Purpose of Assignment
To develop effective relationship marketing, a company must first understand its targeted consumers’ buying influences and behaviors. This week’s assignment is the first part of the development of a marketing plan. It provides the foundation of the marketing plan and introduces the student to a variety of diagrammatic tools for understanding a business.
Assignment Steps
To develop effective relationship marketing, a company must first understand its targeted consumers’ buying influences and behaviors. In Week 2, create the Research section of your plan.
Have two documents attached; the first one is a “Marketing Plan and Outline” that details the “Research list of topics and my Week 1 assignment that is my marketing plan topic titled “Researching Marketing Questions” that details a general description of my chosen company of Apple Inc. and there general description of there service, which is “Apple Pay Service.” Both are listed on my Week 1 assignment under “Part 2”.
As part of the “Research” list of Topics for Week 2 of this marketing assignment, we have to include our chosen company and there service or product we chose from our Week 1 assignment.
Create the research section of your marketing plan in minimum of 700 words or more, excluding cover, references and any table charts or diagrams used.
Include Introduction & Conclusion.
Include at least 3 elements of the Research List of Topics (see list below):
Research List of Topics:
Primary Research
Secondary Research
Consumer Analysis
Customer Profile
Continuous Consumer Monitoring & Research
Environmental Scanning
Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
Current Opportunities
Potential Future Opportunities
Current Threats
Potential Future Threat
Diagrams (and subsequent discussion) can include SWOT (emphasizes internal market–Strengths, Weakness, Opportunities, Threats) TOWS (emphasizes the external market–Threats, Opportunities, Weakness, Strength), PEST (Political, Economical, Social, Technological), SOAR (Strengths, Opportunities, Aspirations, Results), and/or STEEP (Social, Technological, Environmental, Economical, Political).
All diagram(s) should be in APA format to cite properly and must include a subsequent discussion of the diagram(s) providing insight and clarity of the discussion topic.
Develop the first two parts of the “Target Market section,” which includes an overview of the demographics (age, income, family members, and birthdays) and psychographics (activities, interests, and opinions) analysis.
This is not a detailed analysis but an overview (basic trends and insights from the data that is presented in annual reports and other SEC type filings; in my other attached assignment from Week 1 titled “Researching Marketing Questions,” I have two reference web links of Apple’s 2016 & 2017 Annual 10-K Reports.)
Again, for this section I have “two” documents attached; the first being the “Marketing Plan Outline that details the “Target Market(s) section, according to the assignment, only detail the “demographics” (age, income, family members, and birthdays) and the psychographics (activities, interests, and opinions).
Explain the insights you have gained from your inspection and analysis of the demographic and psychographic information you have found.
This assignment will be incorporated into your overall marketing plan for Week 6.
Cite a minimum of three or more peer-reviewed references, include web links.
Format your assignment consistent with APA guidelines. Include APA citations.
Include proper title and sub-title headings for each topics above to be researched.