grand canyon mkt245 all week assignment may 2014

| April 14, 2018

grand
canyon mkt245 Week 1 Marketing Analysis Research Report: Product Selection and
List of Sources may 2014

Identify a product that
will be the focus of your research. The product might be one of personal
interest (e.g., computers/electronics, cell phones, cars, food services, home
health care) or concern (e.g., blood diamonds, tobacco).
In a Word document,
briefly describe the consumer appeal and environmental factors that you think
might influence the market for this product.
Also, propose how this
product could have implications for ethical, social responsibility, or global
issues in the market.
Refer to “Research Report
Outline” for a list of possible ethical and social responsibility issues in
marketing. With instructor approval, you may also choose an issue that is not
on the list.
Do some preliminary research
(on the Internet and/or in the GCU Library) to ascertain if source information
on the product (and/or industry) is available. Avoid choosing a product for
which data is difficult to find.
Find a minimum of three
sources that you think will provide sufficient information for your analysis
and make a list for instructor approval.
Submit the assignment for
instructor approval by the end of Module 1.
Instructor must approve
product selection and sources and will advise the student by the third day of Module
2.
You are not required to
submit this assignment to Turnitin, unless otherwise directed by your
instructor. If so directed, refer to the Student Success Center for directions.
Only Word documents can be submitted to Turnitin.

grand canyon mkt245 Week 4 Marketing
Analysis Research Report: Rough Draft
may 2014

Begin working on the rough
draft of your Marketing Analysis Research Report.
Create your rough draft
including all of the following:

Executive
Summary
Marketing
Mix
Environmental
Scan
Marketing
Segmentation
Ethical
Issue
Social
Responsibility Issue
Global
Marketing and the Internet
Recommendation

You are required to submit
this assignment to Turnitin. Refer to the directions in the Student Success
Center. Only Word documents can be submitted to Turnitin.

grand canyon mkt245 Week 5 Marketing
Analysis Research Report: Peer Review
may 2014

You have submitted the assignment to
the instructor for feedback in Module 4, now you will also submit the
assignment to the CLC forum for peer-review feedback, this will not incorporate
your instructors feedback; instructor feedback will be used for your final
draft.
Each member of the CLC will review
one other member’s rough draft using “Peer Review Guidelines.”
Attach a copy of your rough draft to
the CLC forum using the following naming convention:
“Lastname.Firstname_RoughDraft.” Attach a copy of the Peer Review
Guidelines (with writer’s comments) document using the following naming
convention: “Lastname.Firstname_PeerReview.” Important: Use the
writer’s name (i.e., yourname) when naming both files. Do not use
the name of the peer reviewer.
You are not required to submit this
assignment to Turnitin, unless otherwise directed by your instructor. If so
directed, refer to the Student Success Center for directions. Only Word
documents can be submitted to Turnitin
Why use Peer Review?
The greatest advantage for
using peer review is the reciprocal benefit to both the reader and the writer.
Obviously, having someone else review your material or focus on specific
aspects of your writing will result in feedback that can help you improve your
paper. Additionally, the reviewer benefits in two particular ways: First, the
peer reviewer is able to see alternative ways of presenting the same material
and learn new writing techniques, especially if the reviewer and writer are
students submitting assignments for the same course. Second, the act of
constructively reviewing another’s piece of writing–with the intention of
providing specific feedback–allows the reviewer to see their own writing in a
new and critical way. Both of these advantages for the reviewer can help improve
their own writing development.
Responsibilities of the
Writer
As a writer, you should
view this feedback as an opportunity to get constructive feedback from someone
else. However, ultimately it is your piece of writing, so you must decide
whether or not to make the changes suggested by the reviewer. Above all, you
should be positive and open to accept the critical feedback of others, since
the purpose is to help you improve your writing. Do not see the feedback as an
attack on you but as an opportunity for learning how to make your writing
better.
Responsibilities of the
Reviewer
As a reviewer, it is
important to remember that you have been invited to help another person by
giving feedback about their work. Writers can feel vulnerable during this
process so be respectful and professional, but honest, in your feedback. It’s a
good rule of thumb to follow these five rules when reviewing another person’s
paper:
1. Read the paper once
without comments so that you get a feel for the whole piece.
2. Provide a focused
summary of feedback that uses a rubric or a checklist to support your narrative
comments.
3. Target big ideas or
broad skills that will have a significant impact across the entire piece. For
example, recommending that they reorganize certain parts so that the flow of
ideas are smoother and more coherent is better than talking about the proper
use of commas.
4. Use constructive
criticism with sensitivity to the writer’s feelings by providing specific
feedback about how to improve the piece, such as, “I liked this part and was
wondering more about the context. Can you relate support of breast cancer
awareness to the company’s mission or target market? How does the cause (breast
cancer awareness) fit in with the company and what it is selling? How is this
cause related to a social responsibility issue?
5. Be sure to identify
what’s “good” in the paper as well as by being positive about the things the
writer is doing right. Reinforce their efforts and those skills that make the
piece effective. Think of the ”sandwich approach,” i.e., start with mentioning
something good about their writing, discuss some areas for improvement, and
then finish up with some suggestions for solving the weaknesses.
Instructions for the Writer
1) Please fill out the “Writer’s
Comments” section below.
2) Attach a copy of your
rough draft to the CLC forum using the following naming convention:
Lastname.Firstname_RoughDraft.
3) Attach a copy of this
document (with the writer’s comments below), using the following naming
convention: Lastname.Firstname_PeerReview.
4) Submit both the rough
draft and Peer Review Guidelines document to the CLC forum by the end of Module
3.
5) Important: Use the
writer’s name, i.e. yourname when naming both files. Don’t use the
name of the peer reviewer.
Writer’s Comments to the
Peer Reviewer
What is my purpose and who
is my audience for this piece of writing?
What is the central theme
or main point I want to make as a result of this piece of writing?
In what specific areas
would I like feedback about my writing?
Instructions for the
Reviewer
Use the following checklist to
focus your comments. This checklist contains the same criteria in the rubric
that the instructor will use to grade the reports (the rubric is located at the
assignment drop box). Using this checklist provides a set of criteria to guide
your thinking, and will help you provide better feedback that is tailored to
the specific piece of writing. The checklist will also help you avoid giving
overly generic or unfocused suggestions.
Writer’s Name:
Peer Reviewer’s Name:
Checklist

