MKT 575 Entire Course
For more classes visit www.snaptutorial.com MKT 575 Week 1 Marketing Strategy Analysis
MKT 575 Week 2 Challenging Consumer Marketing Pitch Deck
MKT 575 Week 3 Marketing Research Brief
MKT 575 Week 3 Buyer Behavioral Memo
MKT 575 Week 4 New Product Launch Analysis
MKT 575 Week 5 Customer Loyalty Branding Strategy
MKT 575 Week 5 Brand Strategy Presentation (Amazon)
MKT 575 Week 5 Brand Strategy Presentation (Nike)
MKT 575 Week 6 Signature Assignment: Strategic Integrated Marketing Plan
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MKT 575 Final Exam Guide (New, 2018)
For more classes visit www.snaptutorial.com Typically, the difference between the planned marketing strategy and the strategy that actually takes place is: independent of marketing implementation. caused solely by changes in customer behaviors. typically caused by unexpected competitive activity. caused by managerial mistakes, not by changes in the firm’s internal or external environments. caused by the way the planned marketing strategy is implemented. is a broad concept that relates to an organization’s obligation to maximize its positive impact on society while minimizing its negative impact. Social responsibility
Marketing ethics Social engineering Strategic philanthropy Corporate philanthropy A vision statement answers which of the following statements? How can we serve our target markets? What are our goals? Which is our market position? What do we want to become? What business are we in? Among the fundamental changes to marketing and business practice in today’s economy is the dramatic increase in the availability of information. This increase in information has created a shift in the balance of power in the supply chain. Who now holds most of the power in today’s economy? wholesalers customers market research firms retailers manufacturers All organizations need a __________, the central scheme for utilizing and integrating resources in the areas of production, finance, research and development, human resources, and marketing to carry out the organization’s mission and achieve desired goals and objectives. cross-functional goal
corporate strategy corporate mission cross-functional strategy marketing strategy When a firm begins to charge high fees for additional services to nonprofitable customers, it has determined that the __________ of those customers is too low to warrant added efforts at maintaining a relationship with them client value 80/20 value relational value lifetime value market share With respect to the consumer buying process, __________ is perhaps the most important factor that affects the time, effort, and expense dedicated to the search for information. the consumer’s brand loyalty the degree of risk the consumer’s expertise the extent of product differentiation the degree of competition Many firms attempt to distinguish or differentiate their product offerings through the use of __________ strategies. This involves establishing a mental image of the product offering relative to competing offerings in the minds of target buyers.
comparative product positioning branding perceptual marketing image marketing When a firm analyzes its objectives and performance, availability of resources, structural characteristics, and organizational culture, the firm is most likely examining its: external environment. mission statement. external environment. internal environment. strategic environment. Which of the following IS NOT a purpose of a marketing plan? It specifies the expected outcomes of the plan. It describes specific actions that are to take place. It explains the present and future situations of the organization. It explains how marketing activities mesh with other functional areas. It identifies resources needed to carry out the plan. Which of the following relationship strategies is most likely to be used by a health club as it tries to create social bonds with its clientele? family discount programs customer reminder notifications
personalized training membership programs Coupons In times past, developing and implementing the “right” marketing strategy was all about __________. In today’s economy, however, that emphasis has shifted to developing strategies that attract and retain customers over the long term. conducting extensive research to discover customer needs aggressive direct selling in order to maximize sales volume making products of moderate quality that could be sold at the lowest possible price making the highest quality product creating a large number of transactions in order to maximize the firm’s market share In the competitive sports drink market, Gatorade pays very close attention to the activities of Powerade, a major __________ competitor that markets drinks that are similar in features and benefits. direct total budget product brand generic Branding strategy involves much more than developing a clever brand name or brand mark. To be truly effective, a brand should succinctly capture the total offering in a way that:
clearly ties the brand name together with the brand mark. utilizes at least 5 brand attributes. clearly distinguishes it from competiting offerings. associates the brand with a customer emotion such as happiness or love. answers a question in the customer’s mind. Many large firms, such as Walmart, Home Depot, Lowe’s, and Barnes & Noble, have been accused of predatory pricing because their business practices have put many local, mom-and-pop firms out of business. In reality, these large firms are not necessarily guilty of predatory pricing. Why? Because the courts have found little evidence that predatory pricing has occurred. Because the weak marketing activities of the local firms are to blame. Because the large firms have efficient cost structures and lower variable costs. Because the large firms are more guilty of superficial discounting than predatory pricing. Because the large firms simply have stronger brand equity than local firms. Marketing implementation is critical to the success of any firm. Simply put, implementation refers to: deciding who will actually write the marketing plan. the process by which the marketing strategy will be developed. how the marketing plan will be put into action. the process by which employees learn about the marketing strategy.
