Segmentation, Targeting, and Positioning9McGraw-HillIrwin.docx

Segmentation, Targeting, and Positioning
9
McGraw-Hill/Irwin
Copyright © 2014 by the McGraw-Hill Companies, Inc. All
rights reserved.
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solely for authorized instructor use. Not authorized for sale or
distribution in any manner.
This document may not be copied, scanned, duplicated,
forwarded, distributed, or posted on a website, in whole or part.
CHAPTER
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1
Chapter 9 – Segmentation, Targeting, and Positioning
Outline the different methods of segmenting a market.
Describe how firms determine whether a segment is attractive

and therefore worth pursuing.
Articulate the difference among targeting strategies:
undifferentiated, differentiated, concentrated, or
micromarketing.
Determine the value proposition.
Define positioning, and describe how firms do it.
Segmentation, Targeting, and Positioning
LO1
LO2
LO3
LO4
LO5
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LEARNING OBJECTIVES
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These are the learning objectives for this chapter.
2

Segmentation, Targeting,
Positioning Process
Step 1
Strategy or Objectives
Step 2
Segmentation Methods
Step 3
Evaluate Segment Attractiveness
Step 4
Select Target Market
Step 5
Identify and Develop Positioning Strategy
Segmentation
Targeting
Positioning
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Previous chapters addressed how to plan marketing strategy;
this chapter focuses on how firms use that strategy to identify
the target markets they will serve.
Step 1: Establish Overall
Strategy or Objectives
Check Yourself
Derived from mission and current state

©M. Hruby.
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Remind students that any strategy must be consistent with the
firm’s mission statement and be based on the current
assessments from SWOT analyses
Step 2: Segmentation Methods
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5
Group activity: Divide the class into groups. Have them
choose either a manufacturer or national retailer. Have them
describe their segmentation method and then evaluate whether
or not it is the best segmentation method for that firm.

CHECK YOURSELF
What are the various segmentation methods?
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Geographic, Demographic, Psychographic, Geodemographic,
Benefits, and Behavioral.
Step 3: Evaluate Segment Attractiveness
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Marketers first must determine whether the segment is worth
pursuing, using several descriptive criteria: Is the segment
identifiable, substantial, reachable, responsive, and profitable.

SEGMENT ATTRACTIVENESS
Substantial
Reachable
Responsive
Profitable
Identifiable

Identifiable
Who is in their market?
Are the segments unique?
Does each segment require a unique marketing mix?
Liquidlibrary/Dynamic Graphics/Jupiterimages
Liquidlibrary/Dynamic Graphics/Jupiterimages
Comstock Images/JupiterImages
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Ask students: When would these women all be in the same
segment? When would they be in different segments?
These women would appear in the same segment if the
segmentation variable were gender but in individual segments
based on race or lifestyle. They also may be in different
geographic or income segments, for example.
Substantial
Too small and it is insignificant
Too big and it might need it’s own store
©Jerry Arcieri/Corbis

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9
Just because a firm can find a market does not necessarily mean
it represents a good market. But size in terms of number of
people is not the only consideration; despite its small size, the
market for the original Hummer was incredibly profitable, and
therefore was substantial
Reachable
©Digital Vision/PunchStock
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The Internet has enabled more people to be reached more easily,
but various areas around the world simply cannot be served
because they aren’t accessible to marketing messages or because
there isn’t adequate distribution.

Ask students: What types of media influence the way they
shop? The answer may lead to an interesting discussion about
how difficult it is to reach Generation Y customers either
because they don’t participate in traditional media such as
newspapers or because they are skeptical about being influenced
by commercial messages.
Know the product exists
Understand what it can do
Recognize how to buy
Responsive
Customers must:
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11
Group activity: Nike is very successful at selling sports related
goods. Would consumers accept personal care products from
Nike? Why or why not? Develop a list of potential products for
Nike.
Ask students: Are any of the following acceptable: cologne,
deodorant, toothpaste, or hair gel. Why or why not? What about
Nike towels, sheets, or pajamas? What differences can you
identify between these two types of product categories?
Students are likely to say they will not understand the value
proposition and the company’s expertise. Yet other students
might say that they will believe in personal care product
because Nike offers superior products.
React positively to firm’s offering
Move toward the firms products/services
Accept the firm’s value proposition
Profitable

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A hot segment today may not last long enough to make it worth
investment. Many firms are investigating when and how much
to invest in the Millennial/GenY generational cohort. Firms in
financial services and housing understand that it provides a new
potential market, but the debt levels this segment carries makes
it difficult to target effectively.
Step 4: Selecting a Target Market
Conde Nast has more than 20 niche magazines focused on
different aspects of life.
©M Hruby
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13

Hallmark looks at geographic segmentation when building new
stores. They also use benefit segmentation for their online
cards. In general, a company matches their competencies with
the attractiveness of target markets.
Segmentation Strategy
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14
Ask students: What is an example of a mass market product?
Answer: There are very few mass market products. Even
commodity goods such as flour are now differentiated.
Ask students: What are examples of products that use
differentiated, concentrated, and micromarketing segmentation
strategies?
Differentiated = Coca Cola
Concentrated = Helena Rubenstein or Clinique
Microtargeting = Financial Services Providers
Targeting Strategies
Differentiated
Concentrated

Micromarketing
or
one-to-one
Undifferentiated or
mass marketing
Step 5: Develop Positioning Strategy
Photo by Tiffany Rose/WireImage/Getty Images
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Positioning strategies generally focus on either how the product
or service affects the consumer or how it is better than
competitors’ products and services.
When positioning against competitors, the objective is to play
up how the brand being marketed provides the desired benefits
better than do those of competitors.
Firms thus position their products and services according to
value, salient attributes, and symbols, and against competition.
Salient Attributes
Positioning Methods
Symbol
Competition
Value
Positioning Steps

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16
This slide provides the steps necessary to develop the
positioning map on the next slide. Switch back and forth on
these two slides to explain the positioning map.
1. Determine consumers’ perceptions and evaluations in relation
to competitors’.
2. Identify the market’s ideal points and size.
4. Determine consumer preferences.
5. Select the position.
6. Monitor the positioning strategy.
3. Identify competitors’ positions.

