Marketing

Course Textbook

Perreault, W. D., Cannon, J. P., & McCarthy, E. J. (2010). Essentials of marketing (12th ed.). New York, NY:

McGraw-Hill/Irwin.

INSTRUCTION:

There is a 200 word minimum response required. Credible reference materials, including your course textbook(s), may be used to complete the assessment. If you have questions regarding the credibility of your reference, please contact your professor.APA FORMAT.

In-text and reference citations are required for all written responses.

 

1. When someone talks about customers, people mostly think about an individual customer. However, some companies search for more opportunities to increase profit and build long-term relationships with a business or an organization.

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Write an essay about a business that you see has an opportunity to reach a business or an organization as a customer. You can either use a real world business or create a business that you want to use. If you are a marketing director of the company, what will be your marketing plan to a business or an organizational customer? Select products and/or services you will offer to your customers. Your target customers can be domestic or abroad. You can also use suppliers from other countries. For example, you can order garments from a country in Asia and sell them to a business or an organization in the U.S.

 

The following are examples of products and services you might want to use. You can also use other products or services

of your choice.

· Hotel services for a conference

· Technology devices for a firm or a school

· Produce for a supermarket

· Uniforms for an organization such as a school, hospital, or military

· Flowers for an event organizer

· Hardware for a construction company

· Parts for an automobile company

· Furniture for an office, a restaurant, or a hotel

· Your choice

 

In this essay, describe a business with that opportunity. Explain the strategies you will use to analyze your business and

organizational customers and their buying behavior. You might include the following in your paper:

 

· Buying behavior

· Sell global

· Supply from other countries

· Multiple decision makers or multiple buyers

· New customers or repeat customers

· How to gather customers’ information

· Customer analysis

· Ethical issues

· Using technology to enhance your business BBA 3201, Principles of Marketing 3

 

· Services after selling

· Buyer-seller relationships

· Competitive advantages

· Other things to be considered

 

The writing you submit must meet the following requirements:

 

· Tell briefly about your business and your customers

· Be at least two pages in length.

· Identify the main topic/question related to Chapter 6

· Use APA style for citing paraphrased and quoted material

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2. Promotion is one variable of the marketing mix. Sellers communicate information about their products and services in order to influence customers’ attitudes and behaviors. Select one industry from the list below, and conduct research about strategies that companies in the industry use to promote their products or services. In your report, include communication channels the companies use. What are their promotion objectives? How and why are the promotion strategies of the companies effective or not effective? Compare and contrast promotion strategies between a couple companies in the industry. Please select one of the industries listed below, and search for information about the promotion strategies of a couple

companies in the industry.

· Soft drink

· Fast food

· Snack

· Hotel

· Restaurant chain

· Cell phone

· Computer tablet

· Banking

· Insurance

· Automobile

· Airline

· Entertainment

· Magazine

· Hair products

· Cosmetics

· Personal care products

· Dental care products

· Medicine

· Department store

The Research Paper you submit must meet the following requirements:

· Tell briefly about the industry and companies in the industry

· Be at least two pages in length.

· Identify the main topic/question related to Chapter 13

· Use APA style for citing paraphrased and quoted material

Format your paper using APA style. Use your own words, and include citations and references as needed to avoid

plagiarism.

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