Identify and describe 3 or more distinct market segments within a specific industry, such as aerospace or automobile manufacturing. What differences are apparent? Why would this matter to a marketer?
Identify and describe a potential ethical dilemma that a marketer might face when segmenting a market. How might this concern be appropriately addressed given the need to satisfy often conflicting stakeholders?
What are the 5 stages of the consumer buying decision process? How can you use this information to your advantage as a marketer?
Review the motives of human behavior. Which 3 affect you most and why? How do marketers use this information?
What is the difference between primary and secondary market data? What are the advantages and disadvantages of each?
What are 3 brands of the same product (e.g., breakfast cereal) that are positioned differently? How are they differentiated?
Describe the five characteristics of a good brand. Provide examples of brands that meet as many of these criteria as possible.
How do the pricing strategies for corporations differ from nonprofit organizations (NPOs)? Provide examples.
What product or service have you recently encountered that would be particularly suited for multi-channel or interactive marketing? Why? What are the benefits of multiple marketing channels? Are there any disadvantages? Explain.
What are the characteristics of marketing channels? What 3 factors should be considered when designing one? Describe an organization’s (that is familiar to you) marketing channel.
What factors influence choice of media? What media would you choose to market a new line of cosmetics for women, and why? How would your choice change if it were a cosmetic line for men?
Define and describe the elements and potential benefits of integrated marketing communication (IMC), using a product of your choice to illustrate the use of IMC. What are the advantages and disadvantages of using a humorous appeal in advertising insurance versus a fear appeal? Provide examples of each.
“The social responsibility of business is to increase its profits.” So said Milton Friedman in a famous 1970 missive in The New York Times. How do you respond to this statement? Do you support or refute this notion? Explain.
Describe an example of societal marketing from your experience and/or research and evaluate whether or not it was/is effective, and why? Name the organization. Was the effort consistent with the mission of the organization?
Identify a product that will be the focus of your research. The product might be one of personal interest (e.g., computers/electronics, cell phones, cars, food services, home health care) or concern (e.g., blood diamonds, tobacco).
In a Word document, briefly describe the consumer appeal and environmental factors that you think might influence the market for this product.
Also, propose how this product could have implications for ethical, social responsibility, or global issues in the market.
Refer to “Research Report Outline” for a list of possible ethical and social responsibility issues in marketing. With instructor approval, you may also choose an issue that is not on the list.
Do some preliminary research (on the Internet and/or in the GCU Library) to ascertain if source information on the product (and/or industry) is available. Avoid choosing a product for which data is difficult to find.
Find a minimum of three sources that you think will provide sufficient information for your analysis and make a list for instructor approval.
Submit the assignment for instructor approval by the end of Module 1.
Instructor must approve product selection and sources and will advise the student by the third day of Module 2.
You are not required to submit this assignment to Turnitin, unless otherwise directed by your instructor. If so directed, refer to the Student Success Center for directions. Only Word documents can be submitted to Turnitin.
MKT 245: Marketing Analysis Research Report Outline
In this course, you will play the role of a new assistant marketing analyst for an advertising agency.
Your manager has just given you the first assignment in your new job, which is to develop a 1,500-2,000 word research report of a product (a product can be a good or service) of your choice in accepted business style, including an executive summary. The assignment focus is to research the market for a product or service to determine whether or not it is a product or service your company would like to sell. The report will serve to brief your manager on critical marketing factors relating to the product. After conducting your research, you will make your professional recommendation as to whether or not the company sales team should sell this product or service in both report and presentation format.
Begin working on the rough draft of your Marketing Analysis Research Report.
Create your rough draft including all of the following:
Social Responsibility Issue
Global Marketing and the Internet
You are required to submit this assignment to Turnitin. Refer to the directions in the Student Success Center. Only Word documents can be submitted to Turnitin.
You will work on components of this report throughout the course and submit them in the following order:
You have submitted the assignment to the instructor for feedback in Module 4, now you will also submit the assignment to the CLC forum for peer-review feedback, this will not incorporate your instructors feedback; instructor feedback will be used for your final draft.
Each member of the CLC will review one other member’s rough draft using “Peer Review Guidelines.”
Attach a copy of your rough draft to the CLC forum using the following naming convention: “Lastname.Firstname_RoughDraft.” Attach a copy of the Peer Review Guidelines (with writer’s comments) document using the following naming convention: “Lastname.Firstname_PeerReview.” Important: Use the writer’s name (i.e., yourname) when naming both files. Do not use the name of the peer reviewer.
You are not required to submit this assignment to Turnitin, unless otherwise directed
MKT 245: Peer Review Guidelines
What is Peer Review?
Peer review is the process of allowing another person to read your piece of writing in order to offer suggestions and feedback. This can happen at any stage of the writing process, but can be especially helpful during the revision stage. The peer reviewer often has a clear focus while they read, such as a rubric or a checklist, so that their feedback about strengths and weaknesses are specific.
Why use Peer Review