix factors?

The five external environmental forces

Macromarketing forces

The five Cs

The four Ps

Price, product, production, and promotion

Question 6. Question :

(TCO 1) _____ is the money left over after a business firm’s total expenses are subtracted from its total revenues.

Shareholders’ equity

Profit

Inventory turnover

Contribution margin

Asset leverage

:

Question 7. Question :

(TCO 1) The corporate level in an organization is where

the department heads direct overall strategy for the entire organization.

groups of specialists actually create value for the organization.

a small number of people from different departments are mutually accountable to accomplish a task or a common set of performance goals.

a subsidiary, division, or unit of an organization markets a set of related offerings to a clearly defined group of customers.

top management directs overall strategy for the entire organization.

Question 8. Question :

(TCO 1) At the strategic business unit level, the marketing department provides leadership activities in

talent management.

fiscal restraint.

look outward, keeping the organization focused on creating value both for it and for customers.

creating the corporate culture.

sustaining the means-end chain.

Question 9. Question :

(TCO 1) The _____ for American Red Cross is The American Red Cross, a humanitarian organization led by volunteers and guided by its Congressional Charter and the Fundamental Principles of the International Red Cross Movement. It will provide relief to victims of disasters and help people prevent, prepare for, and respond to emergencies.

benefit statement

business portfolio

functional philosophy

mission

corporate code

Question 10. Question :

(TCO 1) Market share is the ratio of sales revenue of the firm to the total sales revenue of all _____, including the firm itself.

firms in the industry

firms in alternative industries

firms surveyed by the U.S. government

firms sharing in marketing principles

domestic firms

Question 11. Question :

(TCO 1) Step 2 in the planning phase of the strategic marketing process is

the situation analysis.

the market-product focus and goal setting.

the marketing program.

implementation.

obtaining resources.

Question 12. Question :

(TCO 1) A recent Congressional initiative mandated that the U.S. Department of Transportation (USDOT) establish a national traffic information collection system. The marketing manager of a company that provided traffic reports for local radio stations would most likely incorporate this knowledge into its SWOT analysis as

a strength if the company has an existing working relationship with the USDOT.

a threat if the USDOT will give this information directly to the radio stations.

a weakness if the company that provides local traffic information has no employees technologically capable of using the USDOT system.

an opportunity if the USDOT is creating a network of local traffic-information providers to address the mandate.

All of the above

Question 13. Question :

(TCO 1) To provide quick access to topics, a well-organized marketing plan should begin with

an executive summary.

the strategic focus.

a table of contents.

a situation analysis.

the market-product focus.

Question 14. Question :

(TCO 5) A company engaged in environmental scanning is

taking into account the effect its marketing activities can have on plants and animals in our environment.

continually acquiring information on events occurring outside the organization to identify and interpret potential trends.

maintaining a time constant horizon in its strategic planning process.

maintaining retail customer databases.

requiring all employees to spend time outside the office to avoid the “ivory tower” syndrome.

I

Question 15. Question :

(TCO 5) Social forces

include demographics and values.

usually have little impact on marketing strategy.

include reduced emphasis on trade regulation.

empower workers to improve their performance.

encourage international trade.

Question 16. Question :

(TCO 5) Studies of the _____ characteristics of the U.S. population suggest several important trends. Generally, the population is becoming larger, older, and more diverse. Marketers are developing products that will appeal to these target markets.

competitive

regulatory

geographic

demographic

economic

Question 17. Question :

(TCO 6) The concern for obtaining the best quality, features, and performance of a product or service for a given price is called

changing values.

multidimensional consumption.

buyer excellence.

purchasing excellence.

value consciousness.

Question 18. Question :

(TCO 5) In an inflationary economy, the cost to produce and buy products and services _____ as prices _____.

escalates; increase

escalates; decrease

decreases; increase

decreases; decrease

does not change; increase

Question 19. Question :

(TCO 5) One reason some people don’t like to .homeworkminutes.com/question/view/79452/devry-busn319-week-2-quiz-latest-july-2015-all-correct-answer#”>buy clothing from Internet retailers is the inability to know if the clothes will fit once they have arrived. ImageTwin has developed a scanning system with which it has gathered the measurements of individuals of all different sizes. All of the information has been fed into a database. Now, when you buy something at LandsEnd.com, you can see a 3-D image of what the item should look like on your body. This is an example of _____ forces in the marketing environment.

economic

regulatory

competitive

social

technological

:

Question 20. Question :

(TCO 5) The form of competition in which many sellers compete with their products on a substitutable basis is called

pure competition.

cross-market competition.

oligopoly.

monopolistic competition.

panopoly.

