Marketing Concept and Market Segmentation in Practice::
Choose any organisation with which you are familiar(international company or national company in Australia or in middle east). Assume that the chief executive officer of the organisation has approached you to determine whether the organisation practices the marketing concept. They ask you to prepare a report in which you firstly specify the criteria that you would use to make that determination and then apply those criteria to the organization, (or part thereof, such as a division or a branch). State what you would conclude.

1.It is not expected that you will conduct a customer survey.

2.Background information on the organization, (for example, its main activities), may be included in an Appendix, which will not be counted in the word limit or for assessment.

3.Consideration of all study materials and reference to other literature on the subject is expected.

4.If your service/product is offered to both business and consumer markets, you may confine your report to one of them.

5.Indicate the broad segmentation basis, as well as the variable, or variables, within this broad category that will identify market differences on which you could base the development of successful marketing mixes. Identify the meaningful market segments, or target markets, that reflect those market differences. Be sure to list the criteria needed to determine if a segment is viable.

6.Explain and identify the specific different marketing mixes that are required for each market segment.

7.Inclusion of quantitative data, (for example, size of market segments), is expected.
The positioning strategy must identify the product?s or brand?s competitive advantage and stress salient product characteristics or consumer benefits that differentiate the product or brand from those of the competitors.
=========================================================
(The assignment must not exceed 5,000 words. Ensure that the body of your report, :including the executive summary:, does not exceed the word limit, as additional material will not be marked)== ((Quotations and sources of information from published sources such as books and articles must be acknowledged)).

MARKETING RESEARCH CASE PAPER
MARKETING- PLEASE FOLLOW THE EXACT SPECIFIED REQUIREMENTS HEREIN STRICTLY AND SPECIFICALLY.
NO PLAGARISM.
NO CUT AND PASTE PAPER.
CUT AND PASTE PALAGRISM PAPER WILL NOT BE ACCEPTED OR PAID.
IMPORTANT : DUE DATE FOR THE DELIVERY OF THIS MARKETING PAPER MUST BE ON THE 26 APRIL 2010.

NO EXTENSIONS WILL BE ALLOWED FOR LATE DELIVERY OF THIS ORDER PLACED HEREIN.

THANK YOU VERY MUCH FOR THE TIME AND EFFORTS AND PATIENCE IN LOOKING THOROUGHLY THE REQUIREMENTS AND IMPORTANT NOTES AND COMPLETEING THE MARKETING PAPER REPORT.
Resources will be sent.

Critical Evaluation of Marketing Strategy

CRITICAL EVALUATION OF MARKETING STRATEGIES.
IMPORTANT : DUE DATE FOR THE DELIVERY OF THIS MARKETING PAPER MUST BE ON THE 26 APRIL 2010.

NO EXTENSIONS WILL BE ALLOWED FOR LATE DELIVERY OF THIS ORDER PLACED HEREIN

Turnitin sensitive.

NO PLAGARISM, NO COPY,
NO CUT AND PASTE ESSAY PAPER ALLOWED

Word Limit: 4500words and More.
No cut and paste copied essay allowed.

IMPORTANT NOTE:

1). HARVARD STYLE REFERENCING BIBLIOGRAPHY REQUIRED. OTHERWISE THIS DELIVERY WILL NOT BE ACCEPTED.


2). PROPER ACCURATE IN-TEXT HARVARD STYLE REFERENCING REQUIRED. THERE MUST BE FULL HARVARD IN-TEXT REFERENCING PROVIDED. OTHERWISE THIS DELIVERY WILL NOT BE ACCEPTED.

3). MICROSOFT WORD FORMAT. Must be ok with Turnitin, No Plagarism Allowed.
No cut and paste COPIED PLAGARIZED Essay.

WARNING:
THIS IS A MARKETING PAPER. MARKETING TOPIC.

LATEST DUE DATE FOR THE DELIVERY OF THIS PAPER MUST BE ON THE 26 APRIL 2010. THERE WILL STRICTLY BE NO TIME OR DATE OF DELIVERY EXTENSIONS. NO PAYMENT WILL BE PAID FOR LATE DELIVERY.NO TIME EXTENSIONS ALLOWED PAST 26 APRIL 2010.

4500 WORDS OR MORE.

No Plagarism Allowed.
No cut and paste Essay.
MUST PASS SUCCESSFULLY THROUGH TURNITIN.


PAPER REQUIREMENTS:

PAPER Requirements:

You are required to conduct a Situation Analysis for a company with which you are familiar BASED ON MARKETING CONCEPTS AND THEORIES AND EVALUATION ALL BASED ON MARKETING.

The company you work for is a suitable choice (although it does not have to be named if you would prefer).

You may perform the analysis and evaluation at either the corporate, division or product level, whichever is the most relevant to you personally.

THIS IS VERY IMPORTANT:
WARNING:
The focus is NOT on access to information and description of strategy and operations,
but rather
on CRITICAL EVALUATION of available information about strategy and operations,
using marketing theories and concepts to guide analysis.
It is entirely legitimate to make assumptions where access to information is limited, provided these are CLEARLY JUSTIFIED AND stated USING FULL MARKETING THEORIES AND MARKETING CONCEPTS TO GUIDE ANALYSIS.

WARNING: Be warned however, that the higher the level of analysis (ie. corporate level), the more complex and difficult the task.
The Situation Analysis should and must conclude with a detailed proper accurate SWOT MARKETING. MARKETING. MARKETING. THERE MUST BE SWOT ANALYSIS DETAILED AND COMPREHENSIVELY PROVIDED USING ACCURATE MARKETING CONCEPTS AND THEORIES TO ANALYZE. SWOT ANALYSIS MUST BE PROVIDED.

THIS IS VERY IMPORTANT:
WARNING:
The focus is NOT on access to information and description of strategy and operations,
but rather on CRITICAL EVALUATION of available information about strategy and operations, using marketing theories and concepts to guide analysis. It is entirely legitimate to make assumptions where access to information is limited, provided these are CLEARLY JUSTIFIED AND stated.


PLEASE SEE , THIS IS VERY IMPORTANT: WARNING:
Please note that the executive summary, introduction and current market situation should NOT exceed more than 1500 words.
PLEASE REMEMBER ALL SPECIFICATIONS DETAILED HEREIN, TO AVOID FULL REWRITE REQUEST TO YOU AGAIN.

IMPORTANT:
The emphasis of this assignment and the bulk of the marks are given for the analytical component of this assignment (see rubric).

NB: Report format is REQUIRED.

PLEASE NOTE, ITS IMPORTANT TO PREVENT A REWRITE REQUEST:
Criteria for Assessment
Criterion Weighting
Executive Summary; Table of Contents
Contains a concise but comprehensive executive summary and table of contents 5
Introduction
Introduction sets the scene for the report (background and context) and signals the course that the report will take 5
Current Market Situation (situation analysis)
Analysis of the Current Marketing Situation (segments; industry & customers; marketing mix used; competitors; suppliers; macro environment etc) 25
Critical Evaluation
Critical Evaluation of Market Situation (using supporting theories) 30
Growth Opportunities
Growth Opportunities are Identified & Justified 10
SWOT analysis summarising the above analysis WITH A CONCLUSION
Provides a SWOT Analysis (Strengths, Weaknesses, Opportunities & Threats) and includes a CONCLUSION that lead to your recommendations 10
Recommendations
Recommendations Substantiated 10
Presentation
Overall Presentation, Written expression, Referencing 5

Total 100

MARKETING RESEARCH CASE PAPER
MARKETING- PLEASE FOLLOW THE EXACT SPECIFIED REQUIREMENTS HEREIN STRICTLY AND SPECIFICALLY.
NO PLAGARISM.
NO CUT AND PASTE PAPER.
CUT AND PASTE PALAGRISM PAPER WILL NOT BE ACCEPTED OR PAID.
IMPORTANT : DUE DATE FOR THE DELIVERY OF THIS MARKETING PAPER MUST BE ON THE 26 APRIL 2010.

NO EXTENSIONS WILL BE ALLOWED FOR LATE DELIVERY OF THIS ORDER PLACED HEREIN.

THANK YOU VERY MUCH FOR THE TIME AND EFFORTS AND PATIENCE IN LOOKING THOROUGHLY THE REQUIREMENTS AND IMPORTANT NOTES AND COMPLETEING THE MARKETING PAPER REPORT.
Resources will be sent.

Critical Evaluation of Marketing Strategy

CRITICAL EVALUATION OF MARKETING STRATEGIES.
IMPORTANT : DUE DATE FOR THE DELIVERY OF THIS MARKETING PAPER MUST BE ON THE 26 APRIL 2010.

