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)