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Running head: PART C: MARKETING PLAN YOUR COMPANY NAME 1

11

PART C: MARKETING PLAN 2

Part C: ABC Marketing Plan (Change to your name of business here)

Your Name

MKT500 Marketing Management Strayer University

Dr. Lisa Amans

Date submitted

Introduction (note this is not bold)

Describe or list the feedback you received on Part B of your marketing plan. Do not just list the feedback. Explain how you will use the feedback to improve your plan.

Next, re-introduce your company you shared in Part A/B.

Lastly, review what you will share; pricing and distribution strategy; integrated marketing communications; plan, public relations, sales promotion, and personal selling plan; competitive analysis; online and direct marketing plan; and social responsibility/cause related marketing plan.

Pricing and Distribution Strategy

Write an introduction here. Minimum of three sentences.

Develop the company’s pricing and distribution strategy. Suggestion, use elements from Discussion Week 7 to help you with this section.

Pricing Strategy

Text starts here (pricing strategy should be in comparison to your competition – example, do you plan to do a penetration or skim strategy? Relate this to your readings and learnings from textbook, page 180-183).

Distribution Strategy

Text starts here (discuss how customers will buy, are you multi-channel? Omnichannel? What is your logistics and supply chain management strategy (i.e., who are your vendors and how will you interact with them, will you use wholesalers, will you have dealers/retailers)? Do not confuse the way you market to a customer as a distribution channel. Distribution is how a customer will buy, i.e., the path to purchase; it is not advertising. Distribution strategy is your route to market. Are you online, brick-and-mortar, reselling to retailers, using wholesalers, what is your supply chain management, vendors?

Integrated Marketing Communications

Write an introduction here. Minimum of three sentences.

Develop the integrated marketing communications plan most relevant for your product / service and audience. This section has many points, be thorough.

Message Strategy

Develop your message strategy. How do you plan to be consistent with your traditional and social media choices?

Media Strategy

Develop your media strategy. What are your media choices and how will you use them. What is your rationale for your choices and why are they relevant to your target market.

Public Relations, Sales Promotion, and Personal Selling Plan

Write an introduction here. Minimum of three sentences.

Develop your public relations, sales promotion, and personal selling plan most relevant for your product / service and audience. Introduction of this section here; minimum three sentences.

Public Relations Plan

Text here. Think about how you can use press releases on new product introductions or news to share with the public.

Sales Promotion Plan

Text here. Most familiar uses of sales promotions are couponing, rebates, loyalty programs, tier pricing, etc.

Personal Selling Plan

Text here. Will you have outside sales representatives, inside sales representatives, telemarketing, customer service, live chats? Include any direct communication plans you will have.

Online and Direct Marketing Plan

Develop your online and direct marketing plan most relevant for your product / service and audience. How will these media tools be used to influence your target audience? This is a good section to use references to speak to the validity and choice of your social media choices (i.e., use an academic resource that shares their research on demographics and metrics of the use of Facebook. For example, Facebook has xxx number of followers that are between the age xx and xx with income level of xx –xx, and like to share xxxx --- then cite/reference the source).

Social Responsibility Plan

Develop your social responsibility / cause related marketing plan most relevant for your product / service and audience. See pages 283-284. What is your contribution to the community?

Conclusion

Summarize the plan to this point (minimum of three sentences) and you should not include any new thoughts (just summary).

References (note this is centered and not bold and on a separate page)

Use at least three (3) academic resources as quantitative marketing research to determine the feasibility of your product / service. In order to receive most points, submit four.

These resources should be industry specific and relate to your chosen product / service. Note: Newspapers, magazines, and other Websites do not qualify as academic resources and although you should reference if you use, they do not count towards your minimum. Quality references are peer-reviewed, scholarly journal published in the last 5 years. A good way to incorporate is by using Journal of Marketing for your theories and consumer behavior observations.

Listing your references without applying them in your text (citations) is not acceptable!!! See proper formatting in APA hints on page 6 of this document.

Tips and APA Formatting (delete this from your paper)

Below are tips and notes to guide you writing an APA paper. Use this information as a reference and ask if you have any questions.