NO EXTENSIONS WILL BE ALLOWED FOR LATE DELIVERY OF THIS ORDER PLACED HEREIN

Turnitin sensitive.

NO PLAGARISM, NO COPY,
NO CUT AND PASTE ESSAY PAPER ALLOWED

Word Limit: 4500words and More.
No cut and paste copied essay allowed.

IMPORTANT NOTE:

1). HARVARD STYLE REFERENCING BIBLIOGRAPHY REQUIRED. OTHERWISE THIS DELIVERY WILL NOT BE ACCEPTED.


2). PROPER ACCURATE IN-TEXT HARVARD STYLE REFERENCING REQUIRED. THERE MUST BE FULL HARVARD IN-TEXT REFERENCING PROVIDED. OTHERWISE THIS DELIVERY WILL NOT BE ACCEPTED.

3). MICROSOFT WORD FORMAT. Must be ok with Turnitin, No Plagarism Allowed.
No cut and paste COPIED PLAGARIZED Essay.

WARNING:
THIS IS A MARKETING PAPER. MARKETING TOPIC.

THIS IS VERY IMPORTANT:
WARNING:
The focus is NOT on access to information and description of strategy and operations,
but rather on CRITICAL EVALUATION of available information about strategy and operations, using marketing theories and concepts to guide analysis. It is entirely legitimate to make assumptions where access to information is limited, provided these are CLEARLY JUSTIFIED AND stated.


PLEASE SEE , THIS IS VERY IMPORTANT: WARNING:
Please note that the executive summary, introduction and current market situation should NOT exceed more than 1500 words.
PLEASE REMEMBER ALL SPECIFICATIONS DETAILED HEREIN, TO AVOID FULL REWRITE REQUEST TO YOU AGAIN.

There are faxes for this order.

It has been suggested that marketing has evolved from the early days of the production orientation to today's societal marketing concept. However, not all companies have adopted the marketing concept, let alone the societal marketing concept. Why might some companies still operate under the production, product or selling orientations and what impact might this have on their profitability and customer satisfaction/retention? Provide examples of specific companies you see currently operating under each of these orientations. Justify your selections.

Your response must be in APA format where appropriate. You will need to include in-text citations and a references list for external references used in supporting your points for this question. You should have no fewer than 7 references for your response to this particular question. 60,000 characters

It's a critical analysis assignment
Articile - 'The "marketing concept" RIP'
requirements:
- cite at least 2 sources
1.summarize the main points of the article.
2. concisely discuss the author's opinion
3.state whether you agree or disagree with the author's opinion
4. discuss your own view about the topic covered
5. support your arguements with course theories, external resources, and personal examples
There are faxes for this order.

The only thing you will use to answer these questions is directly from the L'Oreal case study. There is an assignment sheet i will upload. The assignment is to use the case study to answer each of the questions. There are details on the length. Overall the assignment is 5 pages with , up to three pages of appendices, exhibits, or images you feel are necessary for your responses, but are not required.
Please make sure you are responding using marketing terms and doing the assignment related to the marketing concepts in each of the questions. Please communicate with me if anything is unclear or you need further guidance.

Your answer to each essay question should be complete and between 200 and 300 words.

1. The competing concepts under which organizations have conducted marketing activities include: the production concept, product concept, selling concept, marketing concept, and holistic marketing concept. Evaluate the advantages and disadvantages of each concept as defined and presented in your textbook. Which concept do you believe is the most effective? Why?

2. Indicate the differences and similarities between the following terms: marketing plan, strategic marketing plan, and tactical marketing plan.

3. Describe the differences between a core belief and a secondary belief. Are core beliefs for Americans similar to the rest of the worlds population?

4. What is the chief advantage of using each of the following contact methods: mail questionnaire, telephone interview, and personal interview? Which of the three will produce the best results?

5. Describe four situations or cases when building a customer database would not be worthwhile for a company. Explain why.

6. What is a reference group? Describe three different types of reference groups that can have an impact on a consumers purchasing behavior and explain why.

7. Illustrate the differences between a straight rebuy, modified rebuy, and a new task purchase. Why is it important to understand the differences?

8. A new trend in marketing is toward customerization. Describe what customerization is and how marketers are using it. Why is it important?

9. Explain the concept of brand equity. Why is the concept important to consumers?

10. With respect to positioning, explain points-of-parity and points-of-difference and why they are important.

Final Project Case Study (30 points or 30 percent of final grade)

The authentic assessment case study has been assigned in lieu of a final exam. It is an assessment of your abilities to identify, analyze, synthesize, and recommend marketing strategies based on a unique marketing situation. It is also an assessment of your critical thinking skills. You will need to draw not only on those marketing concepts covered in this case but also on the accumulated knowledge you have garnered from previous marketing courses.

Authentic assessment is a form of assessment in which students are asked to perform real-world tasks that demonstrate meaningful application of essential knowledge and skills. Your performance will be scored on a rubric to determine how successfully you meet specific standards. The capstone case study is not a report on the company.

Refer to the schedule for the authentic assessment case study that will be used this semester and which was included in your course materials. This assignment serves four important learning objectives that are consistent with the course outcomes noted in your syllabus:

Determine your ability to recognize a marketing problem and analyze possible alternative solutions.
Recommend and defend a specific marketing strategy to solve a unique marketing problem.
Assess your ability to synthesize marketing concepts and apply them to a unique situation.
Assess your critical thinking and writing skills.
In other words, this case will assess your ability to function as a marketing professional.

Prepare your case study as follows:

1. Statement of the Marketing Challenge

Read the case carefully, several times if needed, to determine the primary marketing challenge. Once identified, provide evidence from the case as to why you believe this is the most important challenge facing company management. Even though the case may discuss financial, operational, or other issues, be sure this statement is framed as a marketing challenge. The other concerns will be important in your analysis, but not as the statement of the problem. Do not summarize the case; only point out case facts that support your opinion. Be sure your choice is strategic, not tactical.

2. Analysis of the Current Situation

This can be framed as a SWOT analysis (strengths, weaknesses, opportunities, and threats), and is where you will draw frequently from case facts and external sources. It should cover the macroenvironmental and microenvironmental trends in the industry. For example, the case may or may not give significant information on competitors. This may mean you will need to find industry analysis information, target market descriptions, competitor information, etc., to complete your SWOT as thoroughly as possible. Remember to footnote your sources.

3. Identification of Alternative Solutions

Based on your analysis, identify at least three possible marketing strategies that you would recommend for this unique situation. Each of your strategies should include a discussion of the advantages and disadvantages. Do not discuss marketing tactics; instead, conclude each alternative with an assessment of how that alternative might solve the marketing challenge.

4. Recommend a Specific Marketing Strategy

From your list of alternatives, select the solution you believe is best suited. Be sure to state your rationale. Also include potential marketing tactics you would recommend to implement the strategy.

Submit your case study as follows:

1. Academic Style

This is a formal academic written assignment. It should comply with MLA, APA, or another style guide. MLA is the style most frequently used in business, and APA is the style most frequently required in graduate programs. You can decide which style you prefer, but the style must be consistently applied throughout your case study.

Write a 4 page paper in which you respond to the following case question:

Select TWO products from the list of product categories below and using the teaching materials and any additional research explain what you think would be an approrpiate promotions strategy for both them. In doing so compare and contrast the two promotions strategies explaining why you think they would be similar or different.

Select TWO products from the following product categories:
AIRLINE FLIGHTS

CARBONATED SOFT DRINKS

BREAKFAST CEREALS
EXERCISE EQUIPMENT

Illustrate your answer by refering to specific brands within each of the two product categories you have chosen.

ASSIGNMENT EXPECTATIONS

Ensure that you repeat the case question in full and verbatim on the title page of your submission.

Excluding your title and reference pages, your paper should be no more than four pages long. Please submit your case for grading by the end of this module.

In answering this case question aim to demonstrate your learning not only of the materials from MOD04, but also those from MOD01-03. Use information from the background readings and any good quality sources you can find. Cite all sources and provide a reference list at the end of the paper.

The following will be assessed:
Your demonstrated understanding of the marketing concepts central to the case question.
Your demonstrated understanding of factors related to the development of an effective promotions strategy through the analysis you conduct in the context of the case.

In particular one of your required readings on developing a promotional strategy at the marketing-made-simple.com website indicates that the following four factors are fundamental to the development of a promotions strategy:
1.Segmentation ??" dividing the marketing into distinct groups
2.Targeting ??" deciding which of these groups to communicate with, and how to talk to them
3.Positioning ??" determining how you would like the product or brand to be perceived by the target groups
4.Messaging - delivering a specific message in order to influence the target groups

and thus it is expected that you will demonstrate your understanding of these concepts and their relationship to the development of a promotions strategy in the context of your assignment.

