MKT 245 Grand Canyon Entire Course

MKT 245 Grand Canyon Entire Course

MKT 245 Grand Canyon Week 1 Discussion 1

Identify and describe 3 or more distinct market segments within a specific industry, such as aerospace or automobile manufacturing. What differences are apparent? Why would this matter to a marketer?

MKT 245 Grand Canyon Week 1 Discussion 2

Identify and describe a potential ethical dilemma that a marketer might face when segmenting a market. How might this concern be appropriately addressed given the need to satisfy often conflicting stakeholders?

MKT 245 Grand Canyon Week 2 Discussion 1

What are the 5 stages of the consumer buying decision process? How can you use this information to your advantage as a marketer?

MKT 245 Grand Canyon Week 2 Discussion 2

Review the motives of human behavior. Which 3 affect you most and why? How do marketers use this information?

MKT 245 Grand Canyon Week 3 Discussion 1

What is the difference between primary and secondary market data? What are the advantages and disadvantages of each?

MKT 245 Grand Canyon Week 3 Discussion 2

What are 3 brands of the same product (e.g., breakfast cereal) that are positioned differently? How are they differentiated?

MKT 245 Grand Canyon Week 4 Discussion 1

Describe the five characteristics of a good brand. Provide examples of brands that meet as many of these criteria as possible.

MKT 245 Grand Canyon Week 4 Discussion 2

How do the pricing strategies for corporations differ from nonprofit organizations (NPOs)? Provide examples.

MKT 245 Grand Canyon Week 5 Discussion 1

What product or service have you recently encountered that would be particularly suited for multi-channel or interactive marketing? Why? What are the benefits of multiple marketing channels? Are there any disadvantages? Explain.

MKT 245 Grand Canyon Week 5 Discussion 2

What are the characteristics of marketing channels? What 3 factors should be considered when designing one? Describe an organization’s (that is familiar to you) marketing channel.

MKT 245 Grand Canyon Week 6 Discussion 1

What factors influence choice of media? What media would you choose to market a new line of cosmetics for women, and why? How would your choice change if it were a cosmetic line for men?

MKT 245 Grand Canyon Week 6 Discussion 2

Define and describe the elements and potential benefits of integrated marketing communication (IMC), using a product of your choice to illustrate the use of IMC. What are the advantages and disadvantages of using a humorous appeal in advertising insurance versus a fear appeal? Provide examples of each.

MKT 245 Grand Canyon Week 7 Discussion 1

“The social responsibility of business is to increase its profits.” So said Milton Friedman in a famous 1970 missive in The New York Times. How do you respond to this statement? Do you support or refute this notion? Explain.

MKT 245 Grand Canyon Week 7 Discussion 2

Describe an example of societal marketing from your experience and/or research and evaluate whether or not it was/is effective, and why? Name the organization. Was the effort consistent with the mission of the organization?

MKT 245 Grand Canyon Week 1 Assignment

Marketing Analysis Research Report: Product Selection and List of Sources

Details:

Identify a product that will be the focus of your research. The product might be one of personal interest (e.g., computers/electronics, cell phones, cars, food services, home health care) or concern (e.g., blood diamonds, tobacco).

In a Word document, briefly describe the consumer appeal and environmental factors that you think might influence the market for this product.

Also, propose how this product could have implications for ethical, social responsibility, or global issues in the market.

Refer to “Research Report Outline” for a list of possible ethical and social responsibility issues in marketing. With instructor approval, you may also choose an issue that is not on the list.

Do some preliminary research (on the Internet and/or in the GCU Library) to ascertain if source information on the product (and/or industry) is available. Avoid choosing a product for which data is difficult to find.

Find a minimum of three sources that you think will provide sufficient information for your analysis and make a list for instructor approval.

Submit the assignment for instructor approval by the end of Module 1.

Instructor must approve product selection and sources and will advise the student by the third day of Module 2.

You are not required to submit this assignment to Turnitin, unless otherwise directed by your instructor. If so directed, refer to the Student Success Center for directions. Only Word documents can be submitted to Turnitin.

MKT 245 Grand Canyon Week 4 Assignment

Marketing Analysis Research Report: Rough Draft

Details:

Begin working on the rough draft of your Marketing Analysis Research Report.

