mkt mod 5
s.ian3
mkt_220_module_5_hw_2.rtf[INSERT TITLE HERE] 2
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Allied American University
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This paper was prepared for [INSERT COURSE NAME], [INSERT COURSE ASSIGNMENT] taught by [INSERT INSTRUCTOR’S NAME].
MKT 220: Module 5 Homework Assignment
Marketing Plan for: ____________________
Directions: Each section will be 1-2 paragraphs. Be sure you have cited your sources. You MUST use the text book and any internet sources that you used to conduct your research. Please utilize the References page, which is located at the end of this file.
EXECUTIVE SUMMARY
[NOTE: Complete this section in your Final Project.]
The executive summary outlines the who, what, where, when, how, and why of the marketing plan. Your product needs a formal marketing plan to obtain additional financing from a bank or private investors for expansion and the launch of new products. You may also have to convince a company to buy your product and manufacture it. You will complete this section when you submit your final project but it belongs at the top of your plan.
THE MARKETING MIX
MARKETING SEGMENTATION
Consumer Decision Making
When purchasing products, consumers generally follow the consumer decision-making process. Describe the 5 steps of the consumer decision making process: (1) need recognition, (2) information search, (3) evaluation of alternatives, (4) purchase, and (5) post-purchase behavior. Then relate it to how the customer will buy your product.
Consumers are generally influenced by four factors (cultural factors, social factors, individual factors, and psychological factors). Describe each one and apply it to how your customers will approach buying your product.
Not all consumers are individuals. Governments and other businesses can also be consumers of your product. Determine whether your product is suitable for a government or business market and describe how you would approach selling to them.
[NOTE: Market Segmentation – Save for Module 6]
References
