Marketing Video Case Assignment

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Coppertone Video Case (in-Class Assignment 1) ( kerin.tv/14e/v5-4 ) Name: ____________________________

Synopsis

Coppertone was developed by pharmacist Benjamin Green when he observed service men and women in the Air Force using petroleum gel to protect their skin. He added cocoa butter and coconut oil to create Coppertone Suntan Cream. Taglines such as “Tan, Don’t Burn” and advertising featuring the “Coppertone Girl” were used to promote the product as a tanning brand. Over time, however, consumer interests shifted from tanning to protection so Coppertone developed sunscreen products, water-resistant lotions, and continuous sprays. In addition, Coppertone conducted research that helped the FDA create the SPF ratings for the entire industry. Today Coppertone is the market leader with an 18 percent share of an industry that has grown to $9 billion in global sales.

Much of Coppertone’s success can be attributed to how attentive Coppertone managers are to the path that consumers follow as they make a sun care product purchase. Generally, Coppertone consumers follow the same purchase decision process common to many consumer purchases—problem recognition, information search, alternative evaluation, purchase decision, and postpurchase behavior. Psychological, sociocultural, and situational factors also influence Coppertone users’ purchase behavior.

Answer the following questions using a separate sheet of paper if needed

1. How has an understanding of consumer behavior helped Coppertone grow in the United States and around the globe?

2. Briefly describe each of the five-stage purchase decision process (path to purchase) for a typical Coppertone customer based on the information provided in the video.

a. Problem Recognition

b. Information Search.

c. Alternative Evaluation.

d. Purchase Decision.

e. Postpurchase Behavior.

3. What are the possible psychological and sociocultural influences on the Coppertone consumer purchase decision process?

4. What specific marketing activities does Coppertone utilize to help Coppertone grow in the marketplace?

 
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Kakui Sushi Restaurant Marketing Plan

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Write a marketing plan about the Kakui Sushi restaurant located in Oakland CA and attached below is a sample essay Markeing plan a student do before.

a. Purpose/scope – The final paper/project is intended to engage students in a real-world issue pertaining to your respective internship. The paper topic will be determined and agreed to by the intern supervisor and student. The topic should be beneficial to the company and educational to the student. Once the topic is determined, the student is expected to define the research problem (problem statement), collect the necessary data, and report on the findings. The length of the paper is not specified, however, quality is preferred over quantity. It is expected that papers should be at least 10+ pages long. Finally, it is required that the paper/project and findings will be presented to the internship supervisor by the student.

b. Format –

i. Title and include running titles

ii. Executive Summary – The executive summary should be a summary of the report in 1-2 pages with the following captions:

1. Parameters of the report – purpose/objective of the study, type of company, etc.

2. Description of the problem – describe the problem and how your project will be beneficial to the company.

3. Methodology – describe how you went about solving the problem. What type of survey did you do? How did you collect data?, etc.

4. Summary of findings and conclusions – summary of the facts you found surrounding the problem or situation being researched and your conclusions based upon those facts.

5. Recommendations – summarize the specific recommendations you are making to the company to solve the problem or respond to the research project.

iii. Section I – Introduction/Background – Provide the reader with a description/ background of the topic that is being researched. Give a contextual backdrop to why this is an important issue to be addressed (e.g., What are competitors doing? What is the marketplace currently doing or headed? What happens if this isn’t addressed?).

iv. Section II – Statement of the Problem/Research Project – A brief discussion of the specific topic that will be investigated and addressed and why it is important. (e.g., What is the problem? Why is this problem worth my attention? How important, influential, or popular is this problem? Would research findings lead to some useful change in best practice?)

v. Section III – Methodology – A discussion of how you went about approaching and solving the problem or research project. In other words, how did you collect the data you needed to analyze for the project? This section, for example, should included details on what type of survey you did including where you found the survey and/or how you collected data, etc.

vi. Section IV – Findings – A presentation of the factual (truth and facts – not opinion) information you found regarding the problem to be solved or the research project. What were the strategic alternatives that might have been used to solve the problem or research project? What alternative(s) did you decide to use and why?

vii. Section V– Conclusions – Given your findings of fact, what are your conclusions as to what the underlying problems are, or conclusions as to the research project?

viii. Section VI – Recommendations – Given your findings and conclusions, what are your specific recommendations to solve the problems or achieve the objective of the research study?

ix. References – 2-3 references minimum are expected. Please provide a reference section when you cite any source in your paper. Remember plagiarism is not acceptable and is grounds for failure. All citation and references should follow the APA format. Please see (http://owl.english.purdue.edu/owl/resource/560/01) or (www.apastyle.org) for exact specifications.

x. Grading Criteria – The final paper will be graded subjectively with the following items of critical importance:

1. Quality and depth of analysis of the problem or subject of the research.

2. Quality and depth of the findings and conclusions.

3. Quality and depth of recommendations.

4. Organization and presentation of the report, including grammar, spelling, content, use of sub-captions, exhibits, numbering systems, and graphics.

5. Feedback (comments and grade A, B, etc.) by your supervisor will also be used to determine your grade. Students are required to present their findings to their supervisor during the semester.

Running head: KAKUI SUSHI RESTAURANT MARKETING PLAN 1

KAKUI SUSHI RESTAURANT MARKETING PLAN 14

Kakui Sushi Restaurant Marketing Plan

Student’s Name

University Affiliation

Table of Contents

31.0 Executive Summary

3 1.1 Parameters of the report

3 1.2 Description of the problem

3 1.3 Methodology

4 1.4 Summary of findings and conclusions

4 1.5 Recommendations

4 2.0 Introduction and Background

6 3.0 Statement of the Problem

8 4.0 Methodology

9 5.0 Findings

9 5.1 Customer Satisfaction Levels

10 5.2 Customers Ideal Restaurant

11 5.3 Referrals to the Restaurant

12 5.4 Extra Services in Ideal Restaurant

12 6.0 Conclusion

13 7.0 Recommendation

14 8.0 Reference List

 

1.0 Executive Summary

1.1 Parameters of the report

The purpose of this report is to establish a problem that challenges the Kakui Sushi Restaurant and suggest recommendations that provide a strategy to rise above this problem for competitive advantage. The Kakui Sushi Restaurant is a tourist restaurant that mainly targets Japanese tourists. The hotel and tourism industry is increasingly growing competitive especially with new entrants in the industry coming in very quick and with different strategies to attract new customers. There is therefore need for the participants in the industry to flex their muscles especially when it comes to dealing with their weaknesses in order to raise their competitive advantage (Pascual-Fernandez., et al, 2016). This research aims at finding a weakness in the restaurant and using research to formulate a strategy that would increase the company’s competitive advantage.