Tips and Notes:

1. NEVER plagiarize: Plagiarism: act of using someone else’s ideas, words, figures, unique approach, or specific reasoning without giving appropriate credit.

2. Always include an introduction for your Heading 1 topic (example: Environmental Analysis) to explain to the readers what they learn in the section you are introducing.

3. Paragraphs should be complete, such as a minimum of three sentences:

a. “Put only one main idea per paragraph.

b. Aim for three to five or more sentences per paragraph.

c. Include on each page about two handwritten or three typed paragraphs.

d. Make your paragraphs proportional to your paper. Since paragraphs do less work in short papers, have short paragraphs for short papers and longer paragraphs for longer papers.

e. If you have a few very short paragraphs, think about whether they are really parts of a larger paragraph—and can be combined—or whether you can add details to support each point and thus make each into a more fully developed paragraph.” (https://owl.english.purdue.edu/owl/resource/606/02/ )

f. http://blog.apastyle.org/apastyle/2011/12/the-long-and-the-short-of-it.html

g. http://arc.aje.com/editing-tip-sentence-length/

4. Don not use (or minimize):

a. they (minimize, pronouns, use actual names/titles for clarity)

b. these

c. there are

d. thing

e. it

f. this

g. I

h. we

i. you

j. one or ones

k. some

l. a lot

m. a ton

n. really

o. very

5. Use of contractions – spell out

6. Use of conjunctions: https://owl.english.purdue.edu/owl/resource/598/1/ An independent marker word is a connecting word used at the beginning of an independent clause. These words can always begin a sentence that can stand alone. When the second independent clause in a sentence has an independent marker word, a semicolon is needed before the independent marker word.

Ex. Jim studied in the Sweet Shop for his chemistry quiz; however, it was hard to concentrate because of the noise.

a. Some common independent markers are: also, consequently, furthermore, however, moreover, nevertheless, and therefore.

7. Findings: are past tense

8. Use of italics: https://owl.english.purdue.edu/engagement/2/1/45/ : only Italicize the titles of magazines, books, newspapers, academic journals, films, television shows, long poems, plays, operas, musical albums, works of art, websites.

APA Guidelines:

1. American Psychological Association (2010). Publication manual of the American Psychological Association (6th ed.). Washington, DC: Author.

2. APA Website: www.apastyle.org

3. Updated APA guideline notes on ELCSE website under Student Resources (http://www.aug.edu/elcse/ELCSE_APA_Guidelines.pdf)

4. Sample paper – guideline to Headers: https://owl.english.purdue.edu/owl/resource/560/01/

5. Numbers: https://owl.english.purdue.edu/owl/resource/560/01/

6. Formatting Tables and Figures

https://owl.english.purdue.edu/owl/resource/560/19/

https://owl.english.purdue.edu/owl/resource/560/20/

7. How to cite: https://owl.english.purdue.edu/owl/resource/560/01/

· Paraphrasing within text:

· In a 1989 article, Gould explores some of Darwin’s most effective metaphors.

· Author cited in text:

· Gould (1989) attributed Darwin’s success to his gift for making the appropriate metaphor.

· Author not cited in text:

· As metaphors for the workings of nature, Darwin used the tangled bank, the tree of life, and the face of nature (Gould, 1989).

· Multiple works within the same parenthesis:

· Several studies (Balda, 1980; Kammil, 1988; Pepperberg & Funk, 1990) confirm the use of metaphors increases learning.

· First citation in text:

· Wasserstein, Zappula, Rosen, German, and Rock (1994) found. . .

· The use of metaphors was found to be helpful (Wasserstein, Zappula, Rosen, German, & Rock, 1994)

· Subsequent citations (3 or more authors):

· Wasserstein and colleagues (1994) found

· Wasserstein et al. (1994) found

· The use of metaphors was found to be helpful (Wasserstein et al., 1994)

· Authors With the Same Last Name: To prevent confusion, use first initials with the last names.

· (E. Johnson, 2001; L. Johnson, 1998)

8. Direct quote from author: (use sparingly):

a. Gould (1989) explains that Darwin used the metaphor of the tree of life “to express the other form of interconnectedness-genealogical rather than ecological-and to illustrate both success and failure in the history of life” (p.14).

