SAINT LEO MKT301 FULL COURSE

| June 9, 2016

Question
DISCUSSIONSMODULE 1
My Marketing Mix

We defined marketing as, “the art and science of getting people to spend their money on your product rather than the other guy’s, and be happy that they did so.” Do you think that’s true? Does some Wizard of Oz person-behind-the-curtain get you to buy something by manipulating you through the 7 Ps? And is “manipulate” the right word for us to use? Which one of the Ps gets you to purchase – a great price? Superior product no matter what the cost? Or are you influenced by a cool promotion? Give an example of a product and why you bought/buy it. Be specific in referring to the 7 Ps in your post, and include which of the Ps is less relevant to you as well. Don’t forget that the Ps often are inter-related – there may be more than one P that influences your decision to buy a product.

MODULE 2
The Good, the Bad, and the Ugly

We’ve all heard the cliché that “nice guys finish last.” Is this true in marketing? Do firms that use good ethical practices have an advantage or disadvantage? Do you think consumers will pay a few cents more for non-polluting soap or environmentally friendly food products? Even popular movies have raised this question. In the film, “Heaven Can Wait,” Warren Beatty plays Joe Pendleton, a former NFL quarterback who came back to life as a CEO after a fatal accident. Joe tells his executives that he wants his company to be the “good guy tuna company.” Joe believed his customers would pay a little more to not kill dolphins. This sounds good in the movies, but is it true in real life? How about for you and your family?

Select a company that you believe has exceptionally good or bad ethical practices. Tell your classmates if you believe they are at an advantage or disadvantage and why. Consider the Saint Leo core values, particularly excellence. Does the firm you selected reflect any of them in their marketing practices? Use specific examples to support your opinions. Don’t forget to include your personal experiences with the company and with our core values. Please type the name of your firm in the title of your post (e.g., TOM’S SHOES) so your classmates can easily see it. Any firm can only be used ONCE – first come, first served!MODULE 3
“I love that brand”

If you’ve had a really bad day (one of those “I wish I had stayed in bed days”), is there a product that always makes you feel better? How about at the holidays; does your family have favorite foods that you associate with all the good things the holidays mean to you? The firms that make those products certainly hope so, because it means they have been successful in creating a brand image that you associate with positive feelings or values. We don’t even have to eat that favorite food; just the logo or jingle can cause us to make those associations. Explore the brands you love and how the firms that sell them to you have created a brand image.

For this discussion, first read Real Marketing 8.2 in the textbook. Then, select one of your favorite brands and describe how you see its brand image. What do you think the firm did to create that image? If you were the brand manager for the product, what would you do to continue building that brand? Be specific and get creative. After all, if Harley Davidson can build a brand that makes 55 year old orthodontists feel like wild weekend bikers – the road’s wide open.

MODULE 4
You actually bought THAT?

You and a group of your co-workers take a long lunch on Friday and visit the local mall for a quick snack and some speed shopping. Being polite and valuing your co-worker’s friendship, you don’t burst out in laughter when you see what is unmistakably the most hideous blouse in the history of Macy’s, not to mention how much she paid for it! Clearly, you have MUCH better taste. Sorry, it’s not that simple. Consumer behavior, or why we buy what we buy, is complex and influenced by our culture, family values, self-image, and attitudes (just to name a few factors).

After reading Chapter 5 in the text, paying special attention to the characteristics of buying behavior starting on page 137, consider the product you are using for your marketing plan. Which of the factors influencing consumer buying behavior best fits your product, and how do the factors drive the consumer’s likelihood to purchase? (For insights into this, be sure to read Real Marketing 5.1 and 5.2). Is culture important to your buyer behavior? How about self-concept or lifestyle? Are there psychological motivations? Be specific and give examples supporting your decisions.MODULE 5
You want HOW much for that bag?

Why can Prada sell a handbag for $2,000 that costs the firm a little more to manufacture than the $200 bag sold at a department store? At the other end of the pricing spectrum, why would a consumer goods company provide a coupon that makes their new snack product all but free? We learned in the text that there are a number of pricing strategies firms can use to achieve their marketing objectives. Do they want to build market share, create a perception of exclusivity, or simply get you to try those new cookies?

Consider the product you are using for your marketing plan. How would you price it to achieve your objectives? Describe the pricing strategy you would use to introduce your product to the market, and why you selected that strategy over other options. Is your choice a long-term or short-term strategy? What advantages or disadvantages do you foresee? Suppose that sales are not meeting your objectives, what change might you make in your pricing?

By the way, that $2000 Prada bag may seem like lot of money for a simple handbag, but it is not even close to top of the pyramid. For that, check out the Tanaka designed bag sold by Hermes for a staggering $1.9 million. Why not order two?

MODULE 6
What were they thinking when they made that ad?