Question 21. Question :

(TCO 6) Which stage in the consumer .homeworkminutes.com/question/view/79452/devry-busn319-week-2-quiz-latest-july-2015-all-correct-answer#”>purchase decision process suggests criteria to use for the .homeworkminutes.com/question/view/79626/devry-busn319-week-2-and-week-4-quiz-latest-july-2015-all-correct-answer#”>purchase, yields brand names that might meet the criteria, and develops consumer value perceptions?

Problem recognition

Information search

Alternative evaluation

Purchase decision

Postpurchase evaluation

Question 22. Question :

(TCO 6) Putting a dollar value on what a satisfied, loyal, repeat customer spends on a firm’s products during a year or a lifetime reveals that

focusing on customer retention is not very profitable.

the calculation is flawed and not practical.

companies that have focused on customer retention have not yet seen results.

focusing on customer retention can be very profitable.

companies are generally more profitable if they try to attract new customers rather than focus on customer retention.

Question 23. Question :

(TCO 6) Organizational buyers include all the buyers in a nation, except

retailers.

government.

manufacturers.

wholesalers.

ultimate consumers.

(TCO 6) Which of the following is characteristic of the organizational buying process?

Multiple parties participate in purchase decisions.

Negotiation between buyers and sellers is commonplace.

Online buying over the Internet is widespread.

Buying objectives and criteria are typically spelled out.

All of the above

Question 25. Question :

(TCO 6) Seven of the most commonly used organizational buying criteria are (1) _____, (2) ability to meet the quality specifications required for the item, (3) ability to meet required delivery schedules, (4) technical capability, (5) warranties and claim policies in the event of poor performance, (6) past performance on previous contracts, and (7) production facilities and capacity.

taste of the buyer

personal friendship with sales representative

price

current mood of the buyer

opinion of the firm’s senior management

week 4

(TCO 1) The Book Promoters Association of Canada members recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some members claimed the problem was that Canadian retailers had been replaced by Walmarts. Others said the problem was with stodgy promotions. Still others said the problem was caused by too little money being budgeted to fund marketing programs. It was time that Canadian book publishers used _____ to save the industry.
advertising

sales promotion

publicity

marketing research

tactical support

Question 2. Question :

(TCO 1) A conscious choice made from among two or more alternatives is called a

dilemma.

quandary.

decision.

paradox.

predicament.

Question 3. Question :

(TCO 1) During the marketing research process, _____ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

measures of success

research objectives

marketing research plans

decisions

definitions

Question 4. Question :

(TCO 1) Obtaining data on the number of households that buy a particular product is an example of which type of marketing research?

Descriptive

Explanatory

Exploratory

Causal

Concrete

Question 5. Question :

(TCO 1) When Home Depot entered the Quebec market, 2% of the population was aware of the retail chain. To determine how effective its advertising was in the first 18 months of its presence in the Canadian province, it conducted awareness research for a second time. Prior to conducting the research, it was decided that if at least 50% of the population was aware of the Home Depot brand, it would continue its present advertising program. This is an example of a(n)

objective.

constraint.

assumption.

measure of success.

barrier to entry.

Question 6. Question :

(TCOs 3 and 4) A picture or verbal description of a product or service a firm might offer for sale is known as a(n)

hypothesis.

proposition.

new-product concept.

alternative.

opportunity.

Question 7. Question :

(TCO 1) Secondary data are the

facts and figures that are newly collected for the project at hand.

facts and figures obtained by watching people mechanically rather than in person.

facts and figures obtained by asking people questions.

facts and figures that have already been recorded before the project.

conclusions developed from information obtained from a representative sample of a population.

Question 8. Question :

(TCO 3) Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as

consumer differentiation.

psychographics.

market segmentation.

market delineation.

aggregation marketing.

Question 9. Question :

(TCOs 3 and 4) Lands’ End will custom fit the Marinac jacket and make it with additional features, such as thumb loops, underarm ventilation slits, and a key clip, when you order from LandsEnd.com. This is an example of

mass customization.

synergy.

target marketing.

how the 80/20 rule is implemented.

repositioning.

