Mkt 575 Enhance teaching / snaptutorial.com

MKT 575 Entire Course
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MKT 575 Week 1 Marketing Strategy Analysis
MKT 575 Week 2 Challenging Consumer Marketing Pitch Deck
MKT 575 Week 3 Marketing Research Brief
MKT 575 Week 3 Buyer Behavioral Memo
MKT 575 Week 4 New Product Launch Analysis
MKT 575 Week 5 Customer Loyalty Branding Strategy
MKT 575 Week 5 Brand Strategy Presentation (Amazon)
MKT 575 Week 5 Brand Strategy Presentation (Nike)

MKT 575 Week 6 Signature Assignment: Strategic Integrated
Marketing Plan
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MKT 575 Final Exam Guide (New, 2019)
Typically, the difference between the planned marketing strategy and
the strategy that actually takes place is:
independent of marketing implementation.
caused solely by changes in customer behaviors.
typically caused by unexpected competitive activity.
caused by managerial mistakes, not by changes in the firm’s internal
or external environments.
caused by the way the planned marketing strategy is implemented.
is a broad concept that relates to an organization’s obligation to
maximize its positive impact on society while minimizing its negative
impact.
Social responsibility
Marketing ethics
Social engineering
Strategic philanthropy
Corporate philanthropy
A vision statement answers which of the following statements?
How can we serve our target markets?
What are our goals?
Which is our market position?
What do we want to become?

What business are we in?
Among the fundamental changes to marketing and business practice
in today’s economy is the dramatic increase in the availability of
information. This increase in information has created a shift in the
balance of power in the supply chain. Who now holds most of the
power in today’s economy?
wholesalers
customers
market research firms
retailers
manufacturers
All organizations need a __________, the central scheme for utilizing
and integrating resources in the areas of production, finance, research
and development, human resources, and marketing to carry out the
organization’s mission and achieve desired goals and objectives.
cross-functional goal
corporate strategy
corporate mission
cross-functional strategy
marketing strategy
When a firm begins to charge high fees for additional services to non-
profitable customers, it has determined that the __________ of those
customers is too low to warrant added efforts at maintaining a
relationship with them
client value
80/20 value
relational value
lifetime value
market share
With respect to the consumer buying process, __________ is perhaps
the most important factor that affects the time, effort, and expense
dedicated to the search for information.
the consumer’s brand loyalty
the degree of risk
the consumer’s expertise
the extent of product differentiation
the degree of competition

Many firms attempt to distinguish or differentiate their product
offerings through the use of __________ strategies. This involves
establishing a mental image of the product offering relative to
competing offerings in the minds of target buyers.
comparative
product positioning
branding
perceptual marketing
image marketing
When a firm analyzes its objectives and performance, availability of
resources, structural characteristics, and organizational culture, the
firm is most likely examining its:
external environment.
mission statement.
external environment.
internal environment.
strategic environment.
Which of the following IS NOT a purpose of a marketing plan?
It specifies the expected outcomes of the plan.
It describes specific actions that are to take place.
It explains the present and future situations of the organization.
It explains how marketing activities mesh with other functional areas.
It identifies resources needed to carry out the plan.
Which of the following relationship strategies is most likely to be
used by a health club as it tries to create social bonds with its
clientele?
family discount programs
customer reminder notifications
personalized training
membership programs
Coupons
In times past, developing and implementing the “right” marketing
strategy was all about __________. In today’s economy, however,
that emphasis has shifted to developing strategies that attract and
retain customers over the long term.
conducting extensive research to discover customer needs
aggressive direct selling in order to maximize sales volume

