14 Aug MKT301 Midterm Instructions: Read the scenario below carefully. Your answers to

MKT301
Midterm

Instructions:
Read the scenario below carefully. Your answers
to the five (5) short essay questions below must apply specifically to the firm
and situation described in the scenario. Answer each of the questions fully,
yet concisely, being sure to avoid fluff and irrelevant information. You may
use charts, graphs, and other display elements if you wish. Grammar and
spelling will count there will be a one (1) point deduction for each error.
You may use outside sources if you wishhowever, you must cite them and no more
than approximately 15 percent of your answer may be from a third party use
your OWN words for most of your answer. Be sure to use examples when asked to
do so.
.

1.Scenario B
The
marketing consulting firm which you manage has been contacted by Prepared
Students of America to help them develop their marketing plan. The firm has
explained to you that the major reason for freshman college students to
drop out is not academics but rather social and personal issues, such as
poor time management skills and homesickness. The firm has developed a
series of Web-based courses to help new college students make the
adjustment to college life. Some of the courses include time management,
test taking skills, coping with roommates, money management and social
skills.
The
courses are developed with 17-19 years old students in mind; however, the
major audiences for sales are parents and grandparents. The firm also hopes
to form relationships with organizations such as the PTA.
About
the firm:

Privately owned

Very progressive and innovative

Small staff of about 12 people

Very casual and creative environment

Well-funded but frugal

Manic about quality

Believes they are “on a mission”

This is their only product

Only about 1 year in business

Have yet to release a product

About
their marketing:

Little to no market plan

No brand or positioning yet

The firm likes grassroots type marketing

Very Internet savvy

This is a blank slate – the firm is open to new and innovative ideas
In
your report, list each of the 4P’s and provide a brief definition of each
of the four. (10 points)

Give a specific example of each of the 4Ps that you believe appropriate for
the company’s marketing plan based on the scenario above. (10 points)

Remember that your clients may know nothing about the 4P’s, so be very
precise in your report. They need you to be very specific so that they
understand the principles of marketing you are describing.
(Points : 20)

2.Part of your
report is a SWOT analysis. List each of the four parts of a SWOT and define
or describe each of the four elements, including if they are internal or
external to the firm. (10 points)

List two factors for your client’s firm or product for EACH of the four
categories (eight total items). Be sure to clearly label your answer so
that your clients understand which factors go with which category. (10
points) (Points : 20)

3.Define the terms
FEATURE and BENEFIT. Be sure to include the distinction between the two and
why they are important to marketing and/or sales. (10 points)

List five features of your client’s product and ONE benefit for each of the
features that would cause consumers to be excited about the product. (2
points each for a total of 10 points)

Some things you should consider include the needs of the typical customer
for a product such as yours and what attributes it has that the competition
might lack. Points will be awarded for making a clear distinction between
the FEATURE and the BENEFIT that the consumer derives from that feature,
thus you should describe the BENEFIT thoroughly. (Points : 20)

4.
Since
you have studied Integrated Marketing Communications (think of the
introductory material in Week 1), also known as the Promotional Mix, you
know that you and your clients have several components to choose from when
developing your promotional plan. However, your clients are not
familiar with them and probably are only aware of the conventional methods
such as advertising in traditional media.

Select
TWO (2) of the major types of Integrated marketing Communications.
Write a 2 – 3 sentence definition for each of the two you have selected.
(10 points)

For each of the two provide a specific and precise example for the firm in
the scenario above. (10 points) Be sure to explain them clearly and in
detail. After reading your report, your client should understand exactly
how you propose to spend the firm’s IMC dollars.
(Points : 20)

5.Based on what you
have learned about your client’s culture, you believe that social policy of
corporate responsibility and marketing ethics is more appropriate for the
firm. Write a one paragraph memo to the CEO explaining why you are making
this recommendation, including a 2 -3 sentence definition of corporate
social responsibility. (6 points) Be sure to include a bulleted list of at
least four (4) types of stakeholders you believe to be important to the
firm. (4 points) You may wish to consider what you know about mission
statements.

