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Homework answers / question archive / 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
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:
Consumer Behavior:
Product or Service:
Price:
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 ManagementMarketing Plan Analysis and Presentation: Part 2 – Research Template Directions: Using the company and research sources from the Topic 2 assignment as a starting point, conduct additional research to acquire information related to consumer behavior, product or service, and price associated with the company you selected. In the “Research Summary” section, discuss how the company could use these types of research findings to develop a marketing plan in order to meet the company marketing objectives and business needs. Information to be Researched Describe the customer segments and target markets. Research Findings Resource Citation Information 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. Describe the product mix. Describe the product lines. Describe the service processes. © 2019. Grand Canyon University. All Rights Reserved. Discuss physical evidence of service, service scape, and ambiance. Discuss the roles of company employees in service delivery. Define the company’s pricing objectives and discuss whether the objectives are profit- or sales-oriented. Provide an example of current company pricing strategies. Describe pricing tactics (discounts, etc.) that are used to drive short-term demand Research Summary: In 250 words, discuss how the company could use these types of research findings to develop a marketing plan in order to meet the company's marketing objectives and business needs. 2 Course Code MKT-315 Class Code MKT-315-O500 Criteria Group 1 Percentage 100.0% Research Findings 40.0% Research Summary and Speaker Notes (C 2.1) 35.0% Presentation of Content 5.0% Layout 5.0% Language Use and Audience Awareness (includes sentence construction, word choice, etc.) 5.0% Mechanics of Writing (includes spelling, punctuation, grammar, language use) 5.0% Documentation of Sources (citations, footnotes, references, bibliography, etc., as appropriate to assignment and style) 5.0% Total Weightage 100% Assignment Title Benchmark - Marketing Plan Analysis and Presentation: Part 2 – Product or Service and Price 1: Unsatisfactory (0.00%) Research findings are not included. Research summary and speaker notes discussing how the company could use research findings to develop a marketing plan to meet the company marketing objectives and business needs are not included. The content lacks a clear point of view and logical sequence of information. Includes little persuasive information. Sequencing of ideas is unclear. The layout is cluttered, confusing, and does not use spacing, headings, and subheadings to enhance the readability. The text is extremely difficult to read with long blocks of text, small point size for fonts, and inappropriate contrasting colors. Poor use of headings, subheadings, indentations, or bold formatting is evident. Inappropriate word choice and lack of variety in language use are evident. Writer appears to be unaware of audience. Use of primer prose indicates writer either does not apply figures of speech or uses them inappropriately. Slide errors are pervasive enough that they impede communication of meaning. Sources are not documented. Total Points 90.0 2: Less than Satisfactory (65.00%) Research findings are incomplete or incorrect. Research summary and speaker notes discussing how the company could use research findings to develop a marketing plan to meet the company marketing objectives and business needs are incomplete or incorrect The content is vague in conveying a point of view and does not create a strong sense of purpose. Includes some persuasive information. The layout shows some structure, but appears cluttered and busy or distracting with large gaps of white space or a distracting background. Overall readability is difficult due to lengthy paragraphs, too many different fonts, dark or busy background, overuse of bold, or lack of appropriate indentations of text. Some distracting inconsistencies in language choice (register) or word choice are present. The writer exhibits some lack of control in using figures of speech appropriately. Frequent and repetitive mechanical errors distract the reader. Documentation of sources is inconsistent or incorrect, as appropriate to assignment and style, with numerous formatting errors. 3: Satisfactory (75.00%) Research findings are partially complete and correct. Research summary and speaker notes discussing how the company could use research findings to develop a marketing plan to meet the company marketing objectives and business needs are included but lack explanation and relevant supporting evidence. The presentation slides are generally competent, but ideas may show some inconsistency in organization and/or in their relationships to each other. The layout uses horizontal and vertical white space appropriately. Sometimes the fonts are easy to read, but in a few places the use of fonts, italics, bold, long paragraphs, color, or busy background detracts and does not enhance readability. Language is appropriate to the targeted audience for the most part. Some mechanical errors or typos are present, but they are not overly distracting to the reader. Sources are documented, as appropriate to assignment and style, although some formatting errors may be present. 4: Good (85.00%) Research findings are mostly complete and correct. Research summary and speaker notes discussing how the company could use research findings to develop a marketing plan to meet the company marketing objectives and business needs are complete and includes explanation and relevant supporting evidence. The content is written with a logical progression of ideas and supporting information exhibiting a unity, coherence, and cohesiveness. Includes persuasive information from reliable sources. The layout background and text complement each other and enable the content to be easily read. The fonts are easy to read and point size varies appropriately for headings and text. The writer is clearly aware of audience, uses a variety of appropriate vocabulary for the targeted audience, and uses figures of speech to communicate clearly. Slides are largely free of mechanical errors, although a few may be present. Sources are documented, as appropriate to assignment and style, and format is mostly correct. 5: Excellent (100.00%) Research findings are complete and correct. Research summary and speaker notes discussing how the company could use research findings to develop a marketing plan to meet the company marketing objectives and business needs are extremely thorough and include substantial explanation and relevant supporting details. The content is written clearly and concisely. Ideas universally progress and relate to each other. The project includes motivating questions and advanced organizers. The project gives the audience a clear sense of the main idea. The layout is visually pleasing and contributes to the overall message with appropriate use of headings, subheadings, and white space. Text is appropriate in length for the target audience and to the point. The background and colors enhance the readability of the text. The writer uses a variety of sentence constructions, figures of speech, and word choice in distinctive and creative ways that are appropriate to purpose, discipline, and scope. Writer is clearly in control of standard, written, academic English. Comments Sources are completely and correctly documented, as appropriate to assignment and style, and format is free of error.
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