The criteria used for assessment will be those explained on the MOD01 Home page, namely:
Focus.
Breadth.
Depth.
Critical thinking.
Effective and appropriate communication skills.

Resources for all modules:

1. The course designer has prepared background materials for each module that can be accessed through the presentations link at the top of each page.

2. An extensive glossary of marketing terms can be accessed at

Marketing Power Dictionary (2011). American Marketing Association.. Available May 31, 2013 at

http://www.marketingpower.com/_la

3. The following reference covers a range of marketing topics:

Marketing Made Simple. (n.d.). Available May 31, 2013 at.

http://www.marketing-made-simple.com/

Module 4 Readings

Christ, Paul (2011). Principles of Marketing. KnowThis.com.

Read the following chapters:
Promotion Decisions
Advertising
Advertising Campaign
Sales Promotion
Public Relations
Personal Selling
The Selling Process

Available May 31, 2013 at

http://www.knowthis.com/principles-of-marketing-tutorials/

Behind the campaign: Old Navy goes after men in new ad push (2011). Advertising Age ( June 18).

Available through Library Portal/Proquest, May 31, 2013

Digital marketing works better for millennials than TV (2012). Tech Journal (January 24).

Available May 31, 2013 at

http://www.techjournalsouth.com/2012/01/digital-marketing-works-better-for-millennials-than-tv/


Elliott, Stuart (2011). Old Navy replaces mannequins with music. New York Times (February 17).

Available through Library Portal/Proquest, May 31, 2013

Want to reach male shoppers? Target their phones (2011). Marketing Vox (June 13).

Available May 31, 2013 at

http://www.marketingvox.com/want-to-reach-male-shoppers-target-their-phones-049435/?utm_campaign=rssfeed&utm_source=mv&utm_medium=textlink

Rev. May 31, 2013

CASE ASSIGNMENT

Write a four-page paper (excluding title page, references and any appendices) in which you respond to the following question:

Select TWO products from the list of product categories below and using the teaching materials and any additional research explain what you think would be an appropriate distribution strategy for them. In doing so compare and contrast the two distribution strategies explaining why they would be similar or different.
AUTOMOBILES.
JEWELRY.
CANNED SOUPS.

Illustrate your answer by referring to specific brands within each of the two product categories you have chosen.

Ensure that you repeat the case question shown in bold above in full and verbatim on the title page of your submission along with the other infomration described in module 1.

ASSIGNMENT EXPECTATIONS

Although this case question relates to channels of distribution you are expected to use both your knowledge acquired from MOD03 as well as your acquired knowledge from prior MKT301 modules.

Use information from the background readings and any good quality sources you can find. Please cite all sources and provide a reference list at the end of the paper.

The following will be assessed:
Your demonstrated understanding of the marketing concepts central to the case question including what is a distribution strategy.
Your demonstrated understanding of factors related to the development of a distribution strategy through the analysis you conduct and their use in the context of the case.

In particular you should demonstrate your knowledge from the course by defining or explaining the relevant concepts used which could include:
alternative forms of channels integration (ranging from outright ownership of distribution through franchising to use of other firms channels),
channel intensity (intensive, selective or exclusive), and
the various factors (Market, Producer, Product, Competitive) managers would consider,
along with an evaluation of the pros and cons of the various alternatives.

Note that you should not only state how you believe the two products should be distributed. As you are asked to "compare and contrast" the distribution strategies for them you should also explain in what ways the distribution of each might be similar or different and why they might be similar or different. In doing so remeber that your primary goal is to demonstrate your understanding of the teaching materials and learning from the course.

The criteria used for assessment will be those explained on the MOD01 Home page, namely:
Focus.
Breadth.
Depth.
Critical thinking.
Effective and appropriate communication skills.

Readings

The Background Info page provides further information useful in writing your paper.

Marketing Power Dictionary (2011). American Marketing Association.. Available May 31, 2013 at

http://www.marketingpower.com/_la

Marketing Made Simple. (n.d.). Available May 31, 2013 at

http://www.marketing-made-simple.com/

Christ, P. (2011). Principles of Marketing. KnowThis.com.

Read the following chapters:
Distribution Decisions
Retailing
Wholesaling

Available May 31, 2013 at http://www.knowthis.com/principles-of-marketing-tutorials/

Tanner J. and Raymond, M.A. (2012). Principles of marketing, 2nd ed., Flat World Knowledge

Read Chapters 8 & 9

8. Using Marketing Channels to Create Value for Customers

9. Using Supply Chains to Create Value for Customers

Available May 31, 2013 at

http://catalog.flatworldknowledge.com/catalog/editions/2136

Rev. May 31, 2013

The fundamental concepts and principles that underpin the marketing process
select either a private or public limited company operating in any business sector.
Discuss its core marketing concepts and various elements of marketing proocess.
Evaluate the beneflts and cost of marketingorientation for the chosen company.
Explain how macro and micro environmental factors can influence your marketing decisions. explain how you would segment (1) consumer markets and (2) Organisational markets for any two product sold by your chosen company and select a target market. justify your selection with reasons.
Explain how buyer behaviour can affectmarketing of the two products mentioned in above. select one of the product of the two product mentioned in above and explain how its positionig will influence the company's markrting mix factors. Explain how the extentended marketing mix elements - product development,pricing promotioion,distribution, people, process and physical evidences aere used by your chosen company to achieve its marketing objectives.
select any two 2 products from your chosen company for two different segement of the market segments of the market and explain how marketing mix varies to different market segments. Explain how marketing activities differ between consumer market and organisational markets.
Discuss the factors that differentiate international marketing from domestic marketing.

Task

You are asked by an organisation to prepare a report on marketing for a skeptical client. The client is 'Bathurst Carbon Cutters' (BCC), who provide share bikes. The share bike concept involves a number of push bikes being placed around the Bathurst CBD and the University so that people can ride around town rather than drive. The concept is simple: a person becomes a member, gets a key, hires the bike via the internet site and rides instead of driving. However,the board of BCC think that marketing is detrimental to the environment and do not feel marketing can help in promoting the share bike concept.

Hence, before they go forward, they need you to explain marketing in a report. In the report you should:

* Briefly define the marketing concept and explain marketings evolution.

* Then explain how ethics, laws and corporate responsibility impact on marketing management.

* Also indicate how through the marketing environment marketing is governed by various forces.

Be careful to provide:

* Definitions of the relevant concepts

* Apply theory to the example provided in the question

* Reference your work (only one reference can be the text book or the study guide). Please reference in text using APA style and include a reference list (This is not included in the word count)

* Format in report style (i.e. use headings, subheadings, bullets)

Customer is requesting that (bolavens) completes this order.

ASSIGNMENT 2 Marketing Strategies

DUE DATE MAR 11 Wednesday 19th August, 2009
Value: 30%
Length: 3000 words +/-10%(provide a word count on your cover sheet any spot)
Format: Structured-essay format formal language in third person, no I first person

This assignment follows on from the 1st assignment. In the first assignment you undertook a situation analysis to identify trends that would have a significant impact upon your marketing strategy. You will now use these trends to help you segment and target the market, and set marketing objectives. These trends will also help you position the product using the marketing mix.
Section 1: Introduction
To refresh the markers memory, identify the product (must be a breakfast cereal) you used for the first assignment and briefly summarise the major trends you identified for the firm from the 6 macro-environments (this should take no more than 100 words). Also outline the purpose of this essay.
Section 1
No marks have been allocated to this section. Its purpose is to simply provide the marker with the necessary background information for the following sections.
Section 2: Target market
Identify a target market for the organisation. In order to satisfy customers, organisations need to know customer characteristics and needs. Describe the characteristics of the target market using segmentation variables. Dedicate approximately 500 words to this section. What are the definitions of each segmentation variable? How do these segmentation variables apply / fit your target market? Marketers use this information to describe the target group, so avoid the use of just age in demographic, what of the family life cycle stage of your target group or occupation ? for example.

