MARKETING MANAGEMENT INDIVIDUAL PROJECT (MMIP): USE INFORMATION TO DRIVE MARKETING DECISIONS ASSIGNMENT INSTRUCTIONS

Overview 

Each student must complete an individual
marketing project. Your first task is to select a project
topic. No two students will work on the same product/service. This
must be an existing product,
service, or organization.

INSTRUCTIONS

The same project topic must be used in all
installments. Each project installment must include a
title page that has the name of the project topic in it. Each of
the five questions 

should be numbered and written out in its entirety in the
pages that follow. The entire 

document (all five questions, combined, but
not counting references) should be at least 600 words (12-point Times New Roman
font, double spaced), and include a separate 

references page. All content must
show
direct application to the topic and exclude 

definitions of terms and general explanations of generic marketing
topics. The 

assignment should be submitted as a Microsoft Word document.

When completing an assignment for a given
module, the student will assume the role of
marketing manager for
the selected organization. All student responses must be based on
research. View the entire course textbook (all chapters) as a
resource for the 

assignment, meaning it may be necessary to locate
assignment-related material in 

chapters other than those corresponding with the module in which the assignment is

 located.
While the effort has been
made to ensure that all material necessary for

 assignment completion is found in the textbook, contact the instructor
immediately if

 information needed to complete the assignment cannot be

located in the textbook. The instructor will
then provide instructions on locating the 

required material. Quotes must be minimized and long quotes (40 words or
more) avoided. Outside
sources that can be cited include scholarly
marketing journals (Journal of 

Marketing, Journal of Marketing Research, etc.),
practitioner publications (Wall Street 

Journal, Ad Age, etc.), and the course textbook. Assignments must be submitted though Turnitin.

Questions

Q1. Discuss the use of marketing research to be
used to gather information on present or
potential customers.
Which forms of marketing research would be best in gathering 

consumer information relating to the product/service? Outline a marketing
research 

process, including data-gathering techniques (survey, observation,
etc.) (Ch.4)


Q2. Explain several external forces
(political/legal, economic, competition, etc.) that 

affect the organization’s marketing planning and strategy. (Ch.4)

Q3. Discuss the aspects of the organization’s customer
relationship management (CRM)
program. (Ch.5)

Q4. Explain which consumer characteristics
(personal, psychological, cultural, situational,
social) matter most in
the purchase decision. (Ch.6)


Q5. Explain how the product/service is positioned
in the market. Quote or create a 

positioning statement for the
product/service and explain its rationale. Format the 

statement with quotation marks,
italics, or bold print. (Ch.7)


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