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Running head: PRINCIPLES OF MARKETING 1
PRINCIPLES OF MARKETING 1
Week 4 Writing Assignment Marketing
Principles of Marketing
Professor Engle
April 12, 2020
Part 1 - Consumer Behavior: How People Make Buying
DecisionsConsumer Buying Behavior
Consumer behavior is explained as the selection, buying and
consumption of goods or services to fulfill their wants that lead
towards satisfaction. Consumer behavior usually involves
different processes. First of all, the consumer efforts to find
those commodities to which he would provide more utility and
would like to consume. Then consumers estimate the money that
he has to spend on buying commodities. At last, the consumer
makes a comparison of the prices of commodities and after that,
if it is suitable then he takes the final decision of buying
commodities of his choice.
Product/Service: I am selecting refrigerators as a product that I
will offer to customers.
1) Consumer Behavior Model- Environmental Factors
Many environmental factors affect consumer buying behavior
like political environment, economic environment, social
environment, technological environment, and cultural

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environment. I will elaborate on only the two more targeted in
the present scenario.
The Technological Environment
Technology has brought much advancement not only to products
and services, but it also has changed the way of promotional
activities. Now there are a variety of features that are
introduced like flex-zone, air filtration, adjustable shelves,
spill-proof digital shelves, full extension drawers, full-width
pantry drawers, electric temperature control, door alarms,
designer LED lighting, under counter ice makers, under counter
Kegerators. All these advancements are just due to
technological advancement. Now the buying behavior of the
consumer has changed and they prefer the latest technological
product.
Technologies also alter the promotional mix in another
significant way: They change the way firms market their
products and services. Revolutionary changes originated
through the internet, which introduces marketers to a new
source that is fully supported for the promotion of goods and
services. Marketers should follow technological improvements
and adapt their approaches, to take benefit of the opportunities.
The Cultural Environment
Culture can be defined as the combination of art, customs,
knowledge, morals, beliefs, value and habits acquired by
society. Culture sets certain limitations on behavior that called
norms and defilement of these cultural norms consequences in
the formation of sanction. Both norms and sanctions affect the
consumption pattern. Every society makes its own culture and
that influences the choices, wants and behavior of consumers.
Chinese don’t prefer durability while the Japanese prefer it.
Like people of Islamic countries do not like and permit live-in
relationship, it is the culture of Islamic countries, so unmarried
live alone and prefer mini-fridge. While in Europe and other
countries live-in relationships are common and buying behavior
is the same. Therefore, marketers should consider the culture of
different regions and countries. This cultural difference affects

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the decision-making process likewise in Asia subcontinent
Pakistan and India, the culture of a joint family is common and
in the joint family when we talk about our product they need for
the bigger refrigerator as the more the members the more they
need the space.
2). Consumer Behavior Model- Consumer Factors
Many consumer factors can influence consumer behavior. These
factors are also called personal factors, including age, self-
concept, occupation, economic situation, lifestyle, and
personality. I am elaborating on only three factors as age,
occupation, and lifestyle that I am considering more relevant
with my product refrigerators.
Age
Age affects our decisions and self-concept because age
influences the selection, buying, and consumption of products
and services ranging from salt to car. That’s why appropriate
age positioning is acute for many products. The consumers vary
the decision and choices of services and goods with time. As
there are different stages of life that a consumer experience
with the passage of time such as singles, married, married
couples with the child’s, etc. which support marketers to
develop the best suitable products or services for each stage. A
single person will prefer the mini-fridge, while the married
couples will prefer the medium size fridge. While married
couples with children will decide to buy large size refrigerators
and more durable as well.
Occupation
Occupation is undoubtedly the most widely used factor because
it initially weighs and describes consumers. Occupation is
strongly linked with qualification. Mostly educated people are
jobholders. The Income of a consumer depends upon his
occupation. These things have a significant influence on buying
behavior. The difference in buying and consumption behavior
exists among different occupational classes. For instance, the
CEO of any firm will attempt to buy French door refrigerators
or Samsung Family Hub Refrigerator, whereas a low-income

