Reference no: EM131174674
The purpose of this assignment is to synthesize your learning and apply concepts, models, and psychological theories to consumer behavior and marketing strategy. You are in a creative role and a critical thinking role. The assignment has the mission of introducing you to the work of the marketing strategist as a consultant, as a creator, as a planner, and as a researcher.
Selection. Select a product or service (referred to hereafter as product) that strongly interests you.
Imagination. You are hired as a consultant with a very large marketing budget. Your task is to make this product rapidly successful.
Organize your Plan. In an orderly, logical, and well-organized paper, address the following items that will build your strategy for marketing this product. You do not need to follow the order of the items as mentioned; part of your task is to arrange these topics in a way that follows the logic of your strategy for this product. Not all of the following considerations will apply to your product marketing strategy, but most will. You will want to select a manageable number of these items; a maximum of eight items should be sufficient to develop a meaningful strategy.
• Describe the product in detail. Make the reader "see the product" and "feel the service."
• Which are the targeted market segments? Two will be sufficient. Explain. What research went into determining these segments as the best ones?
• How will you position this product? Which brand image and brand equity will you develop?
• How will you motivate the consumers in each segment to buy? What perceptions, memory, and learning concepts will be useful to enhance the attractiveness of the product?
• What decision making rules do you foresee for these consumers?
• What problems will these consumers likely face when considering your product? How will you resolve these problems to free the consumers to purchase?
• Which attitude models will apply to your product and market segments? How can you facilitate attitude change?
• Which subcultures are particularly attractive as market segments? Why?
• Are there environmental and "green" issues to be addressed? Which ones? How will they be addressed?
• Which family types and household types will more likely be interested in your product? Why? How will you reach them?
• Which consumer lifestyles will be most likely to consider purchasing your product? Bring VALS System and/or PRIZM to bear on your analysis.
• Which outlets will be more suitable for your product?
• How will Diffusion of Innovation affect your product? What can you do to increase the word-of-mouth and the effectiveness of taglines?
• Can organizations be buyers of your product? What special promotions would you consider to entice organizational buyers?
• What are some of the post-purchasing issues that can hamper or enhance the rapidity of repeat sales of your product? How will you treat dissatisfied or disappointed customers?
Your marketing strategy should be 3000 words, excluding cover page, reference list, and appendices.. Editing is a good skill. At least nine references must be included. APA format for this paper.
Find the horizontal asymptote
: Find the horizontal asymptote x-->8 and then describe what this means in practical terms. F(x) =150x +120/0.5x +1; the number of bass, f(x) after x months in a lake that was stocked with 120 bass.
|
Fill in the table of values for the function
: Fill in the table of values for the function, and give a short interpretation for each point. How long will it take for the rocket to return to the ground?
|
Determine factors that will influence demand for products
: Determine the factors that will influence demand for their products. Determine the factors that will influence supply of their products.
|
What division of seats maximizes gate receipts
: Suppose that a stadium can hold 60,000 people instead of 30,000. If "W" seats are allocated to Wiffle supporters, each can be sold for 20-W/2000. And if "M" seats are allocated to Masher supporters, each can be sold for 24-M/3000. What division of se..
|
How will you motivate the consumers in each segment to buy
: How will you motivate the consumers in each segment to buy? What perceptions, memory, and learning concepts will be useful to enhance the attractiveness of the product?
|
Distinct vertices u and v
: A tournament is a directed graph where between every two distinct vertices u and v, there is either an edge from u to v or an edge from v to u, but not both. Prove that every tournament has a Hamiltonian tour. (Hint: use induction on |V |, and sho..
|
How many pairs of shoes will the firm produce
: XYZ is a small leather shoes manufacturing company. The market for the brand of shoes produced by XYZ is highly competitive, currently selling for $100 per pair. XYZ's total and marginal cost functions are as follows: C(Q) = 1,000,000 + 0.01Q2 MC = 0..
|
What effect did flood have on western digital
: What effect did this flood have on Western Digital and Honda as organizations?- How should Western Digital and Honda solve their current supply chain disruption problems?
|
Discuss the differences in primary and secondary research
: Write a 1-2 page paper in which you differentiate among the research tools used in primary and secondary research. In your paper, discuss the differences in primary and secondary research when using qualitative and quantitative approaches and indi..
|