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MKT 571 Entire Course (Without Final Guide)
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MKT 571 Week 1 Assignment Researching Marketing Questions
MKT 571 Week 2 Assignment Understanding Target Markets
MKT 571 Week 3 Team Assignment New Product Launch
MKT 571 Week 3 Assignment Promotion and the Product Life
Cycle
MKT 571 Week 4 Assignment Price and Channel Strategy
MKT 571 Week 5 Team Assignment Media Options
MKT 571 Week 5 Assignment Marketing Communication and
Brand Strategy
MKT 571 Week 6 Assignment Social, Ethical, and Legal
Implications
MKT 571 Week 1 DQ 1
MKT 571 Week 1 DQ 2
MKT 571 Week 2 DQ 1
MKT 571 Week 2 DQ 2

MKT 571 Week 3 DQ 1
MKT 571 Week 3 DQ 2
MKT 571 Week 4 DQ 1
MKT 571 Week 4 DQ 2
MKT 571 Week 5 DQ 1
MKT 571 Week 5 DQ 2
MKT 571 Week 6 DQ 1
MKT 571 Week 6 DQ 2
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MKT 571 Final Exam Guide (New)
1. The stage in the new product process that occurs first and
has a pass ratio of 1:4 is the ________ stage.
• test marketing
• idea screening
• product development
• product soft launch
2. If Ming was interested in capturing distribution metrics for
her retail organization, which of the following might she consider?
• Customer complaints
• Effective reach
• Share of shelf

• Trial rate
3. Creative strategies refer to the ________.
• amount of creative content in a communications message
• degree of innovation involved in the marketing of a product
• way marketers translate their messages into a specific
communication
• novelty of a marketing communication
4. Top Gear is an award-winning British television series about
motor vehicles, mainly cars. The show is presented by hosts who test
drive new cars and provide reviews on the cars' performance,
prices, and other factors. Which of the following personal
communications channels is Top Gear closest to in description?
• Formal channel
• Sponsored channel
• Social channel
• Expert channel
5. Mark feels that Shell delivers on its promises to supply the
best gasoline possible to the public. His experiences with Shell have
always been good, resulting in positive brand contact. Mark is most
likely experiencing brand ________.
• parity
• alliance
• bonding
• essence
6. Robert is the owner of an automobile manufacturing
company. He calls for a board meeting and tells his directors that he
wants to build a car that lets drivers experience power and
exhilaration. He tells them that the car must allow users to soar
from 0 to 60 mph in about 4 seconds. He also says the price of the
car must be affordable enough for anybody making a good salary.

In accordance with the given scenario, Robert is trying to segment
the market on the basis of ________.
• family size
• occupation
• nationality
• benefits
7. ROC Engineering, a Chinese shipbuilding company, agrees
to build a fleet of submarines for the Sri Lankan navy, for which it
will be paid in Sri Lankan currency. As per the agreement, ROC
must also spend a substantial amount of the money it generates
through this deal within the country. In accordance with the
contract, ROC buys Sri Lankan tea at a reduced rate. This is an
example of which of the following forms of countertrade?
• barter
• descending bid
• offset
• compensation deal
8. The ________ environment includes the actors involved in
producing, distributing, and promoting an offering. The main actors
are the company, suppliers, distributors, dealers, and the target
customers.
• economic
• task
• management
• strategic
9. Apple hosts a large number of ________,which become
customers' primary source of product information after warranties
expire and are organized by product lines and type of user
(consumer or professional).
• niche networks
• blogs
• online communities

• microblogs
10. With respect to powerful brand elements, ________ is an
extremely efficient means to build brand equity. This element
functions as a useful "hook" to help consumers grasp what the
brand is and what makes it special.
• a product's shape
• a slogan
• a patent
• the tangibility of a product
11. Which of the following best describes BR Chicken's value
proposition?
• We sell chicken at most major malls.
• We sell tender golden chicken at a moderate price.
• We undertake home delivery services.
• We target quality-conscious consumers of chicken.
12. A ________ is a comprehensive, systematic, independent, and
periodic examination of a company's or business unit's marketing
environment, objectives, strategies, and activities, with a view to
determining problem areas and opportunities and recommending a
plan of action to improve the company's marketing performance.
• Market-based scorecard analysis
• Marketing audit
• Test market
• Marketing plan
13. During which of the following stages in new product
development decision-making do managers analyze if they can find
a good idea consumers say they would try?
• business analysis
• concept development and testing
• idea screening
• idea generation

14. When the Modern Museum of Art separated its consumers
by whether they were culture-oriented or outdoor-oriented for its
new exhibit on art that used natural materials, they were using
________ segmentation.
• personality
• behavioral occasions
• Psychographic lifestyle
• social class
15. Which of the following is the strongest differentiator for
brick-and-mortar stores who want to emphasize their superiority
over online retailers?
• pricing
• product range
• the shopping experience
• product quality
16. In an attempt to improve their product, a company that
manufactures screwdrivers discusses the modification of each
attribute, such as replacing the wooden handle with plastic,
providing torque power, adding different screw heads, and so on.
This creativity technique is called ________.
• attribute listing
• morphological analysis
• lateral analysis
• mind mapping
17. Josh separated people who wanted a high quality lawn
mower from people who wanted a low priced lawn mower, then
examined whether different characteristics were associated with
each consumer-response segment. Josh was defining segments using
________ considerations.
• behavioral
• demographic

• descriptive
• psychographic
18. Joe is a computer service technician. People in his
neighborhood usually depend on his suggestions for purchasing any
computer accessory or hardware, as they believe he has access to far
more information on computer technology than the average
consumer. The neighbors are also aware that Joe has the required
knowledge and background for understanding the technical
properties of the products. Within this context, Joe can be called
a(n) ________.
• transactional leader
• gate keeper
• role model
• opinion leader
19. When a firm aims to underprice competitors and win market
share, it is using a(n) ________ strategy that requires relatively
fewer marketing skills as compared to other strategies.
• overall cost leadership
• product differentiation
• focus
• domestic customer relationship
20. ________ analysis looks at specific products, territories, and
so forth that failed to produce expected sales.
• Expense-to-sales
• Sales variance
• Microsales
• Full costing
21. Sapphire Toys actually sells more than toys. It also sells
branded clothing, music CDs, and books for children. This
expansion of dealership sales offerings is an attempt to increase the
value of the customer base by ________.

• enhancing the growth potential of each customer through
cross-selling
• making low-profit customers more profitable
• increasing the longevity of the customer relationship
• reducing the rate of customer defection
22. Volkswagen concentrates on the small-car market and
Porsche on the sports car market. These would be examples of what
is called ________.
• single-segment concentration
• market specialization
• product specialization
• selective specialization
23. Companies provide rewards to customers who buy often and
in substantial amounts. These reward schemes are referred to as
________ programs.
• satisfaction
• benefit
• frequency
• profitability
24. Which of the following questions is answered during the
business analysis of ideas?
• Can we find a cost-effective, affordable marketing strategy?
• Can this product meet sales expectations?
• Will this product meet our profit goals?
• Have we got a technically and commercially sound product?
25. You are the marketing research director of a medium-sized
manufacturing firm and you would like to engage an outside
marketing research firm to conduct field interviews. Which of the
following categories of marketing research firms should you use?
• specialty-line marketing research firms
• custom marketing research firms

• global research management firms
• syndicated-service research firms
26. Market-penetration, product-development, and market-
development strategies would all be examples of ________ strategies.
• conglomerate
• horizontal
• concentric growth
• intensive growth
27. ________ gives products the appearance of being more
environmentally friendly without living up to that promise.
• Greenwashing
• Astroturfing
• Viral marketing
• Ambush marketing
28. When a company introduces a product at a high price and
then gradually drops the price over time, it is pursuing a ________
strategy.
• switching cost
• market-skimming pricing
• market-penetration pricing
• value-pricing
29. It has been observed that most new products have shorter
product life cycles. What is the reason for this?
• New products do not get adequate management support.
• Most new products are not backed by a marketable idea.
• Social and governmental constraints lead to this failure.
• Rivals quickly copy products that are successful.
30. A group of products within a product class that are closely
related because they perform a similar function, are sold to the same

customer groups, are marketed through the same outlets or
channels, or fall within given price ranges is known as a ________.
• product class
• product variant
• product line
• product type
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MKT 571 Final Exam Guide
1. Which component of a marketing audit includes major
developments in income, prices, savings, and credit that affect the
company?
Technological
Political
Economic
Cultural
2. Marketers must see themselves as benefit providers. For example,
when a shopper purchases new shoes, he or she expects the shoes to
cover his or her feet and allow him or her to walk unobstructed.
This is an example of what level in the consumer-value hierarchy?
Core benefit
Pure tangible product
Basic product
Potential benefit

3. What type of strategy consists of geographical pricing, price
discounts and allowances, promotional pricing, and differentiated
pricing?
Regular prices
Price adaptation
Altered pricing
Fixed pricing
4. A company can learn a great deal by analyzing the degrees of
brand loyalty. For example, ________ can show the firm which
brands are most competitive with its own.
hard-core loyals
split loyals
shifting loyals
switchers
5. Marketers need to identify the hierarchy of attributes that guide
consumer decision making in order to understand different
competitive forces and how these various sets get formed. This
process of identifying the hierarchy is called ________.
market valuation
market estimation
brand association
Market partitioning
6. Which of the following is a strategy that uses the manufacturer’s
sales force, trade promotion money, or other means to induce
intermediaries to carry, promote, and sell the product to end users?
Strategic plan
Lock strategy
Push strategy
Pull strategy

7. What are the four characteristics of a marketing audit?
Simple, unique, randomly, and exclusive
Announced, semi-annually, dependent, and perpetual
Comprehensive, systematic, independent, and periodic
Dependent, non-comprehensive, quarterly, and unannounced
8. ABC Technology is nearing completion on their product and
market research has discovered a competitor is also close to
launching a similar product. ABC has decided launch before their
competition, this is called ________.
first entry
parallel entry
late entry
early entry
9. What can enhance the value of Web-based shopping experiences
to serve as personal shopping assistants or Web-site guides?
E-mail
Avatars
Tablets
Smartphones
10. Through its cutting-edge point-of-sale inventory, management
technology, and highly efficient shipping practices, Wal-Mart is able
to keep its inventory expenditure extremely low and to pass these
savings on to consumers in the form of low prices. Wal-Mart’s
strategy is best described as ________.
Overall cost leadership
market development
integrative growth
differentiation
11. If the Ford GT is designed to accelerate to 50 miles per hour
within 10 seconds, and every Ford GT coming off the assembly line
does this, the model is said to have high ________.

compatibility
durabilitybmw
interoperability
conformance quality
12. Which control should periodically reassess its approach to the
marketplace with a good marketing audit?
Marketing control
Ethical control
Performance control
Strategic control
13. What is the perceived monetary value of the bundle of economic,
functional, and psychological benefits customers expect from a given
market offering because of the product, service, people, and image?
Total management benefit
Complete marketing benefit
Total customer benefit
Ultimate service benefit
14. With ________ as a target market strategy, the firm
concentrates on serving many needs of a particular customer group.
market specialization
product specialization
selective specialization
single-segment concentration
15. Which of the following can induce a firm to expand into the
international arena?
A saturated foreign market
Cater to a domestic mass market
High income level of domestic consumers
A saturated domestic market

16. The effect of exposures on audience awareness depends on the
following three factors:
space, communication, and advertisements
reach, frequency, and impact
distance, timing, and focus
height, length, and width
17. 2Wheels conducts exhaustive customer surveys to discover
customer preferences and attitudes towards the brand. Sally uses
cluster analysis to classify the data and help the company determine
the trends in the information. Sally is using the technique of
________.
data marketing
data governance
data accumulation
data mining
18. A music school in Boyles Height, LA, specializes in teaching the
guitar and the violin. After a spurt in growth and a few successful
years, the school is experiencing a slowdown in sales and stability in
its profits due to an increase in competition. The school is in the
________ stage of its life cycle.
decline
Maturity
obsolescence
growth
19. A firm must know where to position its product based on price
and ________.
region
quality
promotional efforts
communication

20. The ability to meet humanity’s needs without harming future
generations is now a top priority in most corporate agenda________.
righteousness
rules
ethics
Sustainability
21. What type of control focuses on measuring a company’s
products territories, customer groups, segments, trade channels, and
order sizes to help expand or eliminate any products or marketing
activities?
Activity
Profitability
Solvency
Efficiency
22. Another basis for decision-making is referred to as ________.
ethical practices
situational ethics
ethical dilemmas
correct ethics
23. BMW's "The ultimate driving machine," American Express'
"Don't leave home without it," New York Times' "All the news
that's fit to print," and AT&T's "Reach out and touch someone"
are all examples of ________.
brand slogan
brand personality
brand vision
brand mission
24. Which method identifies the effect sponsorship has on
consumers brand knowledge?
Demand-side method
Pricing method

Supply-side method
Positioning method
25. A social definition of marketing says ______.
a company should focus exclusively on achieving high production
efficiency, low costs, and mass distribution to facilitate the broadest
possible access to the company’s products
marketing is the process of extracting maximum value from
consumers to facilitate corporate growth
marketing is the process by which individuals and groups obtain
what they need and want through creating, offering, and freely
exchanging products and services of value with others
effective marketing requires companies to remove intermediaries
to achieve a closer connection with direct consumers
26. Prestige LLC, a small company that manufactures specialty
cereals and energy bars, wants to launch a "green marketing"
program in response to heightened consumer awareness about
environmental issues. What should the company do to maximize the
program's chances of being successful?
Emphasize benefits to the consumer rather than environmental
benefits.
Explain the rules and regulations laid out by governmental
agencies to protect the environment.
Demonstrate that the products will benefit both customers and the
society in the long-term.
Focus on the efforts and costs incurred by the company to bring
these "green" products to consumers.
27. The marketing manager needs to know the cost of the research
project before approving it. During which stage of the marketing
research process would such a consideration most likely take place?
Step 1 – defining the problem
Step 2 – developing the research plan
Step 4 – analyzing the information

Step 5 – drafting the report
28. New-to-the-world products are ________.
new product enhancements that supplement established products
existing products that are targeted to new geographical markets
new products that create an entirely new market
low-cost products designed to obtain an edge in highly competitive
markets
29. _______ is an approach that considers different ethnic and
cultural segments require targeted marketing campaigns and
tactics.
Ethnic-based marketing
Diversity marketing
Multicultural marketing
Specialized marketing
30. The three guidelines for anticipating management reactions are
(1) prior to the crisis during normal day-to day operations, (2) at the
moment some event triggers the crisis, and (3) during the crisis
situation that triggers the event. These guidelines are the stages for
________.
decision making
provoking solutions
crisis management
problem-solving
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MKT 571 Week 1 Assignment Researching
Marketing Questions

Purpose of Assignment
This assignment is designed to help students analyze and interpret
primary and/or secondary data and research. First, students will be
provided with a marketing report that allows for preparing basic
executive level data insights. Second, they will be allowed to pick a
company and product or service. This assignment will help prepare
students for the development of their marketing plan. Students will
be creating a marketing plan (refer to Marketing Plan and Outline
document) so they may want to choose a company and product or
service that has data readily available or where they can use
demographic/psychographic data to provide insights.
Assignment Steps
Part 1:
Analyze the Week 1 Business Growth Overview dataset. This is a
marketing report generated by an analyst for the Senior Vice
President (SVP) of Marketing at a large corporation. The analyst is
new and has provided summary data but no insights or commentary
for the SVP.
Construct a minimum 525-word memorandum for the SVP
providing insights and commentary. The memorandum should
include your analysis of the following:
Major areas of increase and decrease in revenue or type and/or
category of business
Trends that are evident in terms of revenue or type and/or category
of business
Insights that would help formulate marketing strategies to either
continue growth or reverse decline

Additional analysis you (if you were SVP) would like to build a
marketing goal and strategy or strategies (and why)
Part 2:
Select a global or multi-regional (does business in more than one
country) company and one of its products or services that will serve
as the basis for your marketing plan. You should obtain two years of
annual reports as well as two years of 10K reports (provides a
comprehensive overview of the company's business and financial
condition and includes audited financial statements) for your data
source. Once you have selected your product or service, you must
define the size and type of your selected company that provides the
product or service (available from annual reports). This need not be
elaborate but must include total number of employees, production
volume, distribution methods, and so forth. Record this information
in a summary document as outlined below.
Company and product selection is a critical part of this project. You
must ensure your proposed company can implement the marketing
methods discussed in Marketing Management.
Prepare a minimum 175-word summary document and send it to
your instructor as a record of your selection. The summary
document should include the following:
Name of Company
Location of Company Headquarters
Name of Product or Service selected
General description of company (number of employees, revenue,
type of ownership, web page, etc.)
General description of product or service
Format your assignment consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment
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MKT 571 Week 1 DQ 1

What have been the major marketing trends in the last decade?
What new marketing trends do you anticipate in the next 10 years?
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MKT 571 Week 1 DQ 2
UOP has been the darling of Wall Street during the last few years.
They offer some of the highest profit margins of any company in
America today. And UOP has had a fine record of growing both
revenue and profits. They are, by far, the largest private university
in the Country.
From a marketing standpoint what do you think UOP is doing well?
What areas do you think can be improved?
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MKT 571 Week 1 Individual Assignment
Qualitative Focus Group Research Discussion
Guide (2 Papers)
This Tutorial contains 2 Papers
Select a local company and one of its products or services.
Create a 1,400-word Discussion Guide for your selected product or
service to be used during the course of a Focus Group that
researches your product or services target market. In your plan, be
sure to do the following:
Identify a problem or opportunity that may be facing that product
or service.
Identify a primary target audience for that product or service in
terms that relate to the audience's demographics, needs, or
preferences as those relate to the product or service, and behaviors
related to the category of or the specific product or service. The
better you define them, the better the screener will be at recruiting
the right people for the focus group.
Develop one overarching goal for the research.
Develop a discussion guide/script or exercises that will elicit the
information needed to address your informational goal. Questions
should be open-ended to encourage dialogue among the focus group
participants.

Format the assignment consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
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MKT 571 Week 2 Assignment Understanding
Target Markets (Nike)
To develop effective relationship marketing, a company must first
understand its targeted consumers' buying influences and behaviors.
This week's assignment is the first part of the development of a
marketing plan. It provides the foundation of the marketing plan and
introduces the student to a variety of diagrammatic tools for
understanding a business.
Assignment Steps
understand its targeted consumers' buying influences and behaviors. In
Week 2, create the Research section of your plan.
Create the research section of your marketing plan in minimum of 700
words.
Include at least 3 elements of the Research List of Topics (see list
below):
• Research List of Topics:
o Primary Research
o Secondary Research

o Consumer Analysis
o Customer Profile
o Continuous Consumer Monitoring & Research
o Environmental Scanning
o Identify Market, Economic, Technological, Regulatory, Legal, Social,
and Ecological Forces
o Current Opportunities
o Potential Future Opportunities
o Current Threats
o Potential Future Threat
• Diagrams are not required but can be used to provide clarity and
conciseness. Diagrams (and subsequent discussion) can include SWOT
(emphasizes internal market--Strengths, Weakness, Opportunities,
Threats) TOWS (emphasizes the external market--Threats,
Opportunities, Weakness, Strength), PEST (Political, Economical,
Social, Technological), SOAR (Strengths, Opportunities, Aspirations,
Results), and/or STEEP (Social, Technological, Environmental,
Economical, Political). All diagram(s) should be in APA format and
must include a subsequent discussion of the diagram(s) providing insight
and clarity.
Develop the first two parts of the Target Market section, which includes
an overview of the demographics (age, income, family members, and
birthdays) and psychographics (activities, interests, and opinions)
analysis. This is not a detailed analysis but an overview (basic trends and
insights from the data that is presented in annual reports and other SEC
type filings).
Explain the insights you have gained from your inspection and analysis
of the demographic and psychographic information you have found.
This assignment will be incorporated into your overall marketing plan
for Week 6.
Cite a minimum of three peer-reviewed references.
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MKT 571 Week 2 Assignment Understanding
Target Markets
understand its targeted consumers' buying influences and behaviors.
This week's assignment is the first part of the development of a
marketing plan. It provides the foundation of the marketing plan and
introduces the student to a variety of diagrammatic tools for
understanding a business.
Assignment Steps
understand its targeted consumers' buying influences and behaviors. In
Week 2, create the Research section of your plan.
Create the research section of your marketing plan in minimum of 700
words.
Include at least 3 elements of the Research List of Topics (see list
below):
Research List of Topics:
Primary Research
Secondary Research
Consumer Analysis
Customer Profile
Continuous Consumer Monitoring & Research

Environmental Scanning
Identify Market, Economic, Technological, Regulatory, Legal, Social,
and Ecological Forces
Current Opportunities
Potential Future Opportunities
Current Threats
Potential Future Threat
Diagrams are not required but can be used to provide clarity and
conciseness. Diagrams (and subsequent discussion) can include SWOT
(emphasizes internal market--Strengths, Weakness, Opportunities,
Threats) TOWS (emphasizes the external market--Threats,
Opportunities, Weakness, Strength), PEST (Political, Economical,
Social, Technological), SOAR (Strengths, Opportunities, Aspirations,
Results), and/or STEEP (Social, Technological, Environmental,
Economical, Political). All diagram(s) should be in APA format and
must include a subsequent discussion of the diagram(s) providing insight
and clarity.
Develop the first two parts of the Target Market section, which includes
an overview of the demographics (age, income, family members, and
birthdays) and psychographics (activities, interests, and opinions)
analysis. This is not a detailed analysis but an overview (basic trends
and insights from the data that is presented in annualreports and other
SEC type filings).
Explain the insights you have gained from your inspection and analysis
of the demographic and psychographic information you have found.
This assignment will be incorporated into your overall marketing plan
for Week 6.
**********************
MKT 571 Week 2 DQ 1

This week we are reading about "branding".
Here is a recent article on the subject.
Comments please.
MKT 571 Week 2 DQ 2
We are entering a real crowded and mature market with our CNN
product. (Read class case introduction). Here is a two part DQ.
1. Describe the overall strategy we should adopt to maximize our
potential for success.
2. In one sentence write your positioning statement for the product
**********************

Go to the Strategic Business Insights website.
Take the VALS Survey. Have the results sent to you by email. The
results are sent in a Microsoft® Word document showing your primary
and secondary VALS segments.
Go to the Nielsen website.
Explore the Nielsen Segmentation Methodology, the featured and other
segments, and then click on Zip Code Lookup. Enter your Zip Code and
the code provided and click Enter. A map showing your geographic area
will pop up along with information on the distribution of people by age,
race/ethnicity, marital status, and presence of children. On the left will
be three options: PRIZM, P$CYCLE, and ConneXions (three
segmentation techniques based on Zip Codes, Wealth, and
Connectivity).
Click on PRIZM to view the list of primary segments for your
geographic area. Into which of these segments would you place yourself
and why?
Write a 1,400-word segmentation analysis that includes the following:
Summarize your results.
Summarize what you learned about these segmentation methodologies.
Compare your results showing your buying behaviors with what you
know of organizational buying behaviors.
How do consumer behaviors differ from organizational behaviors?
Examine the dimensions of the consumer segments as well as
organizational segments.
Cite a minimum of two scholarly sources.
Format your paper consistent with APA guidelines.

MKT 571 Week 2 Team Assignment What Is A
Marketing Plan? (2 Papers)
Develop a 1,050-word marketing plan discussion which includes the
following:
Discuss what a marketing plan is and is not.
Examine the elements that should be included in a marketing plan.
Examine the importance of a marketing plan.
Discuss how a marketing plan can be applied to a new product launch.
Discuss ways to determine goals, strategies, tactics, and objectives for a
new marketing plan.
Cite a minimum of three scholarly references in addition to the text.
Format the paper consistent with APA guidelines.
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MKT 571 Week 3 Assignment Promotion and the
Product Life Cycle (Nike)

All products/services go through a life cycle of NPI (new product
introduction), growth, maturity and decline. These various stages affect
the marketing strategy and promotional efforts. In Week 3, you will
incorporate a product strategy that addresses at least 3 areas of the
product life cycle. The primary objective of this assignment is to allow
the student to demonstrate an understanding of the factors that can affect
the launch of a product or service. A secondary objective is to
understand the differences in a product launch in the U.S. (domestic
market) and an international market.
Assignment Steps
Generate a minimum 700-word product strategy in Microsoft® Word.
Incorporate a product strategy that addresses the following:
• At least three areas of the product life cycle (NPI-new product
introduction, growth, maturity and decline).
• How you will measure (what metrics will be used to determine success
or failure) the marketing activities.
• Create at least two different types of media methods for the products.
One media method must be a print method and one must be non-print. A
media method is a media strategy which highlights your product. For
example, (this cannot be used in this assignment), a non-print media
method would be a Facebook campaign that provides a user a reward for
each review, positive or negative, posted about the
use/appearance/price/etc. of the product. In your assignment, you should
have 2-3 sentences about each media method (i.e. one paragraph of what
you would do, not how to do it).
• Address three elements of the Product and Promotion List (see below).
o Product and Promotion List:

 Integrated Marketing Communication
 Advertising Strategy/Objectives
 Push and Pull
 Media Strategy
 Advertising Execution
 Direct Marketing
 Public Relations/Strategies
 Positioning
The plan will be a continuation of your global or multi-regional
company you chose in Week 1. This will be incorporated into your
overall marketing plan for Week 6.
Note: Charts/graphs/tables do not count toward the word count.
**********************
MKT 571 Week 3 Assignment Promotion and the
Product Life Cycle
All products/services go through a life cycle of NPI (new product
introduction), growth, maturity and decline. These various stages affect

the marketing strategy and promotional efforts. In Week 3, you will
incorporate a product strategy that addresses at least 3 areas of the
product life cycle. The primary objective of this assignment is to allow
the student to demonstrate an understanding of the factors that can affect
the launch of a product or service. A secondary objective is to
understand the differences in a product launch in the U.S. (domestic
market) and an international market.
Assignment Steps
Generate a minimum 700-word product strategy in Microsoft® Word.
Incorporate a product strategy that addresses the following:
At least three areas of the product life cycle (NPI-new product
introduction, growth, maturity and decline).
How you will measure (what metrics will be used to determine success
or failure) the marketing activities.
Create at least two different types of media methods for the products.
One media method must be a print method and one must be non-print. A
media method is a media strategy which highlights your product. For
example, (this cannot be used in this assignment), a non-print media
method would be a Facebook campaign that provides a user a reward for
each review, positive or negative, posted about the
use/appearance/price/etc. of the product. In your assignment, you should
have 2-3 sentences about each media method (i.e. one paragraph of what
you would do, not how to do it).
Address three elements of the Product and Promotion List (see below).
Product and Promotion List:
Integrated Marketing Communication
Advertising Strategy/Objectives
Push and Pull
Media Strategy
Advertising Execution
Direct Marketing
Public Relations/Strategies
Positioning

The plan will be a continuation of your global or multi-regional
company you chose in Week 1. This will be incorporated into your
overall marketing plan for Week 6.
**********************
MKT 571 Week 3 DQ 1
What do you think are the most important characteristics/attributes of
successful sales people? Discuss BTW Sales is part of the marketing
function.
MKT 571 Week 3 DQ 2

You are working at Johnson & Johnson and one of your responsibilities
is to set prices for new drugs. The firm has invented a cure for Aids and
is protected by patent. The cost for the one time injection that cures the
disease is $100 and includes amortization of the development cost (The
$1 billion cost to develop the product is included in the $100) and the
cost raw materials. Assume that insurance companies currently spend
$200,000 to treat an Aids patient. Assume 20% of the world population
is covered by insurance or socialized medicine.
What price do you charge for the treatment? Defend your answer.
Consider all your stakeholders. (Including your stock holders)
Hint. You won't find the answer to this hummer in your text. Also don't
spend too much time trying to quantify your answer. I'm looking more
for your top of mind solution to this one.
**********************
MKT 571 Week 3 Individual Assignment Career
Connection: Customer Relationships and
Satisfaction (2 Papers)
You are a marketing manager for a local company and you are
developing a plan to improve customer relationships and increase
satisfaction.

Select one of the following types of local companies:
Florist
Veterinarian
Health/Natural Food Store
Accounting/Tax Preparation
Create a 2,100-word Customer Satisfaction Plan in which you include
the following:
Explain how each type of business might segment the local market based
on consumer/business demographic information, behaviors,
psychographics (attitudes, interests, and lifestyle), geography, and/or
product or service benefits. Support your explanation with documented
facts and statistics.
Develop a strategy for attracting the target audience to the selected
business and explain your reasoning using marketing principles and
sound marketing concepts. As part of this strategy, select one of the
segments you identified as the main target audience for that business.
Develop a strategy for building long-term relationships and strong
customer loyalty between the selected business and the target audience
using Customer Relationship Management (CRM), personal
communications/direct marketing, social media, events, publicity, and/or
frequency marketing/rewards ideas.
Explain each strategy and its related goal(s).
Discuss some of the tactics that could be used to implement the strategy
with reasons for selecting each tactic.
Discuss at least three potential methods of measuring customer
satisfaction and loyalty, with examples of the types of questions that
might be explored if a conversation or survey were to be one of your
options.
Develop one or more messages for initially attracting the target audience
and then for maintaining a strong, mutually-beneficial relationship.
Cite at least six scholarly references.
**********************

MKT 571 Week 3 Team Assignment New
Product Launch (Apple Iphone)
Understanding the various phases of a product or service lifecycle is
critical when addressing a market. If your product is in decline and the
competitor's product is in growth, your strategy for the product or
service will be different. This exercise will enable students to
demonstrate an understanding of both their product/service life cycle
stage and a competitor's product. It is designed to help students explore
product mix strategies in the various phases of a product or service life
cycle. This tool is critical when addressing a market penetration, market
saturation or product/service decline.
Assignment Steps
Resource: Plunkett Research Online located in the University Library.
Design a minimum 1,050-word New or Product Refresh Product Launch
Plan in Microsoft® Word. The product launch plan will be for two
markets: U.S. and one international market. Domestic market generally
means the market where the company headquarters are located. If you
choose a domestic market that is not the U.S. than your other market is
required to be the U.S. Compare your product/service to at least one
other competitor. This can be a product/service that is used by a team
member in their individual assignment. The competitor does not need to
be in both markets, you can have two different competitors, one for each
market.

Include the following:
• Brief SWOT (emphasizes internal market--Strengths, Weakness,
Opportunities, Threats) and/or TOWS (emphasizes the external market--
Threats, Opportunities, Weakness, Strength).
• A graph or chart if the team deems it necessary.
Include two of the following:
• Definition of product or service.
• Description of product or service--marketing message.
• Why the product or service needs to be introduced or refreshed (target
audience).
• Address competition in each region and how the new product or
refresh provides a competitive advantage.
• Evaluate the potential growth rate. Look for information on similar
products/services to determine a 3 year growth rate (Compound Annual
Growth Rate-CAGR). Information may be located in the University
Library.
**********************
Product Launch Marketing Plan, Part 1

Create a 1,400-word Product Launch Plan in a Microsoft® Word
document. The Product Launch plan will be for two countries. Select
your home (domestic) market and another for the international market.
Do not select the U.S. and Canada, the U.S. and Britain, or Canada and
Britain as your combinations. While the audiences should have the same
need for the product or service you come up with, they should have
distinctive cultures and habits.
Include the following in the Product Launch Plan:
Define the product or service being offered.
Describe the product or service offering.
Assess the market needs for this product or service.
Choose an anticipated target audience and include a description.
Defend your choice of product or service.
Develop a brief SWOT analysis.
Analyze potential or existing competition - either direct or substitution.
Evaluate the potential growth rate. Look for information on similar
products or services to come up with a growth rate over three years; this
may be adjusted in later revisions.
Develop a 10-question survey instrument including potential answers for
closed-ended questions and scalar questions that you will use for the
final marketing plan. The questionnaire will be used to collect additional
primary data about buyers. Set at least one goal for this survey:
Why is it being conducted?
How will the team benefit from the results in terms of planning and
decision making?
Leverage opportunities to demonstrate marketing management learning
by defining marketing terms and concepts and by using expert testimony
and scholarly sources to support your points or definitions.

Product Launch
Understanding the various phases of a product or service lifecycle is
critical when addressing a market. If your product is in decline and the
competitor's product is in growth, your strategy for the product or
service will be different. This exercise will enable students to
demonstrate an understanding of both their product/service life cycle
stage and a competitor's product. It is designed to help students explore
product mix strategies in the various phases of a product or service life
cycle. This tool is critical when addressing a market penetration, market
saturation or product/service decline.
Assignment Steps
Resource: Plunkett Research Online located in the University Library.
Design a minimum 1,050-word New or Product Refresh Product Launch
Plan in Microsoft® Word. The product launch plan will be for two
markets: U.S. and one international market. Domestic market generally
means the market where the company headquarters are located. If you
choose a domestic market that is not the U.S. than your other market is
required to be the U.S. Compare your product/service to at least one
other competitor. This can be a product/service that is used by a team
member in their individual assignment. The competitor does not need to
be in both markets, you can have two different competitors, one for each
market.

Include the following:
Brief SWOT (emphasizes internal market--Strengths, Weakness,
Opportunities, Threats) and/or TOWS (emphasizes the external market--
Threats, Opportunities, Weakness, Strength).
A graph or chart if the team deems it necessary.
Include two of the following:
Definition of product or service.
Description of product or service--marketing message.
Why the product or service needs to be introduced or refreshed (target
audience).
Address competition in each region and how the new product or refresh
provides a competitive advantage.
Evaluate the potential growth rate. Look for information on similar
products/services to determine a 3 year growth rate (Compound Annual
Growth Rate-CAGR). Information may be located in the University
Library.
**********************
MKT 571 Week 4 Assignment Price and Channel
Strategy (Nike)

This assignment is designed to help students analyze and understand
how price setting and go to market (distribution) are interrelated and
affects the profitability and growth of the business. It has been designed
to be a short overview on purpose: the concepts of pricing and
distribution are complex and a general understanding is what should be
absorbed in one week of study.
Assignment Steps
Construct a minimum 700-word plan for setting price and a distribution
model (place/distribution) in Microsoft® Word. This plan should
address at least three elements (from the Price and Place/Distribution list
below) of the Price and Place/Distribution section of the marketing plan.
• Price and Place/Distribution:
o Distribution Strategies
o Channels, Mass, Selective, Exclusive
o Positioning within channels
o Dynamic/Static Pricing Strategies
o Channel tactics (Pricing)
o Daily pricing, promotion pricing, List pricing
The plan will be a continuation of your global or multi-regional business
you chose in Week 1. This will be incorporated into your overall
marketing plan for Week 6.
**********************
MKT 571 Week 4 Assignment Price and Channel
Strategy

This assignment is designed to help students analyze and understand
how price setting and go to market (distribution) are interrelated and
affects the profitability and growth of the business. It has been designed
to be a short overview on purpose: the concepts of pricing and
distribution are complex and a general understanding is what should be
absorbed in one week of study.
Assignment Steps
Construct a minimum 700-word plan for setting price and a distribution
model (place/distribution) in Microsoft® Word. This plan should
address at least three elements (from the Price and Place/Distribution list
below) of the Price and Place/Distribution section of the marketing plan.
Price and Place/Distribution:
Distribution Strategies
Channels, Mass, Selective, Exclusive
Positioning within channels
Dynamic/Static Pricing Strategies
Channel tactics (Pricing)
Daily pricing, promotion pricing, List pricing
MKT 571 Week 4 DQ 2

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Let's assume that The Recharge Bar has been wildly successful and we
have achieved all our major objectives in the U. S. market by the end of
year three. Should we consider expanding our distribution globally?
What are some of the major factors that we need to be aware of and plan
for? In other words, what makes marketing on a global basis more
difficult than simply distributing our product nationally?
MKT 571 Week 4 DQ 2
Let's assume that The Recharge Bar has been wildly successful and we
have achieved all our major objectives in the U. S. market by the end of
year three. Should we consider expanding our distribution globally?
What are some of the major factors that we need to be aware of and plan
for? In other words, what makes marketing on a global basis more
difficult than simply distributing our product nationally?

MKT 571 Week 4 team Assignment New Product
Launch Marketing Plan, Part 2
Create a 1,400-word Market Segmentation Plan for the New
Product/Service Launch Marketing Plan. Include the following for both
the domestic and international markets based on the team's research:
Describe the target market (audience) profiles, key buying behaviors,
and decision motivators for the consumer target market. Note: Do not
pick different target markets for the domestic and international markets.
Detail the steps involved in a new product/service development.
Discuss the stages of the new product/service life cycle and how to
manage each stage. Include tactical plans for the 4 Ps at each stage.
Develop a pricing strategy for the new product or service offering.
Differentiate the new pricing strategy for the practice of setting the
price. Why is this an important distinction?
Develop the product offering started in Week 2. Provide the product mix
for the new offering including features and benefits, branding, any other
products in its line, its differentiating characteristics from competitive or
substitute products, packaging and labeling, and warranties and
guarantees.
Create a new positioning statement and strategy for the product/service.
Justify the position strategy.
Cite a minimum of six scholarly sources.

MKT 571 Week 5 Assignment Marketing
Communication and Brand Strategy (Nike)
This assignment is designed to help students understand the
interrelationships between brand strategy and the communication
message to the target audience. It is a continuation of the marketing plan
and students should review the Week 3 Learning Team Assignment for
assistance in product brand strategies the team has developed.
Assignment Steps
Develop a minimum 700-word branding strategy and marketing
communication plan in Microsoft® Word. This document should
address at least 5 elements of the Situational Analysis and the Product,
Place/Distribution, Promotion, and Price Strategies (modified below)
sections of the marketing plan (from the Situational Analysis and the
Product, Place/Distribution, Promotion, and Price Strategies lists below).
The five elements you select should only come from the options
provided below. You must include a measurement of customer loyalty
and retention in your strategy document. You may include more than the
minimum to provide clarity and coherence to your document.
• Situational Analysis:
o Vision , Mission, Strategic objectives, Values
o Strengths/Weaknesses
o Competitor's Strengths/Weaknesses
o Market Segments

• Product, Place/Distribution, Promotion, and Price Strategies:
o Creating a Brand Image
o Maintaining Brand Image
o Branding Concerns
o Promotion/Integrated Marketing Communication
o Advertising Strategy/Objectives
o Push and Pull
o Media Strategy
o Advertising Execution
o Public Relations/Strategies
**********************
MKT 571 Week 5 Assignment Marketing
Communication and Brand Strategy

This assignment is designed to help students understand the
interrelationships between brand strategy and the communication
message to the target audience. It is a continuation of the marketing plan
and students should review the Week 3 Learning Team Assignment for
assistance in product brand strategies the team has developed.
Assignment Steps
Develop a minimum 700-word branding strategy and marketing
communication plan in Microsoft® Word. This document should
address at least 5 elements of the Situational Analysis and the Product,
Place/Distribution, Promotion, and Price Strategies (modified below)
sections of the marketing plan (from the Situational Analysis and the
Product, Place/Distribution, Promotion, and Price Strategies lists below).
The five elements you select should only come from the options
provided below. You must include a measurement of customer loyalty
and retention in your strategy document. You may include more than the
minimum to provide clarity and coherence to your document.
Situational Analysis:
Vision , Mission, Strategic objectives, Values
Strengths/Weaknesses
Competitor's Strengths/Weaknesses
Market Segments
Product, Place/Distribution, Promotion, and Price Strategies:
Creating a Brand Image
Maintaining Brand Image
Branding Concerns
Promotion/Integrated Marketing Communication
Advertising Strategy/Objectives
Push and Pull
Media Strategy
Advertising Execution
Public Relations/Strategies

**********************
MKT 571 Week 5 Career Connection Integrated
MarketingCommunication and MarketingMix –
Client Pitch (Part 1 and Part 2)
Select a current product or service with which you are familiar. This
product will be used to pitch a new integrated marketing communication
and marketing mix to a client who is the marketer or producer of the
product.
Review the current marketing mix including the communication
channels used.
Part 1
Create a 12-slide presentation including detailed speaker notes that will
act as the script of a presentation. Include the following in the
presentation:
Evaluate the effectiveness of the existing marketing mix (elements of the
4 Ps).
Recommend a new marketing mix strategy based on any weakness(es)
you discovered.
Examine the company's current positioning strategy.

Determine whether or not to change that strategy.
Identify any considerations to be used when building or maintaining the
brand or customer loyalty.
Evaluate the target audience's use of and belief in the distribution
channels and/or communication channels used.
Part 2
Create a storyboard, print ad, or a radio or video commercial for the
product featuring your new marketing mix. Video or audio options
should be 30-60 seconds and storyboards 5-8 slides.
Use an app or program such as Movenote®, Knovio®, Presentme®, or
another video recording application if selecting the video option.
Storyboards can be created using Microsoft® PowerPoint®.
Format your presentation consistent with APA guidelines.
**********************
MKT 571 Week 5 Career Connection Integrated
MarketingCommunication and MarketingMix –
Client Pitch (Part 1 Only)
Select a current product or service with which you are familiar. This
product will be used to pitch a new integrated marketing communication
and marketing mix to a client who is the marketer or producer of the
product.

Review the current marketing mix including the communication
channels used.
Part 1
Create a 12-slide presentation including detailed speaker notes that will
act as the script of a presentation. Include the following in the
presentation:
Evaluate the effectiveness of the existing marketing mix (elements of the
4 Ps).
Recommend a new marketing mix strategy based on any weakness(es)
you discovered.
Examine the company's current positioning strategy.
Determine whether or not to change that strategy.
Identify any considerations to be used when building or maintaining the
brand or customer loyalty.
Evaluate the target audience's use of and belief in the distribution
channels and/or communication channels used.
**********************
MKT 571 Week 5 DQ 1
Let's assume our objective for ReCharge is to deliver $300 million in
first year sales and to capture the #1 market share position in the
category by the end of our first full year of operation.
(BTW. Setting marketing objectives prior to developing strategy is real
important)

What should our promotional budget be? Why? What methodology did
you use to come up with your budget?
MKT 571 Week 5 DQ 2
Instead you're going to get a chance to get your creative juices going
and to hopefully have some fun doing it.
Each of you will demonstrate your creative approach to the ReCharge
Bar by developing a TV commercial, radio spot or magazine ad. You
don't need to get fancy with the graphics. You can verbally describe
what is going on. But write the actual copy for your ad.
You will need to restate your target audience and positioning. You won't
be able to max out your points if you forget.
(Please, no attachments in the main folder or mega files. If you want to
share graphics drop it in the Chatroom.)
Step out of the box, (And your comfort zone) and have some fun with it. I
think we will have our own award ceremony. We will vote on the best
ad.
MKT 571 Week 5 Team Assignment Media
Options (Apple)

The purpose of this assignment is to creatively illustrate traditional and
new media options. An understanding of the target audience and
effective communication for each is a desired outcome. It provides the
Learning Team the opportunity to creatively illustrate traditional and
effective communication for each is a desired outcome.
Assignment Steps
As a Learning Team choose a brand (different from the Week 3
Learning Team Assignment) and a related brand strategy.
Create a Microsoft® PowerPoint® presentation, Prezi, or Vimeo video,
etc. which illustrates one traditional media option (print, TV, radio,
billboard, etc.) and one new (social media) media option for your brand
and brand strategy. Each presentation should be a minimum of 7-10
slides or, if Prezi or Vimeo video, an 8-minute minimum.
Note: Prezi presentations cannot be uploaded to the classroom. Please
provide your instructor with the link to the presentation on the web.
Prezi will provide you with a URL link to the presentation.
Discuss in a minimum 700 words the differences between the traditional
media option and the new media option in terms of audience, reach,
channel and content. A table of differences may be used to concisely
illustrate the differences but you must include a discussion of
insights/concerns/issues between the media options.
Note: Charts/graphs/tables in your Microsoft® Word write-up do not
count towards the word count.

**********************
Options (StarBucks)
Learning Team the opportunity to creatively illustrate traditional and
Assignment Steps
As a Learning Team choose a brand (different from the Week 3
Learning Team Assignment) and a related brand strategy.
etc. which illustrates one traditional media option (print, TV, radio,

**********************
Options
Learning Team the opportunity to creatively illustrate traditionaland

Assignment Steps
As a Learning Team choose a brand (different from the Week 3 Learning
Team Assignment) and a related brand strategy.
etc. which illustrates one traditionalmedia option (print, TV, radio,
**********************

MKT 571 Education Specialist / snaptutorial.com

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