Marketing

Writing Assignment (15 pts) 1. Segmentation (6 pts) You have billions of people in the world whom you could date. How do you narrow down that huge pool? Use the four types of segmentation (Geographic, Demographic, Psychographic, Behavioral) discussed in class to break down your market. Construct a geographic segmentation variable. Explain your choice. Construct a demographic segmentation variable. Explain your choice. Construct a psychographic segmentation variable. Explain your choice. Construct a behavioral segmentation variable. Explain your choice. Note: for each variable, make sure to include levels. 2. Targeting (3 pts) Now that you’ve narrowed down the pool into more manageable segments: Construct a target market from your variables. Explain your choice of target market. 3. Positioning (6 pts) You’ve finally selected a target market. Now: Create a positioning statement relating how you will position yourself for your target market. Explain how your unique value appeals to your target market. Explain how your reasons to believe support your unique value. 4. Final Thoughts Anything you’ve learned about yourself through this paper.

On Channel Strategy Fundamentals  A) At the core of marketing channel strategy is making a product or service available for use of consumption. Let’s take everyone’s favorite company, Starbucks. Explain in detail the many interdependent channels required to create a final Starbucks product at a retail store in Riverside. Be sure to include the various channel member intermediaries from natural resources to the final cup.  B) Among the nine key functions that marketing channels perform, what two are likely best to be vertically integrated and what two are likely best to be horizontally integrated. Shape your analysis from producer to wholesaler to retailer to the consumer. 2) On Channel Analysis  a. From our readings on service outputs, we know that end-users typically prefer a channel to provide effective service among the various intermediaries. Using your team company (Apple Inc) as the point of reference, identify the following:  Identify two important segments and provide a narrative that explains their service output of demand. Beyond high, medium, low, use descriptive language to support your analysis. Now interpret your team’s efficiency template into a narrative explaining the rationale for your weights and performance. (Apple Inc.) Lastly, interpret your team’s service gap analysis template into a narrative explaining the rationale for the service demanded versus the service supplied. (gap analysis is attached) 3. On Designing Channel Structures a. Summarizing our readings, we know that before designing effective channel strategies, by segmenting end-users according to their service needs we can then better audit the existing channels to strengthen value creation within the channel flow. Moving to channel design, address the following:  Define and discuss the level of channel intensity from upstream and then downstream identifying the signature intermediaries reliance on saturation to/or exclusive distribution.  b. Pertaining to your team company, from the point of view of the manufacturer, identify and discuss the importance of each of the eight generic factors considered for making channel selectivity decisions. They include: channel competition; product category; brand strategy; channel influence; dependence balancing; opportunity cost; transaction cost; other manufacturer’s strategies.  4. On Retailing Structures and Strategies a. This is a broad question on defining your team company’s retailing structure and strategy. Develop the following in your discussion:  What type best describes your team company and identify the specific cost-side and demand-side characteristics that best strengthens its competitiveness. (Apple Inc. Evaluate three of your team company’s multi-channel strategies on the basis of how they best maximize value for both your firm and your customer’s satisfaction. (Apple Inc) Lastly, what are the central risks impacting the current position of each channel. Explain in detail.  Use the textbook attached to anwser these questions Team company is APPLE Inc.  Type each anwser according to each number and letter.

Mobile, internet, social media, direct marketing and other key marketing tools can be confusing for a small business owner. Develop a short presentation to present to a small business owner(s) that describes the above types of new marketing tools, their advantages and disadvantages, and some examples of how small businesses are using or could use these tools to increase their business Your reply must be at least 500 words PLUS at least 2 references to support your answer. You must use the correct APA format

Case write-ups should be 3-5 pages, double spaced, 12 font size Times New Roman. Use APA style for in-text citations and reference lists. Read each assigned case carefully. Focus your efforts on responding to the given end-of-case questions. Support your answers with external research. Refer to the Case Analysis Grading Rubric for more details on grading. PLEASE ATTACH TURN IT IN REPORT. SHOULD BE LESS THAN 10% !!!!!! These are the questions you MUST answer in the analysis  1. How should McDonald’s respond when ads promoting healthy lifestyles featuring Ronald McDonald are equated with Joe Camel and cigarette ads? Should McDonald’s eliminate Ronald McDonald in its ads? 2. Discuss the merits of the law proposed by France that would require fast-food companies either to add a health message to commercials or pay a 1.5 percent tax on their ad budgets. Propose a strategy for McDonald’s to pay the tax or add health messages, and defend your recommendation. 3. If there is no evidence that obesity rates fall in those countries that ban food advertising to children, why bother? 4. The broad issue facing McDonald’s U.K. is the current attitude toward rising obesity. The company seems to have tried many different approaches to deal with the problem, but the problem persists. List all the problems facing McDonald’s and critique its various approaches to solve the problems. 5. Based on your response to Question 4, recommend both a short-range and long-range plan for McDonald’s to implement.