CHECK YOURSELF
What is a perceptual map?
Identify the six positioning steps.
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A perceptual map displays, in two or more dimensions, the
position of products or brands in the consumer’s mind.
Determine consumers’ perceptions and evaluations of the
product or service in relation to competitors’, identify
competitors’ positions, determine consumer preferences, select
the position, monitor the positioning strategy.
Benefit segmentation groups consumers on the basis of the
benefits they derive from products or services.
Glossary

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Return to slide
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Benefit segmentation groups consumers on the basis of the
benefits they derive from products or services.
Demographic segmentation groups consumers according to
easily measured, objective characteristics such as age, gender,
income, and education.
Glossary
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Return to slide

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Demographic segmentation groups consumers according to
easily measured, objective characteristics such as age, gender,
income, and education.
Geodemographic segmentation uses a combination of
geographic, demographic, and lifestyle characteristics to
classify consumers.
Glossary
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Return to slide
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Geodemographic segmentation uses a combination of
geographic, demographic, and lifestyle characteristics to
classify consumers.
Geographic segmentation organizes customers into groups on
the basis of where they live.
Glossary
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Return to slide
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Geographic segmentation organizes customers into groups on

the basis of where they live.
Behavioral segmentation divides customers into groups based
on how they use the product or service.
Glossary
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Return to slide
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Behavioral segmentation divides customers into groups based
on how they use the product or service.
Psychographic segmentation, or psychographics, allows people
to describe themselves using characteristics that help them
choose how they occupy their time (behavior) and what
underlying psychological reasons determine these choices.
Glossary

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Return to slide
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Psychographic segmentation, or psychographics, allows people
to describe themselves using characteristics that help them
choose how they occupy their time (behavior) and what
underlying psychological reasons determine these choices.
The Value and Lifestyle Survey (VALS) is a psychographic tool
that classifies consumers into eight categories based on their
answers to a questionnaire.
Glossary
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Return to slide

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The Value and Lifestyle Survey (VALS) is a psychographic tool
that classifies consumers into eight categories based on their
answers to a questionnaire.
Overview of Marketing
1
rights reserved.
McGraw-Hill/Irwin
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CHAPTER
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1
Chapter 1 – Overview of Marketing
Define the role of marketing in organizations.
Describe how marketers create value for a product or service.
Understand why marketing is important both within and outside
the firm.
Overview of Marketing
LO1
LO2
LO3
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LEARNING OBJECTIVES
LEARNING OBJECTIVES
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These questions are the learning objectives guiding the chapter
and will be explored in more detail in the following slides.
2
What is Marketing?
Marketing is an organizational function and a set of processes
for creating, capturing, communicating, and delivering value to
customers and for managing customer relationships in ways that
benefit the organization and its stakeholders.
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3
Point out that this new definition is somewhat controversial,
because many feel it includes everything within marketing.
Ask students: Do you agree? Answers might include
uncertainly in the definition of value.
Marketing is about Satisfying Customer Needs and Wants
What group is Pepsi targeting with this ad?
What other benefits of soft drinks might Pepsi advertise?
What groups might these benefits appeal to?
PRNewsFoto/PepsiCo; AP Photo.
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Students might mention groups based on age or gender, but the
ad is targeted to those who find taste to be an important
element.
Other benefits might include calorie-conscious or carbonated
beverages.

4
Marketing Entails an Exchange
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Each party to the exchange gives up something of value: The
customer usually gives up money, however, sometimes they also
give up time and information. The firm gives up the good or
service. The exchange in the end is mutually beneficial.
Marketing Requires Product,
Price, Place, and Promotion Decisions
Product
Creating value
PRNewsFoto/PepsiCo;
AP Photo.
Price
Capturing value
©Digital Vision Ltd.
Place
Delivering value

©BrandX/JupiterImages/Getty Images.
Promotion
Communication value
©Stockbyte/PunchStock.
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This is an overview of the 4P’s which will be discussed in
greater depth.
Ask students to choose a product they see in the classroom (i.e.,
VitaminWater, Coke, Aquafina) and ask them to describe the
4P’s for this product.
6
Product: Creating Value
The fundamental purpose of Marketing is to create value by
developing a variety of offerings, including goods, services, and
ideas, to satisfy customer needs.
Royalty-Free/Corbis
Roz Wodward/Getty Images
Flying Colours Ltd./Getty Images

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7
Students often can relate to goods and services, but the
marketing of ideas is a new concept to them. Use the example of
drunk driving prevention;
Ask Students: How is that idea marketed?
Answer: Organizations such as Mothers Against Drunk Driving
or Students Against Drunk Driving often receive support from
brewers and distillers in promoting responsible drinking and
safe driving.
Ask students: What is the exchange these groups are asking
consumers to enter?
Answer: They want you to consume alcohol in a manner that is
consistent with safety, which means sacrificing some
consumption.
Goods
Services
Ideas

Price: Capturing Value
Price is everything a buyer gives up (money, time, energy) in
exchange for the product.
How much are customers willing to pay and can a profit can be
made at that point.
AP Photo/The Canadian Press, Jacques Boissinot.
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A good example of how price expresses value is the variations

in price associated with air travel.
The prices can vary based on demand for the flight, timing, and
destinations.
Pricing strategies will be discussed in later chapters, but you
may also wish at this point to introduce the notion of market
pricing versus cost pricing.
8
Place: Delivering the Value Proposition
Place, or supply chain management, describes all activities
necessary to get the product to the right customer when the
customer wants it.
Where would you find this product in the store?
Courtesy Horizon Organic Dairy
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Place delivers the product to the customers. Students may
overlook the importance of this component of the marketing mix
because it is not as readily visible from the consumer
perspective. To get this point across, suggest a few products and
then trace the path those products likely take from manufacturer
to retailer to consumer.
9

Promotion: Communicating Value
Promotion is communication by a marketer that informs,
persuades, and reminds potential buyers about a product or
service to influence their opinions or elicit a response.
Photo by Paul Hawthorne/Getty Images
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Calvin Klein’s provocative advertising has helped create an
image that is filled with youth, style, and sex appeal.
10
Marketing Can be Performed
by Individuals and Organizations
ETSY Website
C2C
Consumer B
B2C
Consumer A
B2B
Retailer
(Sells PCs & monitors)

Manufacturer (Makes monitors)
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This exhibit illustrates how the same product, a desktop
computer, can be sold from firm to firm, from firm to consumer,
and then be used consumer to consumer to sell C2C.
Ask students whether they’ve bought from other consumers
online. Many options are available to buy C2C online,
especially with the development of online cooperatives like
esty.com.
Follow the web link to visit this site.
11
Marketing Impacts Various Stakeholders
Courtesy National Fluid Milk Processor Promotion Board;
Agency: Lowe Worldwide, Inc.
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Marketers affect many stakeholders. Customers represent one
stakeholder group but others include all those in the supply
chain, employees, and society at large.
Supply chain partners include manufacturers, agents,
wholesalers, retailers, and so on. Companies market to
employees with employment marketing, also known as internal
marketing, to recruit and retain the best employees.
12
Society
Customers
Employees
Supply
Chain