Section 2: Target Market (4 marks)
Use and define at least one segmentation variable from each of the four categories (demographic, behavioural, psychographic and geographical) in order to define and explain the target market. You will be Awarded 1 mark for each of the four categories used well.
Section 3: Setting marketing objectives for your organisation
Having identified the target market and the trends facing the organisation you are ready to identify the organisations marketing objectives. This means the objectives should relate to marketing goals such as consumer awareness, market share, targeting a specific segment, utilising a new distribution channel etc. As a rule-of-thumb each trend should translate into a marketing objective (e.g. for a fast food chain, the trend towards healthier diets suggests introducing a healthier menu as a marketing objective for the product strategy). But to make things easier, just identify the four major MARKETING objectives. Dedicate approximately 200 words to this section. Number each of the four objectives. Nb. Do these last if you like so that the objectives match your strategies.
Section 3: Marketing Objectives (4 marks)
The key criteria are that you provide four marketing objectives, that are S.M.A.R.T (e.g. Specific (for example is it sales, consumer awareness, new distribution channel online, market share, specific target teens, seniors, etc.,) Measurable (in terms of percentage, market share etc., Achievable (must be realistic), Relevant (relevant to your trend macro analysis, target market, product offering etc., and Time-bound plan within the next two years to capture the organic market by 10% from introduction, 6 months to raise consumer awareness through extensive media communication etc.,) and that some at least are linked to the analysis of the macro-environment and/or the target market.
Section 4: The marketing mix
Having identified the target market, you now need to devise a marketing-mix. Remember market planning is a process, so your marketing mix should be specifically designed in response to your situation analysis, target markets needs and marketing objectives. Product, Price, Place and Promotion have to be defined, discussed and stated in this order, use each P as a heading for each section. Dedicate approximately 2000 words to this section.
Section 4: Marketing Mix (16 marks)
In this section you must position the product using either the 4Ps (for a product) or the 7Ps (if we were marketing a service, but we are Not so just the 4Ps). As a general guide and criteria, each marketing mix element should;
? Specifically take into account the characteristics of the target market;
? Be consistent with the other elements of the mix (e.g. a higher price should be used when the product strategy emphasises high quality);
? Make occasional use of macro-environmental trends from assignment #1 to justify the strategy (e.g. the social trend towards environmental concern would support a product strategy, that uses re-cycled packaging, and promotes these important attributes on the label).

a. Product Strategy define and reference source (nb you need to do this with all 4Ps) Key discussion topics here include;
What are the 3 components of the Product? Identify these, why are they important and apply to own product?
What is product classification? How are decisions made on the products category or classification? Apply to own product, what is the products classification and why justify it?
What is Product Positioning and the basis of the application to your own product?
Other (e.g. branding decisions, labelling etc about your product but keep it very brief, not overly descriptive, perhaps more on why is branding important)

b. Price Strategy - Key discussion topics here include;
What is the definition of pricing strategy? Why important?
What are the different methods of pricing? What are some of the pros and cons / advantages and disadvantages of these Apply to own what method will be used(e.g. is the price based on cost-factors, benefits, competition etc);
Will a skimming or penetration strategy be used?
Will the firm be competing on price or non-price factors?

c. Place Strategy Key discussions here include:
? What is the definition of place strategy? Why is place strategy important? Where is the business located and why?
What method is being used (eg store retailing, Internet, intermediaries, etc); Discuss intermediaries 3 types apply one to own organisation and justify choice.
What are the different distribution channels? Apply the chosen distribution channel to own product and justify the decision.
(must be linked and consistent with the product classification and price strategies)

d. Promotion Strategy - Key discussions here include:
What is Promotion Strategy? What is IMC? What are the aims or goals of IMC? Why is IMC important? What is the IMC budget approach to be adopted and why?
What is the Method of communication and persuasion to the target market
Advertising, personal selling, direct marketing, online etc., keep it brief not overly descriptive, more what advantages of these methods, links to macro analysis and why these methods important (based on research if possible)
Distinguish between Push Strategy and Pull Strategy, which applies to own strategy and why? Justify and should be consistent with other Ps.
Section 5: Conclusion
A concise 200 word summary of Sections 2 through 4. This is not an editorial commentary, but an actual wrap-up of major points of your essay.

Presentation and Process (6 marks)
A total of 6 marks will also be awarded to presentation factors (e.g. spelling, sentence structure, referencing format, Reference List format etc) and illustration of an understanding that the various components of the marketing plan are inter-related (e.g. the product strategy is based upon trends identified in the analysis of the macro-environment).
Use paragraphs also Headings and Sub-headings; this will assist with the structure and flow of your essay, be guided by the requirements of each section. Go over the Q Manual and referencing requirements, include a separate reference page of all the references sited in your essay.

Mark allocation
Target market 4 marks
Marketing objectives 4 marks
Marketing mix 16 marks
Meets the crteria and illustrates understanding that market planning is a process (e.g. the strategies in section 4 are based on input from Assignment 1 and sections 2 and 3) 6 marks

See Criteria Sheet: This will help guide you in terms of what the marker is looking for in your assignment submission





Copy of assignment one submitted below



Assignment 1: Analysing Marketing Opportunities


Introduction

Healthy Co. Pty Ltd is a food processing organisation located in Queensland, Australia. Initial research has developed the Nutri-Mix breakfast cereal based on nutrition and healthy life choices for the Australian market. The product serves as a healthy alternative to high calorie breakfast options today on the market, emphasising the benefit of nutritional content, value and well-being.

The purpose of this task is to examine the six macro-environments which will then be analysed for the marketing team to plan a strategy for a specific target market. Marketing is defined as an organisational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships that benefit the organisation and its stakeholders (Kotler, Brown, Adam, Burton & Armstrong, 2007). The marketing managerial process involves the research and examination of the macro-environment. After analysis, strategic planning and planning marketing strategies are undertaken and finally, the implementation of these marketing strategies completes the initial process.


Analysing the macro-environment

The Macro-environment consists of six major forces which include demographic, economic, natural, technological, political and cultural environments. These all pose threats and shape opportunities that must be closely monitored by an organisation for successful strategies to be planned, organised, controlled and implemented. The capacity of organisations to analyse and adjust their present marketing structures and operations, that is, the ways in which they re-organise and adapt exchange relationships with customers and other connected stakeholders within the marketing environment, is crucial to long-term survival (Andersson, 2000).
Demographic Environment

Demography is the study of human population in terms of size, density, location, age, sex, race, occupation and other statistics. It is of major interest to markets as it is about people and people make up markets. Demography takes into account the changing age structure, the changing family, geographic shifts in population, the levels of education and the increasing diversity of ethnicity (Kotler et al., 2007).

According to the Australian Government Intergenerational Report (IGR, 2004), the estimated proportion of population above 65 years of age from the total population will almost double in the next 40 years to 25%. In the same time the proportion of working population from the total population is going to decrease, implying a smaller taxation base for the government income tax. Two aspects are likely to be noticed in the future. On one hand, the aged and health care spending will increase as more senior people will need care, which in turn will force the government to be more creative regarding preventive health measures, such as nutrition. For a potential investor in food products this could suggest that the focus should be on healthy products, rather than non-nutritional sugar based ones, targeting the Baby Boomers (Australians born between 1946 and 1961).

Women account for doing two thirds of the household duties today (ABS, 2009),
which is less than they used to in generations gone. According to the same statistics,
women are more accustom to indoor house work and men to outdoor ones, but the
trend is slowly reverting towards a balance of the two types of duties. Bearing this in
mind a potential investor should assume that most breakfast cereals are likely to be
purchased or put on the shopping list by a female, rather than a male so market
research, aiming breakfast cereals content and appeal, should be focused more
from a females perspective.







Economic Environment

The economic environment typically consists of factors that influence consumer buying power and spending patterns. Marketing plans should consider major trends in income and of changing consumer spending patterns when developing new products or plans for a target market (Kotler et al., 2007).

Australias Gross Domestic Product (GDP) in power purchase prices (PPP) was $795 billion, with a GDP/capita of $37,298 and a GDP/capita growth of roughly 3% in 2008 (IMF, 2009). Many Australian cities have been rated by The Economist magazine (2008) among the most liveable in the world. Thus, Melbourne was ranked the 2nd, Perth the 4th, the Adelaide 7th and Sydney the 9th. It also ranked Australia 6th in the world in terms of quality of life for 2005 (The Economist, 2005).

The current economic situation of general crisis has impacted on Australia as it did on most developed economies. IMF (2009) estimated that the global financial crisis would contract Australias economic growth by 1.4% in 2009, whereas the world economy is expected to contract by 2.8%. The same source estimates unemployment to rise from 4.4% in 2007 and 4.2% in 2008 to 6.8% in 2009 and 7.8% in 2010. However, by later this year, the economy is expected to increase by 0.6%, hence entering its recovery period.

The economic indicators for Australia characterise a mature, strong and stable economy that fosters a healthy business environment. However, given its maturity and development, it is expected for potential start-up investors in any industry (e.g. breakfast cereal) to face strong competition from already established brands. Furthermore, consumer confidence appears stable, given the strength of the Australian market suggesting the launch of a new breakfast cereal would co-inside with the recovering economy.