The purpose of this assignment is to design and pitch a plan for rebranding a team’s merchandise to league officials. A sport team’s merchandising is a critical factor in its ongoing revenue generation, and proper licensing ensures that sports organizations are able to protect their income-generating potential through the sale of their branded products. Not only are professional and often collegiate team names, logos, and league trademarks licensed, but even athletes’ names and likenesses can be licensed by player associations. Licensing agreements direct the vendor in the merchandising process, specifying quality standards, timeframe of production, projected profits, and royalties to be paid to the team, athlete, or league. For this assignment, focus on the sports team you selected in the Topic 1 and 3 assignments and rebrand the team’s merchandise with the goal of increasing sales. Refer to the demographic data of your selected team’s fans (provided in the applicable “Instagram Demographic Analysis,” located in Course Materials) to inform your rebranding plan. When making your plan, consider the role licensing will play in brand recognition and your marketing strategies. The project will have two parts, a written report detailing your plan for the rebranding program and a PowerPoint presentation with accompanying pitch explaining the rebranding plan to league and team officials. Rebranding Plan Paper Compose a 750-1,000-word paper outlining your approach to this team’s rebranding initiative. Include the following points in your paper: Explain why you are rebranding the team’s merchandise. Using data such as fan demographics, sales, and information related to brand recognition, justify the necessity for rebranding. How will rebranding the team’s merchandise draw in more fans, increase sales, and make the brand more recognizable? Describe what the rebrand will look like: Will it entail a change in team colors? Logo? Mascot? How will this contribute to the overall goals and image of the team? What merchandise will this affect? Will any new merchandise be rolling out to promote this rebranding? Provide details about the specific steps you will undertake to rebrand, license, and market this merchandise. Focus on finding innovative ways to use technology and social media in the rebranding process. Provide cost and revenue projections for the plan. Explain the metrics you will use to evaluate the success of the merchandise rebranding. PowerPoint Presentation For the second part of this assignment, create a 6-10 slide PowerPoint presentation that summarizes your merchandise rebranding plan for presentation to team stakeholders or league officials. The PowerPoint slides are intended to serve as a visual aide to supplement the content of your presentation, whether you are presenting in class or adding your speaker notes to each slide. As such, the slides are not a space to reiterate verbatim the content of your paper. Utilize the presentation slides for showcasing persuasive graphics, images, tables, and graphs that will bolster your pitch and help you sell this rebrand. Include relevant talking points in the Speaker Notes section for each slide in the PowerPoint. Your presentation should include the following components: Introduction (1 slide): Team name, location, and current logo or brand. Problem (1 slide): Reason for rebranding. Rationale (1-2 slides): Justification (fan DNA, analytics, etc.) for rebranding. Concept (1-2 slides): Introduce new logo or branded design; support why you believe it will be more successful than the current brand. Return on Investments (1-2 slides): Projected revenue – projected costs = projected profit. Evaluation (1-2 slides): Metrics for measuring the rebranding’s success

Sources must be cited in APA format. Your response should be four (4) double-spaced pages; Respond to the items below. Part A: Evaluate five different advertisements using Maslow’s Hierarchy of Needs theory.  Provide detailed explanations of the chosen advertisements that each illustrate either physiological, safety, social, esteem, or self-actualization needs.  Each level in the hierarchy of needs should have a separate advertisement that exemplifies the need.  You can include an image or video link to the advertisement.  How does each advertisement illustrate a consumer’s position within the Hierarchy of Needs? Part B: Compare the terms affect, mood, and emotion. How might marketers use each of these types of consumer responses (affect, mood, and emotion) in effectively reaching their target market?

The individual marketing objective is: Increase e-commerce sales for the *Google Merchandise Store*, focus on this store, and NOT the complete Google organization. Please access Google Demo Account to get information on the Google Merchandise Store.  There is no need to do the executive summary, introduction, micro & macro analysis.  Please work on the  1. Objectives & Measurement Plan  – Vision – Goals & Objectives  – KPIs  – Metrics & measures  2. Digital Marketing Strategy  – Strategy – Tactics  3. Implementation Plan  – Google Ads Campaign Build  – SEO Keyword Focus  – Facebook Campaign Build  4. Budget and Forecast  5. Conclusion and Next Steps  NOTE:  1. Please make sure this essay is in the range of 800-1000 words. Two examples are provided but please ignore the amount the words being used in the examples. Be more specific and only use more words if they add value to the report.  2. Please include links to your references at the end of the report, and specify where do you use them. 3. Please continue writing using the document named FINAL – Digital Marketing Plan

