Saturday, 7 November 2015



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MKTG522 Marketing Management Week 3 Checkpoint

1. Describe customer perceived value, total customer benefit, and total customer cost. How do the total customer benefit and the total customer cost affect the consumer’s perception? Explain.
2. What are some of the ways that a business can attract and retain customers?
3. What are the five stages in the buying decision process? Briefly describe each.

4. What is a niche market? What does an attractive niche market look like?
5. What is a market segment? What are some of the factors that may be used to narrow the market down into segments?
6. How would you describe a brand? What roles do brands play in the market?
7. What is brand equity? Provide an example.
8. When you analyze your competitors, what are the areas of greatest concern? Using the soft drink industry, provide examples of the type of information required.

MKTG522 Marketing Management Week 5 Checkpoint

1. What is the difference between a push marketing strategy and a pull marketing strategy? Explain how each of these strategies work.
2. Describe channel conflict and provide an example.
3. What is a direct marketing channel? Please provide an example.
4. What are the differences between exclusive distribution, selective distribution, and intensive distribution? Why would you choose one of these strategies over another?
5. How would you describe retailing? What are the four levels of service?
6. Why do intermediaries bother to sponsor their own brand? What is the role of private label brands in the market place?
7. Describe wholesaling. Why do manufacturers not sell directly to retailers or final customers?
8. Explain supply chain management and market logistics. Why are these efficient processes important to many industries?

MKTG522 Course Project - Marketing Plan All Weeks - Gaming Computer for Dell Computers

Course Project: Marketing Plan
Objective | Guidelines | Milestones and Grading Rubrics| Best Practices
The Marketing Plan assignment gives you the opportunity to practice developing an integrated business and marketing strategy for a product or service of your choice. This activity will make the course "come alive" through the application of the principles from the textbook, course materials, and threaded discussions. Assignments such as this also help you develop business-oriented communication skills.
The development of the marketing plan is an integral part of the course, and will require several weeks of research, critical analysis, critical thinking, and writing. Past students tell us the only way to do well on this project is to begin early and work on it consistently throughout the entire course.
You have several options when choosing a product or service for your marketing plan. Consider choosing a new product for a new company (your own) or creating a new product for an existing company. Perhaps you would want to do a product extension of an existing product. You might consider a different approach to marketing an existing service. You can target consumers or businesses. You may choose a product or service offered by your employer or your own business, or one from another organization. Ultimately, to maximize your learning experience, choose a product or service in which you have an interest and about which you would like to see your product or service come to the marketplace. Make sure there is information available about the industry and target market of the product or service you choose.
Remember that this is a marketing plan and not a business plan; you are not creating a business, but you are creating the marketing plan for an existing product or service. Thus, your focus should not be on the company or its products, but on how to market the product or service that you have chosen. Provide enough background and history to put the marketing plan in perspective. Do a comprehensive SWOT analysis with an in-depth and candid look at your internal and external environments. Establish your goals and objectives. Analyze the information developed, and only then begin defining your target market and specifying the specific marketing strategies. Do not simply report on how a company markets its goods or services. Instead, you should explain what type of marketing you would propose.
Your instructor will look at your marketing plan from the point of view of a business proposal. Have you thought through and considered your options? Have you provided details of your proposal? Have you looked at the entire strategy, the "big picture," while still considering the more operational elements that make for successful implementation? How well written and persuasive is the plan?
In developing your content, try to demonstrate clarity of thinking; understanding; an application of basic marketing principles; and a creative, but realistic, use of marketing tools. Explorations of your options and choices are an important part of the demonstration of your mastery of marketing concepts. There is seldom only one potential course of action in developing a real marketing plan; demonstrate that you have considered options and alternatives at each step in your plan and have chosen the best.
Please download and review the Marketing Plan Guide in Doc Sharing prior to beginning your marketing plan. Also, see the "Sonic Marketing Plan Example and Exercises" in the Appendix of your Kotler textbook. The questions asked in the exercises may help you further develop your marketing plan.
Marketing Plan Outline
1.0 Executive Summary
2.0 Situation Analysis
2.1 Market Summary
2.2 SWOT Analysis
2.3 Competition
2.4 Product (Service) Offering
2.5 Keys to Success
2.6 Critical Issues
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.6 Strategies
3.7 Marketing Mix
3.8 Marketing Research
4.0 Controls
4.1 Implementation
4.2 Marketing Organization
4.3 Contingency Planning
5.0 Conclusion
Paper Format:
Every draft of the Marketing Plan should be formatted per APA guidelines and include the following: title page page header and running head table of contents (optional) double-spaced text using Times New Roman 12-point type font headings and subheadings as listed above in text citations reference page The Final Marketing Plan should be 18-20 pages in length. The page count does not include the title page, table of contents, or reference page.
Milestones and Grading Rubrics
It is recommended that you have one working draft of the Marketing Plan and add to it throughout the course.Remember to read the grade feedback and go back and revise your marketing plan prior to submitting your final draft.
Marketing Plan Topic 
(Week 1)
Submit your marketing plan topic using the Marketing Plan Topic Form found in Doc Sharing.
MP First Draft
(Week 2)
Your first draft must include 2.0 Situation Analysis and all of the supporting sections 2.1 through 2.6.
MP Second Draft
(Week 4)
For your second draft, add 3.0 Marketing Strategy plus sections 3.1 through 3.4.
MP Third Draft 
(Week 6)
In your third draft, you need to complete the 3.0 Marketing Strategy section by adding sections 3.5 through 3.8.
Final Marketing Plan 
(Week 7)
Your final marketing plan must include the final version of all sections, including 1.0 Executive Summary, all sections in 4.0 Controls, and 5.0 Conclusion.
MP Content
This includes all required sections, and it demonstrates clarity of thinking; understanding; the application of basic marketing principles; and a creative, but realistic, use of marketing tools.
Documentation & Formatting
The Marketing Plan follows APA guidelines and assignment format instructions. You are required to have a minimum of eight research references.
Organization & Cohesiveness
The Marketing Plan is well organized using headings, subheadings, and paragraph structure.
You paper demonstrates graduate level writing, including proper grammar, spelling, punctuation, and good sentence structure.
A quality paper will meet or exceed all of the above requirements.

