Assignment
Cultural, social, individual, and psychological factors have a strong influence on the decisions customers make in the buying process.
Recognizing these factors that influence consumer buying behavior is an important part of the process in identifying target markets.
Identifying and understanding customer or business markets that will be targeted for your new product idea is an essential step in the marketing planning process. Once the factors that influence consumer buying behavior are identified, marketers use this information to engage in the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups. This process is called market segmentation, which is used to build market segment profiles for the purpose of target marketing. Once your target market strategy is realized, marketers develop a positioning strategy to place the product in the mind of the consumer. As part of your marketing plan for the new product idea you are developing as a Marketing Associate for KapConsultants, you will identify the type of customer expected to purchase the product by developing a market segment profile, target market strategy, and positioning strategy. As part of your training at KapConsultants, watch the following presentation on developing Section III. of your marketing plan: Click Here
Be sure to execute the following items to complete your Unit 3 Assignment:
• Watch the presentation and execute the practice exercise on The Customer section of your marketing plan: Click Here
• Download and read the example basic marketing plan to help guide your learning.
• Using the template provided, develop Section III pertaining to The Customers that will be targeted for the new product idea you will propose for your chosen company.
Assignment
In this unit you will continue with your training at KapConsultants. Click here to continue your training and work Assignment.
The first draft of sections I-III of your marketing plan is due by the end of Unit 4. It should be submitted to the Dropbox for grading and you will receive feedback and guidance on how to improve your marketing plan by your instructor.
Disclaimer: The organization and characters depicted in this exercise are fictional. Any resemblance to real organizations or individuals is purely coincidental.
Click here for the Unit 4 Assignment Template and Example Marketing Plan
ID: AB219-04-11-AS
Unit 5 Assignment
Visit the Malcolm Baldridge Award Website published by The National Institute of Standards and Technology (NIST), an agency of the U.S. Department of Commerce: https://www.baldrige.nist.gov/Contacts_Profiles.htm
Choose an organization that won the Malcolm Baldrige Award within the past 10 years. Review the "company profile" and "award application summary." Visit the organizations website and conduct additional research on the organization using KU library resources.
Download and use the APA style template for this Assignment. Write a 2-3 page persuasive essay using APA format and citation style by responding to all of the following.
Checklist:
1. Describe the organization's product mix, including its depth and width.
2. Discuss the major elements of the organization's brand.
3. Identify the types of services offered by the organization and discuss how the four unique service characteristics (Intangibility, Inseparability, Heterogeneity, and Perishability) apply to these services.
4. Describe the company's dedication to service quality by evaluating the five components of service quality (Reliability, Responsiveness, Assurance, Empathy, and Tangibles).
Attachment:- Marketing units.rar