Using a product and the information from the readings, create a model of buyer behavior for the product. Create a model for an organizational buyer vs. an individual consumer.

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Organizational buyer vs. an individual consumer

Using a product (goods or services) and the information from the readings, create a model of buyer behavior for the product. Next, create a model for an organizational buyer vs. an individual consumer.

Submit a 2-3 page paper, (independent of the title page and reference page) double-spaced in Times New Roman font which is no greater than 12 points in size. Be sure to cite any sources in APA Format.

Provide a summary that highlights the key points from the article purpose/research question; findings; relevance of article.

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A summary

Provide a summary that highlights the key points from the article purpose/research question; findings; relevance of article.

Make sure to clearly identify titled headings throughout the paper

Analyze the benefits and drawbacks of the recommendations from the inventory manager and the loss prevention manager and determine how you will use them in your own recommendation.

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Week 3 Assignment

Scenario: The general manager has asked for a recommendation on what should happen following the loss prevention issue identified in the Week 3 Assignment. Your recommendation will join the recommendations from the inventory manager and the loss prevention manager to help determine punishment (if any) for the employees involved.
As Viewpoint director, your role is to be an advocate for all employees. Your primary responsibility is to relate employee concerns to leadership and provide guidance on situations involving employee discipline.

Steps to complete: In Week 5, complete the following in Chapter 5 of your webtext. You will then download the completed assignment from the Webtext and submit the following in Blackboard:
STEP 1: Review the timeline you created in the Week 3 Assignment (and the feedback you received from your instructor) to reacquaint yourself with the currently known facts of the incident.

STEP 2: Examine the additional sources provided (Pages 5.7–5.9 of the Webtext) and determine how you will use them to formulate a recommendation.
You will need to analyze the benefits and drawbacks of the recommendations from the inventory manager and the loss prevention manager and determine how you will use them in your own recommendation.

STEP 3: You should find one or more additional sources to help support your recommendation. These resources should contain information that the provided sources do not include. Additional support and guidance is provided on Page 5.10 of the Webtext. For example, you could use a resource that addresses how other companies have dealt with similar situations, an article that addresses a certain aspect of your recommendation, or a relevant professional experience that helps inform your conclusions.

STEP 4: Write a recommendation based on your sources. Your message should provide your recommended outcome (or outcomes) and an explanation for how you arrived at your conclusions. A template is provided on Page 5.11 in the Webtext.
Refer to the length and formatting of the inventory and loss prevention managers’ letters to guide your work. The example letters are of varying quality, so take that into consideration when reviewing the format and content. Make sure your writing is professional and includes appropriate language, organization, and grammar.
Your recommendation may include all or parts of the recommendations of either manager or may be completely different. Whichever option you choose, you must provide an explanation for how you arrived at your conclusions.

STEP 5: Format your work according to the Strayer Writing Standards [PDF]. Take a moment to review the SWS documentation for details.

Provide a 25 pg essay paper describing duties that would be conducted in a marketing analytics internship.

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MKT 4481 Internship Paper

Provide a 25 pg essay paper describing duties that would be conducted in a marketing analytics internship. Such as seo, social media, crm, google ads, email marketing, google analytics, etc. Other factors like how the energy and the experience of the workplace can be included too (say it was great and fun)

Pick a real business in Texas, and you will assume that you have been hired by that business to develop a promotional strategy. Review the promotional mix elements and develop your promotional strategy utilizing the elements of the mix that are most appropriate for your offering.

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Business in Texas

Pick a real business in Texas, and you will assume that you have been hired by that business to develop a promotional strategy ( Choose a business that is generally well-known and liked in Texas, but which could benefit by increasing sales from existing customers and attracting new customers).

Then, review the promotional mix elements and develop your promotional strategy utilizing the elements of the mix that are most appropriate for your offering (Minimum 500 words).