Marketing Helps Create Value
1. H.Armstrong Roberts/Retrofile/Getty Images
2. Jamie Grill/Iconica/Getty Images
3. ©Ted Dayton Photography/Beateworks/Corbis
4. Ciaran Griffin/Stockbyte/Getty Images
5. ©Colin Anderson/Blend Images/Corbis
Production
1.
Sales
2.
Marketing
3.
Value based marketing
4.
5.
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Marketing has been through several eras. This exhibit
graphically represents the changes over time from an emphasis
on production to one based on value-based marketing. The
production-oriented era took place around the turn of the 20th
century, when most firms believed a good product would sell
itself. In the sales-oriented era, production and distribution
techniques improved and supply outpaced demand. Firms found
an answer to overproduction by focusing on sales. In the
market-oriented era, the focus was on what customers wanted.
Now, we are in the value-based era, which maintains the market
orientation but also includes a focus on giving greater value
than the competition.
Value reflects the relationship of benefits to costs. Value-based
marketing means implementing a marketing strategy according
to what customers value.
13
Value-Based Marketing
“Pure Dark Chocolate
Light Exquisite Cookie”
Courtesy Pepperidge Farm.
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Ask students how this campaign for Pepperidge Farm Cookies is
about value. It does this by describing their ingredients in very
luxurious terms… very impressive for a supermarket cookie that
is not highly priced.
14
CHECK YOURSELF
What is the definition of marketing?
Marketing is about satisfying ______ and ______.
What are the four components of the marketing mix?
Who can perform marketing?
What are the various eras of marketing?
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Marketing is an organizational function and a set of processes
for creating, communicating, and delivering value to customers
and for managing customer relationships in ways that benefit
the organization and its stakeholders.
Needs and wants
Product, price, place, and promotion
Individuals and organizations
Production, sales, market, and value-based

15
How Do Firms Become
Value Driven?
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Firms become value driven by focusing on four activities.
Ask students why it is important to share information?
This brings up the point that many good marketing companies
have cross functional teams. The finance, IS and operations
departments work together to bring value to the end consumer.
16
Sharing Information
Balancing Benefits with Costs
Building Relationships with Customers

CHECK YOURSELF
Does providing a good value mean selling at a low price?
What are the benefits of long-term relationships with
customers?
How are marketers connecting with customers using social and
mobile media?
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Value-based marketing isn’t just about low price, it is also
about creating strong products and services.
A relational orientation is based on the philosophy that buyers
and sellers should develop a long-term relationship for the
benefit of both parties.
Marketers are steadily embracing new technologies, such as
social and mobile media, to allow them to connect better with
their customers and thereby serve their needs more effectively.
17
Why Is Marketing Important?
Digital Vision/Getty Images
Jason Reed/Getty Images
©Edward Rozzo/Corbis
Andrew Ward/Life File/Getty Images
Â©Roy McMahon/Corbis
BananaStock/JupiterImages
1-‹#›
Ask students why it is marketing so important?
Marketing has shifted its focus dramatically, it also has evolved

into a major business function that crosses all areas of a firm or
organization.
18
Check Yourself
List five factors that emphasize the importance of marketing.
A firm doing the right thing emphasizes the importance of
marketing to _________.
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Expands global presence, pervasive across organization,
pervasive across supply chain, makes life easier, enriches
society, can be entrepreneurial.
To do the right thing, the firm will emphasize society. This is a
good time to introduce the debate of whether it is best to do
right by society or right by stakeholders.
19
Exchange is the trade of things of value between the buyer and
the seller so that each is better off as a result.
Glossary

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Return to slide
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Exchange is the trade of things of value between the buyer and
the seller so that each is better off as a result.
Goods are items that you can physically touch.
Glossary
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Return to slide
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Services are intangible customer benefits that are produced by
people or machines and cannot be separated from the producer.
Glossary
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Return to slide

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Ideas include thoughts, opinions, and philosophies, and
intellectual concepts which can be marketed.
Glossary
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Return to slide
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Ideas include thoughts, opinions, and philosophies, and
intellectual concepts which can be marketed.
A supply chain is the group of firms that make and deliver a
given set of goods and services.
Glossary
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Return to slide
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A supply chain is the group of firms that make and deliver a
given set of goods and services.
Value reflects the relationship of benefits to costs.
Glossary
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Return to slide
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Value reflects the relationship of benefits to costs.

SERVICES: THE INTANGIBLE PRODUCT
12
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc.
All rights reserved.
CHAPTER
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Chapter 12 – Services: The Intangible Product
1
Services: The Intangible Product
LO1 Describe how the marketing of services differs from the
marketing of products.
LO2 Discuss the four gaps in the Service Gap Model.
LO3 Examine the five service quality dimensions.
LO4 Explain the zone of tolerance concept.
LO5 Identify three service recovery strategies.
LEARNING OBJECTIVES
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2
Services Marketing Differs

from Product Marketing
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3
This graph sets up the following discussion; if you wish to
shorten this presentation, simply review these differences. The
next slides go into greater detail.
Intangible
Requires using cues to aid customers
Atmosphere is important to convey value
Images are used to convey benefit of value
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4
Consumers use cues to judge the service quality of dentists,
including the quality of the furnishings, whether magazines are
current, and diplomas on the wall.
Group activity: Think about the cues you use to assess the
quality of a service. Choose a particular service (e.g., auto
repair, medical care, insurance) and list several cues the
provider could use to indicate quality.
Inseparable Production and Consumption
Production and consumption are simultaneous
Little opportunity to test a service before use
Lower risk by offering guarantees or warranties

FedEx Commercial
Ryan McVay/Getty Images
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5
When staying at a hotel, you can’t test it out before you stay.
Some hotels offer satisfaction guarantees to lower risk. Ask
students what other kinds of products can they not test before?
Some of them might say delivery in which case it is funny to
show this YouTube ad. The ad (always check before class) is
for FedEx and was one of their best superbowl ads ever.
Variable
Courtesy Geek Housecalls, Inc.
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6
Many students work in service professions. Ask students: How
have your employers attempted to reduce service variability? Do
these programs work? What else could your employer do to
reduce variability?
Technology
Training
Automation

Perishable
How are each of these perishable services?
John Foxx/Getty Images
PhotoLink/Getty Images
Courtesy Geek Housecalls, Inc.
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7
Each of the pictured services are perishable, because as soon as
the plane/ship departs, the date ends, or the meal is served,
there is no possibility of changing. Unsold seats or rooms are
lost revenue.

