Category: Marketing homework help

Instructions:
Throughout this course you have explored all elements of a marketing plan. Now it is time to put your marketing plan together for the company you selected for your marketing manager internship.
Part A – General Information and Situational Analysis
Section 1 – Company Background
Describe the selected company and brand and a brief history.
Summarize the core products and services the company offers.
Identify direct current competitors and explain why they are direct competitors.
Section 2 – SWOT Analysis
Complete a SWOT analysis.
Propose the product or service line you want to develop a marketing plan for.
Justify your proposal with a SWOT-based argument for why it warrants marketing investment.
Section 3 – Macro- and Microenvironment
Analyze at least two elements from each quadrant of Table 8.1 in the course text as the micro- and macroenvironment factors that affect the company’s overall marketing strategy.
Part B – The Marketing Plan
Section 1 – Segmentation, Targeting, and Positioning (STP)
Describe your segmentation approach for your proposed product or service and provide rationale for this approach.
Describe the target audiences or markets.
Create a positioning statement.
Section 2 – The Marketing Mix
Formulate the four Ps for your proposed product or service:
Product
Describe your core product, extended product, and the product concept.
Explain how you plan to achieve competitive differentiation through creating customer value in four areas
Branding
Packaging
Support
Quality
Price
Place
Promotion with a special focus on digital media and integrated marketing communications (IMC)
Section 3 – Global and Ethical Considerations, and Conclusion
Identify three business or sociocultural considerations in translating your marketing plan for use in a foreign market.
Discuss the company’s policy or philosophy on one of the areas below:
corporate social responsibility (CSR
green marketing practices
ethics
ethical marketing
diversity, equity, and inclusion (DEI) practices.
Conclude with a summary of your plan and why it deserves to be funded.
Helpful Tips
Part A
Section 1: Understanding the background of the company will help you complete the SWOT analysis. Use your Week 2 assignment and make sure you incorporated your instructor’s feedback and have improved your previously submitted work.
Section 2: Propose a new idea to market the product or service line. Avoid writing about or proposing the current marketing strategy. This is your idea, so use the SWOT analysis to defend it. Use your Week 2 assignment and make sure you incorporated your instructor’s feedback and have improved your previously submitted work.
Section 3: Use the information you researched and analyzed in the Week 4 video presentation to complete this section. Analyze some micro- and macroenvironment factors that affect the company’s overall marketing strategy globally. You need to provide enough details about the information you included in your slides to incorporate it with the rest of the paper.
Make sure you incorporated your instructor’s feedback.
Part B
Section 1: Use the information you researched and analyzed in the Week 4 discussion forum, Finding and Targeting Your People. You need to beef up the information you discussed in that discussion forum to align it with your overall marketing plan. Also, review and refer to Section 7.3 of the course text, Principles of Marketing.
Section 2: Spend considerable time completing the four P’s of your marketing plan; this is the essence of your plan. Someone should be able to understand your plan just by reading this section only.
Section 3: Research, analyze, and discuss your internship brand at the global level or in a foreign market. Also, discuss its CSR and DEI efforts.

A business may have a great new product, but if the financials aren’t secured with investors, then the business may struggle with its development. 
 
In the NeoMed Technologies case study that is available in the Wk 6 Learning Activities folder and in “Part 6: Cases” of your course textbook, Marc is the president and founder of this well-developed organization. The management team faces several challenges with business development, specifically with finances.
After reviewing the provided case history, consider the next steps the management team needs to take to secure NeoMed Technologies’ future and respond to the following questions:
Which possible strategic solutions would benefit the organization most?
How will implementing these solutions affect the company? Justify your rationale. 
Response Requirements
By Thursday, respond to the prompt above in a minimum of 175 words.
By Monday, post a total of 3 substantive responses over 2 separate days for full participation. This includes your initial post and 2 replies to classmates or your faculty member.
Include one or more peer reviewed journal articles from the UoP Library to support your response and provide academic credibility. This reference must have a corresponding in-text citation. These must both be in APA format. Without these (as a whole) there is an automatic 10% deduction.

