COMPLETE COURSE BUSN319 COMPLETE COURSE
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Thursday, 5 November 2015

COMPLETE COURSE BUSN319 COMPLETE COURSE

BUSN 319COMPLETE COURSE BUSN319 COMPLETE COURSE

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BUSN 319 Week 7 Course Project

Objectives
The Course Project gives students the opportunity to synthesize all of the concepts in the BUSN319 Marketing course by applying them to develop a comprehensive marketing plan for a new business, product, or service.

Introduction
Product innovation and marketing are the only enduring competitive advantages that companies can use to survive and thrive in the marketplace. In the next 7 weeks, you are going to participate in designing and writing a marketing plan for a business, product, or service of your choosing. Your active participation in this project, first, is essential to building your understanding of marketing; secondly, you can use a well-written marketing plan to show prospective employers a sample of your work.
A marketing plan is a guide for the marketing activities of an organization for a specified period of time, typically about 5 years. The plan can be used internally to guide the marketing activities or it can be used to communicate with external audiences to raise capital. There are important questions to keep in mind as you design your plan.
1.      Is the marketing idea valid?
2.      What is unique or distinctive about the product or service that separates it from substitutes and competitors?
3.      Does a viable market exist for the product or service?
4.      Are the financial projections sound?
5.      Is the management team competent?
6.      How will the investors get their money back with a return on their investments?
In order to help you answer these questions and many others, the course provides the following items.
·         "Building an Effective Marketing Plan" as Appendix A on page 48 of your textbook (it includes an example of a marketing plan)
·         "Financial Aspects of Marketing" as Appendix B on page 368 of your textbook
·         A marketing plan outline located in Doc Sharing
·         A grading rubric for the marketing plan
Guidelines
Your final marketing plan should be between 4,000 and 6,000 words and must follow all APA guidelines. In Week 1, you will submit a two-page description of your business, product, or service for instructor approval of your topic. In Week 4, you will submit a substantial draft of your marketing plan for instructor feedback. In Week 5, you will submit a breakeven analysis for your business, product, or service. Your completed marketing plan is due at the end of Week 7.
Milestones
Week 1: Topic Proposal (10 points)
You will select a topic for the Week 1 assignment, and thereafter,all related assignments (the draft in Week 4, the breakeven analysis in Week 5, and the final marketing plan in Week 7) MUST be on the same topic. You may not change your marketing plan topic without approval from your instructor. Your topic should be for a business, product, or service that you would like to start (no multilevel marketing structures, please).Because this is an applied project and not a research paper, please do not select a corporation such as Starbucks or Coca-Cola as your topic. You are to apply the course concepts to this project. If you are interested in coffee restaurants, for example, you may wish to select your own cappuccino bar as your topic and then use information from companies like Starbucks or Seattle's Best Coffee for ideas and competitive research as you work on your project. If you have questions about your topic, don’t hesitate to post them in the Q & A Forum this week.
For Week 1, please write a two-page description of your company, product, or service. It should be a new business, product, or service. Discuss ownership and company structure. Describe the business, product, or service. Write your mission statement and include your marketing goals.
Week 4: Draft Marketing Plan (100 points)
At the end of Week 4, you will submit a substantial draft to your instructor for grading and feedback. Read Appendix A in the text. Be sure to download the Marketing Plan outline from Doc Sharing. It is recommended that you start work on your draft in Week 2 after your instructor has approved your topic. Use the Marketing Plan outline as a guide to the required content for your marketing plan. Complete as much as you are able in order to get a good start and an initial draft ready to submit at the end of Week 4.
Week 5: Price Strategy/Breakeven Analysis (50 points)
One of the most challenging decisions faced by marketers is setting the price for their products and services. In order to select the right price, you need to ensure that you’ll be able to cover your costs and meet customers’ needs at a price that they are willing to pay. You will need to perform a breakeven analysis to determine the best price. Chapters 13 and 14 outline six steps that organizations follow to set price. Follow these six steps (as listed on page 322 in the text) to set prices for your product or service and perform a breakeven analysis. Submit your price strategy/breakeven analysis via the Week 5 Dropbox for grading and feedback. Be sure to incorporate any feedback provided by your instructor into your final Week 7 Course Project.
Week 7: Final Marketing Plan (230 points)
Submit your completed Marketing Plan. It should include all sections listed in the marketing plan outline, which is in Doc Sharing. It should include headings for the various sections of the marketing plan. APA format should be used, and a bibliography is required. Be sure to list all references that you consult (both print media and online).
See the Syllabus section “Due Dates for Assignments & Exams” for due date information.