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employee in the same firm will either not buy a refrigerator or
either purchase a second-hand fridge or mini size fridge.
Lifestyle
Lifestyle is defined as the manner a person is alive in a society
and is articulated by the kinds of stuff in the surroundings. Such
as activities, hobbies, opinions, and interests define lifestyle
and these things shape the pattern of interacting with others.
Lifestyle influences the choices and buying patterns of
consumers. Hence it is an important factor that impacts the
consumer buying behavior. Consumers with a modern lifestyle
will purchase French Door Refrigerators of the famous brands.
While the traditional consumer will not consider recall branded
and modern refrigerators because they will buy refrigerators to
fulfill their needs.
3). Role of Involvement in Consumer Decision Making
Psychological state that stimulates consumers to be more
careful and conscious to find products, services, and their
consumption behavior and consumption pattern as well, is
called consumer involvement. There are two levels of
involvement, high-level involvement, and low-level
involvement. Involvement enables consumers to think about
different options and brand preferences before purchasing.
Consumer puts intellectual and physical efforts into a buying
decision, and that is involvement.
Based on involvement, consumer behavior is divided into four
types, habitual buying behavior and variety-seeking buying
behavior is included in low-level involvement. While harshness
decreases buying behavior and complex buying behavior are
included in high-level involvement. In the case of buying the
refrigerator, the consumer shows complex buying behavior as he
is more conscious and highly involved in perceiving differences
among brands. He will evaluate different brands and their
benefits and then he will select the best-suited product to
purchase.

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4). Consumer Decision Making Process:
The consumer decision-making procedure is a six-step process
and every step has its importance.
Need Recognition
The consumer decision-making procedure begins with need
recognition. Need recognition can be generated either by
internal stimuli or external stimuli. Food is our basic need and
the preservation of food is our want, internal stimuli can
generate the need for refrigerators. Another way to generate
need is an advertisement that is an external stimulus. In these
technological days, advertisement is the basic tool that
generates needs. The Internet introduced marketers to a new
source that is fully supported for the promotion of goods and
services.
Information Search
The next step is information search and there are several
sources through which consumers can obtain information. Like
experiential sources (using the product, trial, handling and
examining), personal sources (relatives, friends), public sources
(mass media and internet), commercial sources (packaging,
displays, dealers, websites, advertising, and salespeople).
Information collection depends upon how much you are
involved with product or service. In the case of complex buying
behavior, consumers are highly involved, hence they get more
information from different sources. And buying of a refrigerator
comes in complex buying behavior and consumers can get
information from public and commercial sources.
Evaluation of Alternatives
Alternative evaluation describes how consumer practice
information to attain brand choices. Evaluation of buying
alternatives depends upon the nature of product, service and
buying behavior as well. In some cases, consumers calculate
and think logically. While in some cases consumer just puts
his/her purchase. Sometimes consumers decide on their own
while sometimes they turn to dealers, salespersons, and
advisors.

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Hence marketers should study and analyze buyers to realize how
they evaluate brand alternatives and what kind of behavior they
have. In the case of refrigerator purchasing, consumers will
evaluate all famous brands like Whirlpool, GE, Kenmore,
Viking, LG, and Samsung.
Purchase Decision
At this stage, Consumers make preference among the brands of
choice and finalize purchase intention. In the final purchase,
two factors are involved attitude of others and unexpected
situational factors. The attitude of others includes the attitude
of family or friends that usually interrupt your purchase.
Purchase intention depends upon the expected price of the
product and the expected income of consumers. If these
expectation changes, then purchase decision may also change.
Purchase
If the attitude of others does not interrupt the consumer and
expected situational factors like expected price and expected
income remains unchanged, then the consumer finally purchases
the product.
Post-purchase behavior
After buying the product, the consumer may be satisfied or
dissatisfied. If the consumer is satisfied, then he will give good
feedback, talk favorably to others and suggest the same product
or service to others. Satisfaction depends upon the match of
expectations and perceived performance. If perceived
performance is lower than consumers' expectations, then
consumers will be dissatisfied. In the case of the refrigerator,
we have to provide a warranty, guarantee and after-sale services
like repair and maintenance. All these post-purchase offers help
to gain the trust of consumers. These also give them the
confidence to purchase and satisfaction as well.
Part 2 - Market Segmentation, Targeting, and Positioning
1- Segmentation
Segmentation is the procedure of distributing a market into
different groups that have different behaviors, characteristics,
and needs of buying and will prefer different products, services,

