M FOUR QUESTION
duvungan
question_and_requirment.docxRecommendations on excellence – ten pages is your minimum target; dig deep into the readings and lectures; provide unique insight; reach for high-level analysis, presentation and formatting; use 12-point, Times New Roman font; double- space; use endnotes to cite your sources using full APA bibliographic formatting including page numbers; pay attention to details; put some time into this assignment; teach me something new.
Please answer each question as thoroughly as possible, providing rich detail from our lectures, readings, and discussions. The organization of your answers, the complexity of your analysis, and the clarity of your critical thinking are the key elements of your evaluation.1
1. On the Basics:
a. We have asserted that marketing is really the strategic idea of connectedness with
customers. From the perspective of your final project company, identify and discuss how your company connects with its customers – select from either the marketing concept or the selling concept. Be sure to define each concept and be detailed in your response.
b. Referring to your project company provide a well-developed characterization of your market segment and your target market.
i. Identify the most urgent issue necessary for you to penetrate or protect your desired market space.
c. Lastly, concisely address each of the following central positioning questions pertaining to your project company/brand:
i. What position, if any, do you already have in the prospect’s mind?
ii. What position do you want to own?
iii. What companies must be outgunned if you are to establish or maintain that position?
2. On the Marketing Mix: Discuss the strengths and weaknesses of your company’s marketing mix and offer strategic recommendations on how the company should handle the most burning marketing problem/opportunity impacting the strategic performance of the ‘mix’. Consider shaping your answer with the 5Cs in mind.
3. On Consumer Buying Behavior:
a. Referring to your company, describe a scenario of your typical customer using the buyer
decision process when considering purchasing your company’s product/service. Use the language from our readings.
i. Consider pulling from your database research offered in our library workshop to authenticate how your customers behave in your market environment.
b. Additionally, from the criteria that influence the rate of adoption, in what area does your company/product excel and what area does your company/product require attention to strengthen the adoption process? Be detailed in your response.
4. On Branding and the Product Lifecycle:
a. Identify and discuss the central features of your company’s brand vision, brand personality,
and brand position – be specific
b. Additionally, identify at what stage your brand falls within the product lifecycle model.
What is required for you to ensure that the customer remains eternally ‘connected’ to your
brand?
c. Recalling our theme of brand’s driving business and marketing, clarify your project
company’s brand vision, brand personality and brand positioning – be specific as you describe this important brand management model.