During the course of a day, you’ll be exposed to thousands of ads using a dizzying array of messages and image strategies, each of which appeals to different consumers in different ways. Are you a “slice of life” buyer that prefers to see products in the way you would use them at home? Or maybe humorous ads are more your style; the product that makes you grin is the one you’ll grab walking down the grocery aisle. It’s a good bet that the ads that make you want to buy a product are different than those that influence other shoppers. Advertisers study consumer trends and behaviors to match their ads to their target audience.

For this discussion we’re going to focus on print ads, which are generally created for magazines, newspapers, and web pages. Find an ad (many are available online) that you think is interesting, copy and paste it into your discussion post, and describe the message and image strategy. Why is it effective or ineffective? What type of consumer is the ad targeting? If you were creating an ad for this product, what type of message and image strategy would you use and why?MODULE 8
Module 8 Discussion

Jumping in the shark tank

Unless you happen to have a rich uncle or get very lucky and find an “angel” investor, you’ll have to compete for a start-up investment with dozens of other firms also trying to get off the ground. You and your classmates have worked the entire term on your marketing plans, and you now have the opportunity to review their plans and to get some feedback on yours. You’ll be playing the role of a rich investor looking for the next great company. Review a few of your fellow classmates’ Marketing Plans. Taking in account the grading rubric for this assignment, post a substantive review to at least two other classmates’ Marketing Plans.Be certain to review someone’s who hasn’t been reviewed yet.In your review:

1. What questions do you have for the entrepreneur asking you to invest?

2. Does their SWOT make sense? Do you think they missed any important opportunities or threats?

3. Did they pick the right targets in their segmentation? Will those consumers really buy their product?

4. How about the IMC plan; did they pick the right message and medium?

5. Finally, Thumbs Up or Thumbs Down? Will you invest in the product and why or why not?

Feel free to set conditions such as a different ad campaign or changes to the product. After all, it’s your money! By the way, we’re much nicer than those guys on TV so make sure your feedback is friendly and constructive.

QUIZQUIZ 1
Question 1. Question :

Which of the following refers to a set of benefits that a company promises to deliver to customers to satisfy their needs?

Question 2. Question :

Which of the following customer questions is answered by a company’s value proposition?

Question 3. Question :

An organic farmer has identified three distinct groups that might be interested in his products: vegetarians, health-conscious individuals, and people identified as trendsetters who try out new products in the market before others. These three groups are examples of __________.

Question 4. Question :

Modern strategic planning __________.

Question 5. Question :

The collection of businesses and products that make up a company is called its __________.

Question 6. Question :

Which of the following terms refer to customers who make repeat purchases and tell others about their positive experiences with a product or service?

Question 7. Question :

A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of __________.

Question 8. Question :

__________ is determined by a customer’s evaluation of the benefits and costs of a market offering relative to those of competing offers.

Question 9. Question :

Hank is an assistant marketing director for a firm in a market with many low-margin customers. What type of relationship with these customers would be the most profitable for him?

Question 10. Question :

Which of the following marketing orientations holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do?

Question 11. Question :

It is most accurate to say that when customers purchase products they act on __________ as they judge values and costs.

Question 12. Question :

A women’s apparel manufacturer in California recently acquired a Houston-based company that manufactures office furniture. This is an example of __________.

Question 13. Question :

Amor, a successful brand of women’s clothing, recently introduced a line of fitness equipment. This is an example of __________.

Question 14. Question :

The Farmer’s Pantry, an all-natural grocery store and bakery, has launched a bottom-up customer service model empowering frontline employees to solve most customer complaints, even those that are somewhat complex. What part of the marketing mix does this describe?

Question 15. Question :

Golden Oldies, an online music store specializing in classic rock ‘n roll, developed an algorithm that predicts what albums, posters, and books will appeal to a buyer based on the answers to a few questions about the 1960s. What part of the marketing mix is Golden Oldies employing?

Question 16. Question :

The Really Tasteless Frozen Food Company has decided that, based on the financial projections, they are not going to be required to make any adjustments in their contribution margins. Identify the part of the marketing mix most closely identified with this activity.

Question 17. Question :

Sony Electronics has determined that because home theater products have gotten so complex, they are going to include an automated setup process built into each TV. What part of the marketing mix does this describe?

Question 18. Question :

The Marketing Director for Terrible Tours just bought a series of commercials on the Today Show and a run of print ads in the AARP magazine. Which part of the marketing mix best describes this activity?

Question 19. Question :

Coronary Foods has contracted with UPS to manage all their shipping, warehousing, and store deliveries, including stocking the shelves at big box stores. What part of the marketing mix is UPS providing?

Question 20. Question :

It’s About Time, an online vintage clothing store, encourages its customers to create an avatar that can be dressed in clothing typical of the products sold on the site. What part of the marketing mix does the avatar best represent?

QUIZ 2
Question 1. Question :

A marketer wanting to determine business buyer behavior is most likely to ask which of the following questions?

Are buyers sensitive toward price changes in consumer markets?

What are the major influences on buyers?

Are niche markets more profitable than mass markets?

How do interpersonal factors affect organizational performance?