Question 10. Question :

(TCO 6) There are five steps involved in segmenting and targeting a market. Which should a marketer do once he or she has selected a target market?

Create product groupings.

Develop a market-product grid.

Estimate the size of the market.

Take marketing actions to reach that target market.

Form prospective buyers into market segments.

Question 11. Question :

(TCO 6) Potential buyers within a segment should be

difficult to reach to prevent competitors from reaching them first.

similar to buyers among different segments.

similar in terms of a marketing action.

high cost to assign to segments.

interested in direct mail services.

Question 12. Question :

(TCOs 3, 5, and 6) A market-product grid is a framework to relate

estimated expenses for products sold to various market segments.

total anticipated revenue for each product to market segments.

total anticipated profit for each product to segments.

the market segments of potential buyers to products offered or potential marketing actions by an organization.

the market segments of potential buyers to relative market share compared to the closest competitor.

Question 13. Question :

(TCOs 2 and 6) Which of the following is a criterion used for selecting a target segment?

Potential for increased profit

Similarity of needs of potential buyers within a segment

Difference of needs of buyers among segments

Potential of a marketing action to reach a segment

Cost of reaching the segment

Question 14. Question :

(TCOs 3, 5, and 6) The place an offering occupies in consumers’ minds on important attributes relative to competitive products is called

product perception.

relative positioning.

competitive positioning.

product positioning.

selective perception.

Question 15. Question :

(TCOs 3, 5, and 6) Which of the following data are collected from consumers to develop a perceptual map for a particular product?

A listing of all prospective brands and products

Managerial judgments about how consumers perceive products

Judgments of existing products or brands with respect to important attributes

Rank order of the ratings of an existing brand’s preference relative to its competitors

All of the above data are collected from consumers.

Question 16. Question :

(TCOs 1, 3, 5, and 6) A _____ is a group of products that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are distributed through the same types of outlets, or fall within a given price range.

product class

product mix

product line

marketing category

product category

Question 17. Question :

(TCOs 1, 3, 4, 5, and 6) New chewing gum flavors like lemon-lime, crystal mint, and mint mojito helped Wrigley’s add to its sales. These new flavors are which type of innovation?

Continuous innovation

Dynamically continuous innovation

Discontinuous innovation

Insignificant innovation

Disruptive innovation

Question 18. Question :

(TCOs 1, 2, 3, 4, 5, and 6) When General Foods introduced Post Cereals with freeze-dried fruits, people found that by the time the fruit had absorbed enough milk, the flakes were soggy. Why did this product fail?

Poor product quality

Insignificant point of difference compared to competitive offerings

Too little market attractiveness

Poor execution of the marketing mix

No economical access to buyers

Question 19. Question :

(TCOs 1, 2, 3, 4, 5, and 6) The stages a firm goes through to identify business opportunities and convert them into salable goods or services are called the

situation analysis.

new-product process.

strategic management process.

SWOT analysis.

idea generation process.

Question 20. Question :

(TCOs 3, 4 and 6) The market testing stage of the new-product process often involves test markets or .homeworkminutes.com/question/view/79454/devry-busn319-week-4-quiz-latest-july-2015-all-correct-answer#”>purchase laboratories in which the dependent variable is

consumer attitudes.

price.

advertising.

product attributes.

sales.

Question 21. Question :

(TCOs 1, 3, 4, 5, and 6) The marketing objective for a product in the _____ stage of the product life cycle is to create consumer awareness and gain trial.

introduction

growth

maturity

decline

harvest

Question 22. Question :

(TCOs 1, 3, 5, and 6) When the Floral Council advertises giving flowers as a thoughtful and appreciated gift for any occasion, it is trying to stimulate _____ demand.

selective

primary

derived

generic

secondary

Question 23. Question :

(TCOs 1, 3, 5, and 6) The stage in the product life cycle labeled B in the below figure is called

introduction.

maturity.

growth.

diversification.

decline.

Question 24. Question :

(TCOs 1, 3, 5, and 6) Which of the following is a characteristic of the growth stage of the product life cycle?

Advertising emphasis switches to primary demand.

There is a growing proportion of repeat purchasers to initial purchasers.

Product features remain unchanged.

Profit margins increase as sales increase.