how the marketing plan will be approved by top management. All of the following are benefits of SWOT analysis EXCEPT: It can reduce costs associated with strategic planning It promotes collaboration and open information exchange It can synthesize and integrate diverse information Its structured nature ensures that data and information are correctly categorized. It is simple to use and requires no extensive training or skills. With respect to conducting a situation analysis, which of the following IS NOT one of the four important issues to keep in mind? Conducting a situation analysis is a challenging exercise. All bits of data are relevant no matter how minor they may seem. The benefits of analysis must outweigh the costs. Data are not the same as information. Analysis alone is not a solution. What might be the problem with only taking the customer’s perspective? Taking a customer perspective involves a lot of costs and resources. Adopting a customer perspective doesn’t usually translate into insightful information. Customers do not see behind the scenes to understand the firm’s characteristics. Customers often take a generic analysis of the organization. The information is more constructive than descriptive.
If you purchase a notebook computer from Dell, you will note several brand insignias on the outside, such as Dell, Intel, and Microsoft Windows. What type of branding strategy does this example represent? brand licensing co-branding brand collaboration brand affinity co-marketing In terms of SWOT analysis, when does a strength become a capability of the firm? when the strength cannot be copied by competitors when the strength can be supported by sufficient resources when the strength can be tied to satisfying a customer need when the strength can be connected to a second strength when the strength stands alone without any corresponding weaknesses Which of the following IS NOT a challenge associated with being ethical and socially responsible? Most employees perceive that the values of honesty, respect, and trust do not apply to the workplace. When personal values are inconsistent with the configuration of values held by the work group, ethical misconduct may increase. A person’s experiences and decisions at home, in school, and in the community may be quite different from the experiences and the decisions he or she has to make at work.
Individuals who have limited business experience often find themselves required to make sudden decisions concerning marketing’s gray areas. Business decisions involve complex and detailed discussions in which correctness may not be so apparent. Which of the following is the best example of a brand mark? WD-40 Nike’s swoosh 7-Eleven BMW Honda From the viewpoint of the consumer buying process what is the difference between a need and a want? Needs are based on discrepancies between actual and desired satisfaction, whereas wants occur relative to specific products that can fulfill a need. Needs are absolute necessities, whereas wants are discretionary. Needs focus on specific elements of a product’s quality, whereas wants are related to the “extras” that add value to the product Needs are related to specific products, whereas wants occur only when the consumer has the ability to purchase the product. Needs and wants are essentially the same, except that consumers will pay more for products they need. Whether at the corporate, business-unit, or functional level, the planning process always begins with an in-depth: assessment of the organization’s resources..
strategy for achieving growth. statement of the organization’s competitive advantages. statement of goals and objectives. situation analysis Which of the following changes occurring in today’s economy has NOT been caused by the growth of the Internet? rising prices for most products shifting demand patterns privacy and security concerns increase in product selection audience and media fragmentation One of the links between strategic planning and marketing implementation is interdependency which refers to the fact that the strategic planning process depends entirely on marketing implementation. both strategy and implementation must adapt to environmental changes. both strategy and implementation must constantly evolve. the marketing plan affects how it will be implemented, and implementation affects the marketing plan. strategic planning cannot occur without marketing implementation, and vice versa. The consumer buying process begins when: marketing research discovers a new, untapped market segment.
merchants offer goods and services for sale. consumers begin to seek information about an upcoming purchase. a manufacturer develops a new product. consumers recognize that they have unsatisfied needs. Although mass media audiences are becoming increasingly fragmented media fragmentation does have a major advantage. What is this advantage? It is much easier to measure feedback from mass media audiences. Consumers are now highly susceptible to online advertising. It now costs less to reach a mass audience. It is now easier to reach small, highly targeted audiences. Consumers are now much more receptive to television advertising. __________ is defined as a business philosophy aimed at defining and increasing customer value in ways that motivate customers to remain loyal. Customer relationship management Lifetime value management Customer orientation Market orientation Retention management
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MKT 575 Week 1 Marketing Strategy Analysis
For more classes visit www.snaptutorial.com MKT 575 Week 1 Marketing Strategy Analysis Purpose of Assignment Before selling a product or service, most successful firms throughout the world create marketing strategies, goals, and objectives. These crucial marketing goals and objectives provide a road map for the entire organization as they strive to satisfy the needs of customers and prospective customers in select target markets. Assignment Steps Conduct a marketing strategy analysis of your company or your division in a larger company: • Search in the University Library. • Determine whether the business will meet its marketing goals and objectives from your analysis. Present your findings in a 1,050-word analysis, including the following: • Your conclusions of whether or not the company’s current marketing plan is meeting the needs of its client base. • Is the current marketing plan consistently adding new customers?
