Do you think there is any possibility of changing the current stage of the Product Life Cycle?

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Do you think there is any possibility of changing the current stage of the Product Life Cycle?

Consumer and Business Market Scenario Marketing [MT450: Marketing Management] The Consumer and Business Market Scenario Marketing As the marketing manager of a major franchise, your job will be to perform the daily tasks of a marketing manager. Select one of the franchise companies below for which you would like to be Marketing Manager. Edible Arrangements® – Edible fruit baskets – Creates fresh fruit arrangements and gourmet chocolate dipped fruit to order. Cartridge World® – Cartridge Company – carries a complete line of both inkjet and toner printer cartridges. Offers both remanufactured and Original Brand (OEM) ink and toner cartridges for nearly all brands of printers, copiers, fax and postage machines. Liberty Tax Service® – Taxes – provides tax service to both consumers and businesses. Assumptions Your plan is to aggressively go after the consumer and business market creating dual revenue streams. Your marketing strategy, research marketing mix and customer relationship marketing will be different for both groups. In this scenario, you will be responsible for conducting the following tasks: Observing and analyzing market trends Examining competitors’ products and services Investigating ways of improving existing products and services, and increasing profitability Identifying target markets and developing strategies to communicate with them Unit 2 Assignment Assignment There are two parts to this Assignment so be sure to complete both parts. Part 1: The Consumer and Business Market Write a brief paragraph that answers the following questions. (This should not be in Question/Answer format).  Which company did you choose as your focus in this Marketing Management Assignment?  Where are the company’s headquarters located?  What is the mission statement of the company you chose to study?  The previous marketing manager developed an advertising campaign before the marketing strategy. How could this advertising campaign potentially create problems for the product? Part 2: Marketing Strategy Planning In preparation for your first presentation to the CEO of the organization, you will create a 3–5 page paper. You will examine how the 3 C’s (customer targets, competitors, value proposition) and 4 P’s (Product, Price, Place, and Promotion) of marketing strategy influence marketing decisions about how you can increase purchases to consumers and increase purchases for business-to-business. Your goal is to complete the consumer and business-to-business marketing strategy planning document. Using the bolded words as subheadings for each response as seen in the PDF of this Assignment, answer the following: SMART Goals: Using the SMART acronym, list several objectives you wish to accomplish. The 3 C’s of marketing strategy: Customer Targets: Discuss the customer targets (target market), you should have at least two. Provide for the CEO a more specific description of which customers you (the marketing manager) want to persuade to buy the product or service. Competitors: For each customer target, identify a competitor (brand or company) that may be able to provide the customer target a like product that would appeal to them. Value Proposition: What do you see as the value proposition? What are reasons for customers to purchase your brand/product? Summarize into a single paragraph. The 4 P’s of marketing strategy: Marketing Mix for the Consumer Market: Describe each of the 4 P’s as it applies to consumers that would purchase your product Product Price Place [MT450: Marketing Management] Promotion Marketing Mix: Business-to-Business Market: Describe each of the 4 P’s as it applies to business that would purchase your product Product Price Place Promotion Competitive Advantage: Using one (or more) of the competitive advantages below, describe the components of this advantage and why customers will perceive them as an advantage for your product or service over its competitors’. Cost-based advantage Price-based advantage Quality-based advantage Differentiation advantage Perceived quality advantage Brand-based advantage Product Life Cycle: Discuss the company’s products in The Product Life Cycle (PLC). Why do you think they are in that stage? Do you think there is any possibility of changing the current stage of the Product Life Cycle? For instance, if current products are in the maturity stage, what can the company do to have products in the Introduction or Growth stage? Increase Purchases: Consumers: Thinking of your consumer target market, how can you get current customers of the product or service to buy more? Increase Purchases: Business-to-Business: Thinking of your business-to-business target market, how can you get current customers of the product or service to buy more? Provide a 3–5 page (APA formatted) marketing strategy plan paper with at least three supporting references that addresses this Assignment. Your paper should be in APA format and cite all references used. Submit your paper to the Unit 2: Assignment Dropbox. For assistance with APA format and citation style, visit the KU Writing Resources located in the home area. See Rubric below for Assignment details. Unit 2 Assignment Grading Rubric 40 Possible Points Specific Paper Objectives: Assignment Checklist (80%): [MT450: Marketing Management] Company information 2 S.M.A.R.T. goals 3 Customer targets 3 Competition 3 Value proposition 3 Marketing Mix – Consumer 3 Marketing Mix – Business to Business market 3 Competitive advantage 3 Product Life Cycle 3 How can you increase purchases by consumers? 3