1.2 Description of the problem

Achieving competitive advantage depends on a number of factors. One of the key factors in increasing the competitive advantage of a company is by being able to win customer loyalty hence retaining customers or having the customers bring in other customers. Winning customer preference is essential. This is only possible when their needs are satisfied. The problem facing the restaurant is that there are limited services offered to the tourists, hence failing to provide adequate satisfaction to the customers. This means, that amidst strong competition, the restaurant may suffer losses. There is therefore need for an immediate strategic solution to remedy the situation.

1.3 Methodology

The research intended to study various demographic and psychographic details mainly among Japanese tourists within the area of locality of the restaurant and determine how it they influence their satisfaction levels in restaurant facilities. As such, the research involved the use of questionnaire surveys directly sent to the respondents who were customers at the restaurant. Their results were analyzed, recorded and some important parameters tabulated.

1.4 Summary of findings and conclusions

The research revealed that most of the customers are not satisfied by the services. It was clear that most tourists would prefer walking into restaurants where they receive multiple services. As such, the company is to consider introducing new services based on recommendations made while avoiding to interfere with the core product and services.

1.5 Recommendations

The research concludes with recommendations made with the aims of improving the competitive advantage of the restaurant by providing the customers with satisfaction hence winning their trust and loyalty. The main recommendation made is to increase the number of services provided hence allowing the tourists to access multiple services in one location while still receiving the main service they came for, restaurant services.

2.0 Introduction and Background

Kakui Sushi Restaurant is a Japanese restaurant situated in Oakland CA. The restaurant serves Japanese dishes and a range of drinks while observing important factors of the Japanese culture and art. The restaurant prepares unique meals using fresh and locally available ingredients and their menu keeps changing with seasonal changes hence taking advantage of the available local abundance. In summary, the restaurant makes contemporary cuisine by putting together Japanese traditions and the other best things the Bay Area presents. Some of the most remarkable aspects of the restaurant include; a sushi bar which serves the freshest fish, traditional favorites and the restaurant’s own special menus, a menu that is diverse and complete with Japanese dishes, an open kitchen serving and a full and dynamic sake selection that is appropriately selected to accompany the other items on the menu.

The Hospitality and Tourism sector is rising at a very fast rate. Consequently, there is an increase in the number of business entities in the sector that seek to take advantage of the increase in tourists travel from one country to another (He, Li, Harrill & Cardon, 2014). Just near Kakui Sushi restaurant, are other restaurants such as Kotobuki Japanese Restaurant and Oni Sushi, which tend to offer almost the same kind of menu. This means that competition in the business is really high and to perform well, Kakui Sushi needs to come up with effective marketing strategies that would make her to have competitive advantage over these two main competitors.

This retrospect paper presents a research conducted with the aims of finding out different consumer needs in relation to the services provided by Kakui Sushi Restaurant. The findings obtained are fundamental in making important strategic decisions that would help the restaurant build on customer loyalty by providing them with customer satisfaction. It is important that this is done so as to ensure the restaurant maintains a sustainable flow of income and profitability for the benefit of the company. In any business, customer is king. Therefore, there is the need to understand their expectations in order to design effective strategies to meet these expectations.

Various demographic and psychographic factors have affected the decisions made by tourists and other customers about their menu preference and food behavior. These factors have gradually resulted in the adaptation of new modern trends in the tourism sector to cater for the customers’ needs. Some of the new trends being embraced in the industry, for example, include; focusing more attention on preparation and serving of healthier foods and drinks, finding new ways of reaching the consumers without necessarily having them to come to the restaurants due to their busy schedules and offering extra services in the restaurant apart from only the food in the menus in order to attract more customers among others.

If the consumers’ needs are ignored then the customers may not be satisfied by the services received hence making it hard to win their loyalty or attract more customers. It is therefore important that Kakui Sushi Restaurant conducts a market research to identify the consumer needs in order to design effective marketing strategies and gain more competitive advantage over the competitors.

3.0 Statement of the Problem

Kakui Sushi Restaurant mainly requires that the restaurant customers only come to the restaurant purposefully for the meals and drinks offered on the menu. On the other hand, however, the restaurant also provides catering services and can organize and plan for events such as parties where food is involved. As such, serving Japanese cuisine is the core product of the restaurant that has for a long time contributed to its growth. However, with more and more competition arising, there is need for the restaurant to come up with a new strategy, especially revolving around the services in order to win more customers.

The focus on one product and service in this case, can be limiting. Recent research has revealed that most tourist enjoy visiting some expensive restaurants and hotels because of the variety of service they receive in such places. Most tourist enjoy visiting places where they fully utilize the services available and in such cases they are most likely to refer other people there (He., et al, 2014). In Japan, for example, there are the public bathrooms which are known as ‘onsen’ (Seaton & Yamamura, 2015). These are places where most Japanese spend time relaxing in pools of hot water while cleaning themselves. In the recent years, one major development that has taken place is that, wherever these bathrooms are, the owners have also incorporated either some snack shops services or joint it with some restaurant services, spa or massage services. What this means is that any customer visiting the place, receives more than just one service and are most likely to leave the place fully satisfied.

Such services are lacking in Kakui Sushi Restaurant. This becomes a problem that in the rise of major competition can seriously hurt the business. This problem is very important because once solved, it can really help to improve traffic at the restaurant hence making the business more profitable (Nieves & Segarra-Cipres, 2015). It will be an important strategy in providing customers with multiple services hence increasing their levels of satisfaction, thus winning their trust and confidence, which is important for customer loyalty. Loyal and satisfied customers are more likely to come back to the restaurant or even refer their friends and relatives, which is important for the business (Mok, Sparks & Kadampully, 2013). This is a problem that is currently experienced by all the competitors. However, having discovered the problem, Kakui Sushi Restaurant can use the opportunity to raise the competitive edge over her competitors.

This research therefore would seek to find out among other things some of the most important services that Japanese and other tourists would like to enjoy in their convenient restaurant. As such, the findings will be useful in making necessary recommendations that would help the business improve and advance the services offered.

4.0 Methodology

It is essential that before any strategy is implemented, enough research is conducted in order to ensure that the strategy is guided by reliable findings. This way, the strategy will be considered to be effective since it addresses specific challenges. As such, for this research, the method used in collecting the data needed to make strategic recommendations was the use of questionnaire survey.

The questionnaire was designed to have relevant questions all seeking to establish what kind of things the consumers, who are mainly tourists, would want to find in their ideal restaurant. The questions used were both close ended and open ended. The close ended questions mainly aimed at getting the demographic details in order to provide insights into the key demographic details of most of the customers and potential customers for the restaurant. The open ended questions allowed for the respondents to give their personal opinion and views especially regarding the services they would expect to receive in their ideal restaurant.

