Assignment
CHOOSE 2 TO WRITE
ESSAY 1: Segmentation, Targeting, and Positioning
Put yourself in the position of an entrepreneur who is developing a new self-propelled, robotic lawn mower, similar to the Roomba robotic vacuum cleaner, to introduce into the market. Develop the targeting strategy for marketing the new product. Be sure to discuss: 1) characteristics of the segment(s) you might choose as the target market 2) why the target market(s) is/are attractive.
To ensure immediate feedback, please submit a response between 100 and 1000 words. Essay length alone will not necessarily result in a high or low score.
ESSAY 2: Technology
Successful organizations find ways to apply advances in technology in innovative ways. Consider the new capabilities that technology offers and how those capabilities are being used in the world of marketing. Write an essay explaining how marketers are using new technology to achieve their goals. Identify some important advances in technology. Explain what these technological advances do and why they are an improvement over what was previously available. Describe innovative and effective ways that marketers are using these advances to help their organizations. Provide examples to support your conclusions.
To ensure immediate feedback, submit a response between 100 and 1000 words. Essay length alone will not necessarily result in a high or low score.
ESSAY 3: Competitive Marketing Strategy
Imagine that you are part of the marketing management team at Home Plus, a regional discount big-box retailer who competes with Wal-Mart and Target. Home Plus currently focuses on offering a broad range of discount consumer goods, from small home furnishings and clothing to packaged goods and kitchenware. In addition to the discount lines, Home Plus carries some higher end clothes, shoes, and bedding. Some members of management believe that the best way to improve the company's competitive positioning is to concentrate more of its energies on the higher-end product lines. They have proposed that Home Plus double the number of luxury products it carries and halve the number of discount consumer packaged goods.
In an essay, explain why you would agree or disagree with the proposed change in marketing strategy. Be sure to discuss both the proposal's advantages and its disadvantages.
To ensure immediate feedback, submit a response between 100 and 1000 words. Essay length alone will not necessarily result in a high or low score.
ESSAY 4: Market Research
Imagine that you are a member of management at a successful high-end adult clothing and accessories retailer that is considering launching an exclusive line of high-end children's clothing. This is a new venture for your company, which has until now been focused completely on the adult market. Before committing resources to fully developing a marketing plan for the proposed children's clothing line, you have called for research that will help you better understand customers' wants and needs as well as the competitive environment.
In an essay:
1. Describe the issues that the market research should explore. What would you want to know?
2. Explain why this information would be needed to help develop a marketing plan for the proposed line of high-end children's clothing. How would this information be used to make better decisions?
To ensure immediate feedback, please submit a response between 100 and 1000 words. Essay length alone will not necessarily result in a high or low score.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.