MP Assignment 2 Essay paper

MP Assignment 2

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Marketing Plan – Section 2 – Due July 1, 2022

Textbook: Roger Kerin and Steven Hartley.  Marketing: The Core. (9th ed.) McGraw Hill Education. ISBN # 978-1-2652-6714-8.

1. Title Page

   II.  Please make sure to include your marketing plan part one here. This is an ongoing working document. Please update with any additional changes that were recommended from the grading rubric in part 1 if needed.If you need to make any changes based on instructor feedback from part 1 please make sure to highlight the areas that you changed or added – this is very important so I can easily go back and find what is new content.

III.  Global Customers and Markets (Chapter 6 – #1,2,3) – Does your marketing plan involve reaching global customers outside the United States? If the answer is no, please explain in detail why. If the answer is yes please complete a,b, and c.

1.   What features of your product are especially important to potential customers?
2. In which countries do these customers live?
3. What are special marketing issues involved in trying to reach them? MP Assignment 2

Please complete this Market Segmentation assignment. Here is a video link to help you understand this portion of the assignment.

https://youtu.be/9ndlQGppXHQ

1. Target Market Segmentation (Chapter 8 – # 1, 2, 3, 4)
2. Define the market segments (rows in your product market grid) using the bases of segmentation used to segment consumer and organizational markets
3. Define the groupings of related products (the columns in your grid)
4. Form your product/market grid and estimate the size of the market in each market-product cell
5. Select the target market segments on which to focus your efforts on your marketing program MP Assignment 2

Marketing Plan – Section 3

1. Title Page
2. Please make sure to include your marketing plan part 1 and 2. This is an ongoing working document. Please update with any additional changes that were recommended from the grading rubric in part 1 and 2. If you need to make any changes based on instructor feedback from part 1 please make sure to highlight the areas that you changed or added – this is very important so I can easily go back and find what is new content.

III.  Product Life Cycle (Chapter 10)

1. Identify (a) its stage in the product lifecycle and (b) key marketing actions that might be appropriate (See figure 10-1, page 268).

1. Develop (a) branding and (b) packaging strategies, if appropriate for your offering.  MP Assignment 2
2. Pricing (Chapter 11)
3. In starting to set a final price, think about your customers and research your competitors’ prices then set three possible prices.
4. Using your best judgment select one of the three prices as your final price – provide justification for your choice.
5. Marketing Channel (Chapter 12,13)
6. Discuss the marketing supply chain of your business, product, or service. Where will your product be available to customers?

Marketing Plan – Section 4

1. Title Page
2. Please make sure to include sections 1, 2, and 3 of your marketing plan. This is an ongoing working document. Please update with any additional changes that were recommended by the grading rubrics, again remember to highlight any changes.
3. Interactive and Multi-media Marketing (Chapter 14)
   1. Assume that your product/company will have a Website.

1. 1. 1. Describe how each Website element will be used to create a customer experience – context, content, community, customization, communication, connection, and commerce.
      2. Identify a company’s Web site that best reflects your Website conceptualization
      3. Take a screenshot (function + insert/prt sc) – takes a copy and then you will (ctrl + v) to paste into your paper

4. Promotion Strategy (Chapter 15)
   1. Specify the promotion objectives (These should be based on the goals previously set and considering where your product is in the Product Life Cycle)
   2. Describe what your overall consistent message will be throughout your advertising.
   3. Advertising, Promotions and Public Relations (Chapter 16)
5. Use Figure 15-2 on page 406 to select the advertising media you will include in your plan by analyzing how combinations of media (e.g. television and Internet advertising, radio and yell page advertising, etc) can complement each other.
   1. Select your consumer-oriented sales promotions activities (coupons, premiums, contests, sweepstakes, loyalty programs, point-of-purchase displays, rebates, and/or product placements) will be used if any
   2. Specify which trade-oriented sales promotions will be used if any
   3. Discuss any public relations that you might do if any.

** NOTE:  Provide a description of each activity and provide specific ideas – do not just list your choices.  Example Product X will be advertised in People Magazine during the month of May because the target market reads people magazine and many people buy Product X during the month of May. Schedule Identify times of the year, day, weekMP Assignment 2, month etc. that would be ideal times for you to market your product.

6. Using Social Media to Connect with Consumers (Chapter 17)

1. 1. 1. Identify which social media networks would be most useful and give your reasons.

2. Briefly describe (a) how you would use this social network to try to increase sales of your products and (b) why you expect target market customers to respond to it.

• Evaluation

• 1. 1. Describe what tools will be utilized to evaluate the effectiveness of your marketing plan.

• Budget
  1. Provide a detailed budget/cost of the marketing campaign
  2. Conduct research to determine the cost of each marketing activity in order to provide a close estimate of the actual cost of the marketing campaign.  Provide an estimate if actual prices are not available.

1. Bibliography – Utilize APA style citation and be sure to cite sources in the text as well as in the bibliography.

MP Assignment 2