making products of moderate quality that could be sold at the lowest
possible price
making the highest quality product
creating a large number of transactions in order to maximize the
firm’s market share
In the competitive sports drink market, Gatorade pays very close
attention to the activities of Powerade, a major __________
competitor that markets drinks that are similar in features and
benefits.
direct
total budget
product
brand
generic
Branding strategy involves much more than developing a clever brand
name or brand mark. To be truly effective, a brand should succinctly
capture the total offering in a way that:
clearly ties the brand name together with the brand mark.
utilizes at least 5 brand attributes.
clearly distinguishes it from competiting offerings.
associates the brand with a customer emotion such as happiness or
love.
answers a question in the customer’s mind.
Many large firms, such as Walmart, Home Depot, Lowe’s, and
Barnes & Noble, have been accused of predatory pricing because their
business practices have put many local, mom-and-pop firms out of
business. In reality, these large firms are not necessarily guilty of
predatory pricing. Why?
Because the courts have found little evidence that predatory pricing
has occurred.
Because the weak marketing activities of the local firms are to blame.
Because the large firms have efficient cost structures and lower
variable costs.
Because the large firms are more guilty of superficial discounting
than predatory pricing.
Because the large firms simply have stronger brand equity than local
firms.

Marketing implementation is critical to the success of any firm.
Simply put, implementation refers to:
deciding who will actually write the marketing plan.
the process by which the marketing strategy will be developed.
how the marketing plan will be put into action.
the process by which employees learn about the marketing strategy.
how the marketing plan will be approved by top management.
All of the following are benefits of SWOT analysis EXCEPT:
It can reduce costs associated with strategic planning
It promotes collaboration and open information exchange
It can synthesize and integrate diverse information
Its structured nature ensures that data and information are correctly
categorized.
It is simple to use and requires no extensive training or skills.
With respect to conducting a situation analysis, which of the
following IS NOT one of the four important issues to keep in mind?
Conducting a situation analysis is a challenging exercise.
All bits of data are relevant no matter how minor they may seem.
The benefits of analysis must outweigh the costs.
Data are not the same as information.
Analysis alone is not a solution.
What might be the problem with only taking the customer’s
perspective?
Taking a customer perspective involves a lot of costs and resources.
Adopting a customer perspective doesn’t usually translate into
insightful information.
Customers do not see behind the scenes to understand the firm’s
characteristics.
Customers often take a generic analysis of the organization.
The information is more constructive than descriptive.
If you purchase a notebook computer from Dell, you will note several
brand insignias on the outside, such as Dell, Intel, and Microsoft
Windows. What type of branding strategy does this example
represent?
brand licensing
co-branding
brand collaboration

brand affinity
co-marketing
In terms of SWOT analysis, when does a strength become a capability
of the firm?
when the strength cannot be copied by competitors
when the strength can be supported by sufficient resources
when the strength can be tied to satisfying a customer need
when the strength can be connected to a second strength
when the strength stands alone without any corresponding weaknesses
Which of the following IS NOT a challenge associated with being
ethical and socially responsible?
Most employees perceive that the values of honesty, respect, and trust
do not apply to the workplace.
When personal values are inconsistent with the configuration of
values held by the work group, ethical misconduct may increase.
A person’s experiences and decisions at home, in school, and in the
community may be quite different from the experiences and the
decisions he or she has to make at work.
Individuals who have limited business experience often find
themselves required to make sudden decisions concerning
marketing’s gray areas.
Business decisions involve complex and detailed discussions in which
correctness may not be so apparent.
Which of the following is the best example of a brand mark?
WD-40
Nike’s swoosh
7-Eleven
BMW
Honda
From the viewpoint of the consumer buying process what is the
difference between a need and a want?
Needs are based on discrepancies between actual and desired
satisfaction, whereas wants occur relative to specific products that can
fulfill a need.
Needs are absolute necessities, whereas wants are discretionary.
Needs focus on specific elements of a product’s quality, whereas
wants are related to the “extras” that add value to the product

