STP, PRODUCT MANAGEMENT & SITUATION ANALYSIS - CASE 1

Module 1 - Background

STP, PRODUCT MANAGEMENT & SITUATION ANALYSIS

Discussion

VALS http://www.strategicbusinessinsights.com/vals/ustypes.shtml  

What Is the Role of Market Segments in Marketing Strategies? http://smallbusiness.chron.com/role-market-segments-marketing-strategies-51988.html  

Segment the Target Market in Your Business Plan https://www.inc.com/articles/1999/12/15966.html

“Market Segmentation: Still the Bedrock of Commercial Success” – Malcolm McDonald http://www.marketingjournal.org/market-segmentation-still-the-bedrock-of-commercial-success-malcolm-mcdonald/  

The Art of Customer Profiling http://www.experian.co.uk/assets/marketing-services/white-papers/wp-the-art-of-customer-profiling.pdf

The Art of Customer Profiling (Download and save White Paper PDF) http://www.experian.co.uk/marketing-services/knowledge/white-papers/white-paper-the-art-of-customer-profiling.html  

How to Grab Your Target's Attention in 8 Seconds (or Less) https://www.inc.com/joshua-conran/how-to-grab-your-target-s-attention-in-8-seconds-or-less.html

Case

Nielsen Insights http://www.nielsen.com/us/en/insights.html

Experian Services Marketing http://www.experian.com/marketing-services/marketing-services.html  

Mosaic https://www.experian.com/assets/marketing-services/product-sheets/mosaic-usa.pdf  

Understanding Your Customers: How Demographics and Psychographics Can Help https://extension.psu.edu/understanding-your-customers-how-demographics-and-psychographics-can-help  

Psychographics Are Just as Important for Marketers as Demographics https://hbr.org/2016/03/psychographics-are-just-as-important-for-marketers-as-demographics  

What is customer relationship management? https://canadabusiness.ca/managing-your-business/marketing-and-sales/sales-and-customer-relationship-management/what-is-customer-relationship-management/

What is a CRM system? Your guide to customer relationship management https://www.cio.com/article/2439505/customer-relationship-management/customer-relationship-management-crm-definition-and-solutions.html

SLP

Description of How Marketers Can Use Maslow's Hierarchy of Needs http://smallbusiness.chron.com/description-marketers-can-use-maslows-hierarchy-needs-39333.html

“Best Practice: Uncovering Unmet Customer Needs” – Anthony Ulwick http://www.marketingjournal.org/best-practice-uncovering-unmet-customer-needs-anthony-ulwick/

3.1 Factors That Influence Consumers’ Buying Behavior https://open.lib.umn.edu/principlesmarketing/chapter/3-1-factors-that-influence-consumers-buying-behavior/  

US Census: American FactFinder https://factfinder.census.gov/faces/nav/jsf/pages/index.xhtml

Esri ZIP Lookup- This tool provides demographic and lifestyle information by ZIP code http://www.esri.com/data/tapestry/zip-lookup  

Consumer Expenditure Survey https://www.bls.gov/cex/  

American Time Use Survey https://www.bls.gov/tus/home.htm  

Finding Market Size Information in Business Source Complete

Enter "market size" AND along with the name of a product or service, put quotation marks around a name consisting of two or more words -- for example, "market size" AND "ice cream."

Finding Industry Trends and Projections in Business Source Complete

Access Business Source Complete and use a search combination like this: "restaurant industry" AND (trends OR projections)

Statistica- The Statistics Portal https://www.statista.com/outlook/consumer-markets  

How to Conduct Competitive Research https://www.inc.com/guides/2010/05/conducting-competitive-research.html

IBISWorld in the Trident’s Library

Resources

Is My Source Credible?  https://sites.umuc.edu/library/libhow/credibility.cfm  

American Marketing Association (AMA) https://www.ama.org/Pages/default.aspx

Academy of Marketing Science (AMS)  http://www.ams-web.org/  

Target Marketing http://www.targetmarketingmag.com/

Writing

The Student Guide to Writing a High Quality Academic Paper http://support.trident.edu/wp-content/uploads/2015/06/Well-Written-Paper.pdf

Plagiarism Tutorial and Resources: Go through the materials and test your knowledge http://lib.usm.edu/plagiarism_tutorial.html

Trident’s academic integrity policy on page 35 of the  Policy Handbook  (2018).

APA Resources

Resources from the APA •  http://www.apastyle.org/learn/index.aspx •  http://www.apastyle.org/products/asc-landing-page.aspx •  https://owl.english.purdue.edu/media/pdf/20090212013008_560.pdf

Purdue Online Writing Lab (OWL)  https://owl.english.purdue.edu/owl/section/2/10/