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Market Analysis & Insight


Reading Assignment: Kotler, P. and Keller, K.L., chaps. 2, 4, 6 and 7 Assignment Type: Individual Project Deliverable Length: 4–5 pages: not including cover page, abstract page, & reference page Points Possible: 150 Due Date: 4/29/2012 11:59:59 PM CT Marketing plans are tools used by managers to guide the process of marketing. They contain strategies and consider many environmental aspects that work together to affect the success of the product or service being marketed. Marketers must learn to do solid research in support of upcoming projects. The Unit 1 Individual Project is a research paper and should address the following: Provide a quick definition of marketing plans using your text. Include the following: • Using an article from the library’s full-text databases, discuss an example of how a marketing plan helped make a product or service successful. • On the other hand (using an article from the library’s full-text databases), discuss an example of how decisions in a marketing plan led to failure. • Analyze what was different in the 2 examples. This section of the paper should be at least 2 pages in length. In a marketing plan, objectives are created that can be used to gauge progress. You can have some fun with the concept. Movie studios pay stars a lot of money to star in what they hope is a blockbuster. But as you know, there are lots of box office failures. Consider the following: • Using an Internet search, find a movie that failed. Provide a quick overview of why the movie was considered a failure. • Applying what you have learned about the concept of market plans, extrapolate what could have gone wrong in the studio’s plan with regard to forecasting demand for the project. This section should be at least 2 pages in length. The assignment requires the use of articles from the library’s full-text databases. Articles are found in periodicals. These are not to be confused with eBooks or reference books. The most popular databases in marketing are: ABI Inform Global, Academic Search Premier, and Business Source Premier. Your report MUST include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA, please visit the APA Lab. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. The use of direct quotes is discouraged, but may be used sparingly in appropriate situations. Your assignment should contain a cover page, an abstract page, and a reference page (in addition to the body). The body of the paper should be 4–5 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 7–8 pages in length. Click here to view the assignment grading guidelines. ******************************************************************************** Background on Course Research Requirements In the business world, it is important to use research to strengthen points that you make in presentations and projects. You will see references to using specific databases throughout this course. Research is a crucial skill in marketing, and learning to use the search functions in these databases is about critical thinking, which complements other research techniques you have used prior to the class. There are 2 main types of databases accessible in the library through “FIND ARTICLES & BOOKS.” Keep in mind that the most popular databases for marketing articles are: ABI Inform Global, Academic Search Premier, and Business Source Premier. You will be focusing on these databases that contain articles rather than those with reference materials like eBooks. As a college student, you must steer away from inferior Web sites with anonymous writers. For the basic definitions, your textbook should be used. Do not use old texts or books. Acceptable Internet resources include government sites (especially for statistics); Web sites for associations; and company Web sites when you are researching a company or product. Think of classes this way: If you decided to go for a bachelor's degree, why would you rely on what you already knew before you started the program? Should you not add to your knowledge base by going out and researching? You are not permitted to use Wikipedia or any open source Web site in this course. The goal is for you to acquire new research skills in this class. Almost everyone is adept at an Internet search, but most of you are not yet comfortable using the library’s article databases. This month, you will have the opportunity to discover what a great resource you may have been missing. Please submit your assignment as a Word document in APA format using the attached TEMPLATE. For assistance with your assignment, please use your text, Web resources, and all course materials. Unit Materials Attachments Tags Clarifications