• Offer your analysis of how the marketing team’s objectives are currently (or currently not) supporting the organization’s objectives. • Your estimation of whether or not current marketing strategies and tactics are supported and carried out by the company’s employees. Include at least two references from the University Library. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 2 Challenging Consumer Marketing Pitch Deck
For more classes visit www.snaptutorial.com MKT 575 Week 2 Challenging Consumer Marketing Pitch Deck Purpose of Assignment The purpose of this assignment is to help students appreciate how marketers today are challenged with greater audience and media fragmentation than ever before and that they must recognize and
resolve the dilemma of how customers spend more time today with interactive media and less time with traditional media. By creating a challenging consumer marketing pitch deck, students can show how to target fragmented audiences with a strategically targeted marketing campaign. Assignment Steps Resources: Microsoft® PowerPoint® Prepare a 15- to 20-slide Microsoft® PowerPoint® presentation for your own new business or a division of a larger company demonstrating how you will position and differentiate your product offering for that target market, using an organization or company of your choosing. Include in your presentation: • Create an effective positioning statement for your selected organization. Pay careful attention to the brand and overall marketing strategy. • Create a brief portrait of the ideal client and what makes the demographic challenging. Determine his or her key buying behaviors and decision motivators. Include an analysis of cultural, social, personal, and psychological factors. • Show a selection of electronic or print media you will use to employ your message. • Create a brief message effectively differentiating the product or service and overall brand image from the competition. Cite at least two references, at least one of which must come from the University Library. Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 3 Buyer Behavioral Memo
For more classes visit www.snaptutorial.com MKT 575 Week 3 Buyer Behavioral Memo Purpose of Assignment The purpose of this assignment is to help students learn how to create a professional corporate memo offering recommendations to the marketing department on how to most effectively analyze customer buying behavior. Assignment Steps Create a 700-word memo/analysis of a selected target market, and how you would suggest the organization should position and differentiate the product offering for that target market. You may use your own organization or company, or another of your choosing. Include in your memo/analysis:
• The identification of key segmentation factors such as demographic, psychographic, geographic, and behavioral characteristics of the selected target market. • Determine the key buying behaviors and decision motivators for your consumers. Include an analysis of cultural, social, psychological factors, and possible unexpected factors. • Decide how you will differentiate your product or service personnel, marketing channels, and brand image from the competition. • Create a brief portrait of the ideal customer. • Generate a positioning statement for the organization with consideration for the brand and strategy. Cite at least three references from the University Library. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 3 Marketing Research Brief
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MKT 575 Week 3 Marketing Research Brief Purpose of Assignment An organization must first understand its targeted consumers’ buying influences and behaviors to achieve effective relationship marketing. This assignment helps students formulate and develop the critical first part of a marketing plan helping an organization fulfill the needs of its client base. This assignment provides a pathway for students to learn how to create the foundational building blocks of an effective marketing plan maximizing its interaction with customers. Assignment Steps Create a 1,050-word professional marketing research brief for the CEO of an organization. Develop the brief as if it will be later incorporated into a complete marketing plan, including the following: • Marketing Research List of Topics: • Target Market • Consumer Analysis • Customer Profile • Primary and/or Secondary Research utilized • Consumer Research and Monitoring Note: Be sure to include an overview of demographics (age, income, career, etc.) and psychographic analysis (activities, interests and opinions) with the target market section. Do not make this a detailed analysis, but a high-level overview. Cite at least three references, two of which must come from the University Library.
Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 4 New Product Launch Analysis
For more classes visit www.snaptutorial.com MKT 575 Week 4 New Product Launch Analysis Purpose of Assignment The purpose of this assignment is to help students learn how a wellwritten Strengths, Weaknesses, Opportunity, Threat, Trends (SWOTT) analysis should be a critical tool utilized in analyzing marketing information before launching a new product. Students will also learn how a SWOTT analysis may be employed to uncover competitive advantages to gain advantage in the market. Assignment Steps Scenario: As a professional marketing consultant; you have been hired to help a company launch a new product in their industry. Your objective throughout this assignment is to develop and to gain and
maintain a competitive advantage in the selected industry, and create value for the target market. Develop a 1,050- to 1,400-word analysis completing an industry and competitive analysis for your client. Create a new product or service to be offered by a company (either an existing firm or a start-up company) in one of the following industries: • Office supply products • Outdoor recreation • Fast food restaurant Attach the 8- to 10-question survey to be used for primary market research with the completed analysis. Include the following in your analysis: • A detailed description of the new product or service offering. • Determine market needs (justification for your choice of product). • Review past market history and estimate future growth potential. • Analyze the company’s strengths and weaknesses. List external opportunities, threats, and any possible trends. • Analyze potential competition for the new product. • Write a detailed overview of the competitive landscape. • Assess the competition’s strengths and weaknesses. • Draft a brief survey (8-10 questions) that may be used for primary market research. Questions should collect primary data about the target market to help you develop a branding and marketing communications plan.