Needs are related to specific products, whereas wants occur only
when the consumer has the ability to purchase the product.
Needs and wants are essentially the same, except that consumers will
pay more for products they need.
Whether at the corporate, business-unit, or functional level, the
planning process always begins with an in-depth:
assessment of the organization’s resources..
strategy for achieving growth.
statement of the organization’s competitive advantages.
statement of goals and objectives.
situation analysis
Which of the following changes occurring in today’s economy has
NOT been caused by the growth of the Internet?
rising prices for most products
shifting demand patterns
privacy and security concerns
increase in product selection
audience and media fragmentation
One of the links between strategic planning and marketing
implementation is interdependency which refers to the fact that
the strategic planning process depends entirely on marketing
implementation.
both strategy and implementation must adapt to environmental
changes.
both strategy and implementation must constantly evolve.
the marketing plan affects how it will be implemented, and
implementation affects the marketing plan.
strategic planning cannot occur without marketing implementation,
and vice versa.
The consumer buying process begins when:
marketing research discovers a new, untapped market segment.
merchants offer goods and services for sale.
consumers begin to seek information about an upcoming purchase.
a manufacturer develops a new product.
consumers recognize that they have unsatisfied needs.

Although mass media audiences are becoming increasingly
fragmented media fragmentation does have a major advantage. What
is this advantage?
It is much easier to measure feedback from mass media audiences.
Consumers are now highly susceptible to online advertising.
It now costs less to reach a mass audience.
It is now easier to reach small, highly targeted audiences.
Consumers are now much more receptive to television advertising.
__________ is defined as a business philosophy aimed at defining
and increasing customer value in ways that motivate customers to
remain loyal.
Customer relationship management
Lifetime value management
Customer orientation
Market orientation
Retention management
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Purpose of Assignment
Before selling a product or service, most successful firms throughout
the world create marketing strategies, goals, and objectives. These
crucial marketing goals and objectives provide a road map for the

entire organization as they strive to satisfy the needs of customers and
prospective customers in select target markets.
Assignment Steps
Conduct a marketing strategy analysis of your company or your
division in a larger company:
• Search in the University Library.
• Determine whether the business will meet its marketing goals and
objectives from your analysis.
Present your findings in a 1,050-word analysis, including the
following:
• Your conclusions of whether or not the company’s current
marketing plan is meeting the needs of its client base.
• Is the current marketing plan consistently adding new customers?
• Offer your analysis of how the marketing team’s objectives are
currently (or currently not) supporting the organization’s objectives.
• Your estimation of whether or not current marketing strategies and
tactics are supported and carried out by the company’s employees.
Include at least two references from the University Library.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 2 Challenging Consumer
Marketing Pitch Deck
MKT 575 Week 2 Challenging Consumer Marketing Pitch Deck
The purpose of this assignment is to help students appreciate how
marketers today are challenged with greater audience and media
fragmentation than ever before and that they must recognize and
resolve the dilemma of how customers spend more time today with
interactive media and less time with traditional media. By creating a
challenging consumer marketing pitch deck, students can show how
to target fragmented audiences with a strategically targeted marketing
campaign.
Assignment Steps
Resources: Microsoft® PowerPoint®
Prepare a 15- to 20-slide Microsoft® PowerPoint® presentation for
your own new business or a division of a larger company
demonstrating how you will position and differentiate your product
offering for that target market, using an organization or company of
your choosing.
Include in your presentation:

