14 Aug Module 1 – Case Case Assignment Select TWO products which you have recently boug

Module 1 –
Case
Case
Assignment
Select TWO products which you
have recently bought or rented, ONE a High Involvement purchase, and ONE a Low
Involvement purchase, in the following product categories:
HIGH
INVOLVEMENT(expensive
or otherwise important): Examples:

Automobile,

Home or apartment,

Jewelry
LOW
INVOLVEMENT(relatively
inexpensive or routine):

Candy bar

Fast food

Newspaper or magazine
Excluding the title page, any
appendices or references write a four page paper in which you do the following:
First
Page
Applying the teaching
materials, explain why the first product you chose was a High Involvement
purchase and why the second was a Low Involvement purchase. (10%)
Using the five stage model of
the Purchase Decision Process in the model of consumer buying behavior
described in Module 1, describe in detail the process you went through in
buying each product. Bear in mind that the purpose of the assignment is to
demonstrate the depth of your understanding of the teaching materials. (20%)
Second
Page
Identify and discuss the
differences between the way you went through the purchase decision processes
for the two products. (20%)
Third
and Fourth Pages
Assume now that you are a
marketer of both of the two products that you have discussed in the previous
pages. Applying only the teaching materials, (specifically the presentation
“Uses of a Model of Buying Behavior”), explain how you might use your
understanding of the Model of Consumer Buying Behavior for the two products.
(Note that the presentation “Uses of a Model of Consumer Buying
Behavior” is relevant to this part of the assignment). (50%)
List at the end all of the
references you have cited in the body of the paper.
Note that the weight that will
be assigned in grading to each of the sections of the assignment is indicated
as a percentage after each one.
Ensure that you include on the
title page:

the name of the university, (Trident University International).

the course number, (MKT301),

the term, (Winter 2012),

the Module number, (Module One),

the words inboldabove including both the two sets of
high and low involvement products and the section starting “First
Page” and ending “…of the assignment.”

the brand names of the two products you chose for each type of
involvement, e.g. “High Involvement: Samsonite luggage; Low Involvement:
Del Monte canned fruit

your name,

the name of the professor or instructor to whom the paper is
submitted, (your assigned Professor or Instructor) and

the date on which it was written.
IT IS VERY IMPORTANT THAT YOU
INCLUDE ALL THE INFORMATION INDICATED ABOVE.
Assignment Expectations
The notes associated with the
question indicate that, as for other assignments in the course, you should
demonstrate your knowledge and understanding of the taught materials in the
specific context of this assignment. The emphasis in my grading is primarily on
whether you show that you understand what is being taught. In that regard some
relevant concepts and frameworks to demonstrate your understanding of in this
assignment include:

The difference between goods and services.

What is meant by Involvement and why it might be high or low.

The stages of the Purchase Decision Process, (PDP) and

How a potential buyer might follow this process

How the differences between High and Low Involvement affect the
way someone might follow the PDP

How marketers might use their understanding of the model of
buying behavior including the PDP to:
o Segment
a market, including explaining what is meant by segmentation and why
segmentation can be useful in marketing.
o Influence
purchase probabilities as indicated in the relevant presentation.
Bear in mind that the main goal
of the assignment is for you to use it to demonstrate your learning and
understanding of the background materials. In order to do well in this
assignment you MUST apply and demonstrate your learning from the background
materials.
I know that there’s a lot in
Module 1 to cover, but this forms the grounding for the remaining modules, so
once you have conquered this, the rest will be a lot easier.
SLP 1
SLP
Assignments
Have you ever wondered what it
would be like to do something completely different? Well here is an opportunity
for you to combine your wondering with analysis and perhaps to put some flesh
on those dreams.
Your SLP assignment in MKT301
is to develop a marketing strategy for a service business which you will (hypothetically)
manage. That is to say, you are to assume that you will be free to start a
one-person business and are to examine yourself, develop a service business
concept (for profit or not – the choice is yours) which you will provide, and
develop a marketing strategy for it. You can assume that this will be a
one-person business consisting of you alone, or that you will employ others.
In doing this project your
fundamental goal is to demonstrate your understanding of and learning about
what is being taught in the course.
Over the session you will
conduct the necessary marketing analysis for your strategy and present this in
your SLP. In each module you will complete a section of the marketing strategy,
building on the sections previously completed in prior modules. What you are to
submit in each module is as follows:

MOD01:Title page, MOD01 section (see below), References &
Appendices.