MAR3817CBE Section 01CBE Search Engine Optimization and Mark (11 Weeks) – CBE Online Course – 2024 Spring Quarter
Deliverable 7 – Client Template
Deliverable 7 – Client Template
Assignment Content
Competencies
Evaluate strategies behind website pages’ ranking in organic search results.
Critique the technical search engine optimization elements of a web page.
Describe content marketing distribution strategies, cycles, and new content marketing technologies.
Evaluate keyword targets via a keyword research tool.
Describe the purpose of “list posts”.
Appraise effective search engine optimization and content using analytics.
Student Success Criteria
View the grading rubric for this deliverable by selecting the “This item is graded with a rubric” link, which is located in the Details & Information pane.
Scenario
You work for a full-service marketing company, Signle. Signle takes a holistic approach and tailors their services to the unique needs of each client. The company provides data analysis, digital strategy, web development, and training, as well as helps organizations reach their goals and build capacity within their teams. Signle is a top-rated innovative digital marketing agency that offers small to midsize businesses and startups premium and flexible digital marketing services.
Instructions
You have been tasked with creating a document that would be used as a template when working with clients. This template should include text explaining the digital marketing and SEO concepts that the representative could then tailor to the client presentation. This document will ensure consistency of communication in the reports that are provided to clients. The tone of the writing should be for a generic client. The expectation is that prior to providing this document to a client, it would have additional information added that relates specifically to the client. Please include the following in your template:
A cover page, table of contents and reference page.
Explain the concepts, challenges, and advantages of integrated marketing.
Discuss at least 3 best practices of a digital marketing campaign that would potentially be useful for most organizations.
Explain the concept of target marketing as it applies to SEO.
Compare at least 2 different social media channel options (TikTok, Facebook, Instagram, YouTube, Pinterest, Twitter, LinkedIn, etc.). Identify at least 1 pro and con for each channel.
Discuss the importance of mobile technology as it relates to SEO.
Evaluate the use of keywords in various areas on a website.
Explain why auditing existing content on a website is necessary.
Assess at least 3 KPIs to consider monitoring with social media channels.
Explain what a list post is and describe at least 2 ways in which a list post could provide value to an organization.
Summarize the importance of Google Algorithms.
Resources
Library Databases
Gale Virtual Reference (topic overviews & definitions): https://guides.rasmussen.edu/gvrl
Discovery (articles and ebooks): https://guides.rasmussen.edu/discovery
O’Reilly Safari (ebooks, videos, & tutorials): https://guides.rasmussen.edu/safari-tech
Schedule an appointment with the Business Librarian for research help:
APA Guide
Use the Writing Lab for timely feedback to help you fine-tune your deliverable before you submit it for grading.
On a shorter timeline? Grammarly is available to provide you with almost-instant feedback to help you proofread your work.
Please click here for information on creating a template.