• Create an effective positioning statement for your selected
organization. Pay careful attention to the brand and overall marketing
strategy.
• Create a brief portrait of the ideal client and what makes the
demographic challenging. Determine his or her key buying behaviors
and decision motivators. Include an analysis of cultural, social,
personal, and psychological factors.
• Show a selection of electronic or print media you will use to employ
your message.
• Create a brief message effectively differentiating the product or
service and overall brand image from the competition.
Cite at least two references, at least one of which must come from the
University Library.
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The purpose of this assignment is to help students learn how to create
a professional corporate memo offering recommendations to the
marketing department on how to most effectively analyze customer
buying behavior.
Assignment Steps
Create a 700-word memo/analysis of a selected target market, and
how you would suggest the organization should position and
differentiate the product offering for that target market. You may use
your own organization or company, or another of your choosing.
Include in your memo/analysis:
• The identification of key segmentation factors such as demographic,
psychographic, geographic, and behavioral characteristics of the
selected target market.
• Determine the key buying behaviors and decision motivators for
your consumers. Include an analysis of cultural, social, psychological
factors, and possible unexpected factors.
• Decide how you will differentiate your product or service personnel,
marketing channels, and brand image from the competition.
• Create a brief portrait of the ideal customer.
• Generate a positioning statement for the organization with
consideration for the brand and strategy.
Cite at least three references from the University Library.
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An organization must first understand its targeted consumers’ buying
influences and behaviors to achieve effective relationship marketing.
This assignment helps students formulate and develop the critical first
part of a marketing plan helping an organization fulfill the needs of its
client base. This assignment provides a pathway for students to learn
how to create the foundational building blocks of an effective
marketing plan maximizing its interaction with customers.
Assignment Steps
Create a 1,050-word professional marketing research brief for the
CEO of an organization.
Develop the brief as if it will be later incorporated into a complete
marketing plan, including the following:
• Marketing Research List of Topics:
• Target Market
• Consumer Analysis
• Customer Profile
• Primary and/or Secondary Research utilized

• Consumer Research and Monitoring
Note: Be sure to include an overview of demographics (age, income,
career, etc.) and psychographic analysis (activities, interests and
opinions) with the target market section. Do not make this a detailed
analysis, but a high-level overview.
Cite at least three references, two of which must come from the
University Library.
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MKT 575 Week 4 New Product Launch
Analysis
MKT 575 Week 4 New Product Launch Analysis
The purpose of this assignment is to help students learn how a well-
written Strengths, Weaknesses, Opportunity, Threat, Trends
(SWOTT) analysis should be a critical tool utilized in analyzing
marketing information before launching a new product. Students will

also learn how a SWOTT analysis may be employed to uncover
competitive advantages to gain advantage in the market.
Assignment Steps
Scenario: As a professional marketing consultant; you have been
hired to help a company launch a new product in their industry. Your
objective throughout this assignment is to develop and to gain and
maintain a competitive advantage in the selected industry, and create
value for the target market.
Develop a 1,050- to 1,400-word analysis completing an industry and
competitive analysis for your client.
Create a new product or service to be offered by a company (either an
existing firm or a start-up company) in one of the following
industries:
• Office supply products
• Outdoor recreation
• Fast food restaurant
Attach the 8- to 10-question survey to be used for primary market
research with the completed analysis.
Include the following in your analysis:
• A detailed description of the new product or service offering.
• Determine market needs (justification for your choice of product).
• Review past market history and estimate future growth potential.
• Analyze the company’s strengths and weaknesses. List external
opportunities, threats, and any possible trends.
• Analyze potential competition for the new product.
• Write a detailed overview of the competitive landscape.

• Assess the competition’s strengths and weaknesses.
• Draft a brief survey (8-10 questions) that may be used for primary
market research. Questions should collect primary data about the
target market to help you develop a branding and marketing
communications plan.
Cite a minimum of two peer-reviewed references.
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MKT 575 Week 5 Brand Strategy Presentation
(Amazon)
Marketing students know all brands must be consistently and
effectively promoted to survive. The marketing department’s product
branding promotional efforts are vital to success. By successfully
completing this assignment, students will demonstrate an
understanding of which factors can positively or negatively affect the
launch of a brand’s product or service.