Finally, recommend a specific activity that would support both the social
policy of ethics for the firm and at least two of the stakeholders. Be very
specific in your suggestion so the CEO can plan accordingly. HINT –
consider things that firms in your area do to serve the community. (10
points) (Points : 20)

MKT301
MidtermInstructions:Read the scenario below carefully. Your answers
to the five (5) short essay questions below must apply specifically to the firm
and situation described in the scenario. Answer each of the questions fully,
yet concisely, being sure to avoid fluff and irrelevant information. You may
use charts, graphs, and other display elements if you wish. Grammar and
spelling will count there will be a one (1) point deduction for each error.
You may use outside sources if you wishhowever, you must cite them and no more
than approximately 15 percent of your answer may be from a third party use
your OWN words for most of your answer. Be sure to use examples when asked to
do so..1.Scenario BThe
marketing consulting firm which you manage has been contacted by Prepared
Students of America to help them develop their marketing plan. The firm has
explained to you that the major reason for freshman college students to
drop out is not academics but rather social and personal issues, such as
poor time management skills and homesickness. The firm has developed a
series of Web-based courses to help new college students make the
adjustment to college life. Some of the courses include time management,
test taking skills, coping with roommates, money management and social
skills.The
courses are developed with 17-19 years old students in mind; however, the
major audiences for sales are parents and grandparents. The firm also hopes
to form relationships with organizations such as the PTA.About
the firm:
Privately owned
Very progressive and innovative
Small staff of about 12 people
Very casual and creative environment
Well-funded but frugal
Manic about quality
Believes they are “on a mission”
This is their only product
Only about 1 year in business
Have yet to release a productAbout
their marketing:
Little to no market plan
No brand or positioning yet
The firm likes grassroots type marketing
Very Internet savvy
This is a blank slate – the firm is open to new and innovative ideasIn
your report, list each of the 4P’s and provide a brief definition of each
of the four. (10 points)

Give a specific example of each of the 4Ps that you believe appropriate for
the company’s marketing plan based on the scenario above. (10 points)

Remember that your clients may know nothing about the 4P’s, so be very
precise in your report. They need you to be very specific so that they
understand the principles of marketing you are describing.(Points : 20)
2.Part of your
report is a SWOT analysis. List each of the four parts of a SWOT and define
or describe each of the four elements, including if they are internal or
external to the firm. (10 points)

List two factors for your client’s firm or product for EACH of the four
categories (eight total items). Be sure to clearly label your answer so
that your clients understand which factors go with which category. (10
points) (Points : 20)
3.Define the terms
FEATURE and BENEFIT. Be sure to include the distinction between the two and
why they are important to marketing and/or sales. (10 points)

List five features of your client’s product and ONE benefit for each of the
features that would cause consumers to be excited about the product. (2
points each for a total of 10 points)

Some things you should consider include the needs of the typical customer
for a product such as yours and what attributes it has that the competition
might lack. Points will be awarded for making a clear distinction between
the FEATURE and the BENEFIT that the consumer derives from that feature,
thus you should describe the BENEFIT thoroughly. (Points : 20)
4.Since
you have studied Integrated Marketing Communications (think of the
introductory material in Week 1), also known as the Promotional Mix, you
know that you and your clients have several components to choose from when
developing your promotional plan. However, your clients are not
familiar with them and probably are only aware of the conventional methods
such as advertising in traditional media.Select
TWO (2) of the major types of Integrated marketing Communications.
Write a 2 – 3 sentence definition for each of the two you have selected.
(10 points)

For each of the two provide a specific and precise example for the firm in
the scenario above. (10 points) Be sure to explain them clearly and in
detail. After reading your report, your client should understand exactly
how you propose to spend the firm’s IMC dollars.(Points : 20)
5.Based on what you
have learned about your client’s culture, you believe that social policy of
corporate responsibility and marketing ethics is more appropriate for the
firm. Write a one paragraph memo to the CEO explaining why you are making
this recommendation, including a 2 -3 sentence definition of corporate
social responsibility. (6 points) Be sure to include a bulleted list of at
least four (4) types of stakeholders you believe to be important to the
firm. (4 points) You may wish to consider what you know about mission
statements.

Finally, recommend a specific activity that would support both the social
policy of ethics for the firm and at least two of the stakeholders. Be very
specific in your suggestion so the CEO can plan accordingly. HINT –
consider things that firms in your area do to serve the community. (10
points) (Points : 20)

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