Natural Environment

The Natural environment involves natural resources that are either used by marketers as inputs or that are affected by marketing activities. Factors such as shortages of certain raw materials, increased energy costs, increased pollution levels, and increasing government intervention in natural-resource management will all impact upon an organization (Kotler et al., 2007).

Most of Australia is dessert or semi-arid. Nevertheless, wheat, the major crop in Australia had 12.2 million hectares planted in 2007. Drought has a major impact on crops outcome. Thus, in 2005-2006 the wheat production reached 25 million tonnes, whereas in 2006/2007 the wheat production was estimated at 12.7 million tonnes. (DAFF, 09). For a potential breakfast cereal investor, this translates into an inconsistent source of raw materials or with a highly volatile price, which suggests the possible need for sourcing an import supplier which could compromise an ethical approach to marketing an Australian made and owned product.

Alternatively, national recognition that Global Warming is an issue that must be addressed is likely to result in increasing pressure on organisations to reduce pollution and emissions (Kotler et al., 2007). By acknowledging the need to protect and clean our natural environment, marketers may see consumers doing more business with ecologically responsible organisations and avoiding those who are not. Environmentally friendly products would provide an additional basis for a strong marketing campaign.

Technological Environment

The technological environment entails forces that affect new technologies, creating new products and market opportunities (Kotler et al., 2007). This environment is recognised as the most influential force now shaping organizational marketing concepts. However, despite the trend towards rapid technological change and generous resource allocation, most firms continue to focus on copying competitors products. While the increased in technological change has resulted in greater regulation which in turn has increased research and development costs, longer lead tmes between idea conception, market introduction and technological development, has allowed organisations to seek alternative means of competitive advantage other than quality and price. Technology can also represent a serious threat to many organisations such as the music industry where music copying has become common practice (Kotler et al., 2007).

Being one of the most developed economies in the world, Australia possess a level of advanced technologic environments, which translate into fast/automated food producing processes, logistics and marketing. A potential investor in the breakfast cereal industry should be prepared to commit a substantial quantity of resources to get to a technological level similar to competitors.

The Internet now represents an important place of strategy for many firms. There has been significant growth in Australia's access to/use of the Internet between 2001 and 2006. In 2001, 35% of Australian dwellings had access to the Internet in the week prior to the Census date. By 2006, 63% of Dwellings had access to the Internet
(ABS, 2006). The Trend for an increase in the usage of the internet in Australian households would indicate further opportunities for the marketing and exposure of a new cereal product.

Political Environment

The Political environment consists of laws, government agencies and pressure groups that influence and limit organisations and individuals in society. Legislation regulating business and an increased emphasis on ethics and socially responsible actions have all impacted on the strategies and direction of organisations (Kotler et al., 2007).

General food safety requirements refer to the health and hygiene of the food handlers, their food handling skills and knowledge, the control parameters for receipt, storage, processing, display, packaging, transportation, disposal and recall of food. Food safety is considered essential and the standards are even higher for vulnerable persons or persons with special nutrition needs (e.g. diabetes). Food Standards Australia is continually monitoring and updating the standards of food production. More recently the standards for the amount of thiamin and folic acid as well as the use of iodised salt in cereal and bread production have been introduced (Food Standards Australia, 2009). Therefore, the required investment in food safety measures and maintenance in proper conditions of a production facility is substantial, such a business being not only costly, but essential for a customer relationship of trust in quality and safety to be established and maintained.

The Parents Jury, an online network of parents, grandparents and guardians in Australia has started to attract more and more attention and therefore gain increased lobbying power. This networks goal is to improve the food and physical activity environment of Australian children. Nowadays, some of their main discussion issues concern the extent to which the food products are healthy for their children, adults and people with special nutrition needs. This pressure group could be an advocate for a healthy cereal opportunity.

Cultural (social) Environment

The Cultural environment consists of institutions and other forces that affect societys basic values, perceptions, preferences and behaviours. People grow up in a particular society which shapes their basic values and beliefs. Marketing decisions are affected by cultural characteristics such as, persistence of cultural values, subcultures, shifts in secondary cultural values and responding to the marketing environment (Kotler et al., 2007).

The Australian food shopping and eating trends have a strong impact on competition in the food market. Recent trends show that the proportion of eating away from home compared to that of eating of home is continually increasing and is well in excess of grocery food sales (DAFF, 2006). On one hand this is justified by the increasing involvement of women in the labour market, from 48% in 1992 to 55% in 2006, which reduces the time spent home cooking and on the other hand it is a normal evolution given by technological advancement, which changes lifestyle choices (ABS, 2009). Breakfast however, is likely to continue to be a meal taken home, but the emphasis is on the time needed on preparing the meals, which has to be as short as possible. Also, for busier people there could be an option to have breakfast cereals away from home, so a potential new breakfast cereal product could try to attract professional clients as well as domestic consumers.

Additionally, Australia is facing a major obesity problem, which is more prevalent among children due to sugary, low-nutritional food content. Between 1985 and 1995 the child obesity rate grew almost 50% in both genders (Parliament of Australia, 2006). A Social Responsibility is to be exercised regarding the quality of food products given to children.

Finally, the concern for synthetic food products and materials is increasing as well, leading to an increased demand for organic/bio options in all types of products, cereals included. The need for natural crops as raw material is likely to increase, given that the demand for organic breakfast cereal products will increase. The production of packaging via biodegradable or recycled materials would also be attuned to cultural trends. In March 1996, 91% of Australian households said they practiced some form of waste recycling and/or reuse activity. By March 2006, almost all households (99%) reported that they recycled and/or reused. (ABS, 2007).


Conclusion

The analysis indicates a challenging market entry and growth scenario due to the strong competition of already established companies. Moreover, the volatility of raw material supply due to natural factors and the low raw material prices in neighbouring countries implies that the logistic would include imports and therefore it would be a complex system. Regulatory issues, when addressed, would provide a potential target market to an insight into the quality of the product, as well as the social responsiveness to societal trends, of the organisation.

Additionally, the Australian consumers are changing their habits towards healthier eating due to increased awareness on issues such as obesity and poor nutrition from as early as childhood. Also, the organic and bio products mania is increasing concern about healthy eating and packaging as well, which creates favourable conditions for a product addressing these environmental concerns. A healthy-eating breakfast cereal would also have the support of authorities and pressure groups, who are significantly worried about the poor eating habits of current and future Australian generations. Nutri-Mix could be a successful concept if targeted to an ageing health conscience market.


References
Andersson, P. (2000). Studies on Industrial Marketing Change Processes
Emerald Group Publishing Limited (9) 51-117.

Australian Bureau of Statistics (ABS). 2009. More de Facto Relationships, Women Still do Most Housework, More Energy use at Home. ABS (Media Release) - Australian Social Trends: Retrieved June 26, 2009, from
http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features40March%202009

Australian Bureau of Statistics (ABS). 2006. Patterns of internet access in Australia, 2006. Retrieved June 20, 2009, from
http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/8146.0.55.001Main+Features12006?OpenDocument

Australian Bureau of Statistics (ABS). 2007. Australia's Environment: Issues and Trends: Retrieved June 28, 2009, from
http://www.abs.gov.au/Ausstats/[email protected]/0/82D6EAD861A050C9CA2573C600103EA1?opendocument

Australian Government Intergenerational Report (IGR). (2004). Australias Demographic Challenges: Retrieved June 25, 2009, from
http://demographics.treasury.gov.au/content/_download/australias_demographic_challenges/html/adc-intro.asp

Department of Agriculture, Fisheries and Forestry (DAFF). (2006). Australian Food Statistics 2006: Retrieved June 20, 2009, from
http://www.daff.gov.au/agriculture-food/wheat-sugr-crops/wheat

Food Standards Australia (FSA). (2009). Standard 2.1.1 - Cereals and Cereal Products. Retrieved June 27, 2009, from
http://www.foodstandards.gov.au/thecode/foodstandardscode/standard211cerealsan4252.cfm
IMF International Monetary Fund. (2009). World Economic Outlook, Crisis and
Recovery. Retrieved June 19,2009, from http://www.imf.org/external/pubs/ft/weo/2009/01/pdf/text.pdf

IMF International Monetary Fund. (2009). World Economic Outlook Crisis and Recovery. World Economic and Financial Surveys. Retrieved June 19, 2009, from http://www.imf.org/external/pubs/ft/weo/2009/01/pdf/text.pdf

Kotler, P., Brown, L., Adam, S., & Armstrong, G. (2001), Marketing, 6th edition,
Pearson, NSW.

