Wk 1 – Researching Marketing Questions [due Mon]

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Assignment Content

1.

Top of Form

Purpose of Assignment

 

This assignment is designed to help students analyze and interpret primary and/or secondary data and research. First, students will be provided with a marketing report that allows for preparing basic executive level data insights. Second, they will be allowed to pick a company and product or service. This assignment will help prepare students for the development of their marketing plan. Students will be creating a marketing plan (refer to

Marketing Plan and Outline

document) so they may want to choose a company and product or service that has data readily available or where they can use demographic/psychographic data to provide insights. 

Assignment Steps

Part 1:

Analyze the

Week 1 Business Growth Overview

dataset. This is a marketing report generated by an analyst for the Senior Vice President (SVP) of Marketing at a large corporation. The analyst is new and has provided summary data but no insights or commentary for the SVP.

Construct a minimum 525-word memorandum for the SVP providing insights and commentary. The memorandum should include your analysis of the following:

· Major areas of increase and decrease in revenue or type and/or category of business

· Trends that are evident in terms of revenue or type and/or category of business

· Insights that would help formulate marketing strategies to either continue growth or reverse decline

· Additional analysis you (if you were SVP) would like to build a marketing goal and strategy or strategies (and why) 

Part 2: 

Select a global or multi-regional (does business in more than one country) company and one of its products or services that will serve as the basis for your marketing plan. You should obtain two years of annual reports as well as two years of 10K reports (provides a comprehensive overview of the company’s business and financial condition and includes audited financial statements) for your data source. Once you have selected your product or service, you must define the size and type of your selected company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. Record this information in a summary document as outlined below. 

Company and product selection is a critical part of this project. You must ensure your proposed company can implement the marketing methods discussed in Marketing Management. 

Prepare a minimum 175-word summary document and send it to your instructor as a record of your selection. The summary document should include the following:

· Name of Company

· Location of Company Headquarters

· Name of Product or Service selected

· General description of company (number of employees, revenue, type of ownership, web page, etc.)

· General description of product or service

Format your assignment according to APA guidelines. 

Submit your assignment.

Researching Marketing Questions Grading Guide

MKT/571 Version 10 Marketing

Individual Assignment: Researching Marketing Questions

Purpose of Assignment

This assignment is designed to help students analyze and interpret primary and/or secondary data and research.

First, students will be provided with a marketing report that allows for preparing basic executive level data insights. Second, they will be allowed to pick a company and product or service. This assignment will help prepare students for the development of their marketing plan. Students will be creating a marketing plan (refer to Marketing Plan and Outline document) so they may want to choose a company and product or service that has data readily available or where they can use demographic/psychographic data to provide insights.

Resources Required

Week 1 Business Growth Overview

Grading Guide

Content

Met

Partially Met

Not Met

Comments:

Student analyzes the dataset and provides insight and commentary in the form of a memorandum.

 

Student’s analysis includes major areas of increase and decrease in revenue or type and/or category of business.

Student’s analysis includes trends that are evident in terms of revenue or type and/or category of business.

Student’s analysis includes insights that would help formulate marketing strategies to either continue growth or reverse decline.

Student’s analysis includes additional analysis you (as SVP) would like (and why) to build a marketing goal and strategy or strategies.

The memorandum is a minimum of 525 words in length.

Student selects a global or multi-regional (does business in more than one country) company and one of its products or services that will serve as the basis for your marketing plan.

Students prepares a summary document and sends it to the instructor that includes but is not limited to:
· Name of Company
· Location of Company Headquarters
· Name of Product or Service selected
· General description of company (number of employees, revenue, type of ownership, web page, etc.)
· General description of product or service.

The summary document is a minimum 175 words in length.

Total Available

Total Earned

70

#/70

Writing Guidelines

Met

Partially Met

Not Met

Comments:

The paper—including tables and graphs, headings, title page, and reference page—is consistent with APA formatting guidelines and meets course-level requirements.

Intellectual property is recognized with in-text citations and a reference page.