All of the above

Question 25. Question :

(TCOs 1, 3, 5, and 6) The stylized blue and white waves in an oval shape that appear on every package of Ocean Spray brand products is an example of a

copyright.

trade name.

service mark.

brand name.

generic brand.

you decide

Scenario

Scenario/Summary
You are a marketing director for a Mexican Taco Restaurant located in Lynchburg, VA. The average order size of your customers is $7.00 per order. That means that when all your food orders are divided by your total number of customers, the average order amount is $7.00.

Your Role/Assignment
Your variable cost per order is $3.00 in food costs and paper products. Of course, there are also fixed costs (whether you sell one or a hundred). These include your building lease ($2,000 per month, electricity $500 per month, and labor $3,100 per month).

Activity

Question
.equella.ecollege.com/file/e7079956-552b-4f06-984c-80230b81ab44/18/BUSN319_W5_YouDecide.html#top”>Back to Top

Check the interactive to answer the question below and submit the deliverable for this assignment.

You Decide

.equella.ecollege.com/file/20f152e7-d155-45c1-9d51-d4a15de5d314/1/BUSN319_WK5_BreakEven.zip/multiscreen.html”>Break Even Analysis

Using this formula, what is the break-even point? In other words, how many meals, at $7.00, would need to be sold before you start making a profit?

Breakeven Point (number of meals) = Fixed Costs/(Average Order Price – Average Order Cost).

The problem is that, even after being in business for a year, your restaurant is selling slightly less than 1,000 per month meals. There are several actions that can be taken to reach your break-even point, which is necessary if you are to remain in business. As the marketing director is responsible for the product, price, promotion, and placement, you control many of the tools to make necessary adjustments.

You Decide Assignment

Category Points % Description
Documentation and Formatting 2.5 5 Quality work will include the formula and well formatted explanation of your strategy. The proposal should be two pages in length.
Organization and Cohesiveness 7.5 15 Quality work will be clearly organized to show your progress through the formula which will provide a cohesive transition to a well-organized appropriate solution.
Editing 5 10 Quality work will be free of any spelling, punctuation, or grammatical errors. Sentences and paragraphs will be clear, concise, and factually correct.
Content 35 70 Quality work will demonstrate an understanding of the breakeven analysis concept and will show correct calculations. Conclusions from the breakeven analysis should be summarized with your rationale for the solution(s) that you selected. The content presented must demonstrate an understanding of the material.
Total 50 100 A quality paper will meet or exceed all of the above requirements.
Note!

Submit your assignment to the Dropbox, located at the top of this page.

(See the Syllabus section “Due Dates for Assignments & Exams” for due dates.)

course project

Course Project: Creating the Marketing Plan
.equella.ecollege.com/file/f8425ca0-a044-404c-951b-ec5a7bc1a041/19/BUSN319_CH_CourseProject.html#1″>Objectives | .equella.ecollege.com/file/f8425ca0-a044-404c-951b-ec5a7bc1a041/19/BUSN319_CH_CourseProject.html#2″>Introduction | .equella.ecollege.com/file/f8425ca0-a044-404c-951b-ec5a7bc1a041/19/BUSN319_CH_CourseProject.html#3″>Guidelines | .equella.ecollege.com/file/f8425ca0-a044-404c-951b-ec5a7bc1a041/19/BUSN319_CH_CourseProject.html#4″>Milestones | .equella.ecollege.com/file/f8425ca0-a044-404c-951b-ec5a7bc1a041/19/BUSN319_CH_CourseProject.html#5″>Grading Rubrics
Objectives

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The Course Project gives students the opportunity to synthesize all of the concepts in the BUSN319 Marketing course by applying them to develop a comprehensive marketing plan for a new business, product, or service.

Introduction

.equella.ecollege.com/file/f8425ca0-a044-404c-951b-ec5a7bc1a041/19/BUSN319_CH_CourseProject.html#top”>Back to Top
Product innovation and marketing are the only enduring competitive advantages that companies can use to survive and thrive in the marketplace. In the next seven weeks, you are going to participate in designing and writing a marketing plan for a business, product, or service of your choosing. Your active participation in this project is essential to building your understanding of marketing. Also, you can use a well-written marketing plan to show prospective employers a sample of your work or pitch your idea to investors who may be interested in your venture.

A marketing plan is a guide for the marketing activities of an organization for a specified period of time, typically about 5 years. The plan can be used internally to guide the marketing activities or it can be used to communicate with external audiences to raise capital. There are important questions to keep in mind as you design your plan.