MKTG522 Marketing Management (MM-522) - All 7 Weeks Discussions

MKTG-522 Marketing Management (MM-522) - All 7 Weeks Discussions - Devry MKTG522 MM522, A+ Tutorials
w1 dq1 - Market Research
w1 dq2 - Strategic Marketing Planning
w2 dq1 - Consumer Buying Behavior
w2 dq2 - Target Market Selection
w3 dq1 - Branding
w3 dq2 - Competitive Strategies
w4 dq1 - Pricing Strategies
w4 dq2 - Marketing of Services
w5 dq1 - Channels of Distribution
w5 dq2 - Retailing, Wholesaling, and Logistics
w6 dq1 - Marketing Communications
w6 dq2 - Advertising Effectiveness
w7 dq1 - International Markets
w7 dq2 - Ethics and Social Responsibility

MKTG522 Week 8 Final

MKTG522 Marketing Management - Week 8 Final MKTG 522

1. (TCO B) Your company has developed a new educational electronic game. Your target market is 4-6 year old children. What research methods would you use to test this product concept? Choose at least three methods that you believe will provide valuable information, and describe your research strategy. (Points : 25) 

2.(TCO C) Michael Porter proposed a tool, the value chain, for identifying ways to create more value. According to the value chain model, every company is a combination of activities that are performed to design, produce, market, deliver, and support their products. Identify the types of activities that would create value within the organization. How can an organization use this tool? What makes this an effective approach? (Points : 25) 

3. (TCO H) Marketers recognize that the marketing of services is different than the marketing of a product because of the different characteristics that distinguish them from physical products. How do marketers communicate the value of services to consumers? How do they make these intangible services appear tangible to the consumer? What are some marketing strategies that might be employed with services to ensure positive results? In your answer, provide an example of a service to which your strategies would be utilized. (Points : 25) 

4. (TCO D) Your company manufactures a quality line of home kitchen appliances, refrigerators, stoves, dishwashers, and so forth, and you are highly competitive with companies such GE, Frigidaire, KitchenAid, Whirlpool, LG, and others. The market is quite price sensitive. You've just learned that your primary competitor has cut their prices to the consumer by 7%. What might be some reasons that would support their decision to make a price reduction? What should be your thoughtful reaction? (Points : 25) 

5. (TCO F) You are the Sales Manager for your company. Your sales team is one that, once they gain the initial sale, enjoys considerable repeat business. Sales reps are paid a base of $35K and their commission package can add as much as $49K a year (average). Top producers make as much as $65K a year in commission--along with their base pay, they make $100K.

Sales reps have not been aggressive in pursuing new business. They have become comfortable in making repeated sales calls on their existing customers "to be visible" and to handle any issues. Your VP of Sales wants to see a 12% increase in NEW business next year. How might you structure the compensation plan to drive selling behaviors that would result in more effort being made to gain new business? (Points : 25) 

1.(TCO E) As the marketing manager for the manufacturer of a new line of computer jump drives, what strategy would you use to get your channel members to promote your product? What is the difference between a Push marketing strategy and a Pull marketing strategy? Explain how you might use each of these strategies. (Points : 25) 

2.(TCO I) When a company chooses their distribution channels, they must keep in mind that each channel member must be given the opportunity to be profitable. The main elements in the "trade-relations mix" are Price policy, Conditions of sale, Distributors' territorial rights, and Mutual services and responsibilities. Explain how these terms of doing business can affect the profitability of all channel members. (Points : 25) 

3. (TCO J) Discuss the importance of a company being seen by its public as "being ethical" in its marketing practices. What can a company do to ensure its marketers are practicing ethical marketing? (Points : 25) 

4. (TCO A) Now that you have completed the Final Draft of your Marketing Plan, were you to begin anew, what would you have done differently insofar as your efforts to segment your TARGET MARKET and your efforts to reach that TARGET MARKET via your promotional mix? What would you have done differently?

Be sure to refresh your instructor's mind by providing one sentence that communicates what your Marketing Plan brought to market. (Points : 25) 

5. (TCO G) Sales Promotions offer consumers an incentive to buy. Name at least four different types of sales promotion tools, tell how you would use them, and provide an example of a type of product or service you would promote using this tool. 

Failure to provide all of the requested information will result in a loss of points. (Points : 25)


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