Paragraph and sentence transitions are present, logical, and maintain the flow throughout the paper.

Sentences are complete, clear, and concise.

Rules of grammar and usage are followed including spelling and punctuation.

Total Available

Total Earned

 

30

#/30

Assignment Total

#

100

#/100

Additional comments:

Data

(Jan-June 2

16 vs. Jan-June 2015)

(Apr, May, Jun 2016 vs Apr, May, Jun 2015)

(June 2016 vs. June 2015)

$

Global Breakout Revenue % Total PM Sales Amt (+/-) GP Global Breakout Revenue % Total PM Sales Amt (+/-) GP

,073

100%

8.3%

,102

100%

0

,137

10.0%

Domestic

60%

Domestic

,466

58%

$ 12,085

,334

.10

2.5% 290

INTL

5.7% INTL

Revenue 2016 Revenue/Day PY Revenue PY2015 Revenue/Day % Total PM Sales V$ V% Sales – Avg/Day Amt(+/-) Days

2016 GP/Day 2015 GP$ 2015 GP/Day GP- Avg/Day Customer Rank Revenue % Total PM Sales Amt (+/-) GP Customer Rank

% Total PM Sales GP

58%

58.4%

Acquire

9% 58%

Acquire

10% 56%

56% 58% 6.1%

2.8%

Expand

58%

Expand

57%

58%

.45

7.8% 1,703

Retain

Retain

21% 57%

.46

15.1% 1,692

Serve

12% 60%

8.0% Serve

12% 57% 18.0%

17.3%

0%

30

19 0 0 Non-Coded

0% Non-Coded

0%

Revenue 2016 Revenue/Day PY Revenue PY2015 Revenue/Day % Total PM Sales V$ V% Sales – Avg/Day Amt(+/-) Days 2016 GP $ 2016 GP/Day 2015 GP$ 2015 GP/Day GP- Avg/Day Customer Class Revenue % Total PM Sales Amt (+/-) GP Customer Class Net Sales % Total PM Sales GP

61%

.13

9.9% 5,008

Commercial

53% 61%

Commercial

50% 60%

INTL

11% 50%

.30

1.8% 206

2.3% INTL

12% 48%

INTL

14%

50.8%

12%

.02

5.3% 638

Municipal

12%

1.7% Municipal

12% 60%

3.4%

–

10% 62% 13.4%

9.9% 9.9% 966

Reseller

10% 61% 10.9%

6.8%

12% 57%

7% 59%

.13

9.5% 607

9.2% Industrial Labs

7% 58%

Industrial Labs

6% 59%

3% 60%

23.4%

Government

3% 58% 14.2%

12.8% Government

2% 61%

2%

11.3%

7.9%

827

Resell – Industrial Hygiene

2% 32%

Resell – Industrial Hygiene

2%

1% 59%

16.2%

5.1% Education

1% 61%

Education

2% 60%

Other

1%

197.1%

Other

0% Other

0%

Revenue 2016 Revenue/Day PY Revenue PY2015 Revenue/Day % Total PM Sales V$ V% Sales – Avg/Day Amt(+/-) Days 2016 GP $ 2016 GP/Day 2015 GP$ 2015 GP/Day GP- Avg/Day Top Customers Revenue % Total PM Sales Amt (+/-) GP Top Customers Net Sales % Total PM Sales GP