The main target market for the business is Japanese tourists who visit the bay in Oakland. However, it is notable that the restaurant also attracts a significant number of tourists from other Asian countries such as Korea, China and UAE as well as a small number of locals. The respondents were therefore mainly from these groups, but mainly the Japanese.

The respondents were randomly selected from a sample of customers that visited the restaurant in three consecutive days. The research collected results from 50 different respondents. The questionnaire was administered to these customers through Survey Monkey Website, hence providing the customers with the convenience of filling in the responses at any location as they went on with their day to day activities. The data collected was mainly qualitative, since it mainly involved getting views about the extra services tourists would wish to find in their convenient restaurant. The quantitative data collected mainly involved the tabulation of numbers of responses that were similar in a particular type of preference.

5.0 Findings

The findings of the research were tabulated for easier analysis and interpretation. This section presents a sample of the very important findings from the research that will be key in the designing of the marketing strategy. The findings are represented and explained based on the responses that were being sort for in the research.

5.1 Customer Satisfaction Levels

The research intended to find whether the customers who had visited Kakui Sushi Restaurant were fully satisfied with the services and products they received. Out of the fifty respondents, it was noted that only 2 said that they were fully satisfied and 9 were simply satisfied. The majority, 25 were only a little satisfied and 14 were not satisfied a lot. The finding for this section revealed that most of the customers were not satisfied by the products and services, which meant that it is important to find out the problem that limited the customer satisfaction rates in the restaurant and design a strategy or strategies that will help in providing this satisfaction to the customers.

Levels of Satisfaction with the services at Kakui Sushi Restaurant Number of Respondents
Fully satisfied 2
Satisfied 9
A little satisfied 25
Not satisfied 14

5.2 Customers Ideal Restaurant

In order to provide the best services and products, it is essential to understand the rating of the customers on what exactly they find attractive in their ideal restaurant. These are mainly the things that once they get they tend to be satisfied by the services and products, hence likely to win their trust and loyalty. Out of 5, the respondents were required to rate a number of factors that may attract them to their ideal restaurant. The results were averaged by totaling the rating and dividing by the number of respondents who gave the rating. In this case, it was evident that most customers prefer receiving a variety of services and products in their ideal restaurant.

Factors considered attractive to customers in their ideal restaurant Average rating by Respondents out of 5
Service and Product Quality 4
Variety of Services and Products Offered 5
Health consciousness 2
Proximity to temporary place of residence during vacation 3

5.3 Referrals to the Restaurant

One way of determining the success of a business is by evaluating the number of customers satisfied by the services and products. Such customers tend to be loyal and would either come back to the business or refer other people to the business. This question was another way of trying to establish the levels of customer loyalty through satisfaction provided by our services. The respondents were therefore asked whether they were referred by a friend or relative or whether they would refer a friend or relative to the restaurant. Notably, only 19 out of 50 respondents had been referred by friend and relatives. This meant that the rest had just been there for the first time on their own, probably to try out. The most alarming result was the smaller number of customers, 17, that would refer their friends and relatives to the restaurant, which was a clear indicator of lack of satisfaction and low loyalty. As such, there is need for a strategy that would solve this problem.

Were you referred to Kakui Sushi Restaurant by a friend/relative Number of Respondents
Yes 19
No 31
Would you refer a friend/ relative to Kakui Sushi Restaurant
Yes 17
No 33

5.4 Extra Services in Ideal Restaurant

At the point of the research, it had already been identified that there is a new consumer preference regarding their ideal restaurant. That is, a number of people prefer going to restaurants that offer more than one service. The most important question, however, is what kind of services would be appropriate for a restaurant and would attract a high number of customers without interfering with the core business. In this case, the respondents were allowed to write down their own preference of services. The largest number of respondents wrote spa and massage services. The rest of the services respondents not accounted for in this table made different choices that only appeared once.

What are some of the extra services you would like to receive in your ideal restaurant Number of Respondents
Live entertainment e.g bands 6
Spa and massage 14
Exercise Facilities 6
Foods and Drinks only 5

6.0 Conclusion

From the research and the findings, it is clear that despite the potential of the Kakui Sushi Restaurant to do well, its limited services prevent the restaurant from giving their customers satisfaction. This therefore affects the way the restaurant does business, hence limiting the profits. This problem can even grow bigger and be felt more especially with the levels of competition from other Japanese restaurants in the area. Kakui Sushi is at a point where it can not only rely on meals on its menu to win over customer satisfaction and attract customer preference. This is therefore a problem that the company needs to immediately solve in order to beat the competition and be more profitable.

7.0 Recommendation

From the findings and conclusions in the research, several recommendations could be made. These recommendations mainly provide the important strategies that once implemented by the restaurant would go a long way in boosting and improving the customer satisfaction levels in the restaurant.

The main recommendation to aid in solving the problem is to diversify the services offered by the restaurant while making sure that the core business is not affected. The restaurant can consider utilizing its available space to introduce extra services that most tourists find exciting in their ideal restaurant. This can be done in phases. For example, the restaurant may consider beginning with the introduction of spa and massage services as a pilot strategy and monitor the implications on customer satisfaction. This is certainly expected to bear positive results by attracting more customers to the restaurant who will not only utilize the spa and massage services but also purchase from the restaurant menu. The rest of the services can be gradually introduced one after another based on the interests and responses of the customers.

8.0 Reference List

He, L., Li, X., Harrill, R., & Cardon, P. W. (2014). Examining Japanese tourists’ US-bound travel constraints. Current Issues in Tourism, 17(8), 705-722.

Mok, C., Sparks, B., & Kadampully, J. (2013). Service quality management in hospitality, tourism, and leisure. Routledge.

Nieves, J., & Segarra-Ciprés, M. (2015). Management innovation in the hotel industry. Tourism Management, 46, 51-58.

Pascual-Fernåndez, P., López-Sånchez, J. Á., Reynoso, J., & Santos-Vijande, M. L. (2016). Innovativeness and Market Orientation as Forerunners of the New Service Added Value and Performance in the Hotel Industry. In Rediscovering the Essentiality of Marketing (pp. 925-926). Springer International Publishing.

Seaton, P., & Yamamura, T. (2015, January). Japanese popular culture and contents tourism– introduction. In Japan forum (Vol. 27, No. 1, pp. 1-11). Routledge.

 
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Principles Of Marketing

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PART 1 Multiple Choice Questions

 

1) According to management guru Peter Drucker, “The aim of marketing is to ________.”

A) maximize profits of the company

B) emphasize customer wants and not customer needs

C) make selling unnecessary

D) fulfill unrealistic customer expectations

E) sell products

 

2) When marketers set low expectations for a market offering, they run the risk of ________.

A) disappointing loyal customers

B) having to use an outside-in rather than an inside-out perspective

C) failing to attract enough customers

D) failing to understand their customers’ needs

E) incorrectly identifying a target market

 

3) Selecting which segments of a population to serve is called ________.