MOD02:Title page, MOD01 + MOD02 sections, References &
Appendices.

MOD03:Title page, MOD01 + MOD02 + MOD03 sections, References
& Appendices.

MOD04:Title page, MOD01 + MOD02 + MOD03 + MOD04 sections,
References & Appendices.

MOD05:Title page, MOD01 + MOD02 + MOD03 + MOD04 + MOD05
sections, References & Appendices.
Thus in Module 01 the marketing
strategy paper submitted only consists of the sections indicated below. For
Module 02 the paper will consist of the sections you submitted for Module 01,
plus those required for Module 02. For Module 03 it will consists of the prior
sections for Modules 01 and 02 plus the new section for Module 03, and so on.
We expect your learning in this
course to be cumulative and that this will be reflected in the SLP. Thus what
you learn in later sections of the course will build on what has been learnt
earlier, and as you progress through the course you should consider revising
earlier sections of the SLP.
Note that graders are
instructed to grade your work when first submitted, AND TO REVISE THE FINAL
GRADE AWARDED IN THE LIGHT OF IMPROVEMENTS MADE TO THE ENTIRE SLP AS SUBMITTED
IN MODULE 5. THESE GRADES CAN ONLY BE INCREASED, NOT DECREASED.
Thus graders will assign SLP
grades for each module but when grading the complete SLP in MOD05, will also
review the preceding sections and may adjust upwards the Final Course grade to
take account of improvements in the sections for MOD01-04. Note that the final
section of the project allows for you to indicate how your learning from the
project has improved both through your own thinking and via the feedback
provided.
Thus it is to your benefit to
keep under review the earlier sections as your knowledge and understanding
improves and to ensure that at least the final document submitted in MOD05 has
been revised to fully reflect your learning. So that the grader can easily see
where you have revised earlier sections you must draw his or her attention to
these revisions e.g. by using the Track Changes feature of Word.
Excluding your title page and
the prior sections (which you are required to include) each of the parts of
your SLP is to be approximately three pages long. Thus the entire marketing
strategy when completed will be about fifteen pages long, excluding title page,
references and any appendices.
You should review the entire
SLP by previewing the requirements of Modules 01 through 05 inclusive when you
start the course. The entire SLP and a presentation providing detailed notes
regarding each section are provided for you in the Background Info section.
These required readings should be studied before starting the project
Provide the following
information:
1.NAME, LOCATION & NATURE.

Thenameof your prospective (hypothetical)
service business and

its probablelocation. Note that
youll be asked to examine location in more detail in MOD03.

A brief description of thenatureof the business, (body-guard
service, bar, child-care, etc.). You will expand on this in MOD02.
(Reminder: There are detailed
notes on how to approach each section of the SLP in the Background Information
page).
2.SELF-ANALYSIS.For this you should:

assess yourskills, abilities and competencies,
(strengths as well as weaknesses) and

compare these with thedemands of potential markets,
and

the offerings ofcompetitors.
Ensure that the self-analysis
is relevant to the proposed service and that you make the comparisons.
3. CUSTOMER ANALYSIS.

Identifypotential customersyou could serve.

Identify thebenefitsthey seek.

Describe and label yourmarketand anysegmentsthere are.

Estimate thesize
and value of thepotential market.

Estimate thesize
abnd value of the (to be)served market.
4.ANALYSIS
OF PRIMARY COMPETITORS:
In a table identify the main
competitors and provide a brief summary of how each competes. For example, does
the competitor use low-price, reliability, reputation, high quality or some
other basis for positioning itself in the market?
5. To complete sections 3 and 4
you should do someMARKET RESEARCH, i.e.
talk to people and gather some data to get some relevant information for your
business idea. Briefly explain what you did and indicate thesourcesyou have used.
6. Analyze theMARKETING
ENVIRONMENT. The Marketing Environment is covered in a
Powerpoint presentation provided for MOD01. Excluding any factors which are not
important or which are analyzed in other sections (e.g. competition), analyze
the other major Marketing Environment factors which need to be taken into
account in the development of your marketing strategy, e.g.:

Political factors

Economic factors

Social and cultural factors

Technological factors

Legal or Governmental factors

Non-marketing costs (supply purchases and manufacturing)
Note that though the sections
above are to be presented individually the analysis which underlies them is
inter-related and you will probably have to think about yourself, the possible
market, and potential and actual competitors at the same time, and to revise
your thinking about them as you progress. Thus for instance for MOD01 you
should expect to spend some time researching and thinking about your skills,
the market and the competition together, before you can come to a conclusion
about what service you will offer.
A set of notes giving guidance
on each section of the SLP, and a Word document listing all the sections of the
SLP for all modules are provided on the Background Info page. PLEASE READ BOTH
BEFORE STARTING YOUR PROJECT.
As far as style of writing is
concerned do not write an essay, you will waste a lot of space that way. Three
pages is not a lot so you’ll have to decide what you think is important to
include. Use the text inCAPSabove as section headings for each of
the topics indicated and elsewhere use words inboldas
sub-headings. What you write should be organized, succinct, and professional.
SLP Assignment Expectations
It is expected that you will
explain the alternatives you considered and why you decided to make the
recommendations you do.This is very important.
Explaining the reasons for the decisions you have made and the analysis
underlying them is a much more powerful way to demonstrate your learning than
simply stating what those decisions are.
It is also expected that you
will use information from the background readings as well as any good quality
sources you can find to deepen your understanding of the project and cite all
sources and provide a reference list at the end of the paper.
The following will be assessed
in particular:

Your demonstrated understanding of the concepts used in the
project. Generally formal definitions are not required as understanding can
usually be demonstrated by the way you apply or interpret the concepts.

It is expected that you will select appropriate framework s for
analysis from the teaching materials and demonstrate your understanding of them
through your application of them to the project

Your ability to conduct marketing analysis appropriate to the
project. Some sections above require simple description, (e.g. name and
location) while others require analysis (the rest). Graders will place more
weight on analysis than description.
The criteria used for
assessment will be those explained on the MOD01 Home page, namely:

Focus.

Breadth.

Depth.

Critical thinking, including selections and application of
relevant frameworks.

