MKT 401 M1/2 S- YOU CHOOSE COMPANY
TWO PARTS – EACH PART 2 PAGES LONG
PART ONE INSIDE THE BUYER’S MIND
Your assignment in MKT401 is to show how an organization of your choosing gets prospective, potential, and/or present customers to discriminate or generalize between its products and those of competitors.
For THIS ASSIGNMENT, start with the following information about your chosen organization: PLEASE NOTE WRITER WILL BE REQUESTED AS PREFERRED WRITER TO CONTINUE ON THIS ASSIGNMENT.
NAME and ADDRESS of the organization or company you have chosen; YOUR CHOICE, WILL BE THE SAME COMPANY FOR FUTURE PAPERS.
The organization’s MISSION (what business it is in or what it is supposed to do.)
The GENERAL OBJECTIVES or GOALS of the organization
The CUSTOMERS it serves
The PRODUCTS (GOODS and/or SERVICES) it provides
The company’s primary COMPETITORS, and a brief summary of how each (including your company) competes.
How does your company get prospective, potential, and/or present customers to DISCRIMINATE and/or GENERALIZE between your company’s products and competitive products?
When finished, submit your 2- page PAPER.
In preparing your SLP1; you need to demonstrate your learning of the concepts and frameworks for analysis outlined in the modular learning objectives. In particular, you are expected to:
Explain how your company differentiates its products so that potential and/or prospective buyers of its products see those products as similar to and/or different from competitive products.
Note that this assignment does NOT require you to prepare a detailed essay. Use the numbering and section headings indicated below for each of the seven topics indicated above followed by a discussion of each designated topic.
The Company and Its Competitive Position
1. NAME and ADDRESS
3. GENERAL OBJECTIVES
7. PRODUCT STRATEGY: DISCRIMINATE and/or GENERALIZE
How Do I Select a Company for Analysis?
Selection of a organization that will enable you to obtain the required information is critical. So before choosing the organization you will study, look through the Summary of SLP Topics to make sure that you understand the information you will need for each of the modular parts of your SLP. Keep in mind that much information is available online. That means that just because you have access to the business next door, or have a strong military retail presence very close to you, there may not be much relevant information available that is compatible with the topics. Since this is a general “business” type course, you should try to find a traditional type of business to study.
Keep in mind these options when selecting a company:
1. An office of an organization or company that “markets” a product or service in which you work and that is willing to let you have access to the information that the project requires;
2. An organization in which you have been employed by in the past or a not-for-profit organization with which you have some contact;
3. An organization on the Internet
4. Your own business or plans for a business
PART TWO DIVERSITY BREEDS SIMILARITY
ASSIGNMENT asks you to consider how your chosen organization is challenged by outside factors affecting the buying behaviors of its buyers and to consider if the products and/or services sold by your company are the result a buyer’s culture, social status, physical environment or other factors, and how the organization reacts to such factors.
Make sure you use the following section headings for each of the Question/Issues:
List the main PRODUCTS (goods and/or services).
DESCRIBE IN DETAIL each product or service giving the reader a rich and deep understanding of the markets for those products or services.
How is the purchase of each product or service influenced by ENVIRONMENTAL FACTORS?
Assess the organizations’ products or services relative to those of competitors based on ENVIRONMENTAL FACTORS.
When finished, submit the combined SLP1 and SLP2 by the module deadline.
In preparing your ASSIGNMENT you need to demonstrate your learning of the concepts and frameworks for analysis outlined in the modular learning objectives. In particular, are expected to:
Explain how your company uses environmental factors to differentiate its products so that potential and/or prospective buyers of its products see those products as similar to and/or different from competitive products.
Note that this assignment does NOT require you to prepare a detailed essay. Use section headings for each of the first 7 topics and the 4 topics indicated above followed by a discussion of each designated topic.
ASSIGNMENT should be 2- pages
The Company and Its Competitive Position
NAME and ADDRESS
PRODUCT STRATEGY: DISCRIMINATE and/or GENERALIZE
ENVIRONMENTAL FACTORS THAT AFFECT PRODUCT PURCHASE
COMPETITIVE POSITION OF PRODUCTS BASED ON ENVIRONMENTAL FACTORS
Consumer Buying Behavior (2012). Marketing Tutorials. KnowThis.com. Available March 7, 2013 at
Consumer buying behavior (2012). Marketing Tutorials. KnowThis.com. Available March 7, 2013 at http://www.knowthis.com/principles-of-marketing-tutorials/consumer-buying-behavior/.
Targeting markets (2012). Marketing Tutorials. KnowThis.com. AvailableMarch 7, 2013 at