A) market segmentation

B) positioning

C) customization

D) target marketing

E) differentiation

 

4) Railroads were once operated based on the thinking that users wanted trains offering the most in quality, performance, and innovative features. The railroad managing companies overlooked the fact that there could be other modes of transportation. This reflects the ________ concept.

A) product

B) production

C) selling

D) marketing

E) societal marketing

 

5) Which of the following is NOT a characteristic of customer-driven marketing?

A) Companies understand customer needs even better than customers themselves do.

B) Customers are unaware of their needs.

C) Products are created that meet both existing and latent needs, now and in the future.

D) Customers know what they want.

E) Customers don’t know what is possible.

 

6) Which of the following statements is true about creating customer loyalty and retention?

A) Losing a customer means losing the entire stream of purchases the customer would make over a lifetime of patronage.

B) Customer delight creates a rational preference and not an emotional relationship with the brand.

C) The aim of customer relationship management is to focus solely on customer delight.

D) Losing a customer hardly makes a difference to a company’s sales.

E) The aim of customer relationship management is to focus solely on customer satisfaction.

 

7) Which of the following is true with regard to strategic planning?

A) At the corporate level, the company starts the strategic planning process by determining what portfolio of businesses and products is best for the company.

B) A strategic plan deals with a company’s short-term goals.

C) The focus of strategic planning is to define a game plan for long-run survival and growth.

D) The strategic plan is a statement of an organization’s purpose.

E) Strategic planning involves identifying segments of consumers with identical preferences.

 

8) Which of the following is a market-oriented mission statement?

A) “We empower customers to achieve their dreams.”

B) “We sell jumbo burgers.”

C) “We are an online library.”

D) “We are a low-cost airline.”

E) “We make porcelain figurines.”

 

9) Which of the following is true with regard to cash cows?

A) They are high-growth, high-share businesses or products.

B) They can be used to help finance the company’s question marks and stars.

C) They require significant cash to maintain market share.

D) They are low-share businesses and products.

E) They do not promise to be large sources of cash.

 

10) Fun-Spot Fun Park represents a high-growth, high-share business. According to the BCG matrix, it can be classified as a ________.

A) star

B) question mark

C) bear

D) cat

E) dog

 

11) RedFin manufactures diving equipment that is highly regarded by customers worldwide. Each department in RedFin contributes to its success and can be thought of as a(n) ________.

A) link in the company’s internal value chain

B) separate organization

C) independent subsidiary of the company

D) separate market segment

E) SBU

12) Rob has been asked by his manager to identify a group of potential customers who would respond in a similar way to a given set of marketing efforts. In this instance, Rob has been asked to identify a ________.

A) new product

B) market segment

C) marketing intermediary

D) brand

E) product line

 

13) ________ analysis is an overall evaluation of the company’s strengths, weaknesses, opportunities, and threats.

A) Porter’s five forces

B) A breakeven

C) A regression

D) A SWOT

E) A cluster

 

14) Which of the following terms is used to describe the actors and forces outside marketing affecting marketing management’s ability to build and maintain successful relationships with target customers?

A) marketing environment

B) marketing orientation

C) strategic planning

D) target markets

E) marketing mix

 

15) Which of the following is true with regard to media publics?

A) The primary function of this group is to protect the interests of minority groups.

B) This group carries news, features, and editorial opinion.

C) The primary function of this group is to critique the marketing decisions of companies.

D) This group includes neighborhood residents and community organizations.

E) This group directly influences the company’s ability to obtain funds.

 

16) The single most important demographic trend in the United States is the ________.

A) changing age structure of the population

B) mobility of families

C) changing family structure of the population

D) increasing number of professional jobs

E) increasing birth rate

 

17) Which of the following has lost population in the past two decades?

A) California

B) Florida

C) the Western states

D) the Northeast states

E) the Southern states

 

18) Soon-Yi Park’s chain of travel agencies has identified the lesbian, gay, bisexual, and transgender community as a growing market that spends an increasing percentage of its income on travel. Which of the following would be the LEAST effective component of a marketing plan for Soon-Yi to take advantage of this opportunity?

A) develop a presence on LGBT-oriented social networking sites

B) position his agency as focused on specialized experiences

C) implement a mass marketing campaign

D) place specially-targeted ads in gay-themed publications

E) advertise on LOGO, the cable television network aimed at gays and lesbians and their friends and family

 

19) Which of the following generational groups is most likely to represent the present owners of cottages surrounding Witmer Lake?

A) Baby Boomers

B) Echo Boomers

C) Gen Xers

D) Lost Generation

E) Millennials

 

20) Brad works with a reputed retailer and leads a team that collects market information from a wide variety of sources ranging from marketing research studies to monitoring online conversations where consumers discuss Brad’s firm or its products. Brad’s team uses this information to arrive at a better understanding of consumer behavior and their buying motives. This, in turn, allows Brad’s firm to successfully generate more value for consumers. Brad leads the ________ team.

A) product development

B) strategy implementation

C) human resource

D) customer relationship management

E) customer insights

 

21) The marketing department of a reputed firm wants to improve strategic decision making, track the actions of other players in the market, and provide early warning of opportunities and threats. Which of the following would help the firm achieve its objectives?

A) ethnographic research

B) strategic planning

C) data warehousing

D) competitive marketing intelligence

E) customer relationship management

 

22) Which of the following is the final step of the marketing research process?

A) developing the research plan

B) implementing the research plan

C) interpreting and reporting the findings

D) selecting a research agency

E) defining the research objectives

 

23) While looking for ideas on how to craft a user-friendly dishwasher, the designers of a dishwasher-manufacturing company spent 10 days observing people as they used their dishwashers in their homes. In this instance, the designers were conducting a(n) ________.

A) survey research

B) experimental research

C) quantitative marketing research

D) ethnographic research

E) causal research

 

24) Which of the following is most likely a disadvantage of focus group interviewing?

A) Focus group interviewing does not connect secondary data with primary data.

B) Focus group interviewing is less flexible compared to mail questionnaires.

C) Consumers in focus groups are always open and honest about their real feelings, behaviors, and intentions in front of other people.

D) Focus group interviewing involves small samples to keep time and costs down, which makes it hard to generalize from the results.

E) The moderator in a focus group interview has poor control over the group of respondents.

 

25) ________ refers to the measurement of brain activity to learn how consumers feel and respond.

A) Biometrics

B) Demographics

C) Sampling

D) Neuromarketing

E) Psychographics

 

PART 2

1) Marketing stimuli include all of the following EXCEPT:

A) economic stimuli

B) price stimuli

C) technological stimuli

D) social stimuli

E) cultural stimuli

 

2) ________ consumers are one of the fastest-growing U.S. population subsegments and are expected to surge to nearly one third of the total U.S. population by 2060.

