project

MKT 337 Milestone Two Guidelines and Rubric

Overview

For this milestone, due in  Module Five, you will submit a breakdown of your marketing mix for the product you are launching as the application subject for your final marketing research brief.

Prompt

First, review the Prezi presentation  Segmentation from MKT 113 on market segmentation as well as pages 15–17 of  The Essentials of Marketing Research regarding the four marketing mix elements: product, price, place, and promotion.

Next, considering your new product concept, address the following in a 4- to 6-page paper:

· Describe your  target audience using  demographics based on your secondary and primary research to date.

· Explain how  internal and external organizational factors might influence the target demographic of your new product.

· Is your  product needed in the market? Provide examples to support your position.

· Explain your  pricing strategy and why it is appropriate in the market using findings from your secondary and primary research.

· Explain your  placement/distribution strategy and why it is appropriate for this product and this audience/segments. Include speculations into how this target market might respond.

· Explain your  promotional strategy for the new product concept and why it is appropriate for this audience/segments.

· What are some potential  ethical and legal implications of the marketing promotion you will be recommending?

· Describe how your marketing mix elements align with  industry trends identified in your research.

Instructor feedback on this milestone should be incorporated into your final project.

What to Submit

Milestone Two should be 4–6 pages, double spaced, using 12-point Times New Roman font, one-inch margins, and the latest edition of the APA manual for formatting and citations.

Please note that the grading rubric for this milestone submission is not identical to that of the final project. The Final Project Rubric will include an additional “Exemplary” category that provides guidance as to how you can go above and beyond “Proficient” in your final submission.