Is the role of gatekeepers relevant in the international business environment?

Question 2. Question :

Mary Adams is helping her company develop a marketing program for a new product line. The program is designed to appeal most to less materialistic consumer groups who are likely to prize experience, not acquisition. The marketing program is most likely designed to appeal to which of the following demographic groups?

Generation X

Millennials

Echo Boomers

Silent Generation

Lost Generation (Page Ref: 72

Question 3. Question :

The marketing team of 7 Star Inc., a company manufacturing smartphones, is currently studying the size, density, location, age, and occupation of its target market. Which of the following environments is being studied in this scenario?

Demographic environment

Political environment

Economic environment

Technological environment

Cultural environment (Page Ref: 70)

Question 4. Question :

Dan has been directed to study the actors close to a company that affect its ability to serve its customers, such as the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. In this instance, Dan has been directed to study the __________ of the company.

macroenvironment

microenvironment

technological environment

demographic environment

political environment (Page Ref: 66)

Question 5. Question :

Which of the following is the objective of causal research?

To test hypotheses about cause-and-effect relationships

To gather preliminary information that will help suggest hypotheses

To describe things, such as the market potential for a product

To assign a cause to a seemingly random event

To predict the effect of a random event on unrelated entities (Page Ref: 103)

Question 6. Question :

Which of the following statements is true regarding competitive marketing intelligence?

The advantage of using competitive marketing intelligence is negligible.

The goal of competitive marketing intelligence is to improve recruiting efforts.

Competitive marketing intelligence relies upon costly internal databases.

Competitive marketing intelligence relies upon publicly available information.

Companies using competitive marketing intelligence routinely ignore consumers’ online chatter. (Page Ref: 101)

Question 7. Question :

Which of the following is a common reason for new product failure?

Incorrect estimation of the market size

Low product development costs

Ineffective social marketing campaigns

Low selling prices of products

Patent ownership exclusively held by the company (Page Ref: 260)

Question 8. Question :

Proposals related to __________ include promoting the use of sustainable ingredients, recycling and reducing solid wastes, and managing energy consumption.

the right to be informed

consumer protection

preserving the world for future consumption

quality of life

the right to charge any price for the product (Page Ref: 593)

Question 9. Question :

Malcolm Sanders, a graduate student from Boston, makes customized snowboards for local snowboarding enthusiasts. The demand for snowboards peaks during the winter months, a busy time for Malcolm. He advertises more aggressively and sells most of his snowboards around this time. Which market segmentation approach does Malcolm most likely use?

Gender segmentation

Psychographic segmentation

Occasion segmentation

Geographic segmentation

Age and life-cycle segmentation (Page Ref: 196

Question 10. Question :

Consumer products refer to __________.

products purchased by consumers for further processing or for use in conducting a business

products and services bought by final consumers for personal consumption

primarily intangible offerings from marketers

raw materials as well as manufactured materials and parts

products that aid in the consumer’s production or operations, including installations and accessory equipment (Page Ref: 226)

Question 11. Question :

FlashFlix, a streaming movie service, created a blog to help parents on budget plan “movie at home” parties for their kids and their friends, offering prizes to the best blog story about how the family was coping with a tight budget. To which environmental force is FlashFlix reacting?

Technological

Social

Political

Economic

Competition

Question 12. Question :

Taking advantage of the trend in multi-generational housing, Madison Builders is aggressively marketing its “home within a home” concept, which features a grandparents’ mini-home incorporated into a large single-family house. Which environmental force is Madison Builders counting on for its future home sales?

Technological

Social

Political

Economic

Competition

Question 13. Question :

The Farmer’s Pantry, an all-natural upscale grocery store, tends to cater to a well-educated, upper-middle-class clientele. The stores use streaming video from the farms and fishing boats that supply their products directly to their customers’ phones via hash tags. What environmental force is Farmer’s Pantry leveraging?

Technological

Social

Political

Economic

Competition

POOL 9

Question 14. Question :

Casey has finally finished his Saturday chores and is preparing for a little “me time” away from the house and family. He and his wife have agreed on a budget of $50 for his weekly Saturday outings with his buddies. They are debating whether to play golf, watch the game at the local sports bar, or visit the car show as they only have funds for one of these. What environmental force are Casey and his friends experiencing?

Technological

Social

Political

Economic

Competition

Question 15. Question :

Responding to very strict “green” legislation, the chemical firm Atticus Environmental is touting the safety of its consumer-based vegetable garden insecticide, claiming it bio-degrades in 90 days, which is twice as fast as required by the new law. Which environmental factor is the firm hoping to leverage for additional sales?

Technological

Social

Political

Economic

Competition

Question 16. Question :

The quantitative (numerical) segmentation factors that help a marketing manager decide where, and to whom, to sell the firm’s products such as age, race, gender, and income are known as:

lifestyle choices.

communications planning.

demographics.

market planning.

numeric profile.

