grand canyon mkt245week 7 Marketing Analysis Research Report& Marketing Analysis Research Report: Final Draft may 2014

| April 14, 2018

Week 7Marketing
Analysis Research Report: Presentation assignment

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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