A) African American

B) Hispanic American

C) Asian American

D) Baby Boomer

E) Millennial

 

3) ________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday for the Los Angeles Lakers.

A) Membership groups

B) Aspirational groups

C) Leading adopters

D) Subcultures

E) Reference groups

 

4) A ________ consists of the activities an individual is expected to perform according to the people around him/her.

A) motive

B) role

C) lifestyle

D) life cycle

E) perception

 

5) Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-Davidson has created a ________.

A) motive

B) life-cycle stage

C) self-concept

D) brand personality

E) self-actualization need

 

6) ________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

A) Motivation

B) Perception

C) Dissonance

D) Learning

E) Self-actualization

 

7) George is buying his first house. He has spent a month looking at houses and comparing attributes such as price and location. He has contacted several real estate agents to look at different types of houses. George is most likely exhibiting ________.

A) variety-seeking buying behavior

B) complex buying behavior

C) consumer capitalism

D) dissonance-reducing buying behavior

E) marketing myopia

 

8) Business buyer behavior refers to the ________.

A) buying behavior of consumers who buy goods and services for personal consumption

B) buying behavior of the organizations buying goods and services for use in the production of other products and services that are sold, rented, or supplied to others

C) buying behavior of consumers who rely on small retailers for the regular supply of provisions

D) decision process by which business buyers determine which products and services their organizations need to purchase

E) strong affinity of businesses for value-for-money deals

 

9) Jeremy’s, a handbag manufacturer in Lower Manhattan, procures a large stock of leather in anticipation of brisk sales of handbags during December. This is an example of a(n) ________ demand.

A) composite

B) derived

C) primary

D) latent

E) inelastic

 

10) A marketer wanting to determine business buyer behavior is most likely to ask which of the following questions?

A) Are buyers sensitive toward price changes in consumer markets?

B) What are the major influences on buyers?

C) Are niche markets more profitable than mass markets?

D) How do interpersonal factors affect organizational performance?

E) Is the role of gatekeepers relevant in the international business environment?

 

11) Peter Adams, an entrepreneur, decided to start a new technology venture. As he needed servers and computers for his company, he decided to order these from a local vendor who was offering attractive discounts. In this instance, Peter ________.

A) faces a new task situation

B) faces a modified rebuy situation

C) is most likely to benefit the most from reverse auction

D) faces the need for product differentiation

E) plans to attract customers by offering products at below-market prices

 

12) Jason Perkins has the informal power to approve the final suppliers in his organization. In other words, Jason plays the role of a(n) ________ in his organization’s buying center.

A) gatekeeper

B) decider

C) buyer

D) influencer

E) user

 

13) Alpha Stampings Inc. produces 14 metal stampings for the automotive industry. Due to industry design changes and consumer demands, for the next financial year six of those stampings will require a slight change: two will have an extra hole punched through the side, two will require an extra plating process, and two will require an additional weld operation. In the meantime, purchasing agent Richard Koehl has been asked to reduce the number of Alpha’s steel suppliers in an effort to cut costs. After obtaining updated price quotations and steel samples from his current suppliers, Richard faced a dilemma. Until now, he had selected his suppliers based on quality and price, but the major consideration had been the type of steel required and the specialized production processes of his respective suppliers. Not all of Alpha’s suppliers could produce the exact grades of steel needed; some suppliers were better at producing certain types of steel than others. Richard contacted several employees at Alpha who had worked with the various types of steel in the past. The quality control manager and line inspector, for example, could help to determine which suppliers had the capabilities of producing specific types of steel. The production control manager could provide input regarding which types of steel worked best in which presses. The warehouse foreman gave inputs regarding how long various types of steel could be held in inventory before rust spots began to form on their surfaces. Each person contributed the necessary information to help Richard in making his decision. In this scenario, which of the following had the greatest influence on the business buying behavior at Alpha Stampings?

A) individual preferences

B) organizational structure

C) interpersonal influences

D) technological changes

E) cultures and customs

 

14) ________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.

A) Mass customization

B) Market targeting

C) Market segmentation

D) Differentiation

E) Positioning

 

15) A company selling child-care products ran a television ad depicting women as being primarily responsible for childcare. Many women viewers considered this regressive, alleging that the ad failed to recognize the much more diversified role of women in today’s world. This is an example of ________.

A) cause marketing

B) stereotyping

C) niche marketing

D) scapegoating

E) positioning

 

16) Consumers who show their allegiance to brands, stores, or companies help marketers to segment consumers by their ________.

A) user status

B) degree of loyalty

C) income

D) geographic location

E) benefit-seeking attitudes

 

17) Orion Inc. markets luxury watches. It targets the wealthy global elite segment, regardless of their geographic location. Orion most likely uses ________ segmentation.

A) income

B) age-group

C) occasion

D) benefit

E) cross-market

 

18) Ruben Delgado was making wooden pens and pencils, which had unique engravings, as a hobby until Simon Yoder recognized Ruben’s talent. Simon immediately ordered 250 pens and pencils of various styles to be displayed in his shop’s showcase. Within three months, the wooden pencils were a hit with all students! Ruben Delgado had never thought of marketing his talent, but Simon’s enthusiasm and the recent sales were enough to change his mind. With limited resources, Ruben contacted three additional specialty shops within 100 miles that were situated near schools. He explained his manufacturing processes and engraving options to each. All three shop owners placed a trial order. Within two months, just prior to the holiday season, each shop owner placed an additional order. Ruben was ecstatic! “I figured business would slow down after that,” Ruben stated, “but in February I was contacted by Elmore Distributors. At that point, I had to make a huge decision about how far I wanted to go with this business.” Elmore Distributors provides products for school fundraisers in a seven-state area. Ruben was offered a two-year contract and immediate inclusion in Elmore’s promotional flyer. Ruben Delgado accepted the offer and, along with it, the responsibility to produce thousands of wooden pens and pencils. “I had to get a grip on the magnitude of this project,” Ruben added. He decided to place his major focus on the large contract with Elmore. However, to avoid placing his total emphasis with one customer, Ruben continued nurturing his four previously established accounts without targeting any additional customers. “At this point, I had set up an assembly line in a rented building,” Ruben explained. “I had to hire three full-time employees to work the line while I managed the customer orders and purchased materials.” Ruben paused, “But I can’t take the Elmore project for granted. It might not always be there. I’ll have to have a good alternate plan if that day comes.” In the scenario, Ruben has segmented his market based on ________.

A) geography

B) benefits sought

C) occasion

D) degree of loyalty

E) demographics

 

19) Which of the following is a disadvantage of using a differentiated marketing strategy?