Parliament of Australia. (2006). Overweight and Obesity in Australia. Retrieved June 21, 2009, from http://www.aph.gov.au/library/INTGUIDE/sp/obesity.htm

The Economist. (2008). Liveability Ranking: Retrieved June 16, 2009, from
http://www.economist.com/markets/rankings/displaystory.cfm?story_id=11116839

The Economist. (2005). The Economist Intelligence Units Quality-of-Life Index. Retrieved June 16, 2009, from
http://www.economist.com/media/pdf/QUALITY_OF_LIFE.PDF

Please have MSwriter write this paper. Just to note, the topic of this paper is a continuation of future requests )other assignments) for this marketing course. I will provide instructor format for paper in addition to other documentation required.

Consider what product or service Classic Airlines is marketing, the marketing challenges it faces, and its current corporate culture.

Write a 550 to 600-word paper explaining some of the marketing concepts found in this week?s readings, and how they can be related to the context of the scenario. The focus should be on Classic and their challenges, while incorporating marketing concepts (not the other way around). Make sure you only have a discussion about their challenges, both internal and external, and save your thoughts on possible solutions for the week 3 assignment. Include citations and references where appropriate.

Format your paper consistent with APA guidelines.

***Go to - http://www.prenhall.com/kotlervideo/12e/index.html

1.After viewing the Dunkin Donuts video, describe its value proposition. In other words, what does Dunkin Donuts offer to its customers?
2. Can you relate Dunkin Donuts to marketing concept? Why or why not?

***Then view the Harley Video
1. Based on the Harley-Davidson video, describe its value proposition.

2.Compare and contrast the strategies employed by Dunkin Donuts and Harley-Davidson.

View American Express video:
After viewing the American Express video, can you identify a card that might fit your needs? Also describe a credit card that you have. Is the credit card specifically for a customer like you? Or is it just a typical card everyone might have?

View Burke Video:
What comments do you have on the Burke video? Have you ever involved in a market research project? What is it and how does relate to you see from the video?

Non-video related:
In your opinions, what are the important environmental marketing factors that affect you personally? Describe those factors and how they affect you. Be specific and brief.

You have several options when choosing a product or service for your marketing plan. Consider choosing a new product for a new company (your own) or creating a new product for an existing company. Perhaps you would want to do a product extension of an existing product. You might consider a different approach to marketing an existing service. You can target consumers or businesses. You may choose a product or service offered by your employer or your own business, or one from another organization. Ultimately, to maximize your learning experience, choose a product or service in which you have an interest and about which you would like to see your product or service come to the marketplace. Make sure there is information available about the industry and target market of the product or service you choose.

Remember that this is a marketing plan and not a business plan; you are not creating a business, but you are creating the marketing plan for an existing product or service. Thus, your focus should not be on the company or its products, but on how to market the product or service that you have chosen. Provide enough background and history to put the marketing plan in perspective. Do a comprehensive SWOT analysis with an in-depth and candid look at your internal and external environments. Establish your goals and objectives. Analyze the information developed, and only then begin defining your target market and specifying the specific marketing strategies. Do not simply report on how a company markets its goods or services. Instead, you should explain what type of marketing you would propose.

Your marketing plan will be viewed from the point of view of a business proposal. Have you thought through and considered your options? Have you provided details of your proposal? Have you looked at the entire strategy, the "big picture," while still considering the more operational elements that make for successful implementation? How well written and persuasive is the plan?

In developing your content, try to demonstrate clarity of thinking; understanding; an application of basic marketing principles; and a creative, but realistic, use of marketing tools. Explorations of your options and choices are an important part of the demonstration of your mastery of marketing concepts. There is seldom only one potential course of action in developing a real marketing plan; demonstrate that you have considered options and alternatives at each step in your plan and have chosen the best.

On the first page include:

Product or Service Idea:______________________________________


Is your product or service offered by:
____an existing company?
____a new company imagined for the assignment?
Explanation:


Who do you think is the target audience?
(Remember you will need research to confirm this.):


Are similar or competitive products or services available? List or briefly describe a similar product or service: (If your idea has no precedent in the marketplace, consider another idea).


How will your product or service differ from competitors? What is your distinctive competitive advantage?

Marketing Plan Outline should be as follows:

1.0 Executive Summary
2.0 Situation Analysis
2.1 Market Summary
2.2 SWOT Analysis
2.3 Competition
2.4 Product (Service) Offering
2.5 Keys to Success
2.6 Critical Issues
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.6 Strategies
3.7 Marketing Mix
3.8 Marketing Research
4.0 Controls
4.1 Implementation
4.2 Marketing Organization
4.3 Contingency Planning
5.0 Conclusion


Every draft of your Marketing Plan should be formatted per APA guidelines and include:

o Title Page
o Page header and running head
o Table of contents (optional)
o Double-spaced text using Times New Roman 12-point type
o Headings and Subheadings as listed above
o In Text citations
o Reference Page
Page counts do not include the title page, table of contents, or reference page

This question will introduce you to some key marketing concepts.
Please review the blog dated May 10, 2011 titled ?Marketing and Social Media? in the Business in the
News section of the Pearson companion website, mybusinesslab at the link below:
http://php2.pearsoncanada.ca/highered/inthenews/business_in_the_news_griffin_s/page/2/. This
article talks about the emerging role of social media and social media marketing (SMM) as a tool
marketers can use to promote their products and services online in a unique and differentiated manner.
Please answer the following questions once you?ve read this blog.
1. Identify one of the key roles of social media from a marketing management perspective?
Identify two (2) ways in which social media is different from more traditional marketing tactics?
2. Consider the following statement ? Social media is rapidly going to become more important than
traditional media in promoting the products and services of companies. Do you agree with this
statement? Support your answer by using relevant business concepts.
3. Measuring the promotional effectiveness of a social media program or strategy isn?t typically
based strictly on ROI. What are the key determinants for a successful social media promotional
campaign? Do you feel these measures are relevant from a marketing perspective? Explain.
Maximum length ? 400 words or 2 pages

ASSESSMENT OVERVIEW
This assignment has been designed in order to:
? assist you to develop your learning about marketing concepts covered in this unit and allow
you to demonstrate your level of understanding of those principles;
? analyse the link between marketing practice and marketing theory;
? help you to apply appropriate business report writing skills;
? guide you to use the appropriate citation of references and a reference list in your written
work

ASSESSMENT DETAILS
Janet Bradley is concerned about the growing obesity rates in the Australia and the impact that consumption of fast food has on it. Janet would like to explore establishing a new fast food chain in Australia, but one that focuses on low calorie food. She wants it to be seen as a viable alternative to KFC, McDonalds, Red Rooster and similar chains that have multiple outlets and drive thru as well as dine-in options. You will be writing a report for Ms Bradley in which you address the following content (additional help with what to cover is provided online):
1. Discuss the buyer behaviour associated with fast food consumption.
2. Analyse Microenvironment. Who are the relevant publics?
??????Who are the suppliers? Identify who the competitors would be ? Briefly summarise the likely competitors, what they offer and who they seem to target.
Hint: The three topics to the left (buyer behaviour, Microenvironment and Macroenvironment) need you to do Market analysis, using secondary sources.
??3. Analyse the Macroenvironment. What are the society-wide Macroenvironment) need you to do
?influences on fast food? Are there demographic, economic, natural, technological, political, or cultural trends that have, or will, affect fast food consumption?
4. Suggest a possible marketing strategy ? The aspects of marketing strategy that you should cover include:
? Your recommended target market. Don?t forget to describe how you segmented the
market and how you selected the target market
? How the new business should be positioned ? give an overview of positioning theory
briefly and then explain one or more positioning approaches that you think the shop
should follow.
5. Outline the following three elements of the Marketing mix:
? Ideas for the products and services that could be offered and how they can be offered.
Explain the different levels of product and how you think Janet should apply them.
? Pricing ? Describe the pricing strategy that you recommend and justify your choice.
? Distribution ? Briefly outline the distribution strategies you would recommend. For
example, we would you locate outlets? Would you own retail outlets or offer franchise options?

