Kaplan MT450 unit III assignment

Kaplan MT450 unit III assignment

Scenario Marketing

Congratulations. You have just been named marketing manager of a major franchise. Your job will be to perform the daily tasks of a marketing manager.

So what does a Marketing Manager do? As you know, marketing plays an essential role in almost every industry segment. In its simplest form, marketing management is about making certain that customers' needs and wants are met while increasing the profits of a company. A marketing manager's responsibilities can vary a great deal, but will always have this as a central purpose.

Click here to learn more about being a Marketing Manager.

Select one of the company’s 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

In this scenario, you will be responsible for the following:

• Evaluating a firm’s marketing opportunities in the consumer market.

In addition you will be conducting the following tasks:

• Determine who your consumers are.
• Conclude why and how consumers buy.
• Determine when do consumers buy?

See Rubric below for Assignment details.

Assignment

You are making your next presentation to the CEO of the organization. Your goal is to complete the following tasks for your consumer and business-to-business marketing strategy in a PowerPoint presentation to the CEO.

Your objective is to compete more effectively against your competitors by serving important subculture segments better. The three markets that show the great potential are the following:

1. Hispanic consumers

2. Senior consumers

3. Asian consumers

Next, start segmenting the three subcultures. Pick one logical variable (e.g. age) that can be used to segment the market. Now add a second variable (e.g., gender) so that you have to satisfy the categories of both variables simultaneously (e.g. 25-30 years old women). Now add a third variable.

? How many possible segments can you identify from a combination of the three variables you selected?

? What implications does this have for you as the marketing manager?

? What strategy will you use to reach these markets?

Next, write a list of features for your products. Take each feature and indicate what benefits it provides to a customer.

? How would a magazine advertisement reflect this information?

? Create an actual magazine ad based on your features and benefits.

? Would you consider your product seasonal?

? What are the challenges in marketing products that are highly seasonal?

Submit your PowerPoint presentation (7 to 10 slides) with speaker notes to the Unit 3: Assignment Dropbox.

NOTE: Your PowerPoint presentation should be in APA format and cite all references used.

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