4%

.49

10.8% 453

11.1% ABC Corp

5% 63%

4.2% ABC Corp

4% 62%

4%

.05

29.0% 837

Fish Limited

3%

16.3% Fish Limited

3% 66% 6.4%

1.3%

3% 53%

-5.3%

1.8% Delta Appliance

3% 53%

Delta Appliance

3%

3% 61% 10.8%

7.3% 7.3%

ALPS Company

3% 61% 8.8%

12.3% ALPS Company

3% 59%

2% 59%

33.0%

897

Here4U

2% 59%

Here4U

3%

2% 29%

18.9% 257

474

5.6% XYZ Inc

2% 11%

XYZ Inc

2% 56%

2% 52% 6.1%

2.8% 2.8% 44

840

Expert Engineers

1% 52%

Expert Engineers

2% 57%

1%

52.9%

772

Check Gmbh

1% 48%

Check Gmbh

1%

1% 49%

50.6%

407

Francios and Sons

1% 50%

Francios and Sons

1%

5.0%

1% 54%

.40

13.4% 13.4% 162

725 3.0% Euro Ltd

1% 55%

19.1% Euro Ltd

1% 58%

63%

6.8% 6.8% 1,362

Marketing Accounts

20% 63% 8.9%

6.3% Marketing Accounts

20% 56% 6.4%

6.8%

																																																																																																																																																																																																																																																																																																																																																																																																																																																																																																																																																														YTD			0		QTD		MTD
	YTD Days	129	125
		Global Breakout									Revenue				2016 Revenue/Day				PY Revenue				PY2015 Revenue/Day												% Total													PM												Sales						Amt (+/-)					V$				V%				Sales – Avg/Day				Amt(+/-) Days	2016									GP				2016 GP/Day				2015 GP$				2015 GP/Day				GP- Avg/Day
$ 13,6	44	$ 105,768	$ 12,122,016	$ 96,976			10					0%	5	9%	12.	6%	1,526,779	9.													1%	8,792	7,994,127	61,970	7,154,574	57,237		8.											3%	$ 7,024,096										58%	538,3	19	6.	5%	$ 2,	257					56%	11.												2%	227,334			6.1%
			Domestic		$ 12,085	$ 93,683	$ 10,647,682	$ 85,181	89%							60%	13.5%	1,437,439	$ 8,501.78		10.0%	8,502	7,214,564	55,927	6,421,904	51,375		8.9%	$ 6,145,978	8		7%		8.0%	455,258	6.6%	$ 1,9	30	86%		4.2%	77,811		2.3%
						INTL	$ 1,558,936	$ 1,	474	$ 11,795			11%				50%		5.7%	84,068	$	290		2.5%	779,563	6,043	732,670	5,861	3.1%	$ 878,119	13%			48%		11.1%	87,733	$ 326,636		1			4%	42%	8	3.4%	148,536	52.4%
			Customer Rank			2016 GP $			Net Sales
		Acquire	$ 1,312,868	$ 10,177	$ 803,316	$ 6,427				10%	63.4%	509,399	$ 3,750.74		58.4%	3,751	762,875	5,914	492,426	3,939	50.1%	$ 654,170		50.8%	220,370	42.7%	$ 219,791	54.3%	77,347	40.2%
		Expand	$ 7,634,424	$ 59,182	$ 7,195,760	$ 57,566	438,925	$ 1,615.50				2.8%	1,616	4,447,300	34,475	4,225,329	33,803	2.0%	$ 4,017,070						57%		3.0%	117,002	0.6%	$ 1,282,340		55%	8.1%	96,087	0.5%
		Retain	$ 3,026,592	$ 23,462	$ 2,719,813	$ 21,759	22%		1	1.3%	307,282	$	1,703		7.8%	1,764,242	13,676	1,589,546	12,716	7.5%	$ 1,505,103		21%							59%	10.4%	141,785	10.3%	$ 477,879		18.0%	72,	897		1		7.3%
		Serve	$ 1,666,355	$ 12,917	$ 1,403,128	$ 11,225								12%								61%	1	8.8%	263,699	$	1,692		1	5.1%	1,017,238	7,886	847,273	6,778		1	6.3%	$ 843,	966	7.4%	58,150	$ 273,533	41,	725
		Non-Coded	$ 3,834	$ 30	$ (1)	$ (0)	$ 29.73	-371611.6%	2,472	$ 3,787	$ 3,559
			Customer Class