Create your rough draft including all of the following:

1- Executive Summary

2- Marketing Mix

3- Environmental Scan

4- Marketing Segmentation

5- Ethical Issue

6- Social Responsibility Issue

7- Global Marketing and the Internet

8- Recommendation

You are required to submit this assignment to Turnitin. Refer to the directions in the Student Success Center. Only Word documents can be submitted to Turnitin.

MKT 245 Grand Canyon Week 5 Assignment

Marketing Analysis Research Report: Peer Review

Details:

You have submitted the assignment to the instructor for feedback in Module 4, now you will also submit the assignment to the CLC forum for peer-review feedback, this will not incorporate your instructor’s feedback; instructor feedback will be used for your final draft.

Each member of the CLC will review one other member’s rough draft using “Peer Review Guidelines.” Attach a copy of your rough draft to the CLC forum using the following naming convention: “Lastname.Firstname_RoughDraft.”

Attach a copy of the Peer Review Guidelines (with writer’s comments) document using the following naming convention: “Lastname.Firstname_PeerReview.” Important: Use the writer’s name (i.e., yourname) when naming both files. Do not use the name of the peer reviewer.

You are not required to submit this assignment to Turnitin, unless otherwise directed by your instructor. If so directed, refer to the Student Success Center for directions. Only Word documents can be submitted to Turnitin

Peer Review Guidelines What is Peer Review?

The greatest advantage for using peer review is the reciprocal benefit to both the reader and the writer. Obviously, having someone else review your material or focus on specific aspects of your writing will result in feedback that can help you improve your paper. Additionally, the reviewer benefits in two particular ways: First, the peer reviewer is able to see alternative ways of presenting the same material and learn new writing techniques, especially if the reviewer and writer are students submitting assignments for the same course. Second, the act of constructively reviewing another’s piece of writing–with the intention of providing specific feedback–allows the reviewer to see their own writing in a new and critical way. Both of these advantages for the reviewer can help improve their own writing development.

Responsibilities of the Writer

As a writer, you should view this feedback as an opportunity to get constructive feedback from someone else. However, ultimately it is your piece of writing, so you must decide whether or not to make the changes suggested by the reviewer. Above all, you should be positive and open to accept the critical feedback of others, since the purpose is to help you improve your writing. Do not see the feedback as an attack on you but as an opportunity for learning how to make your writing better.

Responsibilities of the Reviewer

As a reviewer, it is important to remember that you have been invited to help another person by giving feedback about their work. Writers can feel vulnerable during this process so be respectful and professional, but honest, in your feedback. It’s a good rule of thumb to follow these five rules when reviewing another person’s paper:

1. Read the paper once without comments so that you get a feel for the whole piece.
2. Provide a focused summary of feedback that uses a rubric or a checklist to support your narrative comments.
3. Target big ideas or broad skills that will have a significant impact across the entire piece. For example, recommending that they reorganize certain parts so that the flow of ideas are smoother and more coherent is better than talking about the proper use of commas.
4. Use constructive criticism with sensitivity to the writer’s feelings by providing specific feedback about how to improve the piece, such as, “I liked this part and was wondering more about the context. Can you relate support of breast cancer awareness to the company’s mission or target market? How does the cause (breast cancer awareness) fit in with the company and what it is selling? How is this cause related to a social responsibility issue?
5. Be sure to identify what’s “good” in the paper as well as by being positive about the things the writer is doing right. Reinforce their efforts and those skills that make the piece effective. Think of the ”sandwich approach,” i.e., start with mentioning something good about their writing, discuss some areas for improvement, and then finish up with some suggestions for solving the weaknesses.

Instructions for the Writer

1) Please fill out the “Writer’s Comments” section below.

2) Attach a copy of your rough draft to the CLC forum using the following naming convention: Lastname.Firstname_RoughDraft.

3) Attach a copy of this document (with the writer’s comments below), using the following naming convention: Lastname.Firstname_PeerReview.

4) Submit both the rough draft and Peer Review Guidelines document to the CLC forum by the end of Module 3.

