Marketing Plan and BudgetOverviewThis assignment consists of t

Marketing Plan and Budget
Overview
This assignment consists of two sections:
1. Marketing plan and sales strategy (an MS Word document).
2. Marketing budget (using the Business Plan Financials Excel
Template).
To successfully complete this assignment, you must attach both
documents to the submission area as separate files and then
click Submit.
Reminders
· Your company, whether it's a startup you created or one based
on the snack food company scenario, will operate in a 100-mile
radius from your home address. Your goal is to reach $1 million
in sales by the end of the second year.
· Be sure to follow the guidelines, whether you chose the snack
food company or your own startup company.
. Company of Your Choice Guidelines [DOCX].
Section 1: Marketing Plan and Sales Strategy
In MS Word, write the 3–5 page marketing plan and sales
strategy section of your business plan, in which you:
1. Revise the company’s target market based on the feedback
received in the Week 3 discussion thread.
. Be sure to include demographic, geographic, lifestyle,
psychographic, purchasing patterns, and buying sensitivities in
the target market description.
· Assess your chosen company’s market competition.
. Use the factors listed in the graphic in your textbook labeled
“Assess the Competition” (page 125), to assess the company’s
market competition.
. When assessing the competition, specify the exact company
and particular product or service you are competing against. For
example, Coca Cola offers a portfolio of products, such as
water, fruit juice, and cola. Are you competing against Coca

Cola’s fruit juice product? Or its cola product?
· Be sure to detail your plan to differentiate yourself from the
competition.
· Outline the company's value proposition and create a
marketing slogan/tagline for the product.
· The value proposition tells your customers why they want to
do business with you.
· You need to know what message you want to convey in your
marketing slogan before selecting the marketing vehicles in the
next step.
· Specify the marketing vehicles you will use to build your
chosen company’s brand and justify the key reasons they will be
effective.
· Marketing vehicles are ways to promote your product.
Examples include social media, sponsored events, trade shows,
and sampling. You will use a combination of these tactics.
· Planning to use online marketing tactics? Consult the “Online
Marketing Tactics” worksheet on page 177 of your textbook to
guide your response.
Formatting
Format your assignment according to these requirements:
· This course requires the use of Strayer Writing Standards
(SWS). For assistance and information, please refer to the
Strayer Writing Standards link in the left-hand menu of your
course.
· Typed, double-spaced, using Times New Roman font (size 12),
with one-inch margins on all sides.
· You must include headings in your paper for each major topic.
· Include a cover page containing the assignment title, your
name, the professor’s name, the course title, and the date. The
cover page is not included in the required page length.
· Include a source list page. All sources used must be listed in
the source list page and have a corresponding in-text citation.
Citations and references must follow SWS format. The source

list page is not included in the required page length.
. Note: There is no minimum requirement for the number of
resources used in this assignment.
Section 2: Marketing Budget
In this portion of your assignment, you will develop a marketing
budget. This budget is critical to helping you determine how
much it will cost you to reach your market and achieve your
sales goals. To create your marketing budget, you will use the
Business Plan Financials Excel Template. This is the document
you downloaded using the access code you purchased from the
Strayer Bookstore.
Reminders
· You will complete only the Setup and Marketing Budget
worksheets for this assignment; be sure to submit the entire
Excel Template, however.
· You have already worked on your marketing budget in the
Week 5 discussion. Incorporate information from your post and
the feedback you received into this section of your assignment.
Instructions
Develop a marketing budget, supporting your marketing plan
and sales goals, in which you:
1. Prepare the Setup worksheet for your selected company based
on the appropriate guidelines instructions.
2. Prepare the Marketing Budget worksheet for your selected
company based on the appropriate guidelines instructions. When
filling out the Marketing Budget worksheet in the Business Plan
Financials Excel Template, do the following:
. Begin with the current year and complete a marketing budget
for the business’s first two years.
. Leave at zero any marketing vehicles you do not plan to use.
. Reminder: All marketing activities involve costs. If social
media represents a significant portion of your marketing plan,
assume you will incur advertising costs; reflect these in your
marketing budget. Even if a social media site charges nothing to
use it, you will need to use company resources to manage the