		Commercial	$ 7,195,592	$ 55,780	$ 6,346,456	$ 50,	772				53%				13.4%	850,273	$	5,008				9.9%	4,357,276	33,777	3,866,369	30,931		9.2%	$ 3,719,525	8.5%	291,391					6.8%	$ 1,130,973	1.0%	11,198	-1.0%
$ 1,535,905	$ 11,906	$ 1,462,492	$ 11,700		5.0%	73,138	$	206			1.8%	767,499	5,950	727,297	5,818	$ 868,634		10.9%	85,375	5.2%	$ 323,990	51%	83.2%	147,140
		Municipal	$ 1,634,643	$ 12,672	$ 1,504,204	$ 12,034			62%	8.7%	130,832	$	638		5.3%	1,011,609	7,842	943,414	7,547	3.9%	$ 814,624				63%		1.7%	13,617	$ 263,030		12.3%	28,809
	Reseller			Other	$ 1,386,876	$ 10,751	$ 1,223,131	$ 9,785	163,881	$ 965.93	856,222	6,637	783,902	6,271	5.8%	$ 721,253	70,890	Reseller – Other	$ 266,066	2		6.4%	55,571	14.9%
		Industrial Labs	$ 900,409	$ 6,980	$ 796,598	$ 6,373	13.0%	103,587	$	607		9.5%	529,808	4,107	470,311	3,762	$ 464,	827		14.2%	57,798		12.8%	$ 135,694	-7.4%	-10,844	2.6%
		Government	$ 425,018	$ 3,295	$ 333,627	$ 2,669	27.4%	91,409	$ 625.70		23.4%	626	255,667	1,982	201,215	1,610	23.1%	$ 183,030	22,759	$ 50,261	30.9%	11,865	33.8%
		Resell – Industrial Hygiene	$ 336,569	$ 2,609	$ 302,318	$ 2,419		32%	34,171	$ 190.52		7.9%	191	106,638	96,704	774	6.9%	$ 140,804	-8.4%	-12,912	-14.2%	$ 43,642		29%	-39.7%	-28,733	-50.1%
		Education	$ 154,662	$ 1,199	$ 128,927	$ 1,031	20.0%	25,777	$ 167.51		16.2%	168	90,896	705	83,	840	671	$ 84,981	2.1%	1,748	-3.8%	$ 35,846	2	5.6%	7,306	14.4%
$ 74,399	$ 577	$ 24,263	$ 194	$ 382.63		197.1%	383	18,512	144	-18,478	-148	$ 26,418	$ 7,600
		Top Customers
		ABC Corp	$ 601,368	$ 4,662	$ 526,035	$ 4,208	64%	14.3%	75,237	$	453			10.8%	383,326	2,972	334,312	2,674	$ 332,350	7.2%	22,322	$ 87,955	-2.6%	-2,348	-10.9%
		Fish Limited	$ 480,717	$ 3,726	$ 361,180	$ 2,889		66%	33.1%	119,547	$	837		29.0%	317,156	2,459	245,501	1,964	25.2%	$ 239,460	67%	18.1%	36,700	$ 76,813	4,620
		Delta Appliance	$ 424,678	$ 3,292	$ 434,749	$ 3,478	-2.3%	-9,998	$ (185.91)		-5.3%	-186	223,804	1,735	213,003	1,704	$ 230,032	-21.0%	-61,148	14.7%	$ 75,000	-1%	5258.2%	73,600	-164.1%
		ALPS Company	$ 398,347	$ 3,088	$ 359,664	$ 2,877	38,828	$ 210.65	211	242,652	1,881	209,246	1,674	12.4%	$ 226,766	18,341	$ 60,179	-10.7%	-7,211	-10.4%
		Here4U	$ 269,038	$ 2,086	$ 195,970	$ 1,568	37.3%	73,089	$ 517.81		33.0%	518	159,324	1,235	112,163	37.6%	$ 119,433	31.9%	28,885	28.0%	$ 56,444			52%	100.0%	28,222
		XYZ Inc	$ 208,819	$ 1,619	$ 170,238	$	1,362	22.7%	38,632	$ 256.85		18.9%	61,160	56,107	449	$ 117,490	213.1%	79,965	16.8%	$ 51,610	-23.0%	-15,416	-0.5%
		Expert Engineers	$ 207,066	$ 1,605	$ 195,121	$ 1,561	11,905	$ 44.19	108,392	108,975	872	-3.6%	$ 104,936	22.1%	18,993	8.6%	$ 35,156	-8.2%	-3,140	-11.3%
		Check Gmbh	$ 201,704	$ 1,564	$ 127,829	$ 1,023		49%	57.8%	73,881	$ 540.96		52.9%	541	99,645	72,724	582	32.8%	$ 100,171	2835.2%	96,758	3186.6%	$ 31,740	45%	-7.1%	-2,426	-27.9%
		Francios and Sons	$ 186,532	$ 1,446	$ 120,018	$ 960	55.4%	66,499	$ 485.84		50.6%	486	90,	407	701	50,892	72.1%	$ 96,755	-7.0%	-7,283	-16.9%	$ 29,154		54%	3.7%	1,040
		Euro Ltd	$ 177,660	$ 1,377	$ 151,851	$ 1,215	17.0%	25,814	$	162	96,319	747	90,627	$ 75,156		19.1%	12,053	$ 28,452	126.6%	15,896	119.5%
		Marketing Accounts	$ 2,759,521	$ 21,392	$ 2,503,663	$ 20,029			20%	10.2%	255,418	$ 1,362.33	1,741,295	13,498	1,591,269	12,730	6.0%	$ 1,381,927	112,940	$ 447,025	26,889