Cite a minimum of two peer-reviewed references. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 5 Brand Strategy Presentation (Amazon)
For more classes visit www.snaptutorial.com MKT 575 Week 5 Brand Strategy Presentation Purpose of Assignment Marketing students know all brands must be consistently and effectively promoted to survive. The marketing department’s product branding promotional efforts are vital to success. By successfully completing this assignment, students will demonstrate an understanding of which factors can positively or negatively affect the launch of a brand’s product or service. Assignment Steps Resources: Microsoft® PowerPoint®
Create a 20- to 25-slide product branding strategy in Microsoft® PowerPoint® of a selected, well-known brand. Incorporate a unique branding strategy including the following: • Detail three areas of the brand’s product life cycle including product introduction, growth, maturity, and possible decline. • Include at least two different types of media marketing channels for the brand. One must be a traditional print method and the other must be non-print, or electronic. A non-print media method could be a social media campaign. • In your presentation, you should have one to two slides about each media method (for example: one slide of what you would do, not how to do it). • Include all the following marketing tactics: • Recommended advertising methods • Integrated marketing communications • Direct marketing • Brand positioning efforts Cite a minimum of two peer-reviewed references. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 5 Brand Strategy Presentation (Nike)
For more classes visit www.snaptutorial.com MKT 575 Week 5 Brand Strategy Presentation Purpose of Assignment Marketing students know all brands must be consistently and effectively promoted to survive. The marketing department’s product branding promotional efforts are vital to success. By successfully completing this assignment, students will demonstrate an understanding of which factors can positively or negatively affect the launch of a brand’s product or service. Assignment Steps Resources: Microsoft® PowerPoint® Create a 20- to 25-slide product branding strategy in Microsoft® PowerPoint® of a selected, well-known brand. Incorporate a unique branding strategy including the following: • Detail three areas of the brand’s product life cycle including product introduction, growth, maturity, and possible decline. • Include at least two different types of media marketing channels for the brand. One must be a traditional print method and the other must
be non-print, or electronic. A non-print media method could be a social media campaign. • In your presentation, you should have one to two slides about each media method (for example: one slide of what you would do, not how to do it). • Include all the following marketing tactics: • Recommended advertising methods • Integrated marketing communications • Direct marketing • Brand positioning efforts Cite a minimum of two peer-reviewed references. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 5 Customer Loyalty Branding Strategy
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MKT 575 Week 5 Customer Loyalty Branding Strategy Purpose of Assignment The purpose of this assignment is to teach students the importance of a successful brand’s efforts to win and cultivate loyal clients, and how successful organizations build and maintain their brand with various marketing strategies and tactics. Assignment Steps Develop an initial branding strategy plan using a minimum of 700 words on an existing organization or company. Within the branding strategy plan, include information on the brand’s introductory strategies, as well as how those strategies should change to survive over the course of the brand’s product life cycle. Include the following in the initial branding strategy plan: • An introduction. • Create and justify your selected marketing communications strategies you will use to build and maintain your brand and increase customer loyalty. • The above should include at least three of the following: • Advertising • Direct marketing • Personal selling • Public relations • Event/trade show/experience marketing • Word of mouth marketing • Social media
• If needed, propose a new pricing strategy for the product or service. • Suggest new distribution and channel strategies to maximize the brand’s reach to the chosen target markets. Cite a minimum of two peer-reviewed references. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 6 Signature Assignment: Strategic Integrated Marketing Plan
For more classes visit www.snaptutorial.com MKT 575 Week 6 Signature Assignment: Strategic Integrated Marketing Plan About Your Signature Assignment This signature assignment is designed to align with specific program student learning outcome(s) in your program. Program Student Learning Outcomes are broad statements that describe what students
should know and be able to do upon completion of their degree. The signature assignment may be graded with an automated rubric that allows the University to collect data that can be aggregated across a location or college/school and used for program improvements. Purpose of Assignment The purpose of this assignment is to help students learn about the important issues and challenges involved in the creation and implementation of a Strategic Integrated Marketing Plan. They should learn the major components of implementation that must work together for a strategy to be executed successfully. They should understand the advantages and disadvantages of major marketing implementation approaches such as a Strategic Integrated Marketing Plan. Assignment Steps Resources: Microsoft® Word Create a 1,400-word Strategic Integrated Marketing Plan for the organization you selected during Week 4. The completed plan must be suitable for review, and eventual approval, by the CEO of the organization. Include the following: • Develop an executive summary • Incorporate corporate mission, goals, and objectives • Detailed marketing goals • Establish marketing objectives • Include overall marketing strategy • Detail marketing implementation
• Include an internal marketing program • Include an external marketing program • Determine the product price • Explain the distribution promotion • Identify target groups within the organization • Show external customer groups or targets • Develop a control process Cite a minimum of three peer-reviewed references. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment.
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