Marketing Management Individual Project (MMIP): Use Information to Drive Marketing Decisions Assignment Instructions
Overview
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Instructions
The same project topic must be used in all installments. Each project installment must include a title page that has the name of the project topic in it. Each of the five questions should be numbered and written out in its entirety in the pages that follow. The entire document (all five questions, combined, but not counting references) should be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. All content must show direct application to the topic and exclude definitions of terms and general explanations of generic marketing topics.
When completing an assignment for a given module, the student will assume the role of marketing manager for the selected organization. All student responses must be based on research. Quotes must be minimized and long quotes (40 words or more) avoided. Outside sources to be cited include scholarly marketing journals (Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, etc.), practitioner publications, and the course textbook. Assignments must be submitted though Turnitin.
Questions
Q1. Discuss the use of marketing research to be used to gather information on present or potential customers. Which forms of marketing research would be best in gathering consumer information relating to the product/service? (Ch.4)
Q2. Explain several external forces that affect the organization’s marketing planning and strategy. (Ch.4)
Q3. Discuss the aspects of the organization’s customer relationship management (CRM) program. (Ch.5)
Q4. Explain which consumer characteristics (personal, psychological, cultural, situational, social) matter most in the purchase decision. (Ch.6)
Q5. Explain how the product/service is positioned in the market. Quote or create a positioning statement for the product/service and explain its rationale. (Ch.7)
