Pricing Theory UNIT 2 INDIVIDUAL Project!

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American Intercontinental University

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Project Type: MKTG310 Unit 2 Individual Project

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Abstract

This is a single paragraph, no indentation is required. The next page will be an abstract; “a brief, comprehensive summary of the contents of the article; it allows the readers to survey the contents of an article quickly” (Publication Manual, 2010). The length of this abstract should be 35-50 words (2-3 sentences). NOTE: the abstract must be on page 2 and the body of the paper will begin on page 3.

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Introduction

Remember to always indent the first line of a paragraph (use the tab key). The introduction should be short (2-3 sentences). The margins, font size, spacing, and font type (italics or plain) are set in APA format. While you may change the names of the headings and subheadings, do not change the font.

Part 1: Best Practices in Value Communication

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph. This section of the paper must contain research - which means that a citation must be included in the section (Last name, year). The punctuation goes after the citation not at the end of the sentence. If no author is stated: (Short Title of Article, year). The punctuation goes after the citation not at the end of the sentence. Research Best Practices in Value Communication. Provide 2 examples of products that are supported by effective value messaging. Provide one example of products that is NOT supported by effective value messaging. This section of the paper should be 2 1/2 - 3 pages in length and use research from the library's full-text databases. Failure to use the articles will result in a grade no higher than 56/75 points for Part 1.

Part 1: Example #1 of Effective Value Messaging

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 1: Example #2 of Effective Value Messaging

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 1: Example of Ineffective Value Messaging

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 2: Overview of the Policy & Category Fit (Policy 1)

Find examples of the 3 types of pricing policies (profit-enhancing or profit-destroying, or neutral policy). For each example: Provide an overview of the policy (DO NOT COPY IT). Analyze how it fits into the category. Link the policy to a specific customer buying behavior. Identify how the specific pricing policy may (or may not) affect purchase behaviors of each buyer type (price, brand, value and convenience). Part 2 of the Individual Project should be 2 1/2 - 3 pages in length. Be sure to cite your resources.

Part 2: Purchase Behavior Affect: Price (Policy 1)

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 2: Purchase Behavior Affect: Brand (Policy 1)

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 2: Purchase Behavior Affect: Value (Policy 1)

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 2: Purchase Behavior Affect: Convenience (Policy 1)

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 2: Overview & Category Fit (Policy 2)

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 2: Purchase Behavior Affect: Price (Policy 2)

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 2: Purchase Behavior Affect: Brand (Policy 2)

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 2: Purchase Behavior Affect: Value (Policy 2)

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 2: Purchase Behavior Affect: Convenience (Policy 2)

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 2: Overview & Category Fit (Policy 3)

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 2: Purchase Behavior Affect: Price (Policy 3)

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 2: Purchase Behavior Affect: Brand (Policy 3)

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 2: Purchase Behavior Affect: Value (Policy 3)

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Part 2: Purchase Behavior Affect: Convenience (Policy 3)

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Conclusion

Add some concluding remarks-can be a sentence or two.

NOTE:

· If you are not at the end of page 7 with content, your paper is too short Do not insert extra spaces between paragraphs to make your paper appear longer.

· If you are beyond page 9 with content, your paper is too LONG. Do not change the font or margins to make the paper appear shorter or longer

References

NOTE: The reference list starts on a new page after your conclusion.