What are the four marketing elements that distinguish services
from products?
Why can’t we separate firms into just service or just product
sellers?
Check Yourself
12-‹#›
Services are intangible, inseparable, variable, and perishable.
Many of them are a blend and fall within the product-service
continuum
8
The Knowledge Gap:
Knowing What Customers Want
The Knowledge Gap
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9
Many doctors believe they should be evaluated on the basis of
their credentials and find consumers’ interest in wait times,
friendliness of staff, and waiting room décor frustrating. Ask
students: What can doctors do to close this knowledge gap?
Marketing research: understanding customers

Evaluating service quality
Understanding customer expectations
Understanding Customer Expectations
versus
Mel Curtis/Getty Images
Kim Steele/Getty Images
12-‹#›
10
Ask students: What are your expectations of the service
provided by these two businesses. Will there be price
differences? In what circumstances would you stay at each
property?
Expectations are based on knowledge and experience
Expectations vary according to type of service

Expectations vary depending on the situation
Evaluating Service Quality
12-‹#›
11
Class activity. Tell students: Assume you are expecting an
important package from UPS. A delivery attempt was made, but
you didn't hear the door bell, and missed it. You call the
customer service line and they tell you not to worry, and that
one of your options is to pick up the package at the terminal
that evening. You tell them that you need the package before
noon. So, they arrange for you to meet the delivery truck close
to your house. You are delighted when you spot the clean
brown UPS truck exactly where it is supposed to be. The
friendly driver greets you by name, gets your package and you
are on your way.
Ask the students: which of the service building blocks of
customer service applies to each aspect of this scenario
The Standards Gap:
Setting Service Standards
Developing systems to ensure high-quality service
Setting standards for quality

Royalty-Free/CORBIS
12-‹#›
12
Quality service requires constant investments in training and
monitoring. Similar to any other strategic element, service
quality flows from the top down. Rewards and incentives must
be in place to support service quality commitments.
Ask students: What types of incentives work best to make
service employees buy in to their firm’s service standards?
Some will say good working conditions and salaries and others
might mention contests and prizes.
The Delivery Gap:
Delivering Service Quality
12-‹#›
13
This slide again sets up the following discussion, which you
may omit if you prefer to focus just on these dimensions.
Empowering Service Providers
Don Bishop/Getty Images
12-‹#›
14
Frontline employees must be able to solve customer problems.

Ask students: The last time you returned something to a store,
did the person waiting on you process the return, or did he or
she need to get a manager’s approval? Which do you prefer?
Allowing employees to make decisions about how service is
provided to customers
Providing Support and Incentives
12-‹#›
15
If the firm has just a paper commitment to service quality, it
will not happen. Systems must support the service providers and
allow them to do their job and exceed customer expectations.
Ask students: What types of incentives do you believe would
best motivate UPS delivery drivers?
Of course they will say money. This could lead to an
interesting discussion about how intrinsic rewards like
recognition plaques can mean as much or more than money
Reducing
delivery gap
Provide support necessary to deliver service
Consistent and coherent management

Reward employees for excellent service
Provide emotional support to service providers
Use of Technology
RFID (radio frequency identification device)
Retail store assistant (RSA)
Courtesy IBM Corporation
12-‹#›
16
Technology has become an increasingly important method for
facilitating the delivery of services. RFIDs (radio frequency
identification devices) are tiny computer chips that
automatically transmit to a special scanner all the information
about a container’s contents or individual products. Another
way to use technology in the service delivery process is with a
retail store assistant (RSA). An RSA can be a kiosk or a device
attached to the customer’s shopping cart. Instead of bringing a

shopping list to the store, a customer can swipe a loyalty card
or enter a phone number at an RSA. Any information the
customer has entered online from home will show up on the
customer’s profile. Ask Students what new technologies they
have seen at retailers?
The Communications Gap: Communicating the Service Promise
J.D. Power and Associates Website
Getty Images
12-‹#›
17
Many people have never stayed in a five-star hotel, but they
know what level of service quality they expect. Often, such
expectations develop in response to the promises made in
promotional materials provided by the firm.
Many firms over promise and under deliver; Southwest Airlines
attributes its success to under promising and over delivering
instead.
This web link is for J.D. Power and Associates. Clicking
through will show you the different industries that they rate,
many of them service industries. Ask students what it means
for a company to win this? How should they use this in their
communication?
Manage customer expectations
Promise only what you can deliver
Communicate service expectations

Explain the four service gaps identified by the Gaps Model.
List at least two ways to overcome each of the four service
gaps.
Check Yourself
12-‹#›
Answer to both questions:
The knowledge gap reflects the difference between customers’
expectations and the firm’s perception of those customer
expectations. Firms can understand consumer expectations and
evaluate service quality
The standards gap pertains to the difference between the firm’s
perceptions of customers’ expectations and the service
standards it sets. Firms can set appropriate service standards
and measure service performance
The delivery gap is the difference between the firm’s service
standards and the actual service it provides to customers. This
gap can be closed by getting employees to meet or exceed
service standards by providing incentives and support.
The communication gap refers to the difference between the
actual service provided to customers and the service that the
firm’s promotion program promises. If firms are more realistic
about the services they can provide and manage customer
expectations effectively, they generally can close this gap.

Service Recovery
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19
This slide sets up the following discussion and can be used
instead of the more detailed discussion that follows.
Increase Service Recovery
Listen to the customer
Resolve problems quickly
Provide a fair solution
Check Yourself
Why is service recovery so important to companies?
What can companies do to recover from a service failure?

12-‹#›
Despite a firm’s best efforts, sometimes service providers fail to
meet customer expectations. Effective service recovery efforts
can significantly increase customer satisfaction, purchase
intentions, and positive word of mouth, though customers’ post
recovery satisfaction levels usually fall lower than their
satisfaction level prior to the service failure.
Distributive Fairness and Procedural Fairness.
The communications gap refers to the difference between the
firm’s promotion program promises.
Glossary
Return to slide
12-‹#›
The communications gap refers to the difference between the
firm’s promotion program promises.
standards and the actual service it provides to customers.
Glossary
Return to slide
12-‹#›

expectations.
Glossary
Return to slide
12-‹#›
expectations.
Service quality is the customers’ perceptions of how well a
service meets or exceeds their expectations.
Glossary
Return to slide
12-‹#›
Service quality is the customers’ perceptions of how well a
service meets or exceeds their expectations.
The standards gap is the difference between the firm’s service
Glossary
Return to slide
12-‹#›

The standards gap is the difference between the firm’s service
Marketing
Research
10
rights reserved.
McGraw-Hill/Irwin
10-‹#›
CHAPTER
10-‹#›
1

Chapter 10 – Marketing Research
Identify the five steps in the marketing research process.
Describe the various secondary data sources.
Describe the various primary data collection techniques.
Summarize the differences between secondary data and primary
data.
Examine the circumstances under which collecting information
on consumers is ethical.
Marketing Research
LO1
LO2
LO3
LO4
LO5
LEARNING OBJECTIVES
10-‹#›
2
Procter & Gamble (P&G)
Courtesy Accenture.
10-‹#›

3
Ask students: How did Procter & Gamble conduct research and
what did they learn? Students should realize that exploratory
research was very important. With this they realized that the
menu should be expanded and that taste is paramount.
McDonald’s Makeover
10-‹#›
McDonald’s conducted extensive research for this redesign of
their restaurants. In fact, the research let them to the
conclusion that they have several segments of customers who
used the space in different ways.
Note: Please make sure that the video file is located in the same
folder as the PowerPoint slides.