BUSN 319 All Discussion Questions

BUSN 319 Week 1 DQ 1 What Is Needed for Marketing to Occur
BUSN 319 Week 1 DQ 2 Strategic Marketing Process
BUSN 319 Week 2 DQ 1 Purchase Decision Process
BUSN 319 Week 2 DQ 2 Buyers and Markets
BUSN 319 Week 3 DQ 1 Understanding Consumers
BUSN 319 Week 3 DQ 2 Target Marketing
BUSN 319 Week 4 DQ 1 New Products
BUSN 319 Week 4 DQ 2 Building a Brand
BUSN 319 Week 5 DQ 1 Price Perception
BUSN 319 Week 5 DQ 2 Flexible Pricing
BUSN 319 Week 6 DQ 1 Integrated Marketing Communications
BUSN 319 Week 6 DQ 2 Using Social Media
BUSN 319 Week 7 DQ 1 Delivering the Goods
BUSN 319 Week 7 DQ 2 Marketing Mash Up- The Four Ps Marketing Mix

BUSN 319 Week 8 Final Exam

1. (TCO 4) Three commonly used methods of evaluating marketing programs are (Points : 5)
sales analysis, marginal analysis, and cost analysis.

sales analysis, profitability analysis, and marketing audits.

marketing ROI, metrics, and dashboards.

sales audits, cost audits, and marketing audits.

internal audits, external audits, and marketing control boards. 
Question 2. 2. (TCO 1) Ideally in effective marketing planning, goals should be _____ in terms of what is to be accomplished and when. (Points : 5)
loose and vague

as general as possible

flexible or elastic

quantified and measurable

None of the above 
Question 3. 3. (TCO 3) Which marketing strategy focuses on a single market segment but adds additional product lines? (Points : 5)
Full coverage

Market specialization

Product specialization

Selective specialization

Market-product concentration 
Question 4. 4. (TCO 1) Based on relative competitive scope (broad target to narrow target) and source of competitive advantage (lower cost to differentiation), Porter's four generic business strategies are differentiation, cost focus, cost leadership, and (Points : 5)
xclusivity.

electronic-focus.

quality focus.

differentiation focus.

service leadership. 
Question 5. 5. (TCO 2) Which of the following pieces of information is used in the implementation phase of the strategic marketing process? (Points : 5)
Corporate return on investment

Marketing research reports

Revenues associated with each point of market share

Trends in past and current revenues for industry and competitors in total and by segment

Possible cannibalization effects on other products in the line 
Question 6. 6. (TCO 6) Which of the following pieces of information is used in a SWOT analysis, the first step of the planning phase of the strategic marketing process? (Points : 5)
Corporate return on investment

Market share for the product

Revenues associated with each point of market share

Projection of future sales, expenses, and profits

Possible cannibalization effects on other products in the line
Question 7. 7. (TCO 3) The first decision in developing an advertising program is to (Points : 5)
set the budget.

state the mission of the advertising program.

identify the target audience.

select the appeal.

select the media.
Question 8. 8. (TCO 2) The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are _____, risk, and ancillary services.(Points : 5)
complexity

size

durability

accessibility

acceptability
Question 9. 9. (TCO 4) Reminding buyers of the product’s existence is the promotional objective during which stage of the product life cycle? (Points : 5)
Introduction