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and programs. The mass market can be divided into different
segments such as demographic, geographic, behavioral and
psychographic segmentation.
Demographic Segmentation
segmentation includes division of a market into different
segments based on several variables such as family life cycle,
occupation, age, religion, education, gender, nationality,
generation, race, and family size.
Age: 12-19, 20-29, 30-50, 51-64, 65+
Under the age of 19 usually are the teenagers are students they
need a mini-fridge. 20-29 is the age of the student or job
holders as well they also need a mini-fridge for preservation.
Above 30 mostly people get married or may involve in the
family require medium size and more quality-oriented
refrigerators. Consumer above 50 is positioned in the best place
they need more reliable things.
Occupation: Labor, farmers, supervisors, students, managers,
professionals, homemakers, unemployed, retired. High-income
professionals prefer branded products of high quality while
unemployed does not.
Family size and family life cycle: Young, singles, married,
married with children, unmarried couples, 1-2 members, 3-4
members, 5+.
The married couple has the same buying behavior so it is one
segment, while a married couple with children makes another
segment, families with 5 members have the same characteristics
of buying.
Psychographic Segmentation
Psychographic segmentation includes division of a market into
different segments based on several variables such as lifestyle,
social class, and personality characteristics.
Social class
There are different social classes such as lower, lower middle,
lower uppers, upper uppers, upper-middle, middle class. On
these bases, different segments are formed which have different
behavior. Advance technological refrigerators can fulfill the

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need of upper middles and upper, while normal refrigerators can
fulfill the need of lower middle.
Lifestyle
There are different segments of customers that can be formed on
the base of lifestyles like achievers, strivers, and survivors.
Achievers usually like to take more risks and try new
technological things.
Behavioral Segmentation
Behavioral segmentation includes division of a market into
different segments based on several variables such as uses,
attitude, response or knowledge on a product. Many segments
can be formed on behavioral base like benefits, user status, user
rate, loyalty status, attitude toward the product.
Benefits sought segmentation
Under these different segments have different preferences and
buying behavior characteristics like some customer prefers
quality while others services and economy and some prefer
convenience and speed. These preferences make different
segments.
2- Target Market
Market targeting includes the evaluation of each market
segment and analyzes its attractiveness for the selection of one
or more segments to come in. In the case of Freshly
Refrigerators, I will target two segments.
1. 30-50 years old upper to upper-middle class.
2. Consumers who want a quality product and more concerned
with health and safety.
Freshly refrigerators will offer high technological, convenient,
customize and easy to use refrigerators and it will make
continuous innovation and deliver new products. These target
segments are perfect for our offers because such individuals pay
more and like technology.
Size, growth, competition, and stability make the market more
attractive. There are more chances of survival of large firms.
And firms of smaller size are expected to have less chance of