ASSESSMENT CRITERIA
Important tips:
? You need to back your ideas up by explaining the marketing theory behind the parts of your report and your suggestions (and citing sources)
? Note that this is NOT a marketing plan (thought it has many elements in common, there are some sections you do not have to complete)

PLEASE FOLLOW THE TEMPLATE THAT I HAVE PROVIDED. THANKS :)
I will email the template with my order number

Module 3 - Case
The Marketing Mix 2: Promotion & Price


CASE ASSIGNMENT
Following is a list of product categories and possible target markets:


NINE POSSIBLE PRODUCT ? MARKET COMBINATIONS
POSSIBLE TARGET MARKETS

GAY MEN OR WOMEN
BLACK WOMEN AGED 18-30
HANDGUN OWNERS

PRODUCT CATEGORIES


VACATIONS






NON-LETHAL PERSONAL SECURITY PRODUCTS




FITNESS / EXERCISE PRODUCTS





Promotion Strategies

Select TWO product/target market combinations from the table of product categories and associated target markets above and using the teaching materials and any additional research:

1. Explain what you think would be an appropriate promotions strategy for both of them. In doing so compare and contrast the two promotions strategies explaining why you think they would be similar or different. (50%)

Pricing Methods

Select TWO OTHER product/target market combinations from the table of product categories and associated target markets above and using the teaching materials and any additional research:

2. Explain what you think would be the most appropriate pricing method and why. In doing so compare and contrast the two pricing methods explaining why you think they would be similar or different. (50%)

In answering these questions make whatever assumptions you feel are relevant and explain what these are.

ASSIGNMENT EXPECTATIONS
Ensure that you repeat the case question shown in bold above in full and verbatim on the title page of your paper along with the other information described in module 1 and indicate there the two product categories you have selected.

Excluding your title and reference pages, your paper should be no more than FIVE pages long.

Although this case question relates to promotion and pricing you are expected to use both your knowledge acquired from MOD03 as well as your acquired knowledge from prior MKT301 modules.

Use information from the background readings and any good quality sources you can find. Please cite all sources and provide a reference list at the end of the paper.

The following will be assessed:

Your demonstrated understanding of the marketing concepts central to the case question.
Your demonstrated understanding of factors related to the development of a promotion strategy and selection of pricing methods through the analysis you conduct and their use in the context of the case.
In particular one of your required readings on developing a promotional strategy at the marketing-made-simple.com website indicates that the following four factors are fundamental to the development of a promotions strategy:

Segmentation ? dividing the marketing into distinct groups
Targeting ? deciding which of these groups to communicate with, and how to talk to them
Positioning ? determining how you would like the product or brand to be perceived by the target groups
Messaging - delivering a specific message in order to influence the target groups
and thus it is expected that you will demonstrate your understanding of these concepts and their relationship to the development of a promotions strategy in the context of your assignment.

In addition your teaching materials indicate various methods for pricing products as well as pros and cons associated with them and it is expected that you will demonstrate your understanding of these and apply them in the case

The criteria used for assessment will be those explained on the MOD01 Home page, namely:

Focus.
Breadth.
Depth.
Critical thinking.
Effective and appropriate communication skills.

Consider the following scenario:

You are the new Vice-President of Marketing for a mid-size manufacturer. You are preparing an outline of the activities that you feel are necessary for the coming year to enhance the competitive position of the company. The research that you completed as part of the interview process and general analysis since joining the company has given you the following impressions.

The company has maintained steady sales over the past decade. The company has turned in superior performance during the early stages of economic expansions in its core markets of Canada and the USA. In the past five years, the companys market share has declined for all products, except R&D Services. R&D Services has added staff to meet the needs of internal and external clients.

The company markets small and large appliances (e.g. food mixers, food processors, washing machines, refrigerators) for consumers and industrial users as well as a number of components (e.g. electric motors, switches) to other manufacturing industries. The company also sells its engineering and R&D services to other manufacturers; however the sales and marketing of these services is not included within your functional area.

The company has a long history of product innovation, producing a range of products that cover all consumer segments. The product portfolio includes several products that have been continuously sold for over 15 years without modification. In fact the company has the deepest product lines of any manufacturer in the sector. The traditional management approach has been to focus on product innovation and manufacturing.

It is generally thought that the most profitable products for the company are high-end laundry appliances, where the company fully integrates production of components, however detailed profitability analytics are not currently produced by the company's production and accounting system.

The company employs 8 full-time sales representatives that attend major trade-shows and visit retailer buyers as well as industrial buyers -- these positions are quite independent with the representatives driving sales activities based on commissions. The company engages in co-op advertising and promotion with several major department store retailers, the company's key retail sales channel. Distribution is handled out of 12 company owned regional warehouses.

Outline your analysis of the company's current position explaining what you know and would like to more clearly understand. Based on this, detail the process your team will use to evaluate and plan for the companys future. As the balance of the executive management team is unfamiliar with marketing concepts, please explain and provide examples of your planned activities and the expected outcomes of each activity.

Consider choosing a new product for a new company (your own) or creating a new product for an existing company. Perhaps you would want to do a product extension of an existing product. You might consider a different approach to marketing an existing service. You can target consumers or businesses. You may choose a product or service offered by your employer or your own business, or one from another organization.

Do not simply report on how a company markets its goods or services. You should instead say what type of marketing you would propose.

Remember that this is a Marketing Plan and not a Business Plan. Thus, your focus should not be on the company or its products, but on how to market the product or service that you have chosen. Provide enough background and history to put the marketing plan in perspective. Do a comprehensive SWOT analysis with an in-depth and candid look at your internal and external environment. Establish your goals and objectives. Analyze the information developed, and only then begin defining your target market, and specifying the specific marketing strategies of your "Four P's."

Again, if you are going to create a product or a service, what problem does it solve for your target audience that is not currently addressed by existing companies?

In developing your content, try to demonstrate clarity of thinking, understanding, and application of basic marketing principles, and creative --- but realistic -- use of marketing tools. Explorations of your options and choices are an important part of demonstration of your mastery of marketing concepts. There is seldom only one potential course of action in developing a real marketing plan; demonstrate that you have considered options and alternatives at each step in your plan and have chosen the best.

As your instructor, I will look at your Marketing Plan from the point of view of a business proposal. Have you thought through and considered your options? Have you provided details of your proposal? Have you looked at the entire strategy - the big picture - while still considering the more operational elements that make for successful implementation? How well written and persuasive is the plan?

Discuss the changing image of marketing, social and economic forces affecting marketing and core marketing concepts in the ever changing domestic and global business environment.

This is for three separate small papers. Here are the details: I want to write these using the minimum 1400 word limit due to cost.

The perspective of the papers will be a product or service from your Professional Life, your current or previous employer. Or, a product or service that you use in your personal life. We will use the same product or service in every paper. There are four papers for this class. You will use the same product or service for each paper. Each paper will look at major topics and themes in marketing. Our goal is to develop a basic understanding of these major marketing themes from the textbook. We demonstrate our knowledge and understanding

(1) Segmentation, Targeting, and Positioning - Branding Strategies & Brand Management: A 1,400 to 3,500 word papers using APA formatting. Examine and discuss how these topics are used in your professional life, or from a previous employee that can give you a perspective from which to examine this topic. We want to see you apply these concepts to a product or service from your professional life, or from your personal life. We examine and discuss the product so that we can explain these topics. The product is a framework around which we examine these topics. Read the textbook, and use the marketing concepts from the readings as the application of the content and concepts

(2) Distribution, Logistics, Supply Chain Management: A 1,400 to 3,500 word papers using APA formatting. Examine and discuss how these topics are used in your professional life, or from a previous employee that can give you a perspective from which to examine this topic. We want to see you apply these concepts to a product or service from your professional life, or from your personal life. We examine and discuss the product so that we can explain these topics. The product is a framework around which we examine these topics. Read the textbook, and use the marketing concepts from the readings as the application of the content and concepts.