Effective and appropriate communication skills.Module 1 –
CaseSelect TWO products which you
have recently bought or rented, ONE a High Involvement purchase, and ONE a Low
Involvement purchase, in the following product categories:HIGH
INVOLVEMENT(expensive
or otherwise important): Examples:
Automobile,
Home or apartment,
JewelryLOW
INVOLVEMENT(relatively
inexpensive or routine):
Candy bar
Fast food
Newspaper or magazineExcluding the title page, any
appendices or references write a four page paper in which you do the following:First
PageApplying the teaching
materials, explain why the first product you chose was a High Involvement
purchase and why the second was a Low Involvement purchase. (10%)Using the five stage model of
the Purchase Decision Process in the model of consumer buying behavior
described in Module 1, describe in detail the process you went through in
buying each product. Bear in mind that the purpose of the assignment is to
demonstrate the depth of your understanding of the teaching materials. (20%)Second
PageIdentify and discuss the
differences between the way you went through the purchase decision processes
for the two products. (20%)Third
and Fourth PagesAssume now that you are a
marketer of both of the two products that you have discussed in the previous
pages. Applying only the teaching materials, (specifically the presentation
“Uses of a Model of Buying Behavior”), explain how you might use your
understanding of the Model of Consumer Buying Behavior for the two products.
(Note that the presentation “Uses of a Model of Consumer Buying
Behavior” is relevant to this part of the assignment). (50%)List at the end all of the
references you have cited in the body of the paper.Note that the weight that will
be assigned in grading to each of the sections of the assignment is indicated
as a percentage after each one.Ensure that you include on the
title page:
the name of the university, (Trident University International).
the course number, (MKT301),
the term, (Winter 2012),
the Module number, (Module One),
the words inboldabove including both the two sets of
high and low involvement products and the section starting “First
Page” and ending “…of the assignment.”
the brand names of the two products you chose for each type of
involvement, e.g. “High Involvement: Samsonite luggage; Low Involvement:
Del Monte canned fruit
your name,
the name of the professor or instructor to whom the paper is
submitted, (your assigned Professor or Instructor) and
the date on which it was written.IT IS VERY IMPORTANT THAT YOU
INCLUDE ALL THE INFORMATION INDICATED ABOVE.The notes associated with the
question indicate that, as for other assignments in the course, you should
demonstrate your knowledge and understanding of the taught materials in the
specific context of this assignment. The emphasis in my grading is primarily on
whether you show that you understand what is being taught. In that regard some
relevant concepts and frameworks to demonstrate your understanding of in this
assignment include:
The difference between goods and services.
What is meant by Involvement and why it might be high or low.
The stages of the Purchase Decision Process, (PDP) and
How a potential buyer might follow this process
How the differences between High and Low Involvement affect the
way someone might follow the PDP
How marketers might use their understanding of the model of
buying behavior including the PDP to:o Segment
a market, including explaining what is meant by segmentation and why
segmentation can be useful in marketing.o Influence
purchase probabilities as indicated in the relevant presentation.Bear in mind that the main goal
of the assignment is for you to use it to demonstrate your learning and
understanding of the background materials. In order to do well in this
assignment you MUST apply and demonstrate your learning from the background
materials.I know that there’s a lot in
Module 1 to cover, but this forms the grounding for the remaining modules, so
once you have conquered this, the rest will be a lot easier.SLP 1Have you ever wondered what it
would be like to do something completely different? Well here is an opportunity
for you to combine your wondering with analysis and perhaps to put some flesh
on those dreams.Your SLP assignment in MKT301
is to develop a marketing strategy for a service business which you will (hypothetically)
manage. That is to say, you are to assume that you will be free to start a
one-person business and are to examine yourself, develop a service business
concept (for profit or not – the choice is yours) which you will provide, and
develop a marketing strategy for it. You can assume that this will be a
one-person business consisting of you alone, or that you will employ others.In doing this project your
fundamental goal is to demonstrate your understanding of and learning about
what is being taught in the course.Over the session you will
conduct the necessary marketing analysis for your strategy and present this in
your SLP. In each module you will complete a section of the marketing strategy,
building on the sections previously completed in prior modules. What you are to
submit in each module is as follows:
MOD01:Title page, MOD01 section (see below), References &
Appendices.
MOD02:Title page, MOD01 + MOD02 sections, References &
Appendices.
MOD03:Title page, MOD01 + MOD02 + MOD03 sections, References
& Appendices.
MOD04:Title page, MOD01 + MOD02 + MOD03 + MOD04 sections,
References & Appendices.
MOD05:Title page, MOD01 + MOD02 + MOD03 + MOD04 + MOD05
sections, References & Appendices.Thus in Module 01 the marketing
strategy paper submitted only consists of the sections indicated below. For
Module 02 the paper will consist of the sections you submitted for Module 01,
plus those required for Module 02. For Module 03 it will consists of the prior
sections for Modules 01 and 02 plus the new section for Module 03, and so on.We expect your learning in this
course to be cumulative and that this will be reflected in the SLP. Thus what
you learn in later sections of the course will build on what has been learnt
earlier, and as you progress through the course you should consider revising
earlier sections of the SLP.Note that graders are
instructed to grade your work when first submitted, AND TO REVISE THE FINAL