Market Research Outcome
What might have Chef Boyardee learned in research to design
this product and this print ad?
Ad Courtesy of ConAgra Foods
10-‹#›
It appears from the message in the ad that research showed that
consumers did not like to open the cans – it took an “easy”
product and made it easier.
5
Marketing Research
DATA
10-‹#›

6
Consists of a set of techniques and principles for systematically
collecting, recoding, analyzing and interpreting data that can
aid decision makers involved in marketing goods, services or
ideas
The marketing research function links firms and organizations
to their customers through data. By collecting data from
customers, firms can better deliver products and services
designed to meet their needs
Collecting
Recording
Analyzing
Interpreting
Decision Making
What Would You Do?

He has just finished giving a successful presentation to a major
client.
The client has asked for a list of companies that participated in
the study and copies of all the completed surveys.
Meet Aaron, a marketing researcher:
CASRO Website
10-‹#›
7
Confidentiality is one of the first rules under the Code of
Ethics. Aaron should not give information to the client unless
the research respondents have consented to his doing so.
Bottom Line: Marketing research should be used only to
produce unbiased, factual information. This web link brings
you to the Council of American Survey Research Organizations
code of ethics
The Marketing Research Process
10-‹#›

8
Answers to some research questions are readily accessible, as a
simple data search would show.
Defining the objectives and research needs
Designing the research
Data collection process
Analyzing data and
developing insights
Action plan and implementation
Step 1: Defining Objectives
and Research Needs
10-‹#›

9
To determine whether to conduct research, two questions must
be addressed: What? How?
What information is needed to answer specific research
questions?
How should that information be obtained?
Step 2: Designing the Research
10-‹#›
10

In this step, researchers identify the type of data needed and
determine the type of research necessary to collect it.
Type of data
Type of research
Step 3: Data Collection Process
Secondary data
Primary data
10-‹#›
11
After answering why and how, researchers must determine
where they can find the data. Discuss how the types of data
required determine the methods used to collect them. If you can
connect to your college library – look at some of the data
sources at your own school. Dabases like mintel, tablebase,

ABI inform and Business Source Premier are excellent sources
of data.
Group activity: As a group, tackle a problem for a company
(e.g., local retailer who appears to be losing customers), For
this problem, list several research questions that secondary data
can answer. Then list several questions that require primary
data.
Converting data into information to explain, predict and/or
evaluate a particular situation.
Step 4: Analyzing Data
and Developing Insights
©Getty Images
10-‹#›
12
The problem today is not too little data but, in many instances,
too much. Firms are drowning in data, and their challenge is to
convert that data into information.
For the cookie taste test example discussed earlier, suppose the
average mean for the group who saw the national brand cookie
was 5.4 (1=poor taste and 7=great taste) and the store brand
cookie was (2.3. These two means are significantly different. It
would be important for the students to realize that the data
helps marketing managers make decisions – in this case –

creating and cultivating that the brand is important.
Step 5: Action Plan and Implementation
Digital Vision/Getty Images
10-‹#›
13
A typical marketing research report would start with a two page
executive summary. This would highlight the objectives of the
study, methodology and key insights. The body of the report
would go through the objectives of the study, issues examined,
methodology, analysis and results, insights and managerial
implications. We would end with conclusions and any
limitations or caveats. Many consultants today, provide an
executive summary, power point presentation of the report,
questionnaire and tabulated study results
Executive Summary
Body
Conclusions

Limitations
Supplements including tables, figures, appendices
CHECK YOURSELF
What are the steps in the marketing research process?
What is the difference between data and information?
10-‹#›
Define objectives and research needs, designing the research
project, deciding on the data collection process and collecting
the data. analyze and interpret the data, prepare the findings for

presentation.
Data can be defined as raw numbers or other factual information
that, on their own, have limited value to marketers. However,
when the data are interpreted, they become information.
External Secondary Data
Syndicated Data
10-‹#›
15
Secondary data are plentiful and free, whereas syndicated data
generally are more detailed but can be very costly.
Ask students: Why might firms subscribe to a data service and
collect their own primary and secondary data at the same time?
Scanner Research
Information Resources, Inc.
AC Nielsen
What if I reduce my price by 10%?
Courtesy The Nielsen Co
IRI Website

10-‹#›
16
Students may not remember a time before grocery stores used
scanners, but highlight how the installation of scanners created
a huge new data source for marketers. Ask students: What can
researchers take from scanner data?
Students might note that researchers can discover which
consumers purchase what products together and how often.
They also can immediately track the impact of any price or
promotional adjustments. This web link brings you to IRI
homepage – explore their many products with the students.
Panel Research
Group of consumers
Survey or sales receipts
What are they
buying
or not buying?
©BananaStock/PunchStock
Flying Colours Ltd/Getty Images

10-‹#›
17
In recent years, response rates to marketing research surveys
have declined, which has increased usage of research panels.
Internal Secondary Data
10-‹#›
18
Every day, consumers provide wide-ranging data that get stored
in increasingly large databases.
Ask students: How might firms and organizations collect
information about you? Do you always know when you are
providing such data? Who uses these data? In the United
States, firms use opt-out programs, so when consumers fill out a
registration form or application, the firm automatically has
permission to market to that customer and share information
with its partners, unless consumers explicitly revoke this
permission. In contrast, the EU regulations state that customers

must opt-in to such information uses.
Data Warehouse
Data Mining
CHECK YOURSELF
What is the difference between internal and external secondary
research?
10-‹#›
Secondary data might come from free or very inexpensive
external sources, such as census data, information from trade
associations, and reports published in magazines. Secondary
sources can also be accessed through internal sources, including
the company’s sales invoices, customer lists, and other reports
generated by the company itself.

