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(Solved) RUNNING HEAD: MARKETING PLAN GUIDELINES Rebekah Knapp Marketing 230 Argosy University May 3, 2017 1 RUNNING HEAD: MARKETING PLAN GUIDELINES 2...


Assignment 2: Business Environment and Marketing Research

Using the Waters Bottling Company in Module 1, continue to build the Marketing Plan Sections for the product you have selected/ invented/ created. Complete the following in MS Word: Be concise but complete in your analysis of each plan element. Your employer wants to know you have left nothing out in your analysis.


This assignment represents Section 2 of the Marketing Plan. Use the Marketing Plan guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 2 – Marketing Research & Target marketing (Module 2).

Section 2 – Market Research & Targeting (Module 2)

  • Market Research
  • Research Methods & Data Mining
  • Market Research Process
  • Consumer Behavior
  • B2C vs. B2B
  • Consumer Decision Making Process
  • Factors Affecting B2C and B2B consumer behavior
  • Market Segmentation
  • Market Segmentation Concepts
  • Segmentation Process
  • Segmentation Strategies
  • Target Marketing

Relate all responses using the WBC scenario and the product you have selected to market in Module 1.


Create a 4- to 6-page Word document for your Marketing Plan sections. Apply a standard business writing style using the Market Planning Guide sections as your (headers/ sub heads/ bullets) to your work. Be sure to cite your work in the APA format.

RUNNING HEAD: MARKETING PLAN GUIDELINES Rebekah Knapp
Marketing 230
Argosy University
May 3, 2017 1 RUNNING HEAD: MARKETING PLAN GUIDELINES 2 Abstract
To make an organization successful they must realize that the marketing team is one of the most
important departments within that department. The marketing team must be firmly ensconced as
well as efficient so as the company maintains proper, revolutionary, aggressive, marketing
strategies. If your company has such a marketing team on board, many monetary possibilities are
likely to present themselves to that company. An exceptional marketing team could better your
companies position within the business world as well as appease your customers ever growing
needs and demands. A profitable marketing strategy is crucial for all growing organizations. RUNNING HEAD: MARKETING PLAN GUIDELINES 3 Marketing Plan Guidelines: The Environment
The mechanisms of marketing are well thought out and organized. An idea comes to
mind, the marketing team must take that idea and tear that idea apart. Planning and executing all
aspects of that idea. Finally, that idea takes form and becomes a product. That product needs a
price. How is this product going to be promoted to future consumers? What are the distribution
needs of this product? This product needs to satisfy the needs of the consumer as well as the
organization selling the product. The marketing team must make this product sell itself. This
product must make the consumer wonder how they ever lived without it. When marketing a
product, the marketing team needs to create a favorable blend of: The perfect product, The perfect price, The perfect environment, The perfect promotion.
The four P’s, also known as the marketing mix- (price, place, promotion, and product).
SBDCNets’ F. Salazar, (2014) says that to create the ideal marketing mix a business must meet a
certain criteria: Product must be what the consumer is demanding Price must be reasonable. It’s the consumers job to buy larger quantities for healthier
profits Product must be in stock when they say they are in stock Promotion needs to be properly communicated to the target group. Promotion spreads
costs over larger output. (Salazar, 2014)
The Marketing Mix in today’s business world is much different in the years that have
passed. When you begin to merchandise to the consumer the 4 P’s have now become 7 P’s. The
three additional ones are as follows: RUNNING HEAD: MARKETING PLAN GUIDELINES 4 Physical Layout Provision of Customer Service Processes
The extra P’s are strictly focused on the customer. The reasoning behind this is the
economy’s service sector dominates economic activities in the United States. They are
outstandingly relevant to this new extended service mix (Gordon, 2015).
Marketing is a vital part of all corporate plans. For all organizations to survive, the
consumers want and needs must be met. After those wants and needs are met the marketing team
must turn around and do it all over again because each consumers desire are changing daily.
Marketing is a separate entity within todays corporations however Drucker (2013) states “This
just cannot be left solely to the marketing department”.
Imperative marketing requires you to use your head instead of your bankroll when it
comes to marketing tasks. When your business is just beginning, it is true that a lot of personal
time and a lot of personal money is involved in making your business strive. In all honesty, your
choice in marketing strategies will return your time and money that you put forth in the
beginning. If you go out and reach out to the right people and present yourself in a fashionable
manner you will earn their trust. After you earn their trust you make them believe that what you
should offer is far more distinguished than the other products that are out there (Stuerke, 2012).
There are different levels in the marketing profession. These levels are corporate,
business, unit (sbu), and product/market. Different levels require different practices. The
corporate level uses marketing contributions. The business level practices setting appropriate
strategies for a profitable future. The product/market level focuses on strategic marketing. RUNNING HEAD: MARKETING PLAN GUIDELINES 5 Businesses must set goals and keep track of all their successes and failures so they can
move towards these goals. When goals are met business owners and their employees feel a sense
of pride, of accomplishment.
Business ethics and what side of the fence your organization is going to be on is very
important. There are laws and morals that teach employees how they will act in the business
world. There are three different levels of ethical development: Pre-conventional Morality Conventional Morality Post-Conventional Morality
Business ethics can be a matter of morals and straight out opinions. They give us both
laws and morals that give us the right to judge. This can be difficult because laws are written,
morals are not. Laws give us boundaries on how we can judge. Morals are unwritten rules that
are developed through how a person was raised, the cultural standards and values of that person,
their educational background, their nationality, their religion, etc., etc., etc. So how can morals be
described as good or bad if it varies by everyone and every individual has all these different
aspects in their lives?
Ethical development has different stages. The first level is pre-conventional morality. A
guileless type of behavior. This level is very selfish and self-centered. The only thing that is
considered is what the reward will be at the end of the day.
Level two is conventional morality, a step up from childlike behavior. This is how one
uses society’s rules and expectations. How is one going to behave while out in society? This
level takes place when there is sneaky behavior occurring. When the individual is not concerned RUNNING HEAD: MARKETING PLAN GUIDELINES 6 about breaking laws but about how society will view them if they knew they were breaking these
laws.
The last level, post-conventional morality is when one is more concerned about
themselves. They really do not care what others think of them. They would consider what would
happen on a legal standpoint if they made certain decisions. They would pick apart every aspect
of their decisions and how it would affect everyone. RUNNING HEAD: MARKETING PLAN GUIDELINES 7 References: BBA-MBA.NET. (2012, May). Marketing role in different organizational levels - Marketing BBA-MBA.net Business Articles. Retrieved from http://bba-mba.net/marketing-role-indifferent-organizational-levels.html
Drucker, P. (2013, January 11). Marketing and its relationship with other business activities.
Retrieved from http://www.aisr.org/ibinfo/IBBaccpack/Marketing_student/page_14.htm
Lombardo, J. (2012, October). Ethical Behavior in Marketing: What Are Marketing Ethics?
Retrieved from http://study.com/academy/lesson/ethical-behavior-in-marketing-whatare-marketing-ethics.html
Salazar, F. (2014, April). Bottled Water Industry. Retrieved from http://www.sbdcnet.org/smallbusiness-research-reports/bottled-water-industry
Smith, A. (2010, October 4). What Is the Business Difference Between Objectives & Goals? |
Chron.com. Retrieved from http://smallbusiness.chron.com/business-differencebetween-objectives-goals-21972.html
Stuerke, B. (2012, February 27). Mass Marketing vs. Strategic Marketing | LifeHealthPro.
Retrieved from http://www.lifehealthpro.com/2012/02/27/mass-marketing-vs-strategicmarketing?t=brokerage&page=2

 


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