A) generates far lower sales compared to an undifferentiated marketing strategy

B) customer loyalty is negatively impacted and difficult to obtain

C) the costs of doing business increase

D) quality control problems increase

E) product safety decreases

 

20) ________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

A) Liabilities

B) Services

C) Brands

D) Consumer products

E) Specialty products

 

21) A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania from locally grown wood, is an example of a ________.

A) convenience product

B) capital item

C) specialty product

D) service

E) product attribute

 

22) A company that uses well-known celebrities to help sell its products is using ________ marketing.

A) interactive

B) internal

C) social

D) person

E) organization

 

23) Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended. Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it. Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple- cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben’s biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts. “We make an excellent product,” Ruben Delgado stated, “and we honor a good guarantee on everything we sell. But let’s face it—we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool.” The Delgado brand was fast-becoming synonymous with top- notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after. Which type of product does Delgado manufacture?

A) industrial

B) convenience

C) specialty

D) shopping

E) unsought

 

24) What are the two dimensions of product quality?

A) consistency and level

B) performance and conformance

C) design and innovation

D) conformance and style

E) feature and design

 

25) Titan Inc., an automobile manufacturer based in Utah, recently added two new models to its existing line of sedans in order to increase profits and satisfy dealers. This is an example of ________.

A) line filling

B) social marketing

C) market diversification

D) negative brand equity

E) person marketing

 

PART 3

1) Acquisition refers to ________.

A) the buying of a whole company, a patent, or a license to produce someone else’s product

B) an agreement between two or more commercial companies to produce a common product

C) a partnership between two companies to produce a product in different countries by sharing risks

D) investments made in a country’s businesses by foreign citizens, often in the form of stocks

E) the development of original products, product improvements, product modifications, and new brands through the firm’s own product development strategies

 

2) Which of the following is the most likely reason that employees regularly attend trade shows and seminars?

A) to analyze the product life cycle

B) to test new product concepts

C) to get new product ideas

D) to imitate competitors’ products and strategies

E) to implement a team-based new product development approach

 

3) JoAnn Fabrics Inc. has created a new combination of colors and fabric types. The firm wants to know how consumers will perceive the new product. The firm is concerned with the product ________.

A) idea

B) displacement

C) image

D) activation

E) placement

 

4) Once managers of The Grecian Urn have decided on their product concept and marketing strategy, they can evaluate the business attractiveness of the proposal in the ________ stage of the new product development process.

A) business transformation

B) test marketing

C) business analysis

D) business process reengineering

E) concept testing

 

5) Which of the following involves costs that most likely occur during the commercialization stage of new product development?

A) building or renting a manufacturing facility

B) paying target customers for product feedback

C) determining the product’s planned distribution

D) developing a prototype of the product

E) identifying target markets

 

6) Evelyn’s ________ is the practical use of solar power in a vacuum cleaner that is designed to effortlessly vacuum clean the floors of on-the-go and elderly consumers.

A) product placement

B) product concept

C) product image

D) product idea

E) virtual product

 

7) A style is best defined as a ________.

A) currently popular trend in retail goods

B) popular consumer taste at a given time

C) temporary period of unusually high sales

D) short-term component of the marketing mix

E) basic and distinctive mode of expression

 

8) ________ is the only element in the marketing mix that produces revenue.

A) Price

B) Product

C) Place

D) Fixed costs

E) Variable costs

 

9) A pharmaceutical company in Utah recently released a new and expensive anti-ulcer drug in the market. The company justifies the high price of the drug by claiming that it is highly effective for treating all kinds of ulcers. The company also claims that the new drug will help bring down the need for invasive surgeries, an additional benefit for patients. Which of the following pricing strategies is the pharmaceutical company most likely using in this instance?

A) target pricing

B) markup pricing

C) cost-based pricing

D) value-based pricing

E) break-even pricing

 

10) ________ involves setting prices based on the costs for producing, distributing, and selling the product plus a fair rate of return for effort and risk.

A) Value-based pricing

B) Competition-based pricing

C) Cost-based pricing

D) Penetration pricing

E) Break-even pricing

 

11) As production moves up, the average cost per unit decreases because ________.

A) variable costs decrease

B) of increasing diseconomies of scale

C) fixed costs are spread over more units

D) overhead costs decrease

E) revenue increases

 

12) The simplest pricing method is ________ pricing.

A) value-based

B) fixed cost

C) cost-plus

D) target return

E) competition-based

 

13) As a manufacturer increases the price, ________.

A) efficiency drops

B) the break-even volume drops

C) competition is minimized

D) the total costs increase

E) the profit margin shrinks

 

14) Companies facing the challenge of setting prices for the first time can choose between two broad strategies: market-penetration pricing and ________ pricing.

A) comparative

B) competitive

C) market-skimming

D) market-segmentation

E) cost-plus

 

15) Which of the following product mix pricing strategies involves setting prices across an entire product range based on cost differences between the products, customer evaluations of different features, and competitors’ prices?

A) by-product pricing

B) product bundle pricing

C) optional product pricing

D) captive product pricing

E) product line pricing

 

16) Cellpoint uses two-part pricing for its long-distance call charges. Because this is a service, the price is broken into a fixed fee plus a(n) ________ usage rate.

A) fixed

B) variable

C) standard

D) market

E) optional

 

17) A(n) ________ is a straight reduction in price on purchases during a stated period of time or of larger quantities.

A) allowance

B) free sample

C) discount

D) tax credit

E) quota

 

18) In return for participating in Honda advertising and sales support programs, Honda dealerships are rewarded with payments or price reductions, which are known as ________.

A) seasonal discounts

B) functional allowances

C) cash discounts

D) promotional allowances

E) trade-in allowances

 

19) La Belle released a cut glass bottle of perfume at $299 per item, even though its major competitor prices its signature scent at $99 per item. La Belle reasons that customers in search of luxury goods will prefer its product because they are more likely to believe high price indicates superior quality. What price adjustment strategy is evident in its reasoning?

A) seasonal pricing

B) time-based pricing

C) captive product pricing

D) psychological pricing

E) location-based pricing

 

20) Which of the following terms refers to the wholesalers and retailers that form a vital link between the firm and its customers?

A) factory-supply networks

B) downstream partners

C) resource banks

D) upstream partners

E) supply channels

 

21) The greater the number of channel levels in a marketing channel, the ________.

A) less distance between producer and end-consumer

B) greater the channel complexity

C) less time it takes for products to reach end-consumers

D) greater the control producers have over the distribution of their products

E) greater the control producers have over the demand of their products

 

22) ________ are complex behavioral systems in which people and companies interact to accomplish individual, company, and channel goals.

A) Customer relationship management systems

B) Distribution channels

C) Partner relationship systems

D) Consumer bases

E) Buying centers

 

23) Which of the following is a major type of vertical marketing system?

