Week 9 Assignment - Part C: Developing the Marketing Mix Overview

8/31/22, 9:54 AM Rubric Detail – Marketing Management MKT500009VA016-1226...

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Feedback to Learner

You accurately described the feedback you received. You also explained how the feedback will be used to improve your marketing plan. This shows an understanding of how to use feedback to improve your overall product. You also re- introduce your hypothetical business and introduced the contents of the remainder of this section of your marketing plan. Brand Strategy: I would have liked more rationale on how these choices resonate with your target market. Most of your branding elements of the name, logo, slogan and brand extension were provided. Does the name of your business mean something to your consumer? Will they understand the benefit of your business when they see your logo? What about your slogan? Will your consumer understand exactly what your business is all about when they see your slogan? Finally, did you provide a brand extension that is a logical fit with your hypothetical business? Target Market: Your primary target audience was defined very well. You effectively described your ideal customer through the demographic, psychographic, geographic and behavioral characteristics needed to communicate with your target audience. You did not, however, use enough relevant bases of segmentation to describe your secondary audiences. Remember that demographic, geographic, psychographic and behavioral bases that describe your secondary target audience need to be separate and distinct from your primary audience. Your plan did not demonstrate this knowledge. Positioning Statement and Perceptual Map: The perceptual map clearly shows where you fall within the competition. Your perceptual map was created using two logical attributes of purchase. You included enough competitors to obtain a solid indication of your market and where you can effectively compete with your hypothetical business. Your positioning statement is relevant and includes the statement of who you are talking to, who you are better than and why you are better than them. This is important because it is the start of your marketing strategy and will guide your communication with your target audience. Consumer Behavior: You need to explain more about your target market's consumer behavior - lifestyle values, attributes, wants and needs, etc. with the brand name, logo, slogan and brand extension. Why will your brand resonate with them. It is not clear how and why you developed your branding elements to impact the consumer buying process for your target audience. This section is a good section to use scholarly resources to validate your target market’s consumer behavior. References and Citations: Your paper used three (3) academic, peer reviewed references as quantitative marketing research to determine the feasibility of your product / service. In order to receive most points, you must submit four (4) or more. You showed a clear understanding of academic, peer reviewed references. Most of your SWS formatting for your references is correct. Mechanics: There were a few grammatical issues with this paper. Please make sure to proofread your paper before submitting it. One of the best ways to do this is to read it aloud. Hearing what you've written is a great way to catch grammatical issues.