INSTRUCTIONS
The same project topic must be used in all installments. Each project installment must include a
title page that has the name of the project topic in it. Each of the five questions should be
numbered and written out in its entirety in the pages that follow. The entire document (all five
questions, combined, but not counting references) should be at least 600 words (12-point Times
New Roman font, double spaced), and include a separate references page. All content must show
direct application to the topic and exclude definitions of terms and general explanations of
generic marketing topics. The assignment should be submitted as a Microsoft Word document.
When completing an assignment for a given module, the student will assume the role of
marketing manager for the selected organization. All student responses must be based on
research. View the entire course textbook (all chapters) as a resource for the assignment,
meaning it may be necessary to locate assignment-related material in chapters other than those
corresponding with the module in which the assignment is located. While the effort has been
made to ensure that all material necessary for assignment completion is found in the textbook,
contact the instructor immediately if information needed to complete the assignment cannot be
located in the textbook. The instructor will then provide instructions on locating the required
material. Quotes must be minimized and long quotes (40 words or more) avoided. Outside
sources to be cited include scholarly marketing journals (Journal of Marketing, Journal of
Marketing Research, Journal of Consumer Research, etc.), practitioner publications, and the
course textbook. Assignments must be submitted though Turnitin.
Questions
Q1. Discuss the use of marketing research to be used to gather information on present or
potential customers. Which forms of marketing research would be best in gathering consumer
information relating to the product/service? (Ch.4)
Q2. Explain several external forces that affect the organizations marketing planning and
strategy. (Ch.4)
Q3. Discuss the aspects of the organizations customer relationship management (CRM)
program. (Ch.5)
Q4. Explain which consumer characteristics (personal, psychological, cultural, situational,
social) matter most in the purchase decision. (Ch.6)
Q5. Explain how the product/service is positioned in the market. Quote or create a positioning
statement for the product/service and explain its rationale. (Ch.7)
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