(3) Advertising, Personal Selling, and Public Relations: A 1,400 to 3,500 word papers using APA formatting. Examine and discuss how these topics are used in your professional life, or from a previous employee that can give you a perspective from which to examine this topic. We want to see you apply these concepts to a product or service from your professional life, or from your personal life. We examine and discuss the product so that we can explain these topics. The product is a framework around which we examine these topics. Read the textbook, and use the marketing concepts from the readings as the application of the content and concepts

The text book is:
Boone & Kurtz (2007). Contemporary Marketing 13th ed.
ISBN-10: 0-324-53638-0 ISBN-13: 978-0-324-53638-6

Here are some of my notes and background info: this is based on the Dodgers Baseball Team

The way it works here as far as ticketing goes is several channels:
1) Season Seats
2) Group Tickets
3) Individual Tickets
From Oct- April we sell full season seats. The way we sell we sell them are 2 fold, full season seats including all the benefits etc (name benefits) and partial plans
People would see an advertisement for full season seats. They would call to inquire. They might set up an appointment to see the seats, like rest driving a car
When they come down if they like what they see and sit in, they can purchase the seats at that time. Usually they pay check, or credit card (brokers pay cash)
When they pay the account executive will place the request in our software system called Archtics, which is our data base manager and purchase system.
The order then is taken with all the information name, address, e-mail info etc and built in the system with the seats they have bought. They order is eventfully with all other season seats sent to the bonded printer, where the customized season seats are printed. From there the seats are sent to the mailing house where they get packaged with other information and sent to the owner of record. (Boring shit) via UPS

You can talk about how they can purchase season on line and how the automation works

2) Groups, the a/e looks to secure x tickets for a particular game for a particular price. Etc

3) individual seats can be purchased on line, via the phones and at outlets
Paper on Distribution, Logistics, supply chain management
Definitions:
Supply Chain management:
Complete sequence of supplies and activities that contribute to the creation and delivery of merchandise.
Control of the activities of purchasing, processing, and delivery through which raw materials are transformed into produce and made available to the final consumer.
Distribution: Movement of goods and services from producers to customers.
Distribution Channel; System of marketing intuition that enhance the physical flow of goods and services, along with ownership title, from producer to the consumer or business user.
Logistics: Process of coordinating the flow of information, goods, and services among members of the distribution channel.
I would use our system on how we sell tickets.
I would start with the advertising process, both in print, TV, billboards etc and show how people purchase through you and how the order is process, produced and shipped.
I would also use the internet as another alternative on how you can buy on line and it is all electronically done
Second paper is: Advertising, Personal Selling and Public Relations
I think there are some redundancies in both papers
Advertising: Paid, nonperson communication through various media about a business firm, not for profit organization, products, or ideas by a sponsor identified in a message that is intended to inform or persuade members of a particular audience
Personal selling: interpersonal conducted on a person-to-person basis with the buyer.
Public Relations: Firms communications and relationships with its various publics
Its all about the business, think of your media dept and what their jobs is, and think how they tie in with selling and marketing, which could be defined as advertising
Let me know if you have any questions

This one is what I have started for the segmentation paper:

Market Segmentation

Market segmentation we first need to identify the essential components of a market.
The market is defined as a group of people with sufficient purchasing power, authority, and willingness to buy.
At the Dodgers we target two different markets. The definition of target marketing is: Group of people to whom a firm decides to direct its marketing efforts and ultimately it goods and services.
The first market we target is the high end market. In Los Angeles that can have several interpretations. We market at the high end to corporate executives or the entertainment firm who want to entertain in the best fashion, which can be in a suite or our beautiful all inclusive Dugout or brand new baseline clubs. The other market that I target is the Hispanic market.

We call this a demographic segmentation, which is defined as: A division of an overall market into homogeneneous groups based on variables such as gender, age, income, occupation, education, sexual orientation, household size, and stage in the family life cycle.

Back in the 1980s I dont believe the Dodgers were aware of Hispanic marketing. What they were aware of was a new rookie pitcher by the name of Fernando Venizwalwa.
Fernando was from a poor town in central Mexico, no one ever heard of him prior to his first game pitched at the Dodgers. Fernando became bigger than the name on the front of his jersey, Dodgers, he became an overnight sensation. When Fernando was scheduled to pitch you would have a walk up crowd that would exceed 10,000 people on a weekday night. Normal walk up for a good game would be 2,500 people. What was special about the people walking up is that they were of Hispanic decent, coming to see what was referred to in Spanish as el Toro the Bull as that was Fernando nickname. Back in the 80s I dont even believe Anlos understood the power of Hispanic marketing, actually I dont think today many people understand the strength of ethnic marketing.

Thousands of people would cross the border to see this poor local by become an overnight success. Every time Fernando was scheduled to pitch, the attendance would shoot up an extra 10,000-15,000+. Soon you would see all over Los Angeles Fernando Jerseys and merchandising.

Marketing Strategy

Segmenting by Ethnic Group, the three largest growing ethnic groups are Hispanics, African American, and Asian. The plan was simple, jump on the band wagon and promote within the Hispanic community.






There are faxes for this order.

1)Which type of buyer is easier to market and sell to; a consumer or an organizational buyer?

2) (1) Customer satisfaction, (2) the total company effort, and (3) profit?not just sales?as an objective.
How would you describe each of these elements?

3)If you had to chose, which one of the marketing concept elements would you say is the most important? Explain your choice.

4) Many businesses have been slow to adopt the marketing concept. Why do you think this is?

5) Do you agree or disagree with the following statement? Why or why not?

you discuss marketing challenges in the health care industry, and comment upon their level of importance. Specifically, please respond to the following questions:

1. Why is it difficult for marketing concepts and strategies that are commonly used in other industries to "penetrate" the healthcare industry?

2. In your opinion, has marketing been truly accepted as a necessity for health care organizations yet, or is it still regarded as a luxury?


P,S: I would like to have Writer's Username: Dhj2385 to write my essay.

Case Study:The Flaring Analysis of Flare Fragrances Company, Inc

Follow the instruction below

Final Project Case Study (30 points or 30 percent of final grade)

The authentic assessment case study has been assigned in lieu of a final exam. It is an assessment of your abilities to identify, analyze, synthesize, and recommend marketing strategies based on a unique marketing situation. It is also an assessment of your critical thinking skills. You will need to draw not only on those marketing concepts covered in this case but also on the accumulated knowledge you have garnered from previous marketing courses.

Authentic assessment is a form of assessment in which students are asked to perform real-world tasks that demonstrate meaningful application of essential knowledge and skills. Your performance will be scored on a rubric to determine how successfully you meet specific standards. The capstone case study is not a report on the company.

Refer to the schedule for the authentic assessment case study that will be used this semester and which was included in your course materials. This assignment serves four important learning objectives that are consistent with the course outcomes noted in your syllabus:

Determine your ability to recognize a marketing problem and analyze possible alternative solutions.
Recommend and defend a specific marketing strategy to solve a unique marketing problem.
Assess your ability to synthesize marketing concepts and apply them to a unique situation.
Assess your critical thinking and writing skills.
In other words, this case will assess your ability to function as a marketing professional.

Prepare your case study as follows:

1. Statement of the Marketing Challenge

Read the case carefully, several times if needed, to determine the primary marketing challenge. Once identified, provide evidence from the case as to why you believe this is the most important challenge facing company management. Even though the case may discuss financial, operational, or other issues, be sure this statement is framed as a marketing challenge. The other concerns will be important in your analysis, but not as the statement of the problem. Do not summarize the case; only point out case facts that support your opinion. Be sure your choice is strategic, not tactical.

2. Analysis of the Current Situation

This can be framed as a SWOT analysis (strengths, weaknesses, opportunities, and threats), and is where you will draw frequently from case facts and external sources. It should cover the macroenvironmental and microenvironmental trends in the industry. For example, the case may or may not give significant information on competitors. This may mean you will need to find industry analysis information, target market descriptions, competitor information, etc., to complete your SWOT as thoroughly as possible. Remember to footnote your sources.

3. Identification of Alternative Solutions

Based on your analysis, identify at least three possible marketing strategies that you would recommend for this unique situation. Each of your strategies should include a discussion of the advantages and disadvantages. Do not discuss marketing tactics; instead, conclude each alternative with an assessment of how that alternative might solve the marketing challenge.

4. Recommend a Specific Marketing Strategy

From your list of alternatives, select the solution you believe is best suited. Be sure to state your rationale. Also include potential marketing tactics you would recommend to implement the strategy.

Submit your case study as follows:

1. Academic Style

This is a formal academic written assignment. It should comply with MLA, APA, or another style guide. MLA is the style most frequently used in business, and APA is the style most frequently required in graduate programs. You can decide which style you prefer, but the style must be consistently applied throughout your case study.

2. Length Requirements

There is no minimum or maximum length requirement. However, a good goal should be 6 pages of text excluding title page, table of contents, bibliography, and any exhibits. If you are adequately analyzing the case, reaching 6 pages should be relatively easy. If you are having trouble reaching 6 pages, your analysis may not have sufficient depth. If your analysis greatly exceeds 6 pages, edit carefully. If your work reflects the detail you believe is necessary to make your points, then feel free to extend the length. One way to reduce length and make your paper more readable is to include exhibits. For example, you can conduct your SWOT analysis and include it as an exhibit, and only feature the major conclusions you reached. The same would be true for a competitive analysis (a necessary component of a SWOT analysis) or assessment of target market(s). Reference your exhibit inside your text as appropriate for the style you are following.

3. Word Processing Requirements

Prepare your case study using any word processing software. Save it as a .DOC, .DOCX, or .RTF format for submission. Singled-space the main text of your case study. Use your discretion for your exhibits. Do not use a font larger than 12 point or margins greater than one inch.