Lesson 4: Developing Marketing Strategies and Plans
Upon completion of the Required Readings, write a thorough, well-planned narrative answer to the following discussion question. Rely on your Required Readings and the Lecture and Research Update for specific information to answer the discussion question, but turn to your original thoughts when asked to apply, evaluate, analyze, or synthesize the information. Your Discussion Question response should be both grammatically and mechanically correct, and formatted in the same fashion as the question itself. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your responses and document in a bibliography using APA style.
Discussion Question 1 (50 points)
Select one (1) major company whose product(s) you buy. Visit their Web site and then answer the following questions. You may also use articles and advertisements in newspapers, journals, etc. that are about the company. (50 points) (A 2-page response is required.)
Part A Write a summary about what most influences you personally to buy this product(s) as opposed to the competitor’s product(s). Include a comparison of at least two (2) competitors.
Part B Define how you believe the company segments its market by describing four (4) criteria it uses to identify which consumer group to target.
Part C List two (2) markets that the company is targeting.