Assignment Steps
Create a 20- to 25-slide product branding strategy in Microsoft®
PowerPoint® of a selected, well-known brand.
Incorporate a unique branding strategy including the following:
• Detail three areas of the brand’s product life cycle including product
introduction, growth, maturity, and possible decline.
• Include at least two different types of media marketing channels for
the brand. One must be a traditional print method and the other must
be non-print, or electronic. A non-print media method could be a
social media campaign.
• In your presentation, you should have one to two slides about each
media method (for example: one slide of what you would do, not how
to do it).
• Include all the following marketing tactics:
• Recommended advertising methods
• Integrated marketing communications
• Direct marketing
• Brand positioning efforts
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(Nike)
Marketing students know all brands must be consistently and
effectively promoted to survive. The marketing department’s product
branding promotional efforts are vital to success. By successfully
completing this assignment, students will demonstrate an
understanding of which factors can positively or negatively affect the
launch of a brand’s product or service.
Assignment Steps
Create a 20- to 25-slide product branding strategy in Microsoft®
PowerPoint® of a selected, well-known brand.
Incorporate a unique branding strategy including the following:
• Detail three areas of the brand’s product life cycle including product
introduction, growth, maturity, and possible decline.
• Include at least two different types of media marketing channels for
the brand. One must be a traditional print method and the other must

be non-print, or electronic. A non-print media method could be a
social media campaign.
• In your presentation, you should have one to two slides about each
media method (for example: one slide of what you would do, not how
to do it).
• Include all the following marketing tactics:
• Recommended advertising methods
• Integrated marketing communications
• Brand positioning efforts
********************************************************
MKT 575 Week 5 Customer Loyalty Branding
Strategy
MKT 575 Week 5 Customer Loyalty Branding Strategy

The purpose of this assignment is to teach students the importance of
a successful brand’s efforts to win and cultivate loyal clients, and how
successful organizations build and maintain their brand with various
marketing strategies and tactics.
Assignment Steps
Develop an initial branding strategy plan using a minimum of 700
words on an existing organization or company. Within the branding
strategy plan, include information on the brand’s introductory
strategies, as well as how those strategies should change to survive
over the course of the brand’s product life cycle.
Include the following in the initial branding strategy plan:
• An introduction.
• Create and justify your selected marketing communications
strategies you will use to build and maintain your brand and increase
customer loyalty.
• The above should include at least three of the following:
• Advertising
• Personal selling
• Public relations
• Event/trade show/experience marketing
• Word of mouth marketing
• Social media
• If needed, propose a new pricing strategy for the product or service.

• Suggest new distribution and channel strategies to maximize the
brand’s reach to the chosen target markets.
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*
MKT 575 Week 6 Signature Assignment:
Strategic Integrated Marketing Plan
MKT 575 Week 6 Signature Assignment: Strategic Integrated
Marketing Plan
About Your Signature Assignment
This signature assignment is designed to align with specific program
student learning outcome(s) in your program. Program Student
Learning Outcomes are broad statements that describe what students
should know and be able to do upon completion of their degree. The
signature assignment may be graded with an automated rubric that

allows the University to collect data that can be aggregated across a
location or college/school and used for program improvements.
The purpose of this assignment is to help students learn about the
important issues and challenges involved in the creation and
implementation of a Strategic Integrated Marketing Plan. They should
learn the major components of implementation that must work
together for a strategy to be executed successfully. They should
understand the advantages and disadvantages of major marketing
implementation approaches such as a Strategic Integrated Marketing
Plan.
Assignment Steps
Resources: Microsoft® Word
Create a 1,400-word Strategic Integrated Marketing Plan for the
organization you selected during Week 4. The completed plan must
be suitable for review, and eventual approval, by the CEO of the
organization.
Include the following:
• Develop an executive summary
• Incorporate corporate mission, goals, and objectives
• Detailed marketing goals
• Establish marketing objectives
• Include overall marketing strategy
• Detail marketing implementation
• Include an internal marketing program
• Include an external marketing program

• Determine the product price
• Explain the distribution promotion
• Identify target groups within the organization
• Show external customer groups or targets
• Develop a control process
Cite a minimum of three peer-reviewed references.
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