You are basically writing a promotional strategy for companies that are doing business in Texas (AT&T, Tesla, H.E.B, Nike, Wholefoods, Six Flags, etc.). Or you can choose any specific product line or brand that the company manages (e.g., H.E.B’s Central market ) and then write your promotional strategy for those offerings.

For example, you can determine where they are in terms of product life cycle and suggest relevant promotional strategies for them. You can also use the AIDA model to create your content, or you can compare a couple of promotional elements and justify which one works best for the brand or company. Review LO15-2 (Page 410 in our text) for further information.

 

Describe your IMC objectives. Write out a message you would like to communicate to your market segment. Identify all media you plan to use and justify your media choices.

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Unit 6 Assignment

Positioning, Branding, and IMC Strategy Evaluation

In this unit you will evaluate your branding strategy, product positioning strategy, and integrated marketing communication (IMC) strategy.

Each of these marketing elements can be evaluated in-depth, but in this exercise, you will out outline your mix elements and then evaluate the synergies created by your mix elements as related to the market segments you have identified in Unit 3 (READ ATTACHMENT LABELED UNIT 3 ASSIGNMENT).

This assignment will have you create strategies for your primary market identified in Unit 3 (READ ATTACHMENT LABELED UNIT 3 ASSIGNMENT). It is important for you to justify your strategic decisions based on relevant research from credible sources (PEER REVIEWS OR ACADEMIC JOURNALS).
Ultimately, you will need to convince others of your strategy. These others could be marketing managers, investors, bankers, etc.
Be sure you use the supplemental text Marketing: An Introduction by: M. C. Cant and the supporting unit material in developing your strategy. (ATTACHED LABELED UNIT6SUPPTEXT)

These same questions can be used to evaluate competitive products and can give you a basis for analyzing their competitive strengths and weaknesses.

Positioning

A positioning strategy would normally be based on consumer research and the companies desired for a perceptual position in the customer’s mind. Customers will normally use a multi-attribute model in their purchase decision. This basically means that there is normally more than one criterion that are used in the purchase decision. The first part of this assignment is to determine the two most important criteria used in the purchase process. The two criteria will be used in the positioning map design below. The most important part of this part of the assignment is to justify your positioning map.

Note: This positioning map is created in Word’s Drawing Canvas. It works like a drawing canvas in PowerPoint or other Microsoft tools. You can click on each graphic and edit the text. You can move and resize each bubble to represent the relative position and size of the market share. When you are working in the drawing canvas, you can click on the outside border and copy and paste as a drawing canvas or picture.

I. Positioning Strategy

SBU Position Desired in The Marketplace: (How should the project SBU be positioned in the marketplace? This summarizes your branding strategy.) (½ page)

Identify and justify Anchor Elements 1 & 2 for a positioning map: (Justify why you chose the anchor elements. They should be related to the primary customer choice elements identified in Unit 3 (ATTACHED UNIT 3 ASSIGNMENT). The anchors have two sides, Element 1, Element 2 opposite.) (½ page)

Justify the SBU and Competitive positions: (Place and resize the SBU bubbles. Justify why you think these positions and sizes reflect actual positions.) (½ page)

Strategic Implications from the Positioning Map: (Describe the strategic implications from the map you have created including recommendations for changes in position.) (½ page)

Positioning Map USE POSITIONING MAP ATTACHED IN FILES TO PUT INFO IN. THAT COUNTS AS PART OF THE PAGES.

Note: This positioning map is created in Word’s Drawing Canvas. It works like a drawing canvas in PowerPoint or other Microsoft tools. You can click on each graphic and edit the text. You can move and resize each bubble to represent the relative position and size of the market share. When you are working in the drawing canvas, you can click on the outside border and copy and paste as a drawing canvas or picture.

II. Branding

Your branding strategy supports your desired SBU market position. Branding is a multi-faceted process to support your marketing mix strategy. Respond to each of the branding elements in the table below.

