Reference no: EM131262036
MARKETING PLAN EXERCISE Once you've completed the marketing plan exercise for each chapter in Part 2 of this textbook, you can complete the Part 2 Marketing Planning Worksheet on your companion Web site at www.cengage.com/marketing/lamb. Complete the following exercises to continue the marketing plan you began:
1. To whom does your company market (consumer, industrial, government, not-for-profit, or a combination of targets)? Within each market, are there specific segments or niches that your company can concentrate on? If so, which one(s) would you focus on and why? What are the factors used to create these segments?
What are the Internet capabilities in those markets? If you try to encourage those segments to access your product or service via the Internet, will that change which segments are most important to your business? How? What are the factors used to create these segments? Which segments should your company focus on and why?
2. Describe your company's target market segment(s). Use demographics, psychographics, geographics, economic factors, size, growth rates, trends, NAICS codes, and any other appropriate descriptors. What role does the Internet play in your target market's life? How is the target market for your Internet business different from that of a traditional business in your market?
3. Using the list of key competitive advantages you described in Part 1 of your marketing plan, create a series of positioning grids, using two factors each as dimensions. (See grids in LO9 in your textbook, for an example.) Then plot the list of key competitors you identified earlier onto these positioning grids. Is your company too close to a key competitor?
Are there spaces where the consumer needs and wants are unsatisfied? Consider how the Internet changes what factors are important to your success in your market space. Is technology the most important factor for your firm, or are there other ways for you to differentiate from and beat your competition?
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Write a short statement that describes the overall position
: Write a short statement that describes the overall position of each product with an explanation of why you located it where you did on the perceptual map.
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Describe the details of your marketing strategy
: Do you have long terms goals as they relate to marketing and sales? For example, do you want to be a national brand sold in 50% of all mass merchandisers or do you want to be one of the Top 100 paid apps at iTunes?
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Is marketing tobacco products to younger consumers unethical
: Is marketing tobacco products to younger consumers unethical? - Is it unethical for fast-food companies to market kids' meals to children?
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Discuss conditions under which this statement may be correct
: Using what you know about the relationship between molecular weight and lipophilicity and skin permeation, discuss the conditions under which this statement may be correct.
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Describe your companys target market segment
: Describe your company's target market segment(s). - How is the target market for your Internet business different from that of a traditional business in your market?
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Which statement seems to you most useful
: Which statement seems to you most useful? If, due to time constraints, your organization could only prepare one financial statement, which one-balance sheet, statement of income, or statement of cash flow-would you recommend? Why?
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Which statement seems to you most useful
: Which statement seems to you most useful? If, due to time constraints, your organization could only prepare one financial statement, which one-balance sheet, statement of income, or statement of cash flow-would you recommend? Why?
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What was the goal of the human genome project
: What was the goal of the Human Genome Project? What makes you, you? Where do the instructions that make you, you come from? What are these instructions stored on?
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Consumer that the coca cola company is targeting
: What types of demographic segmentation is each product's marketing most likely to include? - Which Coca-Cola products are most likely to lose customers to Coke Zero?
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