Definitions

YTD

QTD

MTD

YTD Days

Domestic

INTL

PM

V$

GP

Customer Rank

Customer Class

Year to Date
Quarter to Date
Month to Date
number of selling days in the current year (or comparable year, depending on location in header)
Days Adj	Days Adjusted—in finance, each month may have a different number of reporting/selling days based on how a quarter is measured. Some companies use a 5 week, 4 week, 4 week quarter to standardize the reporting/selling days. Days adjusted means that when comparing different years you are comparing the same number of days.
United States
International or ROW (Rest of World)
Prior Month
Growth in dollars
V%	Growth percent
Gross Profit
Classification schema for determining selling activities. Acquire-gain new customers, Expand-grow within customer, Retain-keep customer, Serve-get service business in addition to product sales, non-coded–not coded
Classification schema by industry or area. Commercial-US/domestic. Used when not classifed by industry type. INTL-international customers. Municipal-self-explanatory. Reseller-other–resellers of your products to other end users except where classifed ( i.e. Reseller-Industrial hygiene). Industrial labs, Governement, Education–specific classifications. Other–catch all when not a company cannot be classified in one of the previous categories.

Syllabus

MKT/571 v10

Page 2 of 3

MKT/571: Marketing

Course Information

Credits

3.0

Description

This course prepares students to apply marketing concepts to create and sustain customer value. Students learn to solve marketing problems in a collaborative environment. Topics include market research, customer relationships, branding, market segmentation, product development, pricing, channels, communications, and public relations.

Course Student Learning Outcomes

1.1 Apply environmental analysis information to marketing decisions.

1.2 Describe an informational goal to be addressed by manipulation of primary and/or secondary research.

1.3 Determine marketing objectives, strategies, and tactics.

1.4 Formulate internal and external messaging that demonstrates an understanding of the implementation of marketing strategy and tactics.

2.1 Contrast consumer and organizational buying behaviors.

2.2 Evaluate the consumer decision process to determine how consumer problems are identified, evaluated, and the products/services are selected.

2.3 Analyze post purchase processes, consumer satisfaction, and metrics to evaluate customer loyalty.

2.4 Evaluate business to business buying behavior.

2.5 Explain organizational behaviors taking into account business to business and business to consumer buying behaviors.

3.1 Illustrate the steps involved in a new product development.

3.2 Discuss the stages of a product’s life cycle.

3.3 Formulate a product mix strategy for a product including width, length, depth, and consistency.

3.4 Demonstrate the effect of the various factors that influence a change in product mix.

4.1 Contrast pricing strategies and tactics and when each should or could be used.

4.2 Differentiate pricing strategy setting from price getting.

4.3 Determine distribution strategies for consumer and organizational or industrial goods and services.

4.4 Distinguish between the dimensions of channel power.

5.1

Select effective marketing communications channels to successfully reach a target audience.