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surviving in a market than bigger firms. Freshly refrigerator
will do business at a large level.
Criteria for Market Attractiveness
Market growth is another factor that affects market
attractiveness; brands which have more market growth are most
familiar and famous. Stability is another factor that affects the
market attractiveness, stability in policies and prices. As rapid
changes in price can finish the confidence of customers from
the product. There should be a proper period for a stable price.
The Next factor is competition when there is more competition;
it becomes difficult to attract customers. In the case of
competition, strategies should be designed that make the
product
extraordinary than competitors.
3-Target market strategy
Here the target market strategy we use is privileged marketing,
which refers to target those specific people who are most
suitable clients for your product which you decide to target like
we decide to target two segments, that are explained earlier.
This type of marketing is the best way to ignore mass marketing
and giving your customers respect and dignity to gain their
attraction. It is the marketing that has the right action at the
right time and once you get the customer's attention no one can
change it.
Differentiated Marketing
I will decide to target only two segments and design separate
offers for each. Freshly refrigerator will offer advanced
technological, convenience and customize refrigerators. It this
way Freshly Refrigerator will sell more and achieve a stronger
place within both market segments as defined earlier in the
target section. In the present scenario, we use some of the
magazines like digest, probe. That is most common in the
upper-middle and upper class. Also the email marketing to the
top-level areas and the high salaried person from the income
study.
Because the development of a stronger place in different

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segments generated more sales than mass marketing or
undifferentiated marketing. As our brand is delivering two
major qualities that high-quality product and reliability. We are
using most advance technology. So we are going to target the
upper-middle class and upper class with the age limit as defined
earlier. This is segment is generally brand conscious in their
purchase so it is easy to get more business out of them.
4- Positioning
On the base of significant attributes, the product occupies a
distinct place in the mind of the customer that is called product
positioning. Marketers usually prepare a map, which is called a
perceptual positioning map, to analyses the position of their
product and competitor’s product.
Here I draw a map of Freshly Refrigerator and take two
attributes, Quality, and Reliability. Major competitors are
Whirlpool Refrigerator, Samsung Refrigerator, General Electric
Refrigerator, Viking Refrigerator, Kenmore Refrigerator,
Maytag Wide Refrigerator, and Frigidaire Refrigerator. This
map clearly defines the position of Freshly Refrigerator. The
map is below;
Reliability high
Whirlpool
Samsung
General Electric
Freshly
Frigidaire
May Tag
Viking
Reliability Low
Quality
High
Quality

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Low
References
Chivandi, A., Samuel, M. O., & Muchie, M. (2019, June 14).
Social Media, Consumer Behavior, and Service Marketing.
Retrieved April 12, 2020, from
https://www.intechopen.com/books/consumer-behavior-and-
marketing/social-media-consumer-behavior-and-service-
marketing
Kahraman1, N., & Tunga2, M. A. (2019, January 18).
International Journal ofIntelligent Systems and Applications in
Engineering. Retrieved April 12, 2020, from
https://ijisae.org/IJISAE/article/view/879/pdf
Haque, Abdullah, & Anis. (2019, May 28). Elements of
advertisement and their impact on buying behaviour: A study of
skincare products in Malaysia. Retrieved April 12, 2020, from
http://m.growingscience.com/beta/msl/3234-elements-of-
advertisement-and-their-impact-on-buying-behaviour-a-study-
of-skincare-products-in-malaysia.html
Ghosal, I. (2019, January). A Research Paper to Identify the
Potential Cause of Declining Handloom Sarees and also to
Indicate Opportunities for Revival: A Case Study of Handloom
Tant Sarees of Begampur, Hooghly DistrictA Research Paper to
Identify the Potential Cause of Declining Handloom Sarees and
also to Indicate Opportunities for Revival: A Case Study of
Handloom Tant Sarees of Begampur, Hooghly District.
Retrieved April 12, 2020, from
https://www.researchgate.net/publication/332781351_A_Resear
ch_Paper_to_Identify_the_Potential_Cause_of_Declining_Handl
oom_Sarees_and_also_to_Indicate_Opportunities_for_Revival_
A_Case_Study_of_Handloom_Tant_Sarees_of_Begampur_Hoog
hly_District
Schamp, C., Heitmann, M., & Katzenstein , R. (2019, February
13). Consideration of ethical attributes along the consumer
decision-making journey. Retrieved April 12, 2020, from