Qualitative versus Quantitative
Data Collection Techniques
Data
collection
research
Qualitative research
Quantitative research
10-‹#›
20
Managers commonly use several exploratory research methods:
observation, in-depth interviewing, focus group interviews, and
projective techniques.
If the firm is ready to move beyond preliminary insights, it
likely is ready to engage in conclusive research, which provides
the information needed to confirm those insights and which
managers can use to pursue appropriate courses of action.
Observation
In-Depth interviews

Focus groups
Social media
Experiments
Scanner
Survey
Panel
Data Collection
In-Store Tracking Analytics
10-‹#›

21
Example of observation: When a museum wanted to know
which exhibits people visited most often, it conducted a unique
study to determine the wear patterns in the floor. This “human
trace” evidence allowed the museum to study flow patterns.
Interviews provide extremely valuable information, because
researchers can probe respondents to elicit more information
about interesting topics. Focus groups similarly provide a
snapshot of customers’ opinions and allow some follow-up but
also are relatively fast and inexpensive to conduct.
Video: “The Brave New World of Shopper-Tracking
Technology”
Ask students what are the advantages to a company in tracking a
customer’s behavior inside a store?
Ask students what are the advantages to a company of
combining a customer’s in-store behavior with their online
shopping behavior?
Qualitative Research
Observation
Social Media
Focus group

In-depth interview
Describing the benefits
How could Ziploc use qualitative research to design this ad?
SC Johnson Co
10-‹#›
They might have observed how people tested the durability of
bags – perhaps several turned them upside down. They may
have conducted interviews about problems, and leaking was a
very big issue. Finally, during a focus group, they might have
had one participant mention leaking and another to discuss how
you would test for leaking – turning the bag upside down.
22

CHECK YOURSELF
What are the types of qualitative research?
10-‹#›
Observation, In-Depth Interviews, Focus Groups, and Social
Media.
Survey Research
10-‹#›
24
Marketing research relies heavily on questionnaires, and
questionnaire design is virtually an art form. Ask students the
advantages and disadvantages of each type of question

(unstructured and structured).
Group activity: Create a questionnaire. First determine the form
of the questions (i.e., structured versus unstructured). On the
basis of these questions, what types of analysis will you be able
to perform on your collected data?
Web Surveying
Response rates are relatively high
Respondents may lie less
It is inexpensive
Results are processed and received quickly
Simon Fell/Getty Images
10-‹#›
25
Ask students: Do you fill out internet surveys? If so, were you
honest in your responses. Ask students whether they took their
time with the survey and gave quality responses.
How do firms successfully use web surveying?
Using Web Surveying
The McGraw-Hill Companies, Inc/
John Flournoy, photographer

10-‹#›
26
The Internet offers researchers a new way to reach customers,
but its use requires adaptations and new research methods.
Experimental Research
AP Photo/Mary Altaffer
10-‹#›
27
Using an experiment, McDonald’s would “test” the price of a
new menu item to determine which is the most profitable
This web link is to a YouTube ad (always check before class) by
Microsoft for Vista. It is called the Mojave experiment and is
designed to show the relationship between the Vista name and
“liking” of a computer system.
An example of an experiment could involve two groups of

subjects. One taste cookies with a national brand and the other
with a store brand. Each group rates the cookie on a seven point
scale from poor to great taste. The group with the branded
name tends to rate the cookie as better tasting, demonstrating
the power of a brand name.
Group Activity: Ask students to design a taste test experiment
for Coke vs. Pepsi.
Advantages and Disadvantages of Secondary and Primary
DataTypeExamplesAdvantagesDisadvantagesSecondary
ResearchPrimary Research
Census data
Sales invoices
Internet information
Books
Journal articles
Syndicated data
Saves time in collecting data because they are readily available
Free or inexpensive (except for syndicated data)
May not be precisely relevant to information needs
Information may not be timely
Sources may not be original, and therefore usefulness is an
issue
Methodologies for collecting data may not be appropriate
Data sources may be biased
Observed consumer behavior
Focus group interviews
Surveys
Experiments
Specific to the immediate
data needs and topic at hand
Offers behavioral insights
generally not available from
secondary research
Costly
Time consuming

Requires more sophisticated
training and experience to design
study and collect data
10-‹#›
28
A summary of the advantages and disadvantages of each type of
research.
CHECK YOURSELF
What are the types of quantitative research?
What are the advantages and disadvantages of primary and
secondary research?
10-‹#›
Experiments, Survey, Scanner, and Panel

see Exhibit 10.9
Debating Domestic Eavesdropping
10-‹#›
This video covers domestic eavesdropping…as companies and
the government get more technical, they are able to collect
much more information. The question in this video is whether
the government has the right to eavesdrop on citizen’s
communications.
Note: Please make sure that the video file is located in the same
folder as the PowerPoint slides.
30
The Ethics of
Using Customer Information
10-‹#›

A strong ethical orientation must be an integral part of a firm’s
marketing strategy and decision making. It is extremely
important for marketers to adhere to ethical practices when
conducting marketing research.
31
Strong ethical orientation
Adhere to ethical practices
CHECK YOURSELF
Under what circumstances is it ethical to use consumer
information in marketing research?
What challenges do technological advances pose for the ethics
of marketing research?
10-‹#›

Many customers demand increasing control over the information
that has been collected about them. Companies must disclose
their privacy practices to customers before using information.
As technology continues to advance though, the potential
threats to consumers’ personal information grow in number and
intensity.
Data are raw numbers or other factual information that, on their
own, have limited value to marketers.
Glossary
Return to slide
10-‹#›
Data are raw numbers or other factual information that, on their
own, have limited value to marketers.
33
Experimental research is a type of quantitative research that
systematically manipulates one or more variables to determine
which variables have a causal effect on another variable.
Glossary
Return to slide
10-‹#›

Experimental research is a type of quantitative research that
systematically manipulates one or more variables to determine
which variables have a causal effect on another variable.
34
Marketing research consists of a set of techniques and
principles for systematically collecting, recording, analyzing,
and interpreting data that can aid decision makers involved in
marketing goods, services, or ideas.
Glossary
Return to slide
10-‹#›
Marketing research consists of a set of techniques and
principles for systematically collecting, recording, analyzing,
and interpreting data that can aid decision makers involved in
marketing goods, services, or ideas.

35
Panel research is a type of quantitative research that involves
collecting information from a group of consumers (the panel)
over time.
Glossary
Return to slide
10-‹#›
Panel research is a type of quantitative research that involves
collecting information from a group of consumers (the panel)
over time.
36
Scanner research is a type of quantitative research that uses data
obtained from scanner readings of UPC codes at check-out
counters.
Glossary
Return to slide
10-‹#›

Scanner research is a type of quantitative research that uses data
obtained from scanner readings of UPC codes at check-out
counters.
37
A survey is a systematic means of collecting information from
people that generally uses a questionnaire.
Glossary
Return to slide
10-‹#›
A survey is a systematic means of collecting information from
people that generally uses a questionnaire.
38
Syndicated data are data available for a fee from commercial
research firms such as Information Resources Inc. (IRI),
National Purchase Diary Panel, and ACNielsen.
Glossary
Return to slide