5.2 Differentiate between traditional and new media options in relation to branding strategies.

5.3 Determine branding strategies used for marketing purposes.

5.4 Recommend strategies for earning and measuring customer loyalty.

6.1 Define core marketing performance metrics in relation to the marketing plan.

6.2 Create processes to monitor and control marketing performance.

6.3 Assess legal and ethical considerations that arise in relation to the marketing plan.

Materials

Textbook

Kotler, P. T. & Keller, K. L. (2016). Marketing management (15th ed.). Upper Saddle River, NJ: Pearson/Prentice Hall.

Schedule Overview

Note: Assignments are due day 7 unless indicated otherwise. Discussion Boards: initial post due day 3 and two required responses due day 7.

Wk and Topic

Activities

Assignments and Points

Wk 1 – Evaluating Marketing Strategies

· Marketing Management, Ch. 1: Defining Marketing for the New Realities
· Marketing Management, Ch. 2: Developing Marketing Strategies and Plans
· Marketing Management, Ch. 3: Collecting Information and Forecasting Demand
· Goals of Marketing Research

· Wk 1 Discussion – Video Review – 40 points
· Wk 1 – Researching Marketing Questions – 100 points

Wk 2 – Consumer Behavior Analysis

· Marketing Management, Ch. 5: Creating Long-Term Loyalty Relationships
· Marketing Management, Ch. 7: Analyzing Business Markets
· Marketing Management, Ch. 8: Tapping Into Global Markets
· Marketing Management, Ch. 10: Crafting the Brand Positioning

· Wk 2 Discussion – Purchasing Behavior – 40 points
· Wk 2 Team – Learning Team Charter – 50 points
· Wk 2 – Understanding Target Markets – 100 points

Wk 3 – Product Mix Strategy

· Marketing Management, Ch. 11: Creating Brand Equity
· Marketing Management, Ch. 12: Addressing Competition and Driving Growth
· Marketing Management, Ch. 13: Setting Product Strategy
· Marketing Management, Ch. 14: Designing and Managing Services
· Marketing Management, Ch. 15: Introducing New Market Offerings
· Understanding ‘Place’ in Social Marketing: A Systematic Review

· Wk 3 Discussion – Product Mix – 40 points
· Wk 3 – Promotion and the Product Life Cycle – 100 points

Wk 4 – Pricing and Distribution

· Marketing Management, Ch. 16: Developing Pricing Strategies and Programs
· Marketing Management, Ch. 17: Designing and Managing Integrated Marketing Channels
· Marketing Management, Ch. 18: Managing Retailing, Wholesaling, and Logistics
· Week 4 University Library Readings

· Wk 4 Discussion – Distribution Channels – 40 points
· Wk 4 – Price and Channel Strategy – 100 points

Wk 5 – Marketing Communication, Branding, and Customer Loyalty

Marketing Management, Ch. 19: Designing and Managing Integrated Marketing Communications
Marketing Management, Ch. 21: Managing Digital Communications: Online, Social Media, and Mobile
Week 5 University Library Readings
Building a Brand Strategy

· Wk 5 Discussion – Customer Loyalty – 40 points
· Wk 5 Team – Media Options – 80 points
· Wk 5 – Marketing Communication and Brand Strategy – 100 points

Wk 6 – Performance, Legal, and Ethical Issues

Marketing Management, Ch. 23: Managing a Holistic Marketing Organization for the Long Run

· Wk 6 Discussion – Advertising Effectiveness – 40 points
· Wk 6 – Social, Ethical, and Legal Implications – 130 points
·

Copyright 2019 by University of Phoenix. All rights reserved.

Copyright 2019 by University of Phoenix. All rights reserved.