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https://link.springer.com/article/10.1007/s11747-019-00629-x
Radu, V., Philip, K., & Gavrilescu, M. (2019, November 26).
Consumer behavior in marketing - patterns, types, segmentation
- Omniconvert Blog. Retrieved April 12, 2020, from
https://www.omniconvert.com/blog/consumer-behavior-in-
marketing-patterns-types-segmentation.html
Running head: STRATEGIC MARKETING 1
STRATEGIC MARKETING 1
Ford Motor Company
MRKT 310 Marketing Principles
Professor Engle
March 29, 2020
Ford Motor Company
Part 1 - What is Strategic Marketing?
Creating value for Customer
Ford has a business model that is its principle plan – ONE Ford
plan. This strategic plan comprises of four basic points that
make the environment for Ford to lead globally. Following are
these points
· Top prior management aggressively working on current market
demand and change the model mix to maximize the profit and
market share.
· Design and create those products that are in the current wants
and needs of the customer.
· To improve balance sheet plan and Apply
· Finally, the Synergy work as team one unit

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Ford determine to "produce and deliver a great product, A
strong business, and better world" by "creating value consistent
with the long-term preservation and enhancement of
environmental, social and financial capital."
The Role of Customer in the Company
Vision & Mission Statement
Vision Statement of Ford is “to become the world’s most trusted
company, designing smart vehicles for a smart world”
Mission Statement:
1 Team – 1 Plan – 1 Goal
One Team – individuals are cooperating as a lean, worldwide
venture for car initiative.
One Plan
· Aggressively rebuild to work productivity at current interest
and changing model blend.
· Accelerate the improvement of new items our clients need and
worth.
· Finance and design and improve our asset report.
· Work together viably as one group.
One Goal
A current reasonable Ford conveying productive development
for all.
SWOT Analysis
Strength
Weakness
· Global recognition
· Research & Development
· Adoptability
· Huge Network
· Dependence on US Markets
· High cost in Europe
· Less Exposure to the Asia Pacific
· Product Recalls
Opportunity

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Threat
· Strategic Partnership
· Green Vehicle
· Increase Customer base in Asia
· Self-Driving Cars
· Digital Marketing
· High Competition
· Increased prices of Raw Materials
· Regulation & Compliance
Strength and Weakness are internal controlled and the company
can control them by changing policies and working structure.
On the other hand, Opportunities and Threat are the external
factors that are not in the control of the company but the
company can take such steps that can reduce their effect on the
company environment and work.
Strength
Ford is a well-known company. Its brand value is 11.21 Billion
US Dollars. The R&D of FMC is the best development institute
in the world as it focusses on continuous improvement and
hence becomes a customer satisfied firm by making the most
reliable cars with high fuel efficiency and also some work in e-
cars. It has a diverse offering from commercial trucks and other
cars to a personal car. It also offers sports and SUV it has a
wide variety of portfolios. After purchasing other small firms, it
has increased his network and also the offering list. In 62
countries ford is present as a manufacturing company.
Weakness
One of the weaknesses of FMC is the two major recalls that are
in May 2015 due to the failure of Taketa airbag and other in
2016 when it recalls 830000 vehicles of ford and its subsidiary
Lincoln. As it has a manufacturing plant in different 62
countries, there remain some minor faults in quality. High cost
as compared to European and Chinese cars so that also becomes

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a weakness for Ford.
Opportunity
As ford is not in Asia pacific so it so there is an opportunity to
grow market in the Asia Pacific, the ways are to introduce it on
manufacturing plant or the strategic partnership with already
present companies. The new green technologies like E cars are
also the opportunity for Ford to work in this field as it has
strong R&D. In recent time new technology like Self driving
cars that’s also a good opportunity for Ford.
Threats
` There is already tough competition between its rivals like
Tesla, Tata, and Toyota. The increasing prices of steel and other
raw material also affects directly the profits of the company.
The new regulations and laws regarding automakers are changed
a lot due to environmental conditions. That acts as a threat to
all automakers.
Competitive Analysis of Ford
The competitive advantage of Ford Motor is comprised of some
factors, that are constantly improving strategies, and the other
one is bringing innovation in the industry. When we talk about
the competitive edge of FMC the fuel-efficient cars are the
innovative factor and their centralized decision making and
decentralization of policy implementation is an improvement in
strategy. The Centralized decision making involves the top
management to decide the market opportunity and the
engagement on product development and customer satisfaction.
To improve its value chain, it uses an information system.
Part 2 - Customer Satisfaction
Customer Empowerment
Consumer info and good or bad criticism about an item is a
significant capacity of customer strengthening. This procedure
additionally permits the makers of a product to discover
externally what are the customers need and want legitimately
from the source rather than the external parties’ bases who
thought they comprehend the customer’s wants and needs. As