site, execute your social media marketing campaigns, and most
likely pay for ads on that site.
. Do not leave the Marketing Budget worksheet blank assuming
you will not have any marketing costs.
. Do not complete all the rows; only fill in the costs for the
marketing vehicles you will actually use. These must match the
content you described in Item 4 of Section 1 of this assignment.
Learning Outcomes
The specific course learning outcome associated with this
assignment is:
· Create a marketing plan for a company that identifies a target
market, market competition, a company message, marketing
vehicles, and a budget.
Chapter 12
Motivating Employees
© 2020 Cengage Learning®. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
Individual Needs and Motivation
Motivation refers to the forces either within or external to a
person that arouse enthusiasm and persistence to pursue a
certain course of action.
People have needs—such as for recognition, achievement, or
monetary gain—that translate into an internal tension that
motivates specific behaviors with which to fulfill various needs.

‹#›
or in part.
12.1 A Simple Model of Motivation
‹#›
or in part.
Intrinsic and Extrinsic Rewards
Intrinsic rewards are the satisfactions that a person receives in
the process of performing a particular action.
Extrinsic rewards are given by another person, typically a
manager, and include promotions, praise, and pay increases.
‹#›
or in part.
12.2 Four Categories of Motives Managers Can Use
‹#›
or in part.
Content Perspectives on Motivation
Content theories emphasize the needs that motivate people.

These needs translate into an internal drive that motivates
specific behaviors in an attempt to fulfill the needs.
To the extent that managers understand employees’ needs, they
can design reward systems to meet them.
‹#›
or in part.
Content Perspectives on Motivation: Maslow
Maslow’s hierarchy of needs theory proposes that people are
motivated by the following:
Physiological needs like food, water, and air
Safety needs related to the physical and psychological
environment
Belongingness needs like being accepted by peers and having
friends
Esteem needs related to positive self-image, recognition, and
appreciation
Self-actualization or developing one’s full potential
‹#›
or in part.
12.3 Maslow’s Hierarchy of Needs
‹#›
or in part.

Content Perspectives on Motivation: ERG Theory
Alderfer’s ERG Theory proposes three levels of needs:
existence, relatedness, and growth.
The theory proposed that movement up the hierarchy reflects a
frustration-regression principle: failure to meet a high-order
need may trigger a regression to an already fulfilled lower -order
need.
‹#›
or in part.
Content Perspectives on Motivation: Two-Factor Theory
Herzberg found work characteristics associated with
dissatisfaction were quite different from those pertaining to
satisfaction.
Hygiene factors involve the presence or absence of job
dissatisfiers.
Motivators focus on high-level needs and include achievement,
recognition, responsibility, and opportunity for growth.
‹#›
or in part.
12.4 Herzberg’s Two-Factor Theory
‹#›

or in part.
Content Perspectives on Motivation: Acquired Needs
The acquired needs theory developed by David McClelland
proposes that certain types of needs are acquired during the
individual’s lifetime including the following:
Need for achievement
Need for affiliation
Need for power
‹#›
or in part.
Process Perspectives on Motivation
Process theories explain how people select behavioral actions to
meet their needs and determine whether their choices were
successful.
Goal-setting theory proposes that managers can increase
motivation and enhance performance by setting specific,
challenging goals, and then helping people track their progress
toward goal achievement by providing timely feedback.
‹#›
or in part.
12.5 Criteria for Motivational Goals
‹#›

or in part.
Process Perspectives: Equity Theory
Equity theory focuses on individuals’ perceptions of how fairly
they are treated compared with others.
The most common methods for reducing a perceived inequity
are changing work effort, changing outcomes, changing
perceptions, and changing jobs.
‹#›
or in part.
Process Perspectives: Expectancy Theory
Expectancy theory suggests that motivation depends on
individuals’ expectations about their ability to perform tasks
and receive desired rewards.
Expectancy theory is based on the relationship among the
individual’s effort, the individual’s performance, and the
desirability of outcomes associated with high performance.
‹#›
or in part.
12.6 Major Elements of Expectancy Theory
‹#›