10-‹#›
Syndicated data are data available for a fee from commercial
research firms such as Information Resources Inc. (IRI),
National Purchase Diary Panel, and ACNielsen.
39
02
DEVELOPING MARKETING STRATEGIES AND A
MARKETING PLAN
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc.
All rights reserved.
CHAPTER
2-‹#›
Chapter 2 – Developing Marketing Strategies and a Marketing
Plan
1
Developing Marketing Strategies

and a Marketing Plan
LO1 Define a marketing strategy.
LO2 Describe the elements of a marketing plan.
LO3 Analyze a marketing situation using SWOT analyses.
LO4 Describe how a firm chooses which consumer group(s) to
pursue with its marketing efforts.
LO5 Outline the implementation of the marketing mix as a
means to increase customer value.
LO6 Summarize portfolio analysis and its use to evaluate
marketing performance.
LO7 Describe how firms grow their business.
2-‹#›
LEARNING OBJECTIVES
2-‹#›
These questions are the learning objectives guiding the chapter
and will be explored in more detail in the following slides.
2
Sustainable Competitive Advantage
2-‹#›
This slide covers the four strategies to create and deliver value
and a sustainable competitive advantage. Ask students to think
of companies who they are very loyal to in many categories
(food, electronics, personal care)? Is it their product, location,

operational, or customer excellence that draws the student’s
loyalty?
3
Check Yourself
What are the various components of a marketing strategy?
List the four macro strategies that can help a firm develop a
sustainable competitive advantage.
2-‹#›
1. Identifies a firm’s target market, related marketing mix —
their four Ps — and the bases upon which the firm plans to
build a sustainable competitive advantage.
2. Customer excellence, operational excellence, product
excellence, locational excellence.
The Marketing Plan
2-‹#›
Explain to students that the marketing plan should be a written
plan yet many companies do not write it down. Ask students
why companies tend to not write down marketing plans. The
most likely answer is that they don’t take the time or haven’t

organized the strategy.
5
Three Phases of a Strategic Plan
Comstock Images/Almay
Getty Images/Digital Vision
2-‹#›
6
A poorly executed plan leads to failure, regardless of how good
or solid the plan may be. The world is full of good plans poorly
executed. When initially introduced, diapers designed
differently for boys and girls bombed because the market was
not ready for the product; through improved execution, the
diaper manufacturer ultimately found success. However, even
well-executed plans require monitoring and updating, because
the needs of any market constantly change.
Planning
Implementing
Controlling

Step One: Defining the
Mission and/or Vision
MADD mission statement:
MADD strives to stop drunk driving, support the victims of this
violent crime and prevent underage drinking.
2-‹#›
7
Group activity: Students should develop a mission statement for
their school. The resultant mission statement would offer a good
way to assess and set student expectations.
Step Two: Conduct a
Situation Analysis Using SWOT
2-‹#›
8
A SWOT analysis is comprehensive, in that it offers both an
internal and an external assessment. The firm therefore must
possess expertise in both what the firm can provide and what
the market wants the firm to provide.
Students can take a few minutes and fill in a SWOT analysis for
their in-class exercise of building a marketing plan for their
college.
Step Three: Identifying and Evaluating Opportunities Using

STP
Courtesy The Hertz Corporation
2-‹#›
9
After completing the situation audit, the next step is to identify
and evaluate opportunities for increasing sales and profits using
STP (segmentation, targeting, and positioning). With STP, the
firm first divides the marketplace into subgroups or segments,
determines which of those segments it should pursue or target,
and finally
decides how it should position its products and services to best
meet the needs of
those chosen targets.
Segmentation
Targeting
Positioning

Step Four: Implement Marketing Mix
and Allocate Resources
Courtesy Bel Brands USA
2-‹#›
10
In all firms, resources are scarce and must be allocated so that
they create the most value for the firm. Ask Students to point
out the elements of the marketing mix in this ad? They will
certainly see the value creation in the product and the
promotion which targets busy women.
Product
Value Creation
Price
Value Capture
Place
Value Delivery
Promotion Value Communication

Successful products and services are those that customers
perceive as valuable enough to buy.
Product and Value Creation
Courtesy Amazoncom
2-‹#›
Because the key to the success of any marketing program is the
creation of value, firms attempt to develop products and
services that customers perceive as valuable enough to buy.
11
Price and Value Capture
Price must allow for customers to perceive good value for the
product they receive.
2-‹#›
12
These will be covered in the pricing chapters later in the book.
It is worth spending some time on Value-based pricing. Show
students two differently priced products from the same category
and ask students which one they view as better value and why?
For example, an Apple i-Pod vs. an Microsoft Zune player. Or
alternatively Aquafina vs. Perrier. Also explain that in this

course, more discussion of value will be done throughout the
semester.
Place and Value Delivery
The product must be readily accessible
Why is this retailer growing?
Courtesy Sephora USA, Inc
2-‹#›
13
Getting the product to consumers at the exact moment they
desire it is difficult. Firms therefore are experimenting with
different forms of distribution, such as vending machines for
cell phones, to offer consumers 24/7 access to products. Staples
has incorporated web kiosks in their stores to access
Staples.com. Thus, consumers are able to buy products that are
out of stock in-store. Ask students if they are familiar with
Sephora, if they like it, and why? Most likely they will be very
fond of this retailer. They offer an incredible assortment in a
well organized, well lighted, exciting retail environment.
Promotion and Value Communication
Television
Radio
Magazines
Sales force
New Media
©Lars A Niki

Jill Braaten, photographer
McGraw-Hill Companies, Inc/
Gary He, photographer
John Flournoy, photographer
2-‹#›
14
Consumers enter into an exchange only if they know that the
firm’s product or service appears in the marketplace. This is
why promotion is so important. They won’t buy if they don’t
know about it.
Step Five: Evaluate Performance
and Make Adjustments
P&G Website
2-‹#›
15
Firms cannot simply remain content with a strategy for too long.
Over time, all strategies must be revised to adjust to new
markets, new competitors, and new technologies. The firm must
recognize not only its failures, but also its successes to ensure
continued success. The full description of the Boston
Consulting Group Matrix is found in the Appendix to Chapter
One. In general it is an example of portfolio analysis. Visit the

P&G website and ask students to recognize stars, cash cows and
question marks (newer products). You won’t find any dogs at
the P&G website.
Check Yourself
What are the five steps in creating a marketing plan?
What tool helps a marketer conduct a situation analysis?
What is STP?
2-‹#›
Business mission and objectives, situation analysis and SWOT,
identify opportunities, implement marketing mix, evaluate
performance using marketing metrics.
SWOT analysis (strengths, weaknesses, opportunities, threats)
Segmentation, Targeting, Positioning
Growth Strategies
2-‹#›
17
The growth strategies model is crucial for students to
understand. Fundamentally, all strategies involve one or a
combination of the four factors pictured in this slide. Each can
be used to achieve different objectives.