Criteria

Yes

Still a Work In Progress

Comments

Executive Summary
Executive summary is comprehensive, accurate, and clearly
provides purpose and facts. Research is adequate, current, and relevant, and
addresses all of the issues stated in the assignment criteria.

Rationale
Paper provides a clear and comprehensive statement of the
purpose/problem/background.

Marketing Mix
Paper offers a comprehensive summary of the product, price,
promotion, and place of the chosen product.

Environmental Scan
Paper offers a comprehensive summary of the social, economic,
technological, competitive, and regulatory/political/legal forces and trends
of the product/industry.

Market Segmentation
Demographics and/or psychographics are clearly presented, and a
comprehensive description of consumers is included.

Ethical Issue
Pros and cons of an ethical issue are clearly identified and
fully supported.

Social Responsibility Issue
A position, for or against, a social responsibility issue is
clearly identified and fully supported.

Global Marketing and the Internet
A clear, comprehensive, and compelling discussion of the use of
the Internet in global marketing is present.

References
There are at least three references plus the textbook reference.
References are appropriate, reliable and correctly cited.

Recommendation
Recommendation is clear, comprehensive and compelling.

Please fill out the “Reviewer’s
Comments” section below beforereturning this word document
along with the rough draft for your peer. Then attach this document and the
rough draft back to the CLC forum.
Reviewer’s Comments
What is your general
impression of the writer’s effectiveness, given their purpose, the audience,
and the central point they wanted to make as explained above?
What did the writer do well
in this piece of writing?

grand canyon
mkt245week 7 Marketing Analysis Research
Report& Marketing Analysis Research Report: Final Draft may 2014
Create a PowerPoint
presentation (8-10 slide) designed to deliver the research findings and
recommendations in your report to your manager. Your presentation should
persuasively demonstrate your position on why the sales team should or should
not sell the product or service. Include the notes you would utilize while
delivering your presentation.
You are not required to
submit this assignment to Turnitin, unless otherwise directed by your
instructor. If so directed, refer to the Student Success Center for directions.
Only Word documents can be submitted to Turnitin.
MKT 245: Marketing
Analysis Research Report Outline

In this course, you will play the role of a new assistant
marketing analyst for an advertising agency.

Your manager has just given you the first assignment in your
new job, which is to develop a 1,500-2,000word research report of a product (a
product can be a good or service) of your choice in accepted business style,
including an executive summary. The assignment focus is to research the market
for a product or service to determine whether or not it is a product or service
your company would like to sell. The report will serve to brief your manager on
critical marketing factors relating to the product. After conducting your
research, you will make your professional recommendationas to whether or not
the company sales team should sell this product or service in both report and
presentation format.

You will work on components of this report throughout the
course and submit them in the following order:

)
Final draft of report and presentation (follow outline
provided below)

Module 7

Please
follow this outline as you write your research report:
1.
State your choice of product; provide a rationale (i.e. explain why
you chose this product).Use at least three credible
academic resources in researching your product. Wikipedia is not considered a
credible academic resource for this assignment.