A) corporate

B) conventional

C) multilevel

D) intrinsic

E) extrinsic

 

24) A(n) ________ system involves a single firm setting up two or more marketing channels to reach one or more customer segments.

A) conventional distribution

B) corporate vertical marketing

C) horizontal marketing

D) administered vertical marketing

E) multichannel distribution

 

25) ________ distribution is a strategy in which producers of convenience products and raw materials stock their products in as many outlets as possible.

A) Direct

B) Intensive

C) Inclusive

D) Exclusive

E) Selective

 

PART 4

1) ________ includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.

A) Franchising

B) Retailing

C) Brokering

D) Wholesaling

E) Disintermediation

 

2) A ________ is a small store, located near a residential area that is open long hours, seven days a week, and carries a limited line of high-turnover goods.

A) convenience store

B) chain store

C) department store

D) supermarket

E) specialty store

 

3) ________ are manufacturer-owned and operated stores that offer prices as low as 50 percent below retail on a wide range of mostly surplus, discounted, or irregular items.

A) Category killers

B) Factory outlets

C) Specialty stores

D) Superstores

E) Power centers

 

4) Stop-N-Go, 7-Eleven, and Circle K are examples of ________.

A) department stores

B) convenience stores

C) category killers

D) specialty stores

E) supermarkets

 

5) Daizy’s is a shop that carries only plus-size clothing. According to this information, Daizy’s differentiates itself from its competitors based on ________.

A) service mix

B) pricing

C) product assortment

D) store atmosphere

E) distribution strategy

 

6) A ________ generally contains between 5 and 15 stores. It is close and convenient for consumers, usually contains a supermarket, perhaps a discount store, and several service stores such as a dry cleaner, a drugstore, and a hardware store.

A) regional shopping center

B) community shopping center

C) neighborhood shopping center

D) warehouse club

E) factory outlet

 

7) Which of the following is most likely true about shoppers who prefer to shop at “lifestyle centers?”

A) They use coupons.

B) They prefer upscale stores.

C) They prefer indoor shopping locations.

D) They rarely dine out in expensive restaurants.

E) They are motivated by deals on last year’s merchandise.

 

8) A company’s total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?

A) the product mix

B) product line filling

C) the promotion mix

D) the price mix

E) horizontal diversification

 

9) Which of the following statements is true regarding today’s marketing communications?

A) More marketers are shifting away from narrowly defined micromarkets and moving toward mass marketing.

B) More customers have started relying on marketer-supplied information rather than finding out information on their own.

C) Network television, magazines, newspapers, and other traditional mass media continue to increase their dominance.

D) Focused marketing programs, which are designed to build closer relationships with customers in more narrowly defined micromarkets, are no longer used by marketers.

E) Today’s consumers are better informed about products and services.

 

10) Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain _________ in design and tone.

A) variety

B) simplicity

C) creativity

D) consistency

E) flexibility

 

11) While using integrated marketing communications, the communications process should start with a(n) ________.

A) advertising strategy

B) competitive-parity analysis

C) long-term public relations plan

D) audit of all potential customer touch points

E) strategy for implementing a social media presence

 

12) An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ________.

A) Melina Kanakaredes

B) Ladies’ Home Journal

C) readers who redeem the $1-off coupon

D) Maybelline

E) the target market to which Melina Kanakaredes appeals

 

13) A message showing a product’s quality, economy, value, or performance is an example of a(n) ________ appeal.

A) structural

B) rational

C) emotional

D) moral

E) standard

 

14) All of the following are benefits of online direct marketing for buyers EXCEPT ________.

A) access to numerous products

B) access to product reviews

C) live product demonstrations

D) convenience

E) privacy

 

15) Companies such as Amazon.com and Expedia.com that sell products and services directly to final buyers exclusively over the Internet are known as ________.

A) transaction sites

B) content sites

C) search engines and portals

D) e-tailers

E) online social media

 

16) Which of the following best describes permission-based e-mail marketing?

A) sending unsolicited, unwanted commercial e-mail messages

B) sending requests to users to join online social networking communities

C) sending e-mail pitches only to customers who “opt-in”

D) offering free promotional materials to new customers

E) gathering demographic details for customer databases

 

17) Which of the following is a benefit of using blogs as marketing tools for companies?

A) Blogs provide companies with a platform to help portray wider merchandise.

B) Blogs are online selling platforms for people located in hard-to-reach places.

C) Blogs help reach a wider audience compared to other online direct marketing tools.

D) Demographic information about customers can be easily discovered.

E) Blogs can offer a fresh, original, personal, and cheap way to enter into consumer conversations.

 

18) Runners can compare performances, set up profiles, meet new people, and share information on Nike’s Nike+ Web site. Nike+ is an example of a(n) ________.

A) podcast

B) blog

C) online community

D) content sponsorship program

E) kiosk

 

19) Which of the following types of marketing involves sending out letters, brochures, samples, and DVDs to consumers’ addresses?

A) direct-response marketing

B) direct-mail marketing

C) direct digital marketing

D) kiosk marketing

E) online marketing

 

20) ________ calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

A) Sustainable marketing

B) Ambush marketing

C) Consumerism

D) Environmentalism

E) Strategic planning

 

21) Deceptive practices fall into three groups: pricing, promotion, and ________.

A) product

B) placement

C) packaging

D) publicity

E) service

 

22) The success of the Tom Dennis Ford dealership has been built largely on return customers and word-of-mouth recommendations. The majority of sales are made to customers who previously purchased a vehicle at the dealership or who know someone who had a positive experience of purchasing a vehicle there. The sales force at the Tom Dennis Ford dealership most likely knows that using high-pressure selling is ineffective if the dealership wants to ________.

A) achieve short-term gains

B) move last year’s models

C) obey local and federal law

D) build long-term customer relationships

E) maintain a database of local customers

 

23) It is most accurate to say that the recession of 2008/2009 has resulted in ________.

A) an overselling of private goods

B) a disbelief in the American dream

C) a decline in conspicuous spending

D) an increase in materialism

E) the elimination of false wants

 

24) How are acquisitions good for society?

A) Acquisitions eliminate barriers to entry.

B) Acquisitions require little government oversight.

C) An acquiring company may improve the efficiency of an acquired company.

D) An industry may become less competitive after an acquisition.

E) The acquisition may result in higher costs, leading to higher prices for consumers.

 

25) The two major citizen movements to keep businesses in line are environmentalism and ________.

A) consumerism

B) protectionism

C) liberalism

D) capitalism

E) materialism

 
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Promotion And The Product Life Cycle (Disney Plus)Promotion And The Product Life Cycle (Disney Plus)

/in /by

 The strategy must be centered around the Disney Plus streaming service. 