9. Direct quote without name of author:

a. Darwin used the metaphor of the tree of life “to express the other form of interconnectedness-genealogical rather than ecological” (Gould, 1989, p.14).

10. References:

· References are listed on separate page, header is centered, do not bold

· Notice no first names used, only initials and in alphabetical order.

· Only citations that appear in the text should appear on the reference page

· Everything cited in the text should appear on the reference page.

· References are double-spaced, flush left with subsequent lines indented 5 spaces

· Examples:

· Online Periodicals General format:

Author, A. A. (date). Title of article. Title of Journal, volume(number), page numbers. doi: xx.xxxxxxx

· Example:

Herbst-Damm, K. L., & Kulik, J. A. (2005). Volunteer support, marital status, and the survival times of terminally ill patients. Health Psychology, 24, 225-229. doi: 10.1037/0278-6133.24.2.225

· Book General format:

Author, A. A., Author, B. B., & Author, C. C. (year of publication). Title of work: Capital letter also for subtitle (number ed.). Location City, State Abbreviation: Publisher.

· Example:

Anderson, A. B., Smith, S. D., & Jones, J. C. (1978). A distant mirror: The calamitous fourteenth century (3rd ed.). New York, NY: Knopf.

· DOIs are unique strings of numbers used to identify online articles’ content and provide a persistent link to their location on the Internet.

· When DOIs are present, no longer have to include URL.

· When DOIs are not present, include URL

· https://owl.english.purdue.edu/owl/resource/560/01/

· Finding DOIs: http://www.crossref.org

· Example without a DOI:

Sillick, T. J., & Schutte, N. S. (2006). Emotional intelligence and self-esteem mediate between perceived early parental love and adult happiness. Applied Psychology, 2(2), 38-48. Retrieved from http://ojs.lib.swin.edu.au/index.php/ejap

In-text Citations

One Author:

First In-Text Citation  

Johnson (2019)

Subsequent In-Text Citations

Johnson (2019)

First Parenthetical Citation

(Johnson, 2019)

Subsequent Parenthetical Citations                     

(Johnson, 2019)

Two Authors: 

First In-Text Citation  

Smith and Jones (2019)

Subsequent In-Text Citations

Smith and Jones (2019)

First Parenthetical Citation

(Smith & Jones, 2019)

Subsequent Parenthetical Citations    

(Smith & Jones, 2019)

Three to Five Authors:  

First In-Text Citation  

Carlson, Rodriguez, and Inez (2019)

Subsequent In-Text Citations

Carlson et al. (2019)

First Parenthetical Citation

(Carlson, Rodriguez, & Inez, 2019)

Subsequent Parenthetical Citations    

(Carlson et al., 2019)

 

Six + Authors:

First In-Text Citation  

Walsh et al. (2019)

Subsequent In-Text Citations

Walsh et al. (2019)

First Parenthetical Citation

(Walsh et al., 2019)

Subsequent Parenthetical Citations    

(Walsh et al., 2019)

Group Authors with Identifiable Abbreviations:  

First In-Text Citation  

The College of St. Scholastica (CSS, 2019)

Subsequent In-Text Citations

CSS (2019)

First Parenthetical Citation

(The College of St. Scholastica [CSS], 2019)

Subsequent Parenthetical Citations    

(CSS, 2019)

Group Authors without Identifiable Abbreviations:

First In-Text Citation  

University of Wisconsin (2019)

Subsequent In-Text Citations

University of Wisconsin (2019)

First Parenthetical Citation

(University of Wisconsin, 2019)

Subsequent Parenthetical Citations    

(University of Wisconsin, 2019)

 Source: https://libguides.css.edu/c.php?g=41681&p=265025

Running head:

PART

C

: MARKETING PLAN YOUR COMPANY NAME

1

Part

C

:

ABC Marketing Plan (Change to your name of business here)

Your Name

MKT500 Marketing Management

Strayer University

Dr.

Lisa

Amans

Date submitted

Running head: PART C: MARKETING PLAN YOUR COMPANY NAME 1

Part C: ABC Marketing Plan (Change to your name of business here)

Your Name

MKT500 Marketing Management

Strayer University

Dr. Lisa Amans

Date submitted