PRINCIPLES OF-MARKETING
CASE #2
A. majority of the companies that are very successful today study the Consumer Markets and Buyer Behavior prior to developing a Marketing Plan for its products/services. This enables marketers to understand who constitutes the market, what and why the market buys, who participates in and influences the buying process and how, when, and where the consumers buy.
Choose a particular product/service within the Consumer marketplace. Assume you are the VP of Marketing far that particular company and are responsible for researching, analyzing and developing a marketing plan for that particular product/service. Review all the marketing materials available i.e. Web sites, marketing brochures, advertisements, etc.
After you selected- a product/service and reviewed their materials, prepare a Marketing Position paper that addresses the following issues:
- ) What kind of marketing activities should the company plan to implement within each stage of the Consumer Decision Making/Buying Process? be specific.
- ) What factQrs should the Company’s marketing departure-nt take into considerationqthat may influence consumers in buying their product/service?
- ) What are some of the-newest trends in Consumer Marketing also referred to as7E- Marketing that thacompany can use relative to their product/service?
CASE WRITE UP Make sure in your recommendations/conclusions that you explain in detail, specifically how the marketing concepts discussed in class, were used and why.