Question 17. Question :

Research and experience shows that most supermarkets are able to draw customers from approximately a five mile radius; however, Trader’s Joe’s draws from a much larger area due to their image and special products. If Trader Joe’s uses this phenomenon in developing a persona for a group of customers, this would be an example of what type of segmentation?

Psychographic

Demographic

Branded

Price

Geographic

Question 18. Question :

The firm that makes Betty Sue’s Down Home Pork Rinds found that their best customers enjoy NASCAR, pro wrestling, family gatherings, and are politically conservative. These are considered to be the __________ of the market segment

demographics

psychographics or lifestyle

social planning elements

customer attributes

media choices

Question 19. Question :

Patty’s Party Palace plans all year for their Halloween spectacular specializing in adult versions of animated characters such as Snow White and the Little Mermaid. Which subset of behavioristic segmentation would Patty most likely use?

Heavy/light user

Price

Psychographic

Occasion

Holiday

Question 20. Question :

Select the definition that best describes the concept of a persona.

A set of psychological traits used in identifying advertising.

A fictional name and set of characteristics describing a market segment.

The demographic traits of a group of consumers.

A set of characteristics used in setting price.

A segmentation strategy based on the beliefs of consumer.

QUIZ 3
1. Question :

Ford and its network of independent franchised dealers is an example of a __________.

manufacturer-sponsored retailer franchise system

manufacturer-sponsored wholesaler franchise system

service-firm-sponsored retailer franchise system

service-firm-sponsored equity strategic alliance

manufacturer-and-service-sponsored joint venture (Page Ref: 346)

Question 2. Question :

Which of the following involves the producer agreeing not to sell to other dealers in a given area, or the buyer agreeing to sell only in its own region?

Closed loop marketing

Uniform-delivery pricing

Exclusive territorial agreement

Cross merchandising

Nationalized marketing (Page Ref: 356)

Question 3. Question :

Whitelight stocks its toothpastes in all convenience stores across the country. This is an example of __________ distribution.

exclusive

selective

hybrid

intensive

normal (Page Ref: 352-353)

Question 4. Question :

Relative advantage, compatibility, complexity, divisibility, and communicability are all characteristics of __________.

alternative evaluations

the degree of buyer involvement

a product’s rate of adoption

unexpected situational factors

postpurchase behaviors (Page Ref: 157-158)

Question 5. Question :

Mark has long supported a particular brand of footwear and has always bought that brand of footwear. Recently, the footwear manufacturer was embroiled in a controversy for using child labor at its manufacturing plants. Mark doubts the news reports and continues to purchase the same brand of footwear. It is most accurate to say that Mark displays __________.

selective distortion

cognitive dissonance

selective retention

selective attention

consumer ethnocentrism (Page Ref: 149)

Question 6. Question :

Which of the following is the final stage in the new product adoption process?

Awareness

Adoption

Evaluation

Interest

Trial

Question 7. Question :

Which type of retailer is most likely to require its employees to focus most on assisting customers as they shop?

Self-service retailer

Full-service retailer

Off-price retailer

Limited-service retailer

Convenience retailer (Page Ref: 376)

Question 8. Question :

Which of the following is true of the bottom of the pyramid?

It is a market segment that has been tapped into and depleted.

It consists of people who have easy access to luxury goods.

It comprises people who have easy access to the basic amenities of life.

It is considered a source of market growth opportunities for consumer products.

Its members rarely move up into the middle class (Page Ref: 325)

Question 9. Question :

Multiprint, a printer manufacturing firm, sells ink cartridges for each of its specific models. Only Multiprint cartridges are compatible with Multiprint printers, and no two of the firm’s models share the same specifications. What type of pricing does Multiprint use?

Product line pricing

Optional product pricing

Captive product pricing

By-product pricing

Product bundle pricing (Page Ref: 316)

Question 10. Question :

Smaller companies may assign specific executives to watch particular competitors. A manager who used to work for a competitor might follow that competitor closely to see what it does in the marketplace. Such a manager would be considered the company’s __________ on that competitor.

market leader

market challenger

surrogate consumer

in-house expert

laggard

Question 11. Question :

Which of the following companies uses product line pricing?

Photo Genie, which sells inexpensive cameras that run only on their own expensive batteries

Mobile Point, which launched a range of cell phone models, each priced according to its features

Penguin’s Parlor, which offers customers a 20% discount on their birthdays and certain holidays

Green Thumb, which gives away free watering cans with the purchase of certain potted plants

Panizza, whose combo meals are priced lower than the individual components sold together

Question 12. Question :

Most companies are started by individuals who live by their wits. They visualize an opportunity, take risks, and knock on every door to gain attention. Which of the following stages in marketing strategy is being illustrated here?

Exponential marketing

Formulated marketing

Entrepreneurial marketing

Affinity marketing

Ambush marketing (Page Ref: 535

Question 13. Question :

Mansfield Pharmaceuticals markets Zipro, an antibiotic. The firm has fixed costs of $1,000,000 and variable costs of $2 per bottle of 50 tablets priced at $10 per bottle. What is the break-even volume?

