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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)
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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 (New, 2018)
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1. A fundamental and distinctive mode of expression that appears in a
field of human endeavor is called a __________. • style  •
  theme  •  trend  • pattern 2. A firm should use
undifferentiated marketing to promote its products when: •
  the market shows several natural segments.  •   itwants
to appeal to multiple market segments. ---not sure •   itwants to
customize its products for each consumer.    all consumers have
roughly the same wants and preferences. 3. The marketing
department of StyleWheel Inc., a manufacturer of luxury cars,
initiates intensive marketing efforts prior to the launch of a new
model. Three months into the launch of the new model, the
department decides to assess the short-term effects of its marketing
activities. Which of the following is a reliable measure of performance
for this purpose? •   Perceivedquality  •   Market share  •
  Customer awareness    Shareholder value 4. ----------is the
first step a firm should take while setting the price for a product. •
  Determining demand  •   Selectingthe pricing objective  •
  Selectinga pricing method    Estimating cost 5. Business

markets differ from consumer markets in that: •   inbusiness
markets, purchasing is often executed through intermediaries.  •
  the total demand for many goods and services in business
markets is elastic.  •   buying decisions in business markets are
subject to multiple influences.    inbusiness markets, a marketer
typically deals with several smaller buyers. 6. Which of the following
best describes the term product system? •   Itis a set of variants
that are developed for a single product.  •   Itis a group of products
that perform a similar function and belong to a single product class. 
•   Itrefers to a set of products available only to high-income
consumers.    Itrefers to a set of different but related items that
operate in a compatible manner. 7. The width of a company’s product
mix refers to: •   the extent to which the different product lines in
the mix are related in terms of end use.  •   the number of variants
offered for each product in a product line.  •   the number of
different product lines carried by the company.    the total number
of items in the product mix. 8. Nowadays, a __________ is being
appointed by many firms so as to place the marketing function on a
more equal footing with the functions performed by other C-level
executives. •   chief marketing officer  •   finance manager 
•   chief information officer    marketing manager 9. In which of
the following stages of a product life cycle are profits nonexistent? •
  Introduction  •   Maturity  •   Decline    Growth 10.
Which of the following statements is true of personal communications
channels? •   Their influence on purchase decisions is significant
when products are purchased frequently.  •   Their effectiveness
derives from individualized presentation and feedback.  •   They

are often less effective than mass communication channels.    They
include public relations, advertising, and sales promotions. 11.
__________ refers to the capacity to satisfy humanity’s needs without
harming future generations. •   Profitability  •
  Sustainability  •   Accountability    Durability 12. Fashion
Vista Designers, a firm that sells designer clothes, has outlets in four
countries. In each country, it offers clothes that suit the climatic
conditions of the country and match the cultural sensibilities of the
local population. The marketing department of Fashion Vista often
releases advertisements that show regional celebrities endorsing the
company’s products. In this scenario, which of the following types of
market segmentation does Fashion Vista employ? •   Geographic
segmentation  •   Psychographic segmentation  •
  Demographic segmentation    Behavioral segmentation 13.
Which of the following is a difference between business markets and
consumer markets? •  Inbusiness markets, buyers usually purchase
products through intermediaries, whereas in consumer markets,
buyers usually purchase products directly from manufacturers.  •
  Suppliers in business markets are often expected to customize
their products to suit the requirements of individual business
customers, whereas suppliers in consumer markets are seldom
expected to do so.  •  Inbusiness markets, the total demand for
goods and services is significantly affected by price changes, whereas
in consumer markets, the total demand for goods and services is not
significantly affected by price changes.    Purchasing decisions in
business markets are made by the end user, whereas purchasing
decisions in consumer markets are made by a buying committee. 14.
Which of the following measures reflects the short-term results of a

firm’s marketing efforts? •   Perceivedquality  •   Customer
awareness  •   Salesturnover    Market share 15. __________
refers to the activity of designing a company’s product and image so
that they occupy a distinctive place in the minds of the target market.
•   Targeting  •   Segmentation  •   Positioning 
  Customization 16. __________ is the process of maximizing
customer loyalty by cautiously handling detailed information about
customers and all customer touch points. •   Product modification  •
  Customer cloning  •   Customer relationship
management    Enterprise resource planning 17. The __________
encompasses the actors engaged in producing, distributing, and
promoting a product or a service. •   legalenvironment  •
  demographic environment  •   natural environment    task
environment 18. __________ divides the market into units such as
nations, states, regions, cities, or neighborhoods. •   Geographic
segmentation  •   Behavioral segmentation  •   Demographic
segmentation    Psychographic segmentation 19. In the context of
the value chain, __________ is a primary activity that involves
bringing materials into the business. •  operations  •   inbound
logistics  •   technology development    marketing 20.
__________ refers to a marketing strategy in which a firm tries to
cater to all customer groups with all the products they might require.
•   Multiple segment specialization  •   Single-segment
concentration  •   Individual marketing    Full market coverage
21. Entities that assist in the distribution process of a product but
neither take title to goods nor engage in the negotiation of purchases
or sales are called __________. •   agents  •   merchants  •

jobbers    facilitators 22. Which of the following statements
is true of a sharing economy? •   Anorganization's trust and
reputation have little role in determining its place in a sharing
economy.  •   A sharing economy is primarily the result of two
activities, harvesting and divesting.  •   Self-policing
mechanisms are typically absent in most platforms that form part of a
sharing-related business.    Ina sharing economy, an individual
experiences the benefits of being both a consumer and a producer.
23. Which of the following statements is true of fads? •   They
usually satisfy a strong customer need.  •   Theytend to win over
only a limited following.  •   Theyhave a long acceptance
cycle.    Theylast for several generations. 24. The __________ refers
to the core business process in which an organization researches,
develops, and introduces novel, high-quality products quickly and
within the firm’s budget. •   customer acquisition process  •
  customer relationship management process  •   new-
offering realization process    fulfillment management process 25.
When marketers combine an existing brand with a new brand, the
product is called a __________. •   sub-brand  •   parent
brand  •   master brand    familybrand 26. __________ is a
period in a typical product life cycle characterized by rapid market
acceptance and significant profit improvement. •   Introduction 
•   Growth  •   Decline    Maturity 27. __________ seeks to
create brand awareness among consumers and communicate to them
about new products or new features of existing products. •
  Informative advertising  •   Reinforcement advertising  •
  Reminder advertising    Persuasive advertising 28. A

customer-focused __________ presents a strong, convincing reason
why the target market should purchase a product or service. •
  value proposition  •   value network  •   project
objective    mission statement 29. A company that interacts with its
customers to get product ideas should: •   engage the right
customers in the right way.  •   allow all its customers to
participate in the product-design process.  •   focussolely on its
lead users.    prohibit customers from innovating products without
its consent. 30. __________ is one of the methods used to develop
ideas for a new product in which each feature of an existing product is
noted and modified. •   Attribute listing  •   Morphological
analysis  •   Mind mapping    Reverse-assumption analysis
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MKT 571 Final Exam Guide
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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
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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
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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

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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)
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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)
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Purpose of Assignment 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
To develop effective relationship marketing, a company must first
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 oIdentify 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. Format
your assignment consistent with APA guidelines. Click the Assignment
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MKT 571 Week 2 Assignment Understanding Target Markets
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Purpose of Assignment 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
To develop effective relationship marketing, a company must first
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. Format your assignment consistent
with APA guidelines. Click the Assignment Files tab to submit your