MARKETING PLAN   Individual Term Paper – You will prepare a marketing plan for a new good or service that you have created.    The paper is due on Tuesday, August 25th, 2020 (the final week of class). The suggested outline for a marketing plan is below.  The paper must be AT LEAST six (6) pages long, EXCLUDING THE COVER PAGE, TABLE OF CONTENT AND REFERENCE PAGE. It must be written in APA format.   PROJECT OUTLINE   I) COMPANY INFORMATION Company name; brief description of what company does and its main product(s); mission statement II) SITUATION ANALYSIS SWOT Analysis – Strengths, Weaknesses, Opportunities, Threats III) MARKETING STRATEGY Target market strategy – market segment, detailed description of the target market (Age Gender Location Income level Social class, Occupation Education etc. (specific to your industry)  Marketing Mix Strategy– Product, Price, Place, Promotion A)   Product strategy – DETAILED description of the product (s)/service (s) to be provided. Describe the most important features and benefits. Product design. What is special about it? Describe the benefits. Your product’s competitive advantage.  Other information.   B)   Pricing strategy and prices for your product (s) – How are you going to price the good/service? List of prices and why you choose those prices. High price or low price strategy. Discounts? How do your prices compare to your competitors? Other information.              C)   Place/Distribution Strategy – where you will sell your product (online, in stores, through catalogs etc), Location of your business, Market coverage intensity, Channel structure. Other information.   D)   Promotional strategy – Describe how you will promote the product/service, promotional mix (advertising, publicity, sales promotion, personal selling, social media) Other information.

The purpose of this assignment is to conduct research related to how a specific company utilizes information related to consumer behavior, product mix or service processes, and pricing to create marketing plans that will meet business needs including their specified marketing objectives. Review: Review the following topic materials. Topic 3: “Consumer Purchasing Decisions” Topic 4: “What Is a Product?” “What Is a Service,” and “Service Delivery” Topic 5: “Pricing and Breakeven Analysis” Part 1: Continuing in the role of a marketing professional who has been tasked with completing a marketing plan for a client, refer back to the research you completed in the Topic 2 Part 1: Research as a starting point for the assignment. Conduct additional research related to consumer behavior, the company’s specific product or service, and the company pricing strategy, and use it to complete the “Marketing Plan Analysis and Presentation: Part 2 – Research Template.” Part 2: Create a 15-20 slide PowerPoint presentation that summarizes your marketing plan analysis based upon the research you have conducted. Slides should address each of the key areas listed below and should include speaker notes that explain how the company could have used what it learned about consumer behavior, product or service, and pricing to help it develop a marketing plan in order to meet the company marketing objectives and business needs. Include a slide at the end of the presentation to cite your research sources. Company Background: Company name, vision, and mission. Company marketing objectives. Consumer Behavior: Describe the customer segments and target markets. Describe characteristics of the target markets that will affect product/service and pricing decisions. Describe how the company differentiates its product and positions its brand. Describe a consumer buying behavior model for this company and brand. Product or Service: Describe the product mix. Describe the product lines. Describe the service processes. Discuss physical evidence of service, service scape, and ambiance. Discuss the roles of company employees in service delivery. Price: Define the company’s pricing objectives and discuss whether the objectives are profit- or sales-oriented. Provide example of current company pricing strategies. Describe pricing tactics (discounts, etc.) that are used to drive short-term demand. General Requirements: Refer to the resource, “Creating Effective PowerPoint Presentations,” located in the Student Success Center, for additional guidance on completing this assignment in the appropriate style. Submit the “Marketing Plan Analysis and Presentation: Part 2 – Research Template” and PowerPoint presentation with speaker notes. While APA style is not required for the body of this assignment, solid academic writing is expected, and documentation of sources should be presented using APA formatting guidelines, which can be found in the APA Style Guide, located in the Student Success Center. This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.  You are not required to submit this assignment to LopesWrite. Benchmark Information This benchmark assignment assesses the following programmatic competencies: BS Accounting; BS Business Administration; BS Business Analytics; BS Business Information Systems; BS Business Management; BS Entrepreneurial Studies; BS Finance; BS Finance and Economics; BS Hospitality Management; BS Marketing and Advertising; BS Sports Management; BS Supply Chain and Logistics Management 2.1: Demonstrate appropriate research strategies for acquiring information necessary to meet specific business needs.

Instructions: Please review and complete all questions and task listed below. Would you like to own an all-electric car? Do you think there is a viable market for such a product? Provide secondary data to research the viability of selling electric cars profitably. Utilize some of the sources mentioned in chapter 10 (WRITER see attached file) of our e-book. Try to determine the population of electric-car buyers. Provide a research report based on your findings.