Branding Strategy ((Describe and evaluate the brand features for your SBU.) Include:
Brand Name (Brand Name Strategy: Corporate umbrella, Family brands, individual brands, etc.)
Brand Mark/Packaging (½ page)
Other Brand Attributes (½ page)
Other Relevant Branding Strategies (½ page)
Describe and evaluate the brand equity strategy for your SBU. (Justify how your strategies above increase the overall value of your brand.) (1 page)

III, Integrated Marketing Communication Strategy

To this point, you have evaluated the marketing mix product, price, place concepts (Unit 5)(RELATED ORDER 781585) and the target market (Unit 3)(ATTACHED UNIT 3 ASSIGNMENT) for your SBU. You have also looked at your product position and branding strategy. You will now develop an integrated marketing communication (IMC) campaign to support these strategies.

An effective IMC campaign should be based upon firm communication goals and objectives. The communication system for a business requires that the message should be complex and include factors such as business and product positioning, competitive advantage, competition, the segment to be to communicate to and how can that message best reach the market.

The full development of promotional strategies requires setting marketing objectives and advertising objectives, developing a communication message, evaluating media, determining the communication message, and developing the advertisement.

IMC Strategy

IMC Objectives: (Describe your IMC objectives {such as to inform about X, persuade the customer to…, remind about X}. Justify your objectives given your target market and SBU.) (½ page)
Communication Message: (Write out a message you would like to communicate to your market segment. This could include information from Tables 1 & 2 above such as branding, positioning, and communicating a competitive advantage over the competition.) (½ page)
Media Strategy: (Recommend a media strategy that would carry your message identified above. This could include a sales strategy. A media strategy should include more than just one media outlet. Identify all media you plan to use and justify your media choices.) (½ page)
Justification: (Justify the overall rationale for the IMC strategy you have recommended above. This should include references to sources of information to back up your ideas.) (1 page)

Identify your unit of analysis. Evaluate the branding strategy used by this purchase unit of analysis. Describe how your purchase SBU is positioned against its competitors.

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Unit 6 Discussion

Directions

For this discussion assignment you will analyze your “second most favorite” primary product purchase business or category. For “second most” you cannot use Amazon.com, Target, or Walmart in your analysis. These would be used by too many students as either first or second choice. You will analyze your second most primary product purchase business or category using the concepts outlined in this unit.

The reason for the above is to have you review the IMC strategy of an existing firm you are familiar with. You will look at your own SBU in this unit’s assignment for branding, positioning and IMC strategy. This discussion gives you an opportunity to see your peers perspectives on these topics.

Initial Post

Initial Post

You should follow the instructions below for your evaluation post and your peer responses.

Discussion Issues

Identify your unit of analysis (second most primary purchase). This could be a specific company or a product category, such as grocery stores. (Paragraph)

Evaluate the branding strategy used by this purchase unit of analysis. (You should use the most relevant concepts outlined in this unit’s assignment branding concepts table to provide depth.) (Around 3 paragraphs)

Describe how your purchase SBU is positioned against its competitors. Use a positioning chart or verbal description. Justify your analysis. (Around 3 paragraphs)

Evaluate the IMC strategy used by this purchasing choice and make recommendations for improvement. (Around 3 paragraphs)

Analyze Price Elasticity Factors. Describe the Current Distribution Channel. Describe the Distribution Strategy. Describe Any Current or Anticipated Channel Management Issues.

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Unit 5 Product Mix ‘ Evaluation Strategy

I. Product Strategy

MY SBU IS GM'S ELECTRICAL VEHICLES. MAKE SURE TO REVIEW THE 4 ATTACHED DOCUMENTS TO MAKE SURE THIS DOCUMENT ALIGNS WITH THE OTHER 4. MAKE SURE SOURCES ARE FROM CREDIBLE OUTLETS SUCH AS PEER REVIEWS OR ACADEMIC JOURNALS.