2.
Marketing Mix (the four Ps)
Outline the four
Ps for your choice of product or service. (Refer to page 9 in chapter 1 of the
textbook for additional explanation.)
The
Four Ps
Product: a good, service, or
idea to satisfy the consumer’s need
Price:
what is exchanged for the product
Promotion:
a means of communication between the seller and buyer
Place: a
means of getting the product to the consumer
3.
Environmental Scan
Conduct a scan of
the environmental forces that affect your product. (Refer to page 60 in chapter
3 in the textbook for additional explanation of an environmental scan.)

Environmental Forces
Social
Economic
Technological
Competitive
Regulatory
4.
Market Segmentation (Refer to chapter 8
in the textbook for additional information.)

Demographics
and/or psychographics (choose one or both to describe).
What are the
demographics of the market segment(s) for your product?
Describe
consumers of your product using a psychographic profile.
5.
Ethical Issue
Use chapter 3
(Ethical and Social Responsibility in Marketing) as a reference in the textbook
and the list provided on page 3 of this document. Within your product choice,
there are ethical issues. Present both the pros and cons of your choice of an
ethical issue and your position on it as it applies to your product. For
example, online retail products are impacted by privacy issues and the
Internet.
6.
Social Responsibility Issue
Use chapter 3
(Ethical and Social Responsibility in Marketing) as a reference in the textbook
and the list provided on page 3 of this document. Within your product choice,
there are issues of social responsibility. Present your support or opposition
to your position on a social responsibility issue as it applies to your
product. For example, should companies that sell certain products commit to
cause-marketing, like Coca-Cola does when sponsoring local Boys and Girls
Clubs?
7.
Global Marketing and the Internet
Use chapters 7
(Understanding and Reaching Global Consumers and Markets) and 18 (Implementing
Interactive and Multichannel Marketing) in the textbook as a framework to
discuss how the Internet can be used globally by a company selling your product
choice in order to identify new marketing opportunities. New marketing
opportunities could include development of new products or the extension of
existing products into the marketplace.

What are the
benefits? What are the potential problems a company should consider, including
cultural considerations?
8.
Recommendation
Make your recommendation as to the best method for
marketing the selected product or service.

9.
Executive Summary
An executive
summary is a one-page report that
provides the reader, usually an executive, with a condensed version of a
lengthy report. After reading the executive summary, the reader exercises his
or her judgment in deciding whether or not to read the entire report. If the
summary is comprehensive, the executive will save time by not having to read
the entire report. Write your executive summary after you have completed the
research report and present it at the beginning of the completed document.

Executive Summary
Format (One Page)
a)
State the purpose of the
report.
b)
In this report, your purpose is
to make a professional recommendation,based on information gathered through
your research, as to the best method for marketing your particular product or
service.
c)
Highlight the key facts
(gathered through research) that inform or influence your recommendation.
d)
Make the recommendation.

Presentation
Create an 8-10 slide PPT presentation designed to deliver the
research findings and recommendations in your report to your manager. Your presentation should persuasively
demonstrate your position on why the sales team should or should not sell the
product or service. Include the notes you would utilize while delivering your
presentation.

Possible Ethical Issues

Promotion of “Sin
Products,” i.e., alcohol, tobacco, gambling
·
Is it unethical to promote
these products? Should there be limits or regulations on the promotion of these
products?

Advertising as a
Mirror of Society
·
Does advertising reflect a
society’s accepted standards, or create new standards?

Government
Regulation and a Free Market
·
Should there be regulations in
such areas as advertising, product safety, and pricing, or should market forces
“self-regulate” companies/industries?

Privacy Issues
and the Internet
·
Should there be protection for
the user in terms of privacy? Are “cookies” appropriate? Should “opt-in” or
“opt-out” be required?

Privacy Issues
and Marketing Research
·
What are the ethical and
privacy issues in consumer research?

Consumer “Bill of
Rights”
·
A product of the early 1960s,
is the Consumer Bill of Rights still necessary? Why or why not? If it is
necessary, could it be expanded?

Advertising to
Children
·
Should there be limits placed,and/or
protections enforced, when it comes to advertising to children?

Advertising to
“Vulnerable” Consumers
·
What constitutes a “vulnerable”
consumer? Should firms be required to provide special considerations or
accommodations for such consumers?

Subliminal
Advertising
·
What is subliminal advertising?
What are the ethical issues involved? Is it effective? Is it used? Examples?

Predatory Pricing
·
What is predatory pricing?
Examples? What are the ethical and legal issues involved?

Possible Social Responsibility Issues

Corporate Social
Responsibility
·
Should corporations b socially
responsible, or should they concern themselves with profit only?

Using Societal
Marketing to Promote a Positive Corporate Image
·
Is it appropriate for firms to
burnish their image by supporting causes?

Green Marketing
·
What is “green marketing,” and
how can it benefit a company?

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