Growth

Maturity

Decline

All of the above
Question 10. 10. (TCO 2) The _____ can be used to inform prospective buyers about the benefits of the product. (Points : 5)
Question 11. 11. (TCO 8) Which of the following statements about the terms used for marketing intermediaries is true? (Points : 5)
Question 12. 12. (TCO 7) Which of the following statements about the legal and regulatory aspect of pricing is true? (Points : 5)
Question 13. 13. (TCO 2) Pricing objectives may change depending on (Points : 5)
Question 14. 14. (TCO 3) The ratio of perceived benefits to _____ is called value. (Points : 5)
Question 15. 15. (TCO 6) Market segmentation involves aggregating prospective buyers into groups that will respond similarly to a marketing action and (Points : 5)
Question 16. 16. (TCO 5) The process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends is called (Points : 5)
Question 17. 17. (TCO 1) The marketing department helps keep the organization focused on creating value both for it and for customers. This is accomplished by (Points : 5)
Question 18. 18. (TCO 1) Which of the following acts as a barrier to the development of relationship marketing? (Points : 5)
Question 19. 19. (TCO 1) Your neighbor is tired of conventional soft drinks and wants something different. Coincidentally, Cadbury Beverages Inc. has begun distributing Country Time lemonade through the supermarket at a price comparable to that of soft drinks. Which of the conditions needed for marketing to occur is described in this situation? (Points : 5)
Question 20. 20. (TCO 6) Kraft produces Lunchables, a prepackaged meal usually consisting of several crackers, small slices of meat, and small slices of cheese. Some versions contain Capri Sun drinks. Others are called Cracker Stackers and Fun Fuel. The box is bright yellow and the quantity of food contained within is small. The target market for Kraft Lunchables is most likely (Points : 5)
Question 21. 21. (TCO 3) Which element of the marketing mix is demonstrated when the Mars Company has a sale on M&M’s® brand candies? (Points : 5)
Question 22. 22. (TCO 5) The Lemon Tree is a high-fashion boutique selling top-of-the-line women's clothing and accessories. The keys to its success include knowing the customers' changing tastes and providing something different from other retailers. In addition, because of the high value of the merchandise, The Lemon Tree's management is exploring the use of computerized inventory controls and sales order processing. From this description, one can infer that the environmental category of least importance to The Lemon Tree is (Points : 5)
Question 23. 23. (TCO 7) In 1998, F. Hoffman-LaRoche Ltd. and BASF AG, two international pharmaceutical companies, were ordered to pay $725 million in fines for plotting to raise and fix prices of vitamins used in virtually every home in the United States. This is an example of how _____ forces affect the marketing environment. (Points : 5)
Question 24. 24. (TCO 6) Mile High Frozen Foods is a distributor for McDonald’s. It also bakes the buns used by McDonald’s in several states. Mile High purchases flour, yeast, and sesame seeds, manufactures the buns, and then distributes them to the retail stores. Mile High Frozen Foods is operating in a(n) _____ market. (Points : 5)
Question 25. 25. (TCO 1) Several years ago, SwissAir made some unwise investments to pay for a planned expansion. As a result, the company had to make some cost-cutting moves that alienated its customers. Eventually the company declared bankruptcy, regrouped, and found itself able to resume business. Its board of directors recently announced that the company would like to resume flying. Before resuming flying, SwissAir needed to determine what percentage of its former customers it could expect to return to the airline. If not enough former customers were willing to use SwissAir again, the resumption of flights would not be profitable. The determination of the percentage of returning patrons that would be needed to resume operation is an example of a (Points : 5)
Question 26. 26. (TCO 3) When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods of its branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland, the researchers were gathering _____ data. (Points : 5)
Question 27. 27. (TCO 4) Sara Burns is the owner of a company called Spice and was looking for a new product to go with her company's line of food condiments when a friend suggested combining spices with tea. In the _____ stage of the new-product process, the spices and tea mixtures were exposed to prospective consumers under realistic purchase conditions. (Points : 5)
Question 28. 28. (TCO 4) A few years ago, Who Wants to Be a Millionaire premiered as the first nighttime game show in several decades. The marketing for the show was intent on making television viewers aware of its existence and excited enough about the show that they would watch the first episode. Based on this description, in which stage of the product life cycle would this show be? (Points : 5)
Question 29. 29. (TCO 8) In an episode of the Andy Griffith television series, two local farmers were selling the produce they grew on their farms from the backs of their pickup trucks to local people who drove by on the road. The farmers selling their products without wholesalers or retailers were an example of a (Points : 5)
Question 30. 30. (TCO 2) Disney is using an integrated marketing communications program (IMC) to promote group travel to its theme parks, because (Points : 5)
Question 31. 31. (TCO 2) When a news story covers a terrible disaster and viewers are asked to send donations to the American Red Cross, the American Red Cross is receiving (Points : 5)
Question 32. 32. (TCO 8) For several years, advertisements for Arm & Hammer Baking Soda have prompted consumers to place an opened box of the product in the refrigerator to lessen food odor and to replace that box monthly. The same ads advise customers to pour the used box down their kitchen sinks to freshen drains. Arm & Hammer employed a _____ strategy in its attempt to sell more baking soda. (Points : 5)
33. (TCO 3) Imagine that you are creating a marketing plan for a company that will sell motor scooters . As you consider the marketing program, what types of strategy should you consider including in the plan? Propose one specific example of each type of strategy that you are considering, and present your rationale (reasoning) for your strategy selections. (Points : 30)
Discriminate between primary data and secondary data and their usefulness to business decision making, being sure to discuss the advantages and disadvantages of each. Your response should also identify the typical sources for primary and secondary data and what you would rely on most heavily in making your marketing decisions. (Points : 30)
35. (TCO 4) You are the product manager responsible for a horrible product failure, but in your wisdom, you are evaluating why the product failed. What factors would you consider in your evaluation? What actions could you have taken to prevent the failure? Does product innovation need a willingness to accept failure? (Points : 30)

BUSN 319 Entire Course

BUSN 319 Week 1 Course Project.docx
BUSN 319 Week 1 DQ 1 What Is Needed for Marketing to Occur
BUSN 319 Week 1 DQ 2 Strategic Marketing Process
BUSN 319 Week 2 DQ 1 Purchase Decision Process
BUSN 319 Week 2 DQ 2 Buyers and Markets
BUSN 319 Week 2 Quiz
BUSN 319 Week 3 DQ 1 Understanding Consumers
BUSN 319 Week 3 DQ 2 Target Marketing
BUSN 319 Week 4 Course Project.docx
BUSN 319 Week 4 DQ 1 New Products
BUSN 319 Week 4 DQ 2 Building a Brand
BUSN 319 Week 5 Course Project.docx
BUSN 319 Week 5 DQ 1 Price Perception
BUSN 319 Week 5 DQ 2 Flexible Pricing
BUSN 319 Week 6 DQ 1 Integrated Marketing Communications
BUSN 319 Week 6 DQ 2 Using Social Media
BUSN 319 Week 7 Course Project.docx
BUSN 319 Week 7 DQ 1 Delivering the Goods
BUSN 319 Week 7 DQ 2 Marketing Mash Up- The Four Ps Marketing Mix

BUSN 319 COMPLETE COURSE BUSN319 COMPLETE COURSE

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