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MKT301 Case 3

MKT301 Case 3

Your Name

Trident University International

MKT301 Principles of Marketing

Due Date

MKT301 Case 3

Remember to always indent the first line of a paragraph (use the tab key) or paragraph formatting (see below). The introduction should be short (2-3 sentences). The margins, font size, spacing, and font type (bold or plain) are set in APA format. While you may change the names of the headings, do not change the formatting or style of font except as specified below. This template uses Times New Roman 12-point. You may also use: Calibri (11), Arial (11), Georgia (11) or Lucida Sans Unicode (10). Using the module’s readings and at least one article published in 2020 or 2021 from Trident Library’s Business Source Complete (EBSCO), a full-text database, research marketing strategy, and target marketing for online vs. store-based business. No quotations are permitted in this paper. Each paragraph (except the introduction and conclusion) must contain at least one in-text citation. Since you are engaging in research, be sure to cite and reference the sources in APA format. NOTE: failure to use research with accompanying citations to support content will result in reduced scoring “Level 2-Developing” on the grading rubric. This is a professional paper; not a personal one based on feelings. It must be written in the third person; this means words like “I”, “we”, and “you” are not appropriate.

Company Background

Select a business that has both online and physical stores. Provide a background of the company; define the target market. Cite and reference your sources. (1/2 page) IBISWorld, used in Module 1, may be a good resource.

The In-Store Experience

Research how the company promotes its store. Look to social media, traditional marketing, and articles about the store’s strategy. Provide an overview of how the store communicates with consumers. Consider its target markets. Cite and reference your sources. (1 page)

Online Shopping

Research how the company promotes its online shopping. Look to social media, its online store, and articles about the site’s strategy. Provide an overview of how the online store communicates with consumers. Consider its target markets. Cite and reference your sources. (1 page)

Making Connections

Based on the research above, compare and contrast how the company markets its two shopping situations. Provide rationale. Cite and reference your sources. (1/2 page)

Conclusion

Add some concluding remarks: 2 to 3-sentence conclusion.

References

Below are some basic rules to follow when creating a reference list:

· Begin your reference list on a new page.

· The word References should be centered and bold at the top of the page.

· Double-space your reference list.

· For each author, list the last name first followed by the initials for their first and middle names.

· Arrange your reference list alphabetically by the last name of the author.

· Use a hanging indent after the first line of your citation (Word does this for you). Type your entry and then click “Paragraph” on the HOME tab to create the “hanging indent.”

APA has a handout for the most common types of references.