MAR3817CBE Section 01CBE Search Engine Optimization and Mark (11 Weeks) – CBE Online Course – 2024 Spring Quarter
Deliverable 6 – Search Engine Optimization Presentation
Deliverable 6 – Search Engine Optimization Presentation
Assignment Content
Competency
Appraise effective search engine optimization and content using analytics.
Student Success Criteria
View the grading rubric for this deliverable by selecting the “This item is graded with a rubric” link, which is located in the Details & Information pane.
Scenario
You own a plumbing company, and you want to focus your marketing efforts on search engine optimization so that when people search for a plumber online, they find you. Currently, you are doing no online marketing other than your website.
You’ve heard that SEO marketing is important and that you can use analytics to determine the effectiveness of that marketing. Your goal is to attract more relevant traffic that in turn drives more business to you.
Instructions
Give your plumbing company a name. Then create an APA-formatted PowerPoint presentation of 10 to15 slides (not counting the cover slide or reference slide) with Speaker Notes that explains the steps you will take to utilize search engine optimization for your company. Be sure to include the following:
Describe your SEO goals (specific, measurable, attainable, realistic, and time bound). Create at least 3 goals.
Discuss how you will ensure your website is crawlable and indexable.
Explain of how you will conduct a keyword research.
Describe where you imagine your company is now and where you want to be 1 year from now for:
Conversion rate
Time on page
Top landing page
Top exit page
Keywords ranking
Which search engines are bringing you the most traffic
Pages per visit
Bounce rate
Explain which analytical tools you will use to help measure and analyze data on your website (i.e., Google Analytics, Bing Webmaster, Google Data Studio, etc.) and why.
Write at least 1 full paragraph in the speaker notes section below each of the 10-15 slides explaining what you would have said had you given the presentation live.    
Include an APA-formatted reference slide at the end.
Resources
Library Databases
Gale Virtual Reference (topic overviews & definitions): https://guides.rasmussen.edu/gvrl
Discovery (articles and ebooks): https://guides.rasmussen.edu/discovery
O’Reilly Safari (ebooks, videos, & tutorials): https://guides.rasmussen.edu/safari-tech
APA Guide
Visit the PowerPoint tab of the Business Writing Guide for help with speaker notes, citing your sources, and basic PowerPoint support.

 Complete this assignment using the Week 4 Assignment Template Marketing Plan Part A [DOCX] Download Week 4 Assignment Template Marketing Plan Part A [DOCX].
Step 1: Download the template, and save it as Lastname_Firstname_MKT500_Week4_Assignment.
Step 2: Follow the instructions carefully as you complete the template. Be sure to utilize the resources provided and incorporate the required number of additional resources using Strayer Writing Standards (SWS).
Use at least two quality sources to support your writing. Choose sources that are credible, relevant, and appropriate. Cite each source listed on your source page at least once within your assignment. 
The marketing plan needs to be on a healthy food restaurant. 

 
Watch the Pinkberry Case StudyLinks to an external site. video from the Learn section this week.
Determine the target market for Pinkberry using ALL four (4) bases of segmentation to describe the buyer persona.
(Note: As you might recall from your Week 1 reading in Chapter 10 of The New Rules of Marketing and PR, a buyer persona is a short biography of a typical customer.)
Don’t fall into the trap of thinking that a target market can be everyone! One of the best ways to overcome this trap is to think of your target market as an individual rather than a group. Here is a very simple buyer persona exercise that you will find helpful. And this is a great chance to be creative!
Visualize a specific person that you think is the Pinkberry target customer. In terms of our bases of segmentation, where does this person live? Where else could they live beyond just West Hollywood, CA? Are they in an urban environment, the suburbs, or way out in the country?
Now describe that person in terms of their demographic characteristics. How old are they? What gender are they? Where are they in their family life cycle? What is their education level? What do they do for a living, etc.?
Move on to the psychological or psychographic profile of the person you are visualizing. What are their hobbies, lifestyle, values, and attitudes? What do they hold important to them? One of the areas to look at might be the VALS research. This may help you identify more about this specific person from the inside out.
Finally, with this same person in your head, how can you describe them behaviorally? Do they eat frozen yogurt? Do they eat frozen yogurt from a competitor? Have they never eaten frozen yogurt before?
Why is it important to understand your buyer’s needs and mindset when developing a marketing strategy?
Once you go through this mental exercise of visualizing your specific customer, it will be easier to use the bases of segmentation to create your buyer persona.