assignment.
---------------------------------------------------------------------------------------
MKT 571 Week 2 DQ 1
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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?
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MKT 571 Week 2 DQ 2
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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
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MKT 571 Week 2 Individual Assignment Segmentation Techniques
(2 Papers)
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This Tutorial contains 2 Papers 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. Click the Assignment Files tab to submit your
assignment.
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MKT 571 Week 2 Team Assignment What Is A Marketing Plan? (2
Papers)
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This Tutorial contains 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. Click the
---------------------------------------------------------------------------------------
Cycle (Nike)
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Purpose of Assignment 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
Media
Public
R 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. Cite
a minimum of three peer-reviewed references. Format your
assignment consistent with APA guidelines. Click the Assignment Files
tab to submit your assignment.
---------------------------------------------------------------------------------------
Cycle
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Purpose of Assignment 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
Note: Charts/graphs/tables do not count toward the word count.
Cite a minimum of three peer-reviewed references. Format your
---------------------------------------------------------------------------------------
MKT 571 Week 3 DQ 1
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What do you think are the most important characteristics/attributes
of successful sales people? Discuss BTW Sales is part of the
marketing function.

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MKT 571 Week 3 DQ 2
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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.
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MKT 571 Week 3 Individual Assignment Career Connection:
Customer Relationships and Satisfaction (2 Papers)
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This Tutorial contains 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. Format your
paper consistent with APA guidelines. Click the Assignment Files
---------------------------------------------------------------------------------------
MKT 571 Week 3 Team Assignment New Product Launch (Apple
Iphone)
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Purpose of Assignment 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. Note: Charts/graphs/tables do
not count toward the word count. Cite a minimum of three peer-
reviewed references. Format your assignment consistent with APA
guidelines. Click the Assignment Files tab to submit your assignment.
---------------------------------------------------------------------------------------
MKT 571 Week 3 Team Assignment New Product Launch
Marketing Plan, Part 1
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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: o Why is it being

conducted? o 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. Format your
paper consistent with APA guidelines. Click the Assignment Files
---------------------------------------------------------------------------------------
MKT 571 Week 3 Team Assignment New Product Launch
www.mkt571help.com
Purpose of Assignment 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. Note:
Charts/graphs/tables do not count toward the word count. Cite a
minimum of three peer-reviewed references. Format your
---------------------------------------------------------------------------------------
MKT 571 Week 4 Assignment Price and Channel Strategy (Nike)
www.mkt571help.com
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 Note: Charts/graphs/tables do not
count toward the word count. 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. Cite a
minimum of three peer-reviewed references. Format your assignment
consistent with APA guidelines. Click the Assignment Files tab to
submit your assignment.
---------------------------------------------------------------------------------------
MKT 571 Week 4 Assignment Price and Channel Strategy
www.mkt571help.com
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 Note:
Charts/graphs/tables do not count toward the word count. 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. Cite a minimum of three peer-reviewed
references. Format your assignment consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
---------------------------------------------------------------------------------------
MKT 571 Week 4 DQ 1
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Let's assume that our overall objectives for the ReCharge bar is to
generate $300 million in year 1 sales and capture the #1 market
share position in the U. S market. Describe your Distribution
strategy to allow these lofty goals to be accomplished.
---------------------------------------------------------------------------------------
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 team Assignment New Product Launch
Marketing Plan, Part 2
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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. Format your paper consistent with APA
guidelines. Click the Assignment Files tab to submit your
assignment.
---------------------------------------------------------------------------------------
Brand Strategy (Nike)
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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: oVision , 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 Note: Charts/graphs/tables do not
count toward the word count. 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. Cite a
minimum of three peer-reviewed references. Format your assignment
consistent with APA guidelines. Click the Assignment Files tab to
submit your assignment.

---------------------------------------------------------------------------------------
Brand Strategy
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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 oMaintaining
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 Note: Charts/graphs/tables do not
count toward the word count. The plan will be a continuation of
your global or multi-regional business you chose in Week 1. This

Cite a minimum of three peer-reviewed references. Format your
---------------------------------------------------------------------------------------
MKT 571 Week 5 Career Connection Integrated Marketing
Communication and Marketing Mix – Client Pitch (Part 1 and Part
2)
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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. Click the
---------------------------------------------------------------------------------------
MKT 571 Week 5 Career Connection Integrated Marketing

Communication and Marketing Mix – Client Pitch (Part 1 Only) (2
PPT)
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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
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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
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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.
---------------------------------------------------------------------------------------------

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MKT 571 HELP Inspiring Innovation--mkt571help.com