25,000

55,000

100,000

115,000

125,000

Question 14. Question :

As small companies achieve success, they inevitably move toward more __________ marketing. They adopt more-developed marketing tools and adhere to them closely.

ambush

formulated

entrepreneurial

intrepreneurial

multi-level

Question 15. Question :

What concept does the following formula “percent of change in quantity divided by the percent of change in price” represent?

Breakeven

Contribution margin

Price mark-up

Elasticity

Marginal analysis

Question 16. Question :

Reindeer Games, a new Christmas-themed video, pizza, and ice cream restaurant targeting families with young children, is located in an area that is also home to Chucky Cheese and a bounce activity center. As both of the latter are well established, the owner of Reindeer Games decided to launch her business with pricing on games and pizza parties about 20% lower than her competitors. What pricing strategy is Reindeer Games using for their launch?

Value-added

Everyday low prices

Penetration

Skimming

Segmented

Cost-plus

Question 17. Question :

Cats and Rats is a tablet game that allows players to be one or the other and try to outsmart their opponents. In order to win, the players need an occasional energy boost in the form of a nap, which is free, or the player can pay for Cat Treats or Cheese Nibbles for their cat or rat. What form of pricing is this?

Penetration

Value-added

Freemium

Skimming

Segmented

Question 18. Question :

Sam was visiting her grandparents during Spring Break and was appalled when they insisted on going to dinner at 5:30 to get the Early Bird Specials. What type of pricing strategy is making Sam insane?

Value-added

Everyday low prices

Skimming

Segmented

Cost-plus

Question 19. Question :

Canine Couture is launching a new line of hand-stitched doggy duds made from silk, cashmere, and linen. Couture has intentionally limited production and set prices for the new line at about four times the average price for other pet clothes in hopes of creating a prestige line. What pricing strategy is Canine Couture using?

Cost-plus

Value-added

Product line

Skimming

Segmented

Question 20. Question :

John and Robin run a small, but trendy, craft beer and pizza restaurant in a part of town that has a number of nighttime and dining options. The couple are discussing raising their prices on their “pint and slice” after-work special; however, they are concerned that their customers may decide that the new price is too high and sales will drop. What pricing concept is worrying John and Robin?

Consumer constructivism

Everyday low prices

Elasticity

Skimming

Cost-plus

Psychological pricing

ASSIGNMENTMODULE 2MKT 301Marketing Plan: Product Description Guidelines and Rubric
As the owner or marketing director for your business, you will decide what features your product or service should have in order to be competitive. Then, determine what value each of those featuresprovides to your customers. This value is the benefit associated with the feature.
This section of the Marketing Plan has TWO parts, both of which are required.

Part One – Product Description
Describe the product or service in detail. This is NOT a sales pitch. Do not use this section to promote or advertise the product; this is a factual and objective description of the product. The style of thisassignment is similar to an instruction manual; in other words, “just the facts.” For the Product Description, include the following:? ?? ?? ?Name of the product or service What it doesHow it works What it looks likeKey design elementsWhat makes it special or unique
Note: For services, adapt the above list to fit an intangible product. The concentration will be on what services you provide for your customers.
The benchmark for determining if the Product Description is done correctly is to have another individual read it, and then describe the product verbally. They should be able to accurately describe your product.
The Product Description portion of this assignment must be 2-3 pages in length in APA format.

Part Two – Features and Benefits
For this part of the Product Description, identify the Features and Benefits of the product or service. This will be done in a table, listing no less than five features of the product or service, with at least TWOcustomer benefits for EACH of the features.
View the Marketing Plan: Product Description Example to view a sample of this assignment and to get an understanding of what your Features and Benefits table should look like.
Include the Features and Benefits table in the same document as the Product Description. For this part of the assignment, correct spelling, grammar, and punctuation are required.

Submit the Marketing Plan: Product Description to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 2. (This Dropbox basket is linked to Turnitin.)

Criteria PunctualityAOn time.One-point deduction for each error inAPA,spelling, orpunctuation. Full points formeeting the length requirement.B10% for each day. One-point deductionfor each error inAPA,spelling, orpunctuation.C10% for each day. One-pointdeduction for eacherrorgrammar, spelling, or punctuation.D10% for each day. One-pointdeduction for eacherrorgrammar, spelling, or punctuation.F10% for each day. One-pointdeduction for eacherrorgrammar, spelling, or punctuation.Grammargrammar,grammar,in APA,in APA,in APA,10-point deduction for 75%.30-point deduction for 50%.40-point deduction for 25%.50-point deduction for less than 25%.Length40 points and upforbeyond 25% ofwhat is required.Full points for fully meeting the contentrequirements.10-point deduction for 75%.20-point deduction for 50%.30-point deduction for 25%.missing contentContent

MODULE 3MKT 301Marketing Plan: SWOT Analysis Guidelines and Rubric
With the product or service selected for the Marketing Plan, conduct a SWOT Analysis. Click Marketing Plan: SWOT Analysis Example to view a sample of this assignment.
You are required to use a chart for the analysis. Click SWOT Analysis Table to download the template.
For each of the four parts of the SWOT Analysis, at least four factors are required; however, more may be needed depending on the product or service. Part of the grade will depend on how well the critical SWOTfactors are addressed. Bullets may be used, but grammar, punctuation, and spelling will count.
Submit the Marketing Plan: SWOT Analysis to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 3. (This Dropbox basket is linked to Turnitin.)

