Overview
Each studentmust complete an individual marketing project. Your first task is to select aproject topic. No two students will work on the same product/service. This mustbe an existing product, service, or organization.
Instructions
Thesame project topic must be used in all installments. Each project installment must include a title page that hasthe name of the project topic in it. Each of the five questions should benumbered and written out in its entirety in the pages that follow. The entiredocument (all five questions, combined, but not counting references) should be at least 600 words (12-point Times NewRoman font, double spaced), and include a separate references page. All contentmust show direct application to the topic and exclude definitions of terms andgeneral explanations of generic marketing topics. The assignment should besubmitted as a Microsoft Word document.
Whencompleting an assignment for a given module, the student will assume the roleof marketing manager for the selected organization. All student responses mustbe based on research. View the entire course textbook (all chapters) as aresource for the assignment, meaning it may be necessary to locateassignment-related material in chapters other than those corresponding with themodule in which the assignment is located. While the effort has been made toensure that all material necessary for assignment completion is found in thetextbook, contact the instructor immediately if information needed to completethe assignment cannot be located in the textbook. The instructor will thenprovide instructions on locating the required material. Quotes must beminimized and long quotes (40 words or more) avoided. Outside sources to becited include scholarly marketing journals (Journal of Marketing, Journal ofMarketing Research, Journal of Consumer Research, etc.), practitionerpublications, and the course textbook. Assignments must be submitted though Turnitin.
Questions
Q1. Discussthe use of marketing research to be used to gather information on present orpotential customers. Which forms of marketing research would be best ingathering consumer information relating to the product/service? (Ch.4)
Q2. Explain severalexternal forces that affect the organizations marketing planning and strategy.(Ch.4)
Q3. Discuss theaspects of the organizations customer relationship management (CRM) program.(Ch.5)
Q4. Explain whichconsumer characteristics (personal, psychological, cultural, situational,social) matter most in the purchase decision. (Ch.6)
Q5. Explain how theproduct/service is positioned in the market. Quote or create a positioningstatement for the product/service and explain its rationale. (Ch.7)
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