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said by an ongoing yearly data report of sustainability, Ford,
alongside tuning in such attributes which consumers are stating
on the web, focus on online media and life since it permits
constant, two-way commitment legitimately towards the
customer.
The report expresses that Ford utilizes online networking
stages, for example, Facebook, Instagram, Twitter, and
YouTube to grab the attention of customers and engage with
them. They likewise made a couple hashtags about that anybody
can easily use to flaunt their F-150 in different conditions of
environments rough and normal and performing different works.
#F150, #Ford trucks, and #Ford off roads hashtags all brought
about customers legitimately adding to Ford's advertising effort
by giving reality base world intended content straightforwardly
from the buyer.
Customer Loyalty
Ford Motor Co. is launching an airline-type loyalty program
planned for improving customer loyalty and satisfaction and
during purchasers back to the dealership to have their vehicles
overhauled and serviced. The rewards program appeared
Wednesday on the Ford Pass application that more than 1
million of the automaker’s vehicle proprietors as of now use.
Purchasers of Ford automobiles since April 1 get three free
support visits to their dealer and procure extra prize focuses on
each excursion to the service bay. It’s a piece of a multiplying
of uses Ford is making on customer care, the organization
stated, without determining how much it's spending. 66% of
Ford owners don't come back to the dealer to have their vehicle
maintained, reflecting an industry-wide pattern of new-vehicle
clients maintaining a strategic distance from sellers'
administration offices since they consider them to be costly and
awkward, Frederik Toney, leader of the automaker's client
assistance division, told correspondents during a preparation
Wednesday. Ford talked with customer-service pioneers,
including Apple Inc., JetBlue Airways Corp. what's more
Marriott International Inc., to build up the reward prizes

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program makes quicker and progressively helpful assistance
tasks for its owners.
The focuses earned on Ford Pass Rewards can likewise be
utilized to get limits on new vehicles. "Probably the greatest
driver of client experience is: reward my devotion," said Elena
Ford, boss client experience official and extraordinary
incredible granddaughter of originator Henry Ford. "The general
purpose of building a steadfastness program is to bring the
clients back and keep them in the Ford family."
Customer Satisfaction
Along the roads recorded above about accepting customer
criticism and complaint on different online platforms, Ford
likewise additionally utilizes outside assets to screen and
measure "things turned out badly." Ford's Quality Operating
System (QOS) is tracking and screening consumer level of
satisfaction depends on their products. They at the point take
this information to enhance their products and service.
Additionally, similarly, with numerous organizations, Ford
performs surveys of customer satisfaction checks on a daily
base.
In any case, such routinely surveys are not required
significantly, but acquiring input can be troublesome on
occasion. To cure client disappointment, Ford takes the
outcomes from their inside QOS concentrates just as
information from outer sources, for example, JD Power and
Associates, the Global Quality Research System (GQRS), and
the Automotive Performance, Execution and Layout (APEAL)
Study.
Customer Privacy
Ford is committed to being a believed steward of the individual
data you share with us. We gather and utilize this information to
help satisfy and expand on Henry Ford's vision of giving
moderate, safe transportation to everybody. Today, we depend
on information to join cutting edge innovation into our items
and administrations to improve quality, limit natural effect, and
make them more secure and progressively pleasant to drive,