Product Description: (This is to help you identify this product you are analyzing for your SBU (½ page)

Type of goods offered by your SBU: (Describe and justify if these are convenience goods, shopping goods, specialty goods, or industrial goods. You need to use these terms as outlined in the unit material.) (½ page)

Core Product Benefits the Target Market Receives from the Products in the SBU: (These are the connection to value considerations (core, supplemental, experiential/symbolic attributes, and the primary utility reasons why a consumer purchases this product. Use the course textbook and supplemental textbook as a guide. Analysis for your SBU should be based on research to avoid your own biases.) (½ page)

Augmented part of the Products offered by the SBU: (Describe what is added to the core benefits to create a larger product concept including a customer service strategy.) (½ page)

Strategic Implications of your product analysis (½ page)

II. Price Analysis

Analysis of Pricing Objectives for the Products Outlined Above: (Price-oriented, sales-oriented, status quo, etc.) (½ page)

Analyze Price Elasticity Factors: (Buyer’s perceptions and preferences, alternatives or substitutes, buyer’s ability to pay, percent of income, etc. You should justify if you believe these have primarily demand elasticity or inelasticity.) (½ page)

Justify a Recommendation for a Pricing Strategy: (Demand-Based, Cost-Based,
Competition Based, Price-Discounting Strategy.) (½ page)

Strategic Implications of your product analysis (½ page)

III, Place (Distribution) Strategy

Describe the Current Distribution Channel: (Starting on page 201 of your supplemental text.)(ATTACHED) (½ page)
Describe the Distribution Strategy: (Starting on page 203 of your supplemental text.) (ATTACHED) (½ page)

Describe Any Current or Anticipated Channel Management Issues: (Include cooperation and conflict issues, logistical changes or challenges, and any other current and future channel management issues.) (½ page)

Strategic Implications of your product analysis (½ page)

IV. Evaluation

List the major direct and indirect competitors for this offering: (This can include specific companies by name or by product categories) (1 page)

Competitive Advantages or Competitive Weaknesses from What You have Outlined Above: (This should reflect both consumer perceptions of strengths and weaknesses and in relation to major competitors.) (1 page)

Create a marketoon in a humurous way. Marketoons illustrate concepts about marketing.

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Marketoons

Create a marketoon in a humurous way. Marketoons illustrate concepts about marketing.

The explanation provides insight into what the issue is.

An out of the box way to demonstrate your understanding of the concept

 

What is the difference between CRM and CEM? For what kind of companies/industries do you think customer experience can be an ideal or suggested segmentation basis? Do you think Customer Experience Management can be applied more effectively in Service Sector than Manufacturing Sector?

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Market Segmentation and Strategic Targeting

  1. What are the conventional bases of segmenting the target audience? What relevance do segmentation platforms like Demographic, Geographic, Psychographic and Behavioral (including VALS & PRIZM models) hold in the wake of increased competition, private label proliferation, rivalry from unorganized sector and e-tailing gaining traction?
  2. How do you characterize the nature of competition (between the companies in an industry and also the intense rivalry from private labels/unorganized sector) and the efficacy of segmentation bases?

III. On what basis do you think the companies/in the industries featured in the Exhibit I of the case study across the product-price pyramid have segmented their markets, targeted their customers and positioned their products?

  1. What is the difference between CRM and CEM? For what kind of companies/industries do you think customer experience can be an ideal or suggested segmentation basis?
  2. Do you think Customer Experience Management can be applied more effectively in Service Sector than Manufacturing Sector?
  3. In the wake of experience economy, should customer experience be looked at as a complement or a substitute for the existing segmentation bases?

Mandatory Readings

  • Leon G. Schiffman, et al., “Market Segmentation and Strategic Targeting”, Consumer Behavior, 10th

Edition, Pearson Publications, 2010 – To understand the efficacy of designing and delivering unique ‘customer experience as the basis of consumer segmentation

  • B. Joseph Pine II and James H. Gilmore, “Welcome to the Experience Economy”, Harvard Business Review, July-August 1998
  • Theodore Kinni, “What Experience Would You Like with That?”, Strategy + Business, Booz & Co, August 24th

2010 – To understand the basic tenets of customer experience as the major differentiator for companies