Criteria PunctualityAOn time.One-point deduction for each error inAPA,spelling, orpunctuation. Full points formeeting the length requirement.B10% for each day. One-point deductionfor each error inAPA,spelling, orpunctuation.C10% for each day. One-pointdeduction for eacherrorgrammar, spelling, or punctuation.D10% for each day. One-pointdeduction for eacherrorgrammar, spelling, or punctuation.F10% for each day. One-pointdeduction for eacherrorgrammar, spelling, or punctuation.Grammargrammar,grammar,in APA,in APA,in APA,10-point deduction for 75%.30-point deduction for 50%.40-point deduction for 25%.50-point deduction for less than 25%.Length40 points and upforbeyond 25% ofwhat is required.Full points for fully meeting the contentrequirements.10-point deduction for 75%.20-point deduction for 50%.30-point deduction for 25%.missing contentContent

MODULE 4MKT 301Marketing Plan: Segmentation Guidelines and Rubric

For the Segmentation component of the Marketing Plan, identify and define the market segments you will target. You are required to identify and describe THREE segments for your product.
The analysis should include:1. A name for each segment (required). For example, if I were segmenting older consumers for a pet product, I might have “Empty Nesters” and “Little Old Lady Cat Lovers.”A narrative description of each of the segments. This is typihigh level the characteristics of the segment (see example).How you are segmenting the groupsVERY specific and use no less than THREE demographic and THREE psychographic variables for each of your segments. You may also need geographic variables. You may use BULLETS forthis part of the assignment.A summary chartAt your2.cally a paragraph and explains at a3., including the characteristics of your target segments. Be4. 5..option, you may include other charts and graphs however they are not required.
Click Marketing Plan: Segmentation Example to view a sample of this assignment.

Submit the Marketing Plan: Segmentation to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 4. (This Dropbox basket is linked to Turnitin.)

Criteria PunctualityAOn time.One-point deduction for each error inAPA,spelling, orpunctuation. Full points formeeting the length requirement.B10% for each day. One-point deductionfor each error inAPA,spelling, orpunctuation.C10% for each day. One-pointdeduction for eacherrorgrammar, spelling, or punctuation.D10% for each day. One-pointdeduction for eacherrorgrammar, spelling, or punctuation.F10% for each day. One-pointdeduction for eacherrgrammar, spelling, or punctuation.Grammargrammar,grammar,in APA,in APA,or in APA,10-point deduction for 75%.30-point deduction for 50%.40-point deduction for 25%.50-point deduction for less than 25%.Length40 points and upforbeyond 25% ofwhat is required.Full points for fully meeting the content requirements.10-point deduction for 75%.20-point deduction for 50%.30-point deduction for 25%.missing contentContent

MODULE 6MKT 301Marketing Plan: Integrated Marketing Communications (IMC) Guidelines and Rubric

This is the culmination of the Marketing Plan. Detail the advertising and promotional activities that will be used to promote the product or service.
This is a set of PowerPoint slides.
HINT:If this is done correctly in PowerPoint, you can simply copy them into your presentation and save yourself some extra work.
Develop 4-5 IMC action items. You may use any of the mediums or techniques found in the examples provided, those found in the text, or those that you create yourself. The sky is the limit, but pay particularattention to the following restrictions:1. The medium must be available in your geographic market. This is rarely a problem.2. It must fit your budget. You are a start-up, so think carefully about your budget. You may spend reasonably, but no prime time TV or Super Bowl. If you want to know what something costs, search the Web. The answers will not be perfect, but will give you a guideline.Each ofNONE of your action items may be a brochure, flyer, or similar printed materials. You maysuch printed materials ONLY in conjunction with another action item. The printed collateral issupporting the action item, NOT the action item itself. For example, you may produce a brochure to be used in a direct mail campaign and show an example of that brochure in your project. Thedirect mail campaign is the action item, not the brochure (it is supporting the direct mail campaign). Remember, printed materials are NOT marketing; it is what you do with those itemsthat make it marketing.3. 4.your action items must be a different medium.use
Below is a partial list of potential promotional action items. There are many more, limited only by your imagination.
? ?? ?? ?? ?? ?? ?? ??TV commercial Radio commercialMagazine ads Newspaper adsTrade showsLocal business association networking Direct mailBillboards Internet adsWeb sitesEmail campaigns Outdoor advertisingEventsMovie theatre ads Car wraps
There are TWO deliverables for each of your IMC action items:
The first is the chart below which explains your action item. The use of this chart is mandatory. Click IMC Table to download the template.