Check Yourself
What are the four growth strategies?
What type of strategy is growing the business from existing
customers?
Which strategy is the riskiest?
2-‹#›
Market penetration, market development, product development,
diversification
Product development and market penetration
Diversification
Glossary
A marketing plan is a written document composed of an analysis
of the current marketing situation, opportunities and threats for
the firm, marketing objectives and strategy specified in terms of
the four P’s, action programs, and projected or pro-forma
income (and other financial) statements.
Return to slide
2-‹#›
A marketing plan is a written document composed of an analysis
of the current marketing situation, opportunities and threats for
the firm, marketing objectives and strategy specified in terms of
the four P’s, action programs, and projected or pro-forma
income (and other financial) statements.
Glossary

A mission statement is a broad description of a firm’s
objectives and the scope of activities it plans to undertake.
Return to slide
2-‹#›
A mission statement is a broad description of a firm’s
objectives and the scope of activities it plans to undertake.
Glossary
A situation analysis uses a SWOT analysis that assesses both
the internal environment with regard to its Strengths and
Weaknesses and the external environment in terms of its
Opportunities and Threats.
Return to slide
2-‹#›
A situation analysis uses a SWOT analysis that assesses both
the internal environment with regard to its Strengths and
Weaknesses and the external environment in terms of its
Opportunities and Threats.
Glossary
STP stands for segmentation, targeting, and positioning, and is
used to identify and evaluate opportunities for increasing sales
and profits.
Return to slide
2-‹#›

STP stands for segmentation, targeting, and positioning, and is
used to identify and evaluate opportunities for increasing sales
and profits.
Glossary
A sustainable competitive advantage is an advantage over the
competition that is not easily copied, and thus can be
maintained over a long period of time.
Return to slide
2-‹#›
A sustainable competitive advantage is an advantage over the
competition that is not easily copied, and thus can be
maintained over a long period of time.
ADM 430 Term II 2016
Marketing for Managers
Final Summary Writing Rubric
Learner’s Name:
Due Date: September 6, 2016
Paper Title: A Marketing Managers Strategic Plan

Distinguish Proficient Basic Non-compliances Comments
GRAMMAR AND MECHANICS
Spe llings
Punctua tion
Word us age/vocabulary
Pa ra graphs developed, organized and coherent
CONTENT
De fi ne the role of marketing i n organizations
De s cribe how marketers cre ate value for a product or s ervice
Provi de a comprehensive d iscussion re garding the re
lationship of a
ma rke ting strategic and a marketing plan.
Provi de a comprehensive discussion re garding the key e
lements of
de ve loping a Ma rketing Strategy
I de ntify a nd Discuss the three phases of a strategic plan
De fi ne situation analysis (SWOT) incorporation your analysis
of EWC
Provi de a comprehensive discussion incorporating all
component of
the STP (Se gmentation, Targeting and Position)
Di s cuss implementing Ma rketing Mi x a nd Al locate
Resources i nto

the s tra tegy plan
Provi de a comprehensive discussion re garding the i
mportance’s of
cre a ti ng value for the EWC
De fi ne the concept and the process that is necessary to i
dentifyi ng
EWC ta rge t marketing
De fi ne the concept and the process that is necessary to i
dentifyi ng
EWC ta rge t marketing
Di s cuss the research methods a nd how i t influences ga
thering data
a bout competitors, customers, a nd prospective customers.
De s cribe how the marketing of s ervices differs from the
marketing of
products
ADM 430 Term II 2016

Instructor Comments:
Instructor Signature
Date:
De s cribe the me thods that will move the strategic vision to
action
I ncl ude a vi sible (#) of your promotion of EWC ma rketing
campaign
to re crui t ne w s tudents
STYLE
Cl e a r : e asy to follow, easy to understand; use
s ubject/verb/predicate order
Conci s e: avoid i nessential information, s ubordinate clauses,

or
compl ex construction
Cohe re nt : Sta te the main i dea first, use one idea a t a ti me
ORGANIZATION
Cl e a r a nd s eparate introduction, body, conclusion
Body fl ows l ogically with separate main points
Corre ct us e of APA re fere nces and in-text ci tation
Ove ra l l formatting of Essay
TOTAL POINTS RECEIVED ON WRITING PAPER
FINAL SUMMARY PAPER CONTENT REQUIREMENTS
The title of the final summary “A Marketing Manager’s
Strategic Plan”. The final summary
should address and include all content listed in the final grading
rubric requirement located in
Moodle. You will utilize class discussion, textbook,
PowerPoint’s and other resources to
develop a strategic plan for a marketing manager. The biggest
challenge facing a marketing
manager is the effort to continually assess the consumer,
behavior in order to remain competitive.
Marketing managers are always accessing and analyzing
variables that influences the behavior of
the consumer. As marketers are aware that to remain
competitive identifying internal and
external variables such as political, environmental, and
economic etc., is key to building
effective strategies. While developing marketing strategies

marketing managers are also task
with sufficiently defining and explaining the goals and
objectives of the business. This is
accomplish through market research and focusing on the right
product mix in order to achieve the
maximum profit potential that can sustain the business. In the
marketing industry marketer
believe that the marketing strategy is the foundation of a
marketing plan. To build a strategic
plan marketer are guided by existent and evolving concept and
theory; this includes many
of the topics discussed and reviewed in this course. Utilize the
following list as a guide to
completing the final summary :
service.(* /**)
de a comprehensive discussion regarding the
relationship of a marketing strategic
and a marketing plan. (**)
developing a marketing
strategy.(**)
rategic plan . (**)
of EWC.(**)
STP (Segmentation,
Targeting and Positioning) (**)
ated
resources into the strategy plan

(*)
importances of creating value for
the EWC (*/**)
identifying EWC target
marketing (***)
ss the research methods and how it influences
gathering data about competitors,
customers, and prospective customers.(****)
marketing of products (*****)
of EWC marketing
campaign to recruit new
students
action
FORMATTING THE SUMMARY PAPER
1. Must be a minimal of eight (8) double-spaced pages in length
and formatted according to
APA style, as outlined in the APA manual.
2. The final summary must include an APA formatted title page,
abstract , table of content,
introduction, main content with header sections and conclusion;
reference page(s) and
appendix(visual)
3. The eight pages (8) minimal page requirements do not

include the title page, abstract,
table of content, and reference page.
4. The final summary must include an introductory paragraph
with a succinct thesis
statement.
5. The body of the paper must include the assigned content
listed above and in the final
grading rubric with critical analysis in each area.
6. A reference list with a minimum of five (5) references
completed according to APA
style.
* Chapter 1
** Chapter 2
*** Chapter 9
**** Chapter 10
***** Chapter 12
# The visual should consist of a creative promotional tool
designed you that will assist in
attract prospective students to EWC. Ensure that your visual
concept is incorporated into
your marketing strategic

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