Is the marketing idea valid?
What is unique or distinctive about the product or service that separates it from substitutes and competitors?
Does a viable market exist for the product or service?
Is the target market large enough, accessible, and capable of purchasing your product or service?
Are the financial projections sound?
Is the management team competent?
How will the investors get their money back with a return on their investments?
In order to help you answer these questions and many others, the course provides the following items.

Building an Effective Marketing Plan in Appendix A on page 48 of your textbook (it includes an example of a marketing plan).
Financial Aspects of Marketing in Appendix B on page 368 of your textbook.
A marketing plan outline (see Week 4: Draft Marketing Plan in the Milestone section below).
A grading rubric for the marketing plan.
Guidelines

.equella.ecollege.com/file/f8425ca0-a044-404c-951b-ec5a7bc1a041/19/BUSN319_CH_CourseProject.html#top”>Back to Top
Your final marketing plan should be between 10–15 pages and must follow all APA guidelines.In Week 1, you will submit a two-page description of your business, product, or service for instructor approval of your topic. In Week 4, you will submit a substantial draft of your marketing plan for instructor feedback. Your completed marketing plan is due at the end of Week 7.

Milestones

.equella.ecollege.com/file/f8425ca0-a044-404c-951b-ec5a7bc1a041/19/BUSN319_CH_CourseProject.html#top”>Back to Top
Week 1: Topic Proposal (20 points)

You will select a topic for the Week 1 assignment, and thereafter, all related assignments (the draft in Week 4 and the final marketing plan in Week 7) MUSTbe on the same topic. You may not change your marketing plan topic without approval from your instructor. Your topic should be for a business, product, or service that you would like to start (no multilevel marketing structures or non-profit organizations, please). Because this is an applied project and not a research paper, please do not select a corporation such as Starbucks or Coca-Cola as your topic.You are to apply the course concepts to this project. If you are interested in coffee restaurants, for example, you may wish to select your own cappuccino bar as your topic and then use information from companies like Starbucks or Seattle’s Best Coffee for ideas and competitive research as you work on your project. If you have questions about your topic, don’t hesitate to post them in the Q & A Forum this week.

For Week 1, please write a two-page description of your company, product, or service. It should be a new business, product, or service.

Discuss:

Ownership and company structure.
Describe the business, product, or service.
Write your mission statement.
Provide your marketing goals.
The marketing goals must be specific, measurable, actionable, realistic, and time bound.
Examples…
Company ABC plans to generate 25 leads per week as a result of our Facebook marketing campaign beginning Oct. 1, 2014.

Company XYZ plans to sell 5,000 widgets for the next fiscal year.

Discuss who a typical customer might be.
Week 4: Draft Marketing Plan (100 points)

At the end of Week 4, you will submit a substantial draft to your instructor for grading and feedback. Read Appendix A in the text. Be sure to download the .equella.ecollege.com/file/f8425ca0-a044-404c-951b-ec5a7bc1a041/19/BUSN319_Marketing_Plan_Outline.docx”>Marketing Plan outline. It must be used! It is recommended that you start working on your draft in Week 2 after your instructor has approved your topic. Use the Marketing Plan outline as a guide to the required content for your marketing plan. Complete as much as you are able in order to get a good start and an initial draft ready to submit at the end of Week 4. Remember, the more you complete on this initial draft the greater the input that the professor can provide. Also, please include your last name within the document title.

Week 7: Final Marketing Plan (220 points)

Submit your completed Marketing Plan. It should include all sections listed in the marketing plan outline. It should include headings for the various sections of the marketing plan. APA format should be used, and three references are required. Be sure to list all references that you consult (both print media and online).

See the Syllabus section “Due Dates for Assignments & Exams” for due date information.

Grading Rubrics

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Week 1: Topic Proposal will be evaluated as follows.

Category % Description
Documentation, Formatting, and Editing 10% Quality work will include a title page, table of contents, proper citations, and a bibliography. Quality work will be free of any spelling, punctuation, or grammatical errors. Sentences and paragraphs will be clear, concise, and factually correct. It must follow APA guidelines.
Content 90% Quality work will meet the following requirements. Your topic should be for a business, product, or service that you would like to start(no multilevel marketing structures or nonprofit organizations, please). Your proposal should be approximately two pages long and should contain the following.
1. Information about ownership and company structure.

2. A description of the business, product, or service.

3. A mission statement.

4. Marketing goals.

5. Who a typical customer might be.

Total 100% A quality submission will meet or exceed all of the above requirements.
Week 4: Draft Marketing Plan will be evaluated as follows.