ProjectAction Item Name
Action Item DescriptionWhat is the action item? Usually a sentence will be adequate.This should be a very specific and detailed description of the action item including, but not limited to, the medium, message, theme, visuals, activitiesand any other relevant information. The description should be sufficiently detailed that the item could be implemented based solely this information.The description of your action item is the most important part of the action plan. For example, writing that you are going to run a TV commercial is not acceptable. You must describe in detail what the commercial will be about,the theme, length, style and general content. This would apply to other mediums as well.What do you hope to accomplish with thisWhat segment are you targeting? You need to be specific but concise.How much will this action item cost your firm? This need not be exact as this can be complicated. However, if you search the Net you will findexamples of advertising costs.How willObjective Target Market Budgetaction item? Be specific.
Metric

The second deliverable is a PowerPoint slide mock-up of your action item. For example, if you are using a magazine ad or billboard you must create a simple mock-up. Click Marketing Plan: IMC Example to viewa sample of this assignment. In some cases, a mock up may not apply. For example, if you are attending a networking event, a mock-up is not applicable. In those cases, the chart above is adequate.

Submit the Marketing Plan: IMC to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 6. (This Dropbox basket is linked to Turnitin.)

you measure the success of the action item?Criteria PunctualityAOn time.One-point deduction for each error inAPA,spelling, orpunctuation. Full points formeeting the length requirement.B10% for each day. One-point deductionfor each error inAPA,spelling, orpunctuation.C10% for each day. One-pointdeduction for eacherrorgrammar, spelling, or punctuation.D10% for each day. One-pointdeduction for eacherrorgrammar, spelling, or punctuation.F10% for each day. One-pointdeduction for eacherrorgrammar, spelling, or punctuation.Grammargrammar,grammar,in APA,in APA,in APA,10-point deduction for 75%.30-point deduction for 50%.40-point deduction for 25%.50-point deduction for less than 25%.Length40 points and upforbeyond 25% ofwhat is required.Full points for fully meeting the contentrequirements.10-point deduction for 75%.20-point deduction for 50%.30-point deduction for 25%.missing contentContent

CASE STUDY
MKT 301

Case Study Guidelines and Rubric

Read the case study, Zip Car: “It’s Not about Cars – It’s about Urban Life” on pg. 256 in your textbook. There are FIVE parts that must be addressed in the Case Study:

A summary of the main facts in the case.
Describe at least 2 marketing concepts relevant to the case.
Critically analyze the future of the firm.
Describe the lesson or concept found to be most important and why.
Using the answer in part 4, describe how this can apply to your major or job. Be specific.
The paper must be at least 3 pages in length, in APA format, Times Roman 12pt font, double spaced, 1” margins, cover page, abstract page, page numbers, RUNNING HEAD, citations, and separate reference page. The liberal use of headers and sub-headers is strongly encouraged. These assist your reader in identifying your transitions and you in organizing your work.

The general outline for the paper must be:

· Cover Page (must be in APA format)

· Abstract Page

· Body (At least 3 pages exclusive of cover page, abstract, and reference page)

· Reference Page

Click Case Study Example to view a layout sample of this assignment.

Each case analysis must use at least three outside references beyond the text or other class materials, which must be cited in APA format. Wikipedia or encyclopedias are not acceptable.

You MUST have one each of the following types of references:

An article from a reputable newspaper
An article from a general business magazine (Inc., Business Week, Economist, etc.)
An online source – make sure it is reputable
NOTE: the textbook, class materials, and the firm’s website may be used as references, but these sources DO NOT count for one of the three required references.

1. Case background/summary:

Describe the case facts and background. This might include BRIEF information about the firm; however, do NOT simply duplicate what is in the case itself. You are required to provide CURRENT information on the firm. For example, if in the time since the text was published, the firm experienced major changes, this must be included in the background.

2. Marketing concepts:

Identify at least 2 marketing concepts discussed in the course and apply them to the case. For each of the marketing concepts identified in the case, describe the concept, explain why it applies to the case, and discuss how it might impact the solution. Critical thinking and analysis will be rewarded whereas superficial insights will receive minimal points.

Use a Bold Face Header for each concept, for example:

Marketing Concept One: list your first marketing concept

Marketing Concept Two: list your second concept

Some examples of marketing concepts include (these are ONLY examples, you may use others):

·

Branding

·

SWOT

·

Segmentation

·

Market research

·

Product management

·

Promotion/advertising

·

Product lifecycle

·

Marketing ethics/corporate social

·

Objectives

responsibility

3. The future of the firm:

Describe how you see the future of the firm and its products. Consider issues such as the marketplace, consumer preferences, trends, future segmentation, competition, and the nature of the firm. What might you suggest they do to remain successful? To grow and expand? What is your analysis of their long-term prospects? Support your conclusions with evidence and sound reasoning.