5) Important: Use the writer’s name, i.e. yourname when naming both files. Don’t use the name of the peer reviewer.

Writer’s Comments to the Peer Reviewer

What is my purpose and who is my audience for this piece of writing?

What is the central theme or main point I want to make as a result of this piece of writing?

In what specific areas would I like feedback about my writing?

Instructions for the Reviewer

Use the following checklist to focus your comments.

This checklist contains the same criteria in the rubric that the instructor will use to grade the reports (the rubric is located at the assignment drop box). Using this checklist provides a set of criteria to guide your thinking, and will help you provide better feedback that is tailored to the specific piece of writing. The checklist will also help you avoid giving overly generic or unfocused suggestions.

Writer’s Name: Peer Reviewer’s Name:

Checklist

	Yes	Still a Work in Progress	Comments
Executive Summary Executive summary is comprehensive, accurate, and clearly provides purpose and facts. Research is adequate, current, and relevant, and addresses all of the issues stated in the assignment criteria.
Rationale Paper provides a clear and comprehensive statement of the purpose/problem/background.
Marketing Mix Paper offers a comprehensive summary of the product, price, promotion, and place of the chosen product.
Environmental Scan Paper offers a comprehensive summary of the social, economic, technological, competitive, and regulatory/political/legal forces and trends of the product/industry.
Market Segmentation Demographics and/or psychographics are clearly presented, and a comprehensive description of consumers is included.
Ethical Issue Pros and cons of an ethical issue are clearly identified and fully supported.
Social Responsibility Issue A position, for or against, a social responsibility issue is clearly identified and fully supported.
Global Marketing and the Internet A clear, comprehensive, and compelling discussion of the use of the Internet in global marketing is present.
References There are at least three references plus the textbook reference. References are appropriate, reliable and correctly cited.
Recommendation Recommendation is clear, comprehensive and compelling.

Please fill out the “Reviewer’s Comments” section below before returning this word document along with the rough draft for your peer. Then attach this document and the rough draft back to the CLC forum.

Reviewer’s Comments

What is your general impression of the writer’s effectiveness, given their purpose, the audience, and the central point they wanted to make as explained above? What did the writer do well in this piece of writing?

MKT 245 Grand Canyon Week 7 Assignment

Marketing Analysis Research Report& Marketing Analysis Research Report: Final Draft

Details:

Create a PowerPoint presentation (8-10 slide) designed to deliver the research findings and recommendations in your report to your manager. Your presentation should persuasively demonstrate your position on why the sales team should or should not sell the product or service. Include the notes you would utilize while delivering your presentation.

You are not required to submit this assignment to Turnitin, unless otherwise directed by your instructor. If so directed, refer to the Student Success Center for directions. Only Word documents can be submitted to Turnitin.

Marketing Analysis Research Report Outline

In this course, you will play the role of a new assistant marketing analyst for an advertising agency.

Your manager has just given you the first assignment in your new job, which is to develop a 1,500-2,000word research report of a product (a product can be a good or service) of your choice in accepted business style, including an executive summary. The assignment focus is to research the market for a product or service to determine whether or not it is a product or service your company would like to sell. The report will serve to brief your manager on critical marketing factors relating to the product. After conducting your research, you will make your professional recommendations to whether or not the company sales team should sell this product or service in both report and presentation format.

You will work on components of this report throughout the course and submit them in the following order:

Final draft of report and presentation (follow outline provided below)

Module 7

Please follow this outline as you write your research report:

1. State your choice of product; provide a rationale (i.e. explain why you chose this product).Use at least three credible academic resources in researching your product. Wikipedia is not considered a credible academic resource for this assignment.
2. Marketing Mix (the four Ps) Outline the four Ps for your choice of product or service. (Refer to page 9 in chapter 1 of the textbook for additional explanation.)

The Four Ps

Product: a good, service, or idea to satisfy the consumer’s need

Price: what is exchanged for the product?

Promotion: a means of communication between the seller and buyer

Place: a means of getting the product to the consumer

3. Environmental Scan

Conduct a scan of the environmental forces that affect your product. (Refer to page 60 in chapter 3 in the textbook for additional explanation of an environmental scan.)