Category % Description
Documentation and Formatting 5% Quality work will include a title page, abstract, table of contents, proper citations, and a reference page. Your final marketing plan should be between 10–15 pages; your draft should be substantial—about 75% complete. It must follow all APA guidelines.
Organization and Cohesiveness 20% Quality work will use the marketing plan outline provide above for its organization. The content will be properly subdivided into sections with headings. The executive summary is not required in your draft because the executive summary is usually the last part of the plan that is written; it summarizes the entire plan.
Editing 5% Quality work will be free of any spelling, punctuation, or grammatical errors. Sentences and paragraphs will be clear, concise, and factually correct.
Content 70% Quality work will have significant scope and depth of research to support any statements. Relevant illustrations or examples are encouraged. Quality work will cover all the sections included in the marketing plan outline. The content presented must demonstrate an understanding of the material.
Total 100% A quality submission will meet or exceed all of the above requirements.

Week 7: Final Marketing Plan will be evaluated as follows.

Category % Description
Documentation and Formatting 5% Quality work will include a title page, table of contents, abstract, proper citations, and a reference page in APA format including at least three references.
Organization and Cohesiveness 20% Quality work will use the marketing plan outline for its organization. The content will be properly subdivided into sections with headings and subheadings; it will incorporate feedback provided from your instructor on your Week 4 draft. You may choose to use some of the Building Your Marketing Plan exercises at the end of the chapters in the text to guide you to develop some sections of your plan. The executive summary will summarize your plan and include the reasoning you employed in your analysis, as well as any outstanding conclusions you can reach about the marketing plan for your chosen product or service.
Editing 5% Quality work will be free of any spelling, punctuation, or grammatical errors. Sentences and paragraphs will be clear, concise, and factually correct.
Content 70% Quality work will have significant scope and depth of research to support any statements. Relevant illustration or examples are encouraged. Quality work will cover all the sections included in the marketing plan outline. The content presented must demonstrate an understanding of the material.
Total 100% A quality submission will meet or exceed all of the above requirements.

final

Final Exam

Question 1.1. (TCO 4) Three commonly used methods of evaluating marketing programs are marketing metrics, marketing dashboards, and (Points : 5)

marginal analysis.

marketing audits.

marketing ROI.

marginal analysis.

marketing control boards.

Question 2.2. (TCO 1) Ideally in effective marketing planning, goals should be _____ in terms of what is to be accomplished and when. (Points : 5)

loose and vague

as general as possible

flexible or elastic

quantified and measurable

None of the above

Question 3.3. (TCO 3) Which marketing strategy involves retaining focus on a single product line but marketing it to new markets? (Points : 5)

Full coverage

Market specialization

Product specialization

Selective specialization

Market-product concentration

Question 4.4. (TCO 1) Based on relative competitive scope (broad target to narrow target) and source of competitive advantage (lower cost to differentiation), Porter’s four generic business strategies are cost leadership, cost focus, differentiation focus, and (Points : 5)

service leadership.

diversification.

reaction.

differentiation.

quality focus.

Question 5.5. (TCO 2) Which of the following pieces of information is used in the implementation phase of the strategic marketing process? (Points : 5)

Corporate return on investment

Marketing research reports

Revenues associated with each point of market share

Trends in past and current revenues for industry and competitors in total and by segment

Possible cannibalization effects on other products in the line

Question 6.6. (TCO 6) Which of the following pieces of information is used in a SWOT analysis, the first step of the planning phase of the strategic marketing process? (Points : 5)

Corporate return on investment

Market share for the product

Revenues associated with each point of market share

Projection of future sales, expenses, and profits

Possible cannibalization effects on other products in the line

Question 7.7. (TCO 3) When developing the advertising program, which step helps advertisers with other choices in the process, such as selecting media and evaluating a campaign? (Points : 5)

Identify the target audience

Specify the advertising objectives

Design the advertising

Pretest the advertising

Schedule the advertising program

Question 8.8. (TCO 2) The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, _____, and ancillary services. (Points : 5)

risk

size

durability

accessibility

acceptability

Question 9.9. (TCO 4) The promotional objective of the decline stage of the product life cycle is to (Points : 5)

inform.

persuade.

compare.

remind.