4. Concept/lesson learned:

A brief discussion of the most important lesson or concept taken from the case

5. How this applies to your career or major:

Reflect on your answer regarding the most important takeaway or lesson you derived from the case. Briefly, in about two paragraphs, describe how this applies to your career, job, or major. Be concise and specific.

Submit the Case Study to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 5. (This Dropbox basket is linked to Turnitin.)

Grading Rubric

In addition to the grading rubric, the following will apply to the grading of the Case Study:

· Missing or incorrect cover page – 5-point deduction

· Missing or inaccurate references or citations – 5-point deduction EACH

· Not formatted per instructions – 5-point deduction

· Missing Abstract – 10-point deduction

· Missing headers and sub-headers – 5-point deduction

Criteria

A

B

C

D

F

Punctuality

On time.

10% for each day.

10% for each day.

10% for each day.

10% for each day.

One-point deduction

One-point deduction

One-point

One-point

One-point

for each error in

for each error in

deduction for each

deduction for each

deduction for each

Grammar

APA, grammar,

APA, grammar,

error in APA,

error in APA,

error in APA,

spelling, or

spelling, or

grammar, spelling,

grammar, spelling,

grammar, spelling,

punctuation.

punctuation.

or punctuation.

or punctuation.

or punctuation.

Full points for

10-point deduction

30-point deduction

40-point deduction

50-point deduction

Length

meeting the length

for 75%.

for 50%.

for 25%.

for less than 25%.

requirement.

Full points for fully

40 points and up

10-point deduction

20-point deduction

30-point deduction

for missing content

Content

meeting the content

for 75%.

for 50%.

for 25%.

beyond 25% of

requirements.

what is required.

FINAL EXAM
1.

Question :

Pricing

The restaurant clients have asked your consulting firm to help them establish a pricing strategy.

Describe three pricing strategy options that the restaurant owners might consider. Describe each and under what circumstances they would use them.

Select the strategy that you would recommend and justify your selection. Support your answer with critical reasoning, and describe what outcome you might expect from the selection.

Question 2.

Question :

Market Research

Part of the marketing plan for the restaurant is to conduct a market research project.

Explain why a firm would conduct market research. What are some typical benefits you would expect to gain from a research project?

Define primary and secondary research, and describe the difference between the two, giving examples of typical types of each.

List and briefly describe two sources of secondary research data and two types of primary research that would be relevant to the restaurant project. Be specific regarding WHY these fit the scenario.

Question 3.

Question :

Marketing Communications

The restaurant clients want you to develop an IMC plan for their launch. You know there are several types of Integrated Marketing Communications; however, your clients are not familiar with them.

List and describe or define FOUR major types of IMC. Be specific and include enough detail that your clients understand each type.

Select two types of IMC, and provide a specific example of an action item that applies to the launch of the restaurant, including why you selected this action item over the many other options available to the clients. Provide enough DETAIL so that the clients understand what they need to do.

Question 4.

Question :

Branding

Describe the concept of a brand image, being sure to include the relationship between what the consumer sees or hears and consumer behavior.

Provide your restaurant clients with TWO traits you believe should be part of their brand image, and explain WHY you think the traits are important.

Question 5.

Question :

Feature and Benefit

Part of the marketing plan for the themed restaurant is a feature and benefit analysis.

Describe the concepts of feature and benefit, and define each of the two.

Explain why these concepts are important to a marketing plan with emphasis on why these matter to a consumer.

Provide your client with three features you believe will be important to the restaurant with a benefit for each feature. Be specific.

Question 6.

Question :

Marketing Mix

You and your staff are using the marketing mix to outline the project.

Begin by listing the 7Ps in the mix, and provide a brief (bullets are acceptable) definition of each.

Select any three you believe are relevant to the project, and give a specific example of how they apply to the restaurant.

Question 7.

Question :

Segmentation

The client is trying to decide how to segment his target marketing and needs your consulting firm’s help.

Describe the concept of segmentation and what benefit(s) he might get from having a segmentation plan.

Provide your client with a list of the types of segmentation factors, and provide three (3) examples of factors you might include in each type.

Question 8.

Question :

Breakeven Analysis

The restaurant wants to know how many dinners they must sell to breakeven.

Briefly describe the concept of breakeven analysis (based on unit volume) and why it matters to the restaurant managers.

If you were the restaurant’s marketing manager, how would you use the breakeven information?

Using the following information, how many dinners do they need to sell to breakeven?
Fixed costs = $350,000
Price = $45
Unit variable cost = $18

Question 9.

Question :

Environmental Forces

List the five environmental forces discussed, and briefly describe each of them

Select two that you believe apply to the restaurant scenario. Explain why you believe they apply, and provide an illustrative example.

1.

Question :

Product Lifecycle

Describe the concept of the product lifecycle.

Include in your discussion the typical shape of the cycle, the name for each phase, and what marketing activities or objectives you would have in each phase of the cycle if were you a marketing manager.

Order your essay today and save 30% with the discount code: ESSAYHELPOrder Now