or in part.
Reinforcement Perspectives on Motivation
Reinforcement theory looks at the relationship between
behavior and its consequences.
‹#›
or in part.
Reinforcement Perspectives: Direct Reinforcement (1 of 2)
Behavior modification refers to the set of techniques by which
reinforcement theory is used to modify human behavior.
The law of effect states that behavior that is positively
reinforced tends to be repeated, and behavior that is not
reinforced tends not to be repeated.
Reinforcement is defined as anything that causes a certain
behavior to be repeated or inhibited.
‹#›
or in part.
Reinforcement Perspectives: Direct Reinforcement (2 of 2)
Positive reinforcement is the administration of a pleasant
consequence following a desired behavior.
Avoidance learning is the removal of an unpleasant consequence
once a behavior is improved.
Punishment is the imposition of unpleasant outcomes.
Extinction is the withholding of a positive reward.

‹#›
or in part.
12.7 Changing Behavior with Reinforcement
‹#›
or in part.
Job Design for Motivation
Job design is the application of motivational theories to the
structure of work.
Job rotation moves employees systematically from one job to
another to provide variety and stimulation.
Job enlargement creates broader job so that people perform a
variety of activities.
Job enrichment refers to incorporating high-level motivators
into the work.
‹#›
or in part.
Job Characteristics Model (1 of 2)
Work redesign refers to altering jobs to increase both the
quality of employees’ work experience and their productivity.
The job characteristics model consists of three major parts: core
job dimensions, critical psychological states, and employee
growth-need strength.

‹#›
or in part.
Job Characteristics Model (2 of 2)
Core job dimensions include skill variety, task identity, task
significance, autonomy, and feedback.
Critical psychological states include experienced
meaningfulness of the work, experienced responsibility, and
knowledge of actual results.
Employee growth-need strength relates to the idea that people
have different needs for growth and development.
‹#›
or in part.
12.8 The Job Characteristics Model
‹#›
or in part.
Innovative Ideas for Motivating
Empowerment is power sharing, the delegation of power and
authority to subordinates in an organization.
Employee engagement means that people enjoy their jobs,
contribute enthusiastically, and feel a sense of belonging and
commitment.
Making progress principle is making progress toward

meaningful goals and is a key to high motivation.
‹#›
or in part.
12.9 What Makes an Employee Highly Engaged?
‹#›
or in part.
MGMT 300 MOTIVATION ASSIGNMENT (Ch 12)
(worth 9 pts total)
I. The content perspectives on employee motivation are also
sometimes called need theories and propose that we are
motivated to fulfill our needs. The chapter discussed Maslow’s
Hierarchy of Needs Theory, ERG Theory, Acquired Needs
Theory, and Herzberg’s Two-Factor Theory.
Below is a list of things we may receive at work. Identify
where each of these fall under each 4 of those theories:
(6 pts)
1. Sponsorship of company bowling and softball teams
Maslow’s Hierarchy (which need level):
ERG (which need):
Acquired Needs:
Two-Factor:
2. Pay Raise
Maslow’s Hierarchy:
ERG:

Acquired Needs:
Two-Factor:
3. Employee of the Month Award
Maslow’s Hierarchy:
ERG:
Acquired Needs:
Two-Factor:
II. Equity theory focuses on our perceptions of how fairly we
think we are treated. It argues that we compare our ratio of
inputs to outcomes with others and are motivated to do
something if we perceive inequity. Consider that Molly, a
loyal, hardworking, veteran employee finds out that her new
coworker, Sam, is being compensated more than her. According
to equity theory, what might Molly do? (List at least 3 things?)
What might Sam be motivated to do? (List 2 things) (3 pts)

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