None of the above

Question 10.10. (TCO 2) The _____ can be used to inform prospective buyers about the benefits of the product. (Points : 5)

promotion channel

communication chain

marketing matrix

promotional mix

media mix

Question 11.11. (TCO 8) Which of the following statements about the terms used for marketing intermediaries is true? (Points : 5)

The least precise terms used to describe marketing intermediaries are dealer and distributor.

A retailer sells to business markets.

An agent has no legal authority to act on behalf of a manufacturer.

A wholesaler is an intermediary who sells to consumers.

Broker is a synonym for a dealer.

Question 12.12. (TCO 7) Which of the following statements about the legal and regulatory aspect of pricing is true? (Points : 5)

The Robinson-Patman Act deals with predatory pricing.

The Consumer Goods Pricing Act is the only federal legislation that deals directly with pricing issues.

The Sherman Act deals only with vertical price fixing.

The Federal Trade Commission Act deals with predatory pricing, deceptive pricing, and geographical pricing issues.

The Consumer Goods Pricing Act and the Robinson-Patman Act deal with price discrimination.

Question 13.13. (TCO 2) Which of the following is NOT one of the six major pricing objectives? (Points : 5)

Profit

Unit volume

Breakeven

Survival

Market share

Question 14.14. (TCO 3) The ratio of _____ to price is called value. (Points : 5)

perceived benefits

prestige value

value-added pricing

perceived revenue

perceived costs

Question 15.15. (TCO 6) Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is called (Points : 5)

consumer differentiation.

psychographics.

market segmentation.

market delineation.

aggregation marketing.

Question 16.16. (TCO 5) The process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends is called (Points : 5)

environmental trending.

organizational scanning.

environmental scanning.

a SWOT analysis.

acquisition scanning.

Question 17.17. (TCO 1) A key role of the marketing department is to (Points : 5)

allocate financial resources across business units.

set the overall mission of the company.

provide talent management services.

look outward.

assess global political situations.

Question 18.18. (TCO 1) Which of the following acts as a barrier to the development of relationship marketing? (Points : 5)

Changes in the demographic nature of society

The ever-increasing usage of the Internet for consumer purchases

The onset of new cultural traditions

A population with a median age of 50

Recent terrorism activities

Question 19.19. (TCO 1) The Daniels College of Business at the University of Denver offers an outstanding business school education. Cali pays the tuition to attend Daniels and earns her MBA with a concentration in supply chain management. Upon graduating, she is offered a high-paying, fulfilling position. Was this a marketing exchange? (Points : 5)

No, because the university is a private one

Yes, because the university is profitable

Yes, because paying tuition was exchanged for knowledge that directly led to Cali’s fulfilling, new job

No, because money was exchanged

No, because the school did not provide Cali with a product

Question 20.20. (TCO 6) Kraft produces Lunchables, a prepackaged meal usually consisting of several crackers, small slices of meat, and small slices of cheese. Some versions contain Capri Sun drinks. Others are called Cracker Stackers and Fun Fuel. The box is bright yellow and the quantity of food contained within is small. The target market for Kraft Lunchables is most likely (Points : 5)

moms of school-aged children.

business people looking for a quick snack.

business travelers.

teenagers.

seniors.

Question 21.21. (TCO 3) The owners of Old School Brand Authentic Antique Foods researched Civil War records to come up with recipes for the old-fashioned products it markets. Concern about the _____ element of the marketing mix would make it eager to be featured in an upcoming edition of Taste of Home magazine. (Points : 5)

product

price

promotion

place

production

Question 22.22. (TCO 5) More magazine is a publication designed to appeal to women over the age of 40. Demand for such magazines is an example of how _____ forces impact the marketing environment. (Points : 5)

economic

competitive

technology

social

regulatory

Question 23.23. (TCO 7) In 1998, F. Hoffman-LaRoche Ltd. and BASF AG, two international pharmaceutical companies, were ordered to pay $725 million in fines for plotting to raise and fix prices of vitamins used in virtually every home in the United States. This is an example of how _____ forces affect the marketing environment. (Points : 5)

economic

ecological

technological

social

regulatory

Question 24.24. (TCO 6) Graham-Field Health Products makes hospital beds and wheelchairs from component parts and materials it buys. It sells its products to hospitals, nursing homes, and retailers of healthcare products. Graham-Field Health Products operates in a(n) _____ market. (Points : 5)

consumer

government

industrial

reseller

demographic

Question 25.25. (TCO 1) Several years ago, SwissAir made some unwise investments to pay for a planned expansion. As a result, the company had to make some cost-cutting moves that alienated its customers. Eventually the company declared bankruptcy, regrouped, and found itself able to resume business. Its board of directors recently announced that the company would like to resume flying. Before resuming flying, SwissAir needed to determine what percentage of its former customers it could expect to return to the airline. If not enough former customers were willing to use SwissAir again, the resumption of flights would not be profitable. The determination of the percentage of returning patrons that would be needed to resume operation is an example of a (Points : 5)

research risk.

research objective.

research uncertainty.

research decision.

research definition.