Consumer and Business Market Scenario Marketing

[MT450: Marketing Management]

The Consumer and Business Market Scenario Marketing As the marketing manager of a major franchise, your job will be to perform the daily tasks of a marketing manager. Select one of the franchise companies below for which you would like to be Marketing Manager. Edible Arrangements® – Edible fruit baskets – Creates fresh fruit arrangements and gourmet chocolate dipped fruit to order. Cartridge World® – Cartridge Company – carries a complete line of both inkjet and toner printer cartridges. Offers both remanufactured and Original Brand (OEM) ink and toner cartridges for nearly all brands of printers, copiers, fax and postage machines. Liberty Tax Service® – Taxes – provides tax service to both consumers and businesses. Assumptions Your plan is to aggressively go after the consumer and business market creating dual revenue streams. Your marketing strategy, research marketing mix and customer relationship marketing will be different for both groups. In this scenario, you will be responsible for conducting the following tasks: Observing and analyzing market trends Examining competitors’ products and services Investigating ways of improving existing products and services, and increasing profitability Identifying target markets and developing strategies to communicate with them

Unit 2 Assignment

Assignment

There are two parts to this Assignment so be sure to complete both parts.

Part 1: The Consumer and Business Market

Write a brief paragraph that answers the following questions. (This should not be in Question/Answer format).

 Which company did you choose as your focus in this Marketing Management Assignment?

 Where are the company’s headquarters located?

 What is the mission statement of the company you chose to study?

 The previous marketing manager developed an advertising campaign before the marketing strategy. How could

this advertising campaign potentially create problems for the product?

Part 2: Marketing Strategy Planning

In preparation for your first presentation to the CEO of the organization, you will create a 3–5 page paper.

You will examine how the 3 C’s (customer targets, competitors, value proposition) and 4 P’s (Product, Price, Place, and

Promotion) of marketing strategy influence marketing decisions about how you can increase purchases to consumers

and increase purchases for business-to-business.

Your goal is to complete the consumer and business-to-business marketing strategy planning document. Using the

bolded words as subheadings for each response as seen in the PDF of this Assignment, answer the following:

SMART Goals: Using the SMART acronym, list several objectives you wish to accomplish.
The 3 C’s of marketing strategy:
Customer Targets: Discuss the customer targets (target market), you should have at least two. Provide for the

CEO a more specific description of which customers you (the marketing manager) want to persuade to buy the

product or service.

Competitors: For each customer target, identify a competitor (brand or company) that may be able to provide

the customer target a like product that would appeal to them.

Value Proposition: What do you see as the value proposition? What are reasons for customers to purchase

your brand/product? Summarize into a single paragraph.

The 4 P’s of marketing strategy: Marketing Mix for the Consumer Market: Describe each of the 4 P’s as it applies to
consumers that would purchase your product

Product
Price
Place
[MT450: Marketing Management]

Promotion
Marketing Mix: Business-to-Business Market: Describe each of the 4 P’s as it applies to business that would
purchase your product

Product
Price
Place
Promotion
Competitive Advantage: Using one (or more) of the competitive advantages below, describe the components of this
advantage and why customers will perceive them as an advantage for your product or service over its competitors’.

Cost-based advantage
Price-based advantage
Quality-based advantage
Differentiation advantage
Perceived quality advantage
Brand-based advantage
Product Life Cycle: Discuss the company’s products in The Product Life Cycle (PLC). Why do you think they are in
that stage? Do you think there is any possibility of changing the current stage of the Product Life Cycle? For instance, if

current products are in the maturity stage, what can the company do to have products in the Introduction or Growth

stage?

Increase Purchases: Consumers: Thinking of your consumer target market, how can you get current customers of
the product or service to buy more?

Increase Purchases: Business-to-Business: Thinking of your business-to-business target market, how can you get
current customers of the product or service to buy more?

Provide a 3–5 page (APA formatted) marketing strategy plan paper with at least three supporting references that

addresses this Assignment.

Your paper should be in APA format and cite all references used. Submit your paper to the

Unit 2: Assignment Dropbox.

For assistance with APA format and citation style, visit the KU Writing Resources located in the home area. See Rubric

below for Assignment details.

Unit 2 Assignment Grading Rubric 40

Possible

Points

Specific Paper Objectives: Assignment Checklist

(80%):

[MT450: Marketing Management]

Company information 2

S.M.A.R.T. goals 3

Customer targets 3

Competition 3

Value proposition 3

Marketing Mix – Consumer 3

Marketing Mix – Business to Business market 3

Competitive advantage 3

Product Life Cycle 3

How can you increase purchases by consumers? 3


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