Environmental Forces

Social

Economic

Technological

Competitive

Regulatory

4. Market Segmentation (Refer to chapter 8 in the textbook for additional information.)

Demographics and/or psychographics (choose one or both to describe).

What are the demographics of the market segment(s) for your product?

Describe consumers of your product using a psychographic profile.

5. Ethical Issue

Use chapter 3 (Ethical and Social Responsibility in Marketing) as a reference in the textbook and the list provided on page 3 of this document. Within your product choice, there are ethical issues. Present both the pros and cons of your choice of an ethical issue and your position on it as it applies to your product. For example, online retail products are impacted by privacy issues and the Internet.

6. Social Responsibility Issue

Use chapter 3 (Ethical and Social Responsibility in Marketing) as a reference in the textbook and the list provided on page 3 of this document. Within your product choice, there are issues of social responsibility. Present your support or opposition to your position on a social responsibility issue as it applies to your product. For example, should companies that sell certain products commit to cause-marketing, like Coca-Cola does when sponsoring local Boys and Girls Clubs?

7. Global Marketing and the Internet

Use chapters 7 (Understanding and Reaching Global Consumers and Markets) and 18 (Implementing Interactive and Multichannel Marketing) in the textbook as a framework to discuss how the Internet can be used globally by a company selling your product choice in order to identify new marketing opportunities. New marketing opportunities could include development of new products or the extension of existing products into the marketplace.

What are the benefits? What are the potential problems a company should consider, including cultural considerations.

8. Recommendation

Make your recommendation as to the best method for marketing the selected product or service.

9. Executive Summary

An executive summary is a one-page report that provides the reader, usually an executive, with a condensed version of a lengthy report. After reading the executive summary, the reader exercises his or her judgment in deciding whether or not to read the entire report. If the summary is comprehensive, the executive will save time by not having to read the entire report. Write your executive summary after you have completed the research report and present it at the beginning of the completed document.

Executive Summary Format (One Page)

1. a) State the purpose of the report.
2. b) In this report, your purpose is to make a professional recommendation, based on information gathered through your research, as to the best method for marketing your particular product or service.
3. c) Highlight the key facts (gathered through research) that inform or influence your recommendation.
4. d) Make the recommendation.

Presentation

Create an 8-10 slide PPT presentation designed to deliver the research findings and recommendations in your report to your manager. Your presentation should persuasively demonstrate your position on why the sales team should or should not sell the product or service. Include the notes you would utilize while delivering your presentation.

Possible Ethical Issues

Promotion of “Sin Products,” i.e., alcohol, tobacco, gambling

• Is it unethical to promote these products? Should there be limits or regulations on the promotion of these products?

Advertising as a Mirror of Society

• Does advertising reflect a society’s accepted standards, or create new standards?

Government Regulation and a Free Market

• Should there be regulations in such areas as advertising, product safety, and pricing, or should market forces “self-regulate” companies/industries?

Privacy Issues and the Internet

• Should there be protection for the user in terms of privacy? Are “cookies” appropriate? Should “opt-in” or “opt-out” be required?

Privacy Issues and Marketing Research

• What are the ethical and privacy issues in consumer research?

Consumer “Bill of Rights”

• A product of the early 1960s, is the Consumer Bill of Rights still necessary? Why or why not? If it is necessary, could it be expanded?

Advertising to Children

• Should there be limits placed and/or protections enforced, when it comes to advertising to children?

Advertising to “Vulnerable” Consumers

• What constitutes a “vulnerable” consumer? Should firms be required to provide special considerations or accommodations for such consumers?

Subliminal Advertising

• What is subliminal advertising? What are the ethical issues involved? Is it effective? Is it used? Examples?

Predatory Pricing

• What is predatory pricing? Examples? What are the ethical and legal issues involved?

Possible Social Responsibility Issues

Corporate Social Responsibility

• Should corporations b socially responsible, or should they concern themselves with profit only?

Using Societal Marketing to Promote a Positive Corporate Image

• Is it appropriate for firms to burnish their image by supporting causes?

Green Marketing

• What is “green marketing,” and how can it benefit a company?

Find out more here: MKT 245 Grand Canyon Week 1 Complete Work.