Question 26.26. (TCO 3) The Belsen interview is a means of pretesting media surveys. It gathers facts and figures by asking people about their attitudes, beliefs, and awareness of various media. With this technique, the respondent is interviewed twice, first by an interviewer using the proposed survey and then by a different interviewer, who asks questions about the survey itself. The Belsen interview uses _____ data. (Points : 5)

observational

secondary

intercept

questionnaire

synergistic

Question 27.27. (TCO 4) A 3M researcher worked with university students to develop the Post-it Flag Highlighter. His team evaluated the technical feasibility of the proposed design and whether the idea met the new-product objectives. In which stage of the new-product process was this product? (Points : 5)

Idea generation

Screening and evaluation

Business analysis

New-product strategy development

Concept testing

Question 28.28. (TCO 4) In the 1960s, television westerns were extremely popular. The shows were adventure shows with settings and costumes that were very unlike what really existed. There were Bonanza, Wagon Train, The Virginian, Laramie, and so on. When viewers gradually stopped watching this category of programs, production companies found that the networks no longer wanted to televise such shows. The television western as a product category entered the _____ stage. (Points : 5)

decay

diversification

decline

maturity

harvesting

Question 29.29. (TCO 8) Schwan’s Sales Enterprises of Marshall, MN, markets a full line of frozen foods in 49 states and parts of Canada, using door-to-door salespeople who sell from refrigerated trucks. This particular method of distribution is called a (Points : 5)

direct channel.

indirect channel.

facilitated channel.

customer-service channel.

truck-jobber channel.

Question 30.30. (TCO 2) Disney is using an integrated marketing communications program (IMC) to promote group travel to its theme parks, because (Points : 5)

its strategy includes using all types of promotional activities that deliver a consistent message.

it does not want to reach any member of its target audience more than once.

IMC is less expensive than other forms of promotion, such as public service announcements.

if it didn’t, Disney would have to use indirect personal selling.

it is more concerned about frequency than reach.

Question 31.31. (TCO 2) The local radio station broadcast a story about the dry cleaners that requested coat donations. They would clean the coats and deliver them to people in need. The various addresses of the dry cleaner chain were also broadcast so that donations could be dropped off. Because this featured business did not pay for this exposure, it is benefiting from (Points : 5)

publicity.

advertising.

direct marketing.

personal selling.

a public service announcement.

Question 32.32. (TCO 8) For several years, advertisements for Arm & Hammer Baking Soda have prompted consumers to place an opened box of the product in the refrigerator to lessen food odor and to replace that box monthly. The same ads advise customers to pour the used box down their kitchen sinks to freshen drains. Arm & Hammer employed a _____ strategy in its attempt to sell more baking soda. (Points : 5)

market penetration

market development

product development

diversification

product penetration

Question 33. 33. (TCO 3) Imagine that you are creating a marketing plan for a company that will sell kites. As you consider the marketing program, what types of strategy should you consider including in the plan? Propose one specific example of each type of strategy that you are considering, and present your rationale (reasoning) for your strategy selections. (Points : 30)

Question 34. 34. (TCO 1) In China, many people are removing their money from the state banks and lending it out themselves. The interest rate earned in a state bank account is about one half the rate of inflation. On the other hand, loaning money to friends, relatives, and even unrelated entrepreneurs can often earn the investor double or more over the inflation rate. The gray market, an underground network of investors and private businesses, moves the cash from lenders to businesses. Judge whether marketing occurred in this situation, and justify your conclusions. Appraise the effectiveness of government regulation in controlling markets. (Points : 30)

Question 35. 35. (TCO 4) Managing the product through successive stages of the product life cycle is an important role for a product manager. Assess the three ways to manage a product through its life cycle, including examples to help clarify your assessment. Indicate the reasoning why you would prefer one method over another in a given situation. You can use any product in your examples. (Points : 30)

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