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claim, and use. This Privacy Policy clarifies our assortment,
use, and sharing of individual data.
This Policy applies to Ford Motor Company and our controlled
U.S. associates and auxiliaries (Ford). References to our "items"
right now vehicles, extras, and different gadgets, and
applications, sites, and administrations. This Policy applies to
our items or Ford substances that show or reference this Policy.
Our vehicles have frameworks that record information about
vehicle execution, how it is driven or utilized, and where it is
found. This information is gotten to, put away, utilized, or
shared for an assortment of reasons, including onboarding your
vehicle to make it work appropriately, offering mentioned types
of assistance, customizing highlights, diagnosing and fixing
vehicles, looking into upgrades to items and administrations,
and to offer you items or administrations that may intrigue you,
for example, fix administrations.
When all is said in done, information is put away in the vehicle
and not open to Ford or others without physical access to the
vehicle except if you utilize an associated administration, where
accessible and prepared, or you have your vehicle adjusted by a
Ford seller. At the point when we recover vehicle information,
we secure it, and we share it just with specialist organizations
who help us in playing out the administrations above and who
are likewise committed to ensuring information.
Ford won't get to vehicle information without getting fitting
assent, aside from in the great confidence conviction, as
allowed by appropriate law, that such activity is important to
(a) consent to law; (b) react to an official solicitation by police
or other government specialists or outsiders acting with legal
power or court request; (c) to guard the rights or property of
Ford in a claim, or (d) to act under urgent conditions to secure
the wellbeing of Ford representatives, clients, or general
society. Ford alludes to Ford Motor Company and Ford
associates. Different gatherings may try to get to information
freely of Ford.

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References
ford. (2020, Jan 1st). ford. Retrieved from ford:
https://owner.ford.com/privacy/privacy-notices.html
MARTINEZ, M. (2019, May 19). auto news. Retrieved from
auto news: https://www.autonews.com/retail/ford-plans-several-
initiatives-boost-customer-experience
Seals, T. (2019, Sep 23). threat post. Retrieved from threat post:
https://threatpost.com/ford-eyes-use-of-customers-personal-
data-to-boost-profits/139209/
Rowland, C. (2017, February 5). Ford Motor Company SWOT
Analysis. Retrieved March 29, 2020, from
http://panmore.com/ford-motor-company-swot-analysis
Instructions
MRKT 310 Principles of Marketing
Week 6 Writing Assignment
Part 1 - Creating Offerings
Learning Outcomes
1. Offering. Student can describe an offering based on features,
benefits, price, and costs of ownership
2. Type of consumer offerings. Student can suggest marketing
strategy implications based on the type of consumer offering
under examination.
3. Product line extensions or new product development.Student
can suggest possible product line extensions or related product
or service offerings based on the student’s chosen product or
service offering.
4. Product lifecycle. Student can suggest potential marketing
strategies based on the product or service’s lifecycle stage.
Directions
· Your job in this Writing Assignment is to develop marketing
mix strategies to ensure a value offering for the target market

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you identified in the previous assignment. We begin with the
value offering this week.
· We don’t expect you to develop strategies based on a total
knowledge of the product or service since you are not, or most
likely not, employed by your product or service’s company. We
will be looking to see if you can apply the marketing concepts
to the real world situation.
· Again, do not fall into the trap of reporting on the product or
service. This is obvious because your assignment will look like
a rewrite of the company’s website. Don’t be afraid to make
strategy recommendations based on what you have discovered
about the product or service, and how you think it can move
forward. Be creative, be reasoned, take risks.
· Remember your product’s target market(s) from the previous
paper. Always keep them in mind when making your
recommendations. You now work for the company, and your
goal it to help them grow sales.
· Prepare your assignment beginning with a title page with your
name and the name of your product or service. Then answer
each of the following eight questions (four in part 1 and four in
part 2) in order and number the beginning of your response to
each question. You do not need to repeat the question. The
paper should contain a minimum of 5+ pages of analysis for the
responses to the eight questions.
1. Offering. Describe your product or service offering as it is
currently in terms of features and benefits, price and the total
cost of ownership as discussed in the week's readings. Is it
more product dominant or service dominant? What are the
tangible and intangible aspects?
2. Type of consumer offering. Based on the four categories of
type of offerings discussed in course content, describe the
category in which your product or service offering belongs.
Based on your new target market, would that category of the
offering change and if so, how? How would it change the
marketing strategy?
3. Product line extensions or new product development. Should

