MT450 Marketing Management

[MT450: Marketing Management]

Unit 2 Assignment

Assignment

There are two parts to this Assignment so be sure to complete both parts.

Part 1: The Consumer and Business Market

Write a brief paragraph that answers the following questions. (This should not be in Question/Answer format).

 Which company did you choose as your focus in this Marketing Management Assignment?

 Where are the company's headquarters located?

 What is the mission statement of the company you chose to study?

 The previous marketing manager developed an advertising campaign before the marketing strategy. How could

this advertising campaign potentially create problems for the product?

Part 2: Marketing Strategy Planning

In preparation for your first presentation to the CEO of the organization, you will create a 3–5 page paper.

You will examine how the 3 C’s (customer targets, competitors, value proposition) and 4 P’s (Product, Price, Place, and

Promotion) of marketing strategy influence marketing decisions about how you can increase purchases to consumers

and increase purchases for business-to-business.

Your goal is to complete the consumer and business-to-business marketing strategy planning document. Using the

bolded words as subheadings for each response as seen in the PDF of this Assignment, answer the following:

1. SMART Goals: Using the SMART acronym, list several objectives you wish to accomplish.

2. The 3 C’s of marketing strategy:

Customer Targets: Discuss the customer targets (target market), you should have at least two. Provide for the

CEO a more specific description of which customers you (the marketing manager) want to persuade to buy the

product or service.

Competitors: For each customer target, identify a competitor (brand or company) that may be able to provide

the customer target a like product that would appeal to them.

Value Proposition: What do you see as the value proposition? What are reasons for customers to purchase

your brand/product? Summarize into a single paragraph.

3. The 4 P’s of marketing strategy: Marketing Mix for the Consumer Market: Describe each of the 4 P’s as it applies to

consumers that would purchase your product

a. Product

b. Price

c. Place

[MT450: Marketing Management]

d. Promotion

4. Marketing Mix: Business-to-Business Market: Describe each of the 4 P’s as it applies to business that would

purchase your product

a. Product

b. Price

c. Place

d. Promotion

5. Competitive Advantage: Using one (or more) of the competitive advantages below, describe the components of this

advantage and why customers will perceive them as an advantage for your product or service over its competitors’.

1. Cost-based advantage

2. Price-based advantage

3. Quality-based advantage

4. Differentiation advantage

5. Perceived quality advantage

6. Brand-based advantage

6. Product Life Cycle: Discuss the company’s products in The Product Life Cycle (PLC). Why do you think they are in

that stage? Do you think there is any possibility of changing the current stage of the Product Life Cycle? For instance, if

current products are in the maturity stage, what can the company do to have products in the Introduction or Growth

stage?

7. Increase Purchases: Consumers: Thinking of your consumer target market, how can you get current customers of

the product or service to buy more?

8. Increase Purchases: Business-to-Business: Thinking of your business-to-business target market, how can you get

current customers of the product or service to buy more?

Provide a 3–5 page (APA formatted) marketing strategy plan paper with at least three supporting references that

addresses this Assignment.

Your paper should be in APA format and cite all references used. Submit your paper to the Unit 2: Assignment Dropbox.

For assistance with APA format and citation style, visit the KU Writing Resources located in the home area. See Rubric below for Assignment details.

Unit 2 Assignment Grading Rubric 40

Possible

Points

Specific Paper Objectives: Assignment Checklist

(80%):

[MT450: Marketing Management]

Company information 2

S.M.A.R.T. goals 3

Customer targets 3

Competition 3

Value proposition 3

Marketing Mix - Consumer 3

Marketing Mix – Business to Business market 3

Competitive advantage 3

Product Life Cycle 3

How can you increase purchases by consumers? 3

How can you increase purchases by businesses? 3

Subtotal 32

Writing Style, Grammar, APA (20%)

Grammar and Spelling 3

Paper is 3–5 pages in length and responses are

concise and direct 3

Reference list and citations are provided 2

8

Total 40