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Required
Book:
Title: Principles of Marketing
Author: Jeff Tanner and Mary Anne Raymond
ISBN-13: 9781453399323
Publisher: FlatWorld Publishing
Edition: Custom
MK351 Unit 3: Analysis Assignment
Introduction
This assignment provides opportunities to analyze the
concepts learned in the unit. Work individually to prepare responses to the
questions listed. The text should be your primary source of information.
Unit Learning Outcomes
ULO 1: Distinguish between targeted marketing and mass marketing
and explain what led to the rise of each. (2)
ULO 2: Describe the ways in which markets are segmented.
(2)
ULO 3: Explain why positioning is an important element
when it comes to targeting consumers. (2)
ULO 4: Explain what repositioning is designed to do. (2)
ULO 5: Explain the various types of offerings marketed to
individual consumers. (3)
ULO 6: Explain the branding decisions firms make when
they’re developing new products. (3)
Directions
Your answers should show familiarity
with the text and topics being covered in the unit.
Use the text, lecture notes, and/or
PowerPoint as references
Each question response should
consist of at least 150 words.
Responses should be free of
typographical, spelling, and grammar errors.
Review the analysis assignment
grading rubric and the marketing plan rubric on the Assignments and Grading
page.
Questions
1. (120
words) Provide an explanation for the difference between
mass and targeted marketing.
·
Give an example of each.
2. (120 words) How have companies such as JC Penney and Target tried to change their position or re-position their stores?
3. (120
words) Explain
the various types of offerings marketed to individuals.
·
Provide an example of each.
4. (120
words) The text says that branding is much more than
labeling or packaging.
·
Provide some examples where you believe
the product did not live up to the brand.
·
Discuss how the offering and the
desired brand image have to be consistent using examples to illustrate how
consistency works,
5. In week six you will complete a 2,500 word
marketing plan for either a business you wish to start, or an existing business
of your choosing. Your report must follow the marketing plan rubric on the
Assignments and Grading Page. Review the marketing plan rubric and the marketing
plan outline posted in the student files area.
(120 words) Describe
how you will segment your market for the product/service you have chosen for
your marketing plan.
Part 2
100 words -
Directions
View the video in chapter
5 titled, Target Market for Yogurt Sellers (https://youtu.be/qMRDLCR8vAE?t=171
) and provide a few brief comments with respect to its relevancy to this unit’s
marketing concepts.
MK351 Unit 2 Analysis Assignment
Student’s
Name
Institution
Course
Name/Number
Instructor
Due
Date
MK351 Unit 2 Analysis Assignment
1.
The
difference between a Mass Marketing and target marketing
Mass marketing is an undifferentiated approach that aims at reaching as many people as possible. The strategy focuses on producing many products and selling to all customers regardless of their age, financial or social class. For example, Coca-Cola Company portrays the overall population as one large mart by creating many potential consumers who are willing to buy. Contrary, target marketing is the approach in which the seller focuses on selling to a particular group of people in the market (Gilbreath, 2019). A company tries to reach a segmented audience in the market and tell them about the existing goods. For example, Apple's company target market is the iPhone brand to high and middle-class individuals. ...