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the current product or service be modified to more fully meet
the needs of your new target market? Would the changes
constitute a new product line, a product line extension or a new
product? If no product changes are needed, how does the same
product or service meet the need of your target market
differently than current customers? Would the product line
extension or new product allow the offering to occupy
uncontested space in the perceptual map for the target market as
covered in the previous paper?
4. Product lifecycle. In which stage of the product lifecycle is
your product or service offering now? Would the changes
described in number 3 above change the lifecycle stage and if so
how? What would this mean to the lifecycle marketing
strategy?
Part 2 - Using Marketing Channels and Price to Create Value
for Customers
Learning Outcomes
1. Marketing Channels. Student can outline a multi-channel
distribution system
2. Marketing channel strategy. Student can recommend a
marketing channel strategy for a product or service offering that
assures the correct amount of intensity.
3. Value chain. Student can discuss how each channel in the
product or service offering adds value to the customer.
4. Pricing strategy. Student can analyze a current pricing
strategy and make recommendations for modifications.
Directions
· This part of the assignment assesses your ability to relate
marketing mix concepts of distribution and pricing to your
product or service offering. You will also have a chance to
recommend new distribution and pricing strategies based on
your new target market to meet their needs.
· Answer each of the following four questions, in order,
numbering each of your responses. There is no need to repeat
the question; however, headings should separate the sections.
1. Marketing channels. To the best of your ability, outline the

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marketing channels of your product or service offering as they
currently exist. Refer to Figure 6.2 for some ideas. Most
product and service offerings will have more than one channel,
so your system should include at least two; for example (1) a
direct channel for internet sales: manufacturer --> customer;
and (2) an indirect channel such as manufacturer --> distributor
--> wholesaler --> retailer --> customer. If your product or
service only has only a direct channel, explain why. Would this
channel strategy change as a result of your new target market?
Why or why not?
2. Marketing channel strategy. Why type of distribution
intensity strategy does your product or service currently use?
How do you know this? Would this distribution intensity
strategy change for your new target market? Why or why not?
3. Value chain. Referring back to your marketing channel
diagram, discuss what each member of the value chain does to
bring value to the consumer.
4. Pricing strategy. Referring to the various pricing strategies
outlined in the week's readings, which one does your product or
service currently use? Would you recommend any changes for
your new target market? If so, how would you change it and
why?
General Submission Requirements
· Prepare as a word processed document (such as Microsoft
Word). Use a simple 12-point font such as Times New Roman.
Use black ink for majority of your work and only use colors if it
enhances your ability to communicate your thoughts.
· Your assignment should be the equivalent of
approximately five pages of double-spaced text (although more
are acceptable), approximately 1/2 page for each of the eight
questions (four in Part 1 and four in Part 2). You may attach
exhibits that will not be counted towards the page count of
double-spaced text. The cover page and References page are not
part of the written analysis.
· Be sure your name, writing assignment number, and the name
of your product or service are on the cover page of your writing

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assignment.
· Include a References page, which includes references that
explain the concept and references to the actual product.
· You should use a minimum of six (6) references, four (4) of
them dated 2016 to the present.
· You should use APA style for a paper which includes
formatting for page numbers, page margins, etc. More
information about using a style guide can be found in the
UMGC's virtual library accessible from your LEO classroom in
Content "Learn to Use APA" or at umgc.edu/library.
· Upload your word processed document in your LEO
assignments folder by the due date in the LEO calendar.
Refer to the grading rubric for the assignments. Be sure to note
that 20% of your grade on this assignment will be based on your
grammar, composition, adherence to the submission
requirements, and use of an appropriate college-level style
guide for writing and referencing.
Any questions? Please post in the general discussion forum for
Week 6. Or, feel free to contact your professor by email.