GRADE AWARDED IN THE LIGHT OF IMPROVEMENTS MADE TO THE ENTIRE SLP AS SUBMITTED
IN MODULE 5. THESE GRADES CAN ONLY BE INCREASED, NOT DECREASED.Thus graders will assign SLP
grades for each module but when grading the complete SLP in MOD05, will also
review the preceding sections and may adjust upwards the Final Course grade to
take account of improvements in the sections for MOD01-04. Note that the final
section of the project allows for you to indicate how your learning from the
project has improved both through your own thinking and via the feedback
provided.Thus it is to your benefit to
keep under review the earlier sections as your knowledge and understanding
improves and to ensure that at least the final document submitted in MOD05 has
been revised to fully reflect your learning. So that the grader can easily see
where you have revised earlier sections you must draw his or her attention to
these revisions e.g. by using the Track Changes feature of Word.Excluding your title page and
the prior sections (which you are required to include) each of the parts of
your SLP is to be approximately three pages long. Thus the entire marketing
strategy when completed will be about fifteen pages long, excluding title page,
references and any appendices.You should review the entire
SLP by previewing the requirements of Modules 01 through 05 inclusive when you
start the course. The entire SLP and a presentation providing detailed notes
regarding each section are provided for you in the Background Info section.
These required readings should be studied before starting the projectProvide the following
information:1.NAME, LOCATION & NATURE.
Thenameof your prospective (hypothetical)
service business and
its probablelocation. Note that
youll be asked to examine location in more detail in MOD03.
A brief description of thenatureof the business, (body-guard
service, bar, child-care, etc.). You will expand on this in MOD02.(Reminder: There are detailed
notes on how to approach each section of the SLP in the Background Information
page).2.SELF-ANALYSIS.For this you should:
assess yourskills, abilities and competencies,
(strengths as well as weaknesses) and
compare these with thedemands of potential markets,
and
the offerings ofcompetitors.Ensure that the self-analysis
is relevant to the proposed service and that you make the comparisons.3. CUSTOMER ANALYSIS.
Identifypotential customersyou could serve.
Identify thebenefitsthey seek.
Describe and label yourmarketand anysegmentsthere are.
Estimate thesize
and value of thepotential market.
Estimate thesize
abnd value of the (to be)served market.4.ANALYSIS
OF PRIMARY COMPETITORS:In a table identify the main
competitors and provide a brief summary of how each competes. For example, does
the competitor use low-price, reliability, reputation, high quality or some
other basis for positioning itself in the market?5. To complete sections 3 and 4
you should do someMARKET RESEARCH, i.e.
talk to people and gather some data to get some relevant information for your
business idea. Briefly explain what you did and indicate thesourcesyou have used.6. Analyze theMARKETING
ENVIRONMENT. The Marketing Environment is covered in a
Powerpoint presentation provided for MOD01. Excluding any factors which are not
important or which are analyzed in other sections (e.g. competition), analyze
the other major Marketing Environment factors which need to be taken into
account in the development of your marketing strategy, e.g.:
Political factors
Economic factors
Social and cultural factors
Technological factors
Legal or Governmental factors
Non-marketing costs (supply purchases and manufacturing)Note that though the sections
above are to be presented individually the analysis which underlies them is
inter-related and you will probably have to think about yourself, the possible
market, and potential and actual competitors at the same time, and to revise
your thinking about them as you progress. Thus for instance for MOD01 you
should expect to spend some time researching and thinking about your skills,
the market and the competition together, before you can come to a conclusion
about what service you will offer.A set of notes giving guidance
on each section of the SLP, and a Word document listing all the sections of the
SLP for all modules are provided on the Background Info page. PLEASE READ BOTH
BEFORE STARTING YOUR PROJECT.As far as style of writing is
concerned do not write an essay, you will waste a lot of space that way. Three
pages is not a lot so you’ll have to decide what you think is important to
include. Use the text inCAPSabove as section headings for each of
the topics indicated and elsewhere use words inboldas
sub-headings. What you write should be organized, succinct, and professional.It is expected that you will
explain the alternatives you considered and why you decided to make the
recommendations you do.This is very important.
Explaining the reasons for the decisions you have made and the analysis
underlying them is a much more powerful way to demonstrate your learning than
simply stating what those decisions are.It is also expected that you
will use information from the background readings as well as any good quality
sources you can find to deepen your understanding of the project and cite all
sources and provide a reference list at the end of the paper.The following will be assessed
in particular:
Your demonstrated understanding of the concepts used in the
project. Generally formal definitions are not required as understanding can
usually be demonstrated by the way you apply or interpret the concepts.
It is expected that you will select appropriate framework s for
analysis from the teaching materials and demonstrate your understanding of them
through your application of them to the project
Your ability to conduct marketing analysis appropriate to the
project. Some sections above require simple description, (e.g. name and
location) while others require analysis (the rest). Graders will place more
weight on analysis than description.The criteria used for
assessment will be those explained on the MOD01 Home page, namely:
Focus.
Breadth.
Depth.
Critical thinking, including selections and application of
relevant frameworks.
Effective and appropriate communication skills.

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