Purpose of Assignment

All products/services go through a life cycle of NPI (new product introduction), growth, maturity, and decline. These various stages affect the marketing strategy and promotional efforts for a particular product or service. In Week 3, you will incorporate a product strategy that addresses at least 3 areas of the product life cycle. The primary objective of this assignment is to allow you to demonstrate an understanding of the factors that can affect the launch of a product or service.

Assignment Steps

Create a minimum 700-word product strategy in MicrosoftŸ Word. Complete the following:

  • Select a product strategy.
  • Address at least three areas of the product life cycle (e.g., NPI, growth, maturity, and decline).
  • Discuss two types of media methods you could use to highlight your product or service.
  • Determine how you will measure the marketing activities (i.e., what metrics will be used to determine success or failure).
  • Address three elements of the following product and promotion list:
  • Integrated marketing communication
  • Advertising strategy/objectives
  • Push and pull
  • Media strategy
  • Advertising execution
  • Direct marketing
  • Public relations/strategies
  • Positioning

The plan will be a continuation of the global or multi-regional company you chose in Week 1 and will be incorporated into your overall marketing plan for Week 6.

Note: Charts/graphs/tables do not count toward the word count.

Discuss your findings in class!

Format your assignment according to APA guidelines.

Submit your assignment.

Promotion and the Product Life Cycle Grading Guide

MKT/571 Version 10

 3

image1.png

Promotion and the Product Life Cycle Grading Guide

MKT/571 Version 10

Marketing

Copyright

Copyright © 2017, 2016 by University of Phoenix. All rights reserved.

University of PhoenixÂź is a registered trademark of Apollo Group, Inc. in the United States and/or other countries.

MicrosoftÂź, WindowsÂź, and Windows NTÂź are registered trademarks of Microsoft Corporation in the United States and/or other countries. All other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended to imply endorsement, sponsorship, or affiliation.

Edited in accordance with University of PhoenixÂź editorial standards and practices.

Individual Assignment: Promotion and the Product Life Cycle

Purpose of Assignment

All products/services go through a life cycle of NPI (new product introduction), growth, maturity and decline. These various stages affect the marketing strategy and promotional efforts. In Week 3, you will incorporate a promotion strategy that addresses at least 3 areas of the product life cycle. The primary objective of this assignment is to allow the student to demonstrate an understanding of the factors that can affect the launch of a product or service. A secondary objective is to understand the differences in a product launch in the U.S. (domestic market) and an international market.

Grading Guide

Content Met Partially Met Not Met Comments:
Student’s product strategy addresses at least three areas of the product life cycle (NPI-new product introduction, growth, maturity and decline).        
Student’s product strategy addresses how he/she will measure (what metrics will be used to determine success or failure) the marketing activities.        
Student’s product strategy includes the creation of at least two different types of media methods for the products. One media method must be a print method and one must be non-print. A media method is a media strategy which highlights his/her product. Student has 2-3 sentences about each media method (i.e. one paragraph of what he/she would do, not how to do it). Student does not use the Facebook example provided here:

· Product and Promotion:

· Integrated Marketing Communication

· Advertising Strategy/Objectives

· Push and Pull

· Media Strategy

· Advertising Execution

· Direct Marketing

· Public Relations/Strategies

· Positioning

        
Student’s product strategy addresses three elements of the Product and Promotion List provided in the assignment.        
The product strategy is a minimum of 700 words in length. Note: Charts/graphs/tables do not count toward the word count.        
    Total Available Total Earned  
    70

 #/70  
Writing Guidelines Met Partially Met Not Met Comments:
The paper—including tables and graphs, headings, title page, and reference page—is consistent with APA formatting guidelines and meets course-level requirements.        
Intellectual property is recognized with in-text citations and a reference page.        
Paragraph and sentence transitions are present, logical, and maintain the flow throughout the paper.        
Sentences are complete, clear, and concise.        
Rules of grammar and usage are followed including spelling and punctuation.        
    Total Available Total Earned  
    30

 #/30  
Assignment Total # 100 #/100  
Additional comments:

Promotion and the Product Life Cycle Grading Guide

MKT/571 Version 10

 3

image1.png

Promotion and the Product Life Cycle Grading Guide

MKT/571 Version 10

Marketing

Copyright

Copyright © 2017, 2016 by University of Phoenix. All rights reserved.

University of PhoenixÂź is a registered trademark of Apollo Group, Inc. in the United States and/or other countries.

MicrosoftÂź, WindowsÂź, and Windows NTÂź are registered trademarks of Microsoft Corporation in the United States and/or other countries. All other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended to imply endorsement, sponsorship, or affiliation.

Edited in accordance with University of PhoenixÂź editorial standards and practices.

Individual Assignment: Promotion and the Product Life Cycle

Purpose of Assignment

All products/services go through a life cycle of NPI (new product introduction), growth, maturity and decline. These various stages affect the marketing strategy and promotional efforts. In Week 3, you will incorporate a promotion strategy that addresses at least 3 areas of the product life cycle. The primary objective of this assignment is to allow the student to demonstrate an understanding of the factors that can affect the launch of a product or service. A secondary objective is to understand the differences in a product launch in the U.S. (domestic market) and an international market.

Grading Guide

Content Met Partially Met Not Met Comments:
Student’s product strategy addresses at least three areas of the product life cycle (NPI-new product introduction, growth, maturity and decline).        
Student’s product strategy addresses how he/she will measure (what metrics will be used to determine success or failure) the marketing activities.        
Student’s product strategy includes the creation of at least two different types of media methods for the products. One media method must be a print method and one must be non-print. A media method is a media strategy which highlights his/her product. Student has 2-3 sentences about each media method (i.e. one paragraph of what he/she would do, not how to do it). Student does not use the Facebook example provided here:

· Product and Promotion:

· Integrated Marketing Communication

· Advertising Strategy/Objectives

· Push and Pull

· Media Strategy

· Advertising Execution

· Direct Marketing

· Public Relations/Strategies

· Positioning

        
Student’s product strategy addresses three elements of the Product and Promotion List provided in the assignment.        
The product strategy is a minimum of 700 words in length. Note: Charts/graphs/tables do not count toward the word count.        
    Total Available Total Earned  
    70

 #/70  
Writing Guidelines Met Partially Met Not Met Comments:
The paper—including tables and graphs, headings, title page, and reference page—is consistent with APA formatting guidelines and meets course-level requirements.        
Intellectual property is recognized with in-text citations and a reference page.        
Paragraph and sentence transitions are present, logical, and maintain the flow throughout the paper.        
Sentences are complete, clear, and concise.        
Rules of grammar and usage are followed including spelling and punctuation.        
    Total Available Total Earned  
    30

 #/30  
Assignment Total # 100 #/100  
Additional comments:

 
 
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