Case Study Toyota’s Multicultural Ad Campaign—Same Car, But Different Ads for Different Ethnic Groups
As you learned in this chapter, the growing diversity of the U.S. population is a major driver of change and is an important consideration for marketing strategists. Our membership in ethnic subcultures often guides our consumption choices, and may affect the products companies offer, where they are sold, and how promotional messages are communicated. Toyota has been one of the leaders in recognizing this diversity as we can see in the multicultural ad campaign for its popular Camry automobile.
Major companies have employed ethnically targeted marketing for many years, with companies taking different approaches to try to reach consumers in various groups. Some have created separate campaigns, ads, slogans, and product packaging related to the target ethnic group, referred to as “multicultural marketing.” Other companies have chosen a “total marketing” approach with ads that try to appeal to a wide variety of ethnic market segments at the same time. Toyota’s Camry campaign combines both approaches.
In the ad called “Strut,” an African-American man orders pizza and chooses pickup over delivery so that he can enjoy driving his Camry. The music track is hip-hop and the image of a strutting peacock flashes by before showing the driver’s new red Camry. “What we found with African-Americans is style really comes to the forefront in how we look at vehicles,” said Lewis Williams, of ad agency Burrell. “We see automobiles as extensions of ourselves, so style is really important.” Vicki Bolton of the agency noted that research added the idea of “strutting” because “we wanted people to take notice of us.”
For the ad targeted toward Asian-Americans, Toyota wanted to show that driving a Camry could bring out the more emotional and affectionate side of a father who is driving his daughter home from baseball practice. “Captivating” was designed to “highlight a not-often-seen behavior [among Asian-American fathers],” said Julia Huang, chief executive of agency interTrend.
“Rebellious” is the name of the ad targeted at Hispanic consumers. In it, a young man zooms down the highway and sees on the car’s display that his mother is calling his phone. After a brief hesitation, he decides to decline the call, breaking into a smile as he enjoys the drive. This is a bold move, given the strong role that family (and particularly mothers) play in Hispanic culture. The ad is in Spanish and, in developing it, the creators considered how long the targeted viewers had been in the U.S., if they were born here, which language they speak, and the culture they feel more connected to.
A final ad, “Thrill,” adopts the total marketing approach. It features a mix of white and non-white actors who temporarily forget about their daily duties as they experience unworried joyrides in a Camry until their phones ring, prompting them to get back to their responsibilities. In each scenario, the car races down the road and the drivers’ faces brighten as they speed on to the soundtrack of Queen’s “Don’t Stop Me Now.” The commercial was designed to appeal to a market comprised of many cultures, what agency Saatchi & Saatchi calls the “the transcultural mainstream.”
Regardless of which of the ads best represents your cultural experience, you may find them either attractive or offensive. A frequent criticism of ethnically targeted advertising is that it portrays stereotypes (for example, playing hip-hop when the African-American drives). Marketing differently based on ethnicity could also suggest that Toyota is segregating its consumers based on race and ethnicity. Advocates of a “total marketing” approach point out that young consumers may not identify with just one segment. Others wonder if specialized ads like Toyota’s are needed at all, given the increased diversity of the U.S. population.
To be sensitive to these issues, Toyota hired different ad agencies with expertise in communicating with the different ethnic groups it targets. Each of these agencies employs people who are members of the targeted group. Vicki Bolton of the Burrell agency that created the African-American- focused ad said that while millennials may have broader social circles, ” . . . when they come home at the end of the day, they still want to see messaging with people that are reflective of them.” Regarding the Asian-American ad messaging, Julia Huang, of interTrend argues that characterizing that group as placing a priority on family and education is ” . . . not really a stereotype—it really is a core value that is embraced.” The characters in the Hispanic-American ads ” . . . are everyday people who portray different situations based on strong Hispanic insights . . . ,” according to the Conill agency that developed them.
Venturing into multicultural advertising risks offending some consumers, but offers the opportunity to communicate more effectively with others for whom a culturally sensitive message is appealing. “People like to see people of all ethnicities in what they’re seeing because that’s the life they’re living in most of the U.S. today,” said Jack Hollis, group vice president and general manager of the Toyota brand, but, he added, “if a person of any group is looking for communication that is like them, that looks like them specifically, the good news is because of the breadth of something like a Camry campaign, they can find it.” The process, however, can be tricky. Mark Turner, chief strategy officer of Toyota’s agency Saatchi & Saatchi sums it up by saying that culture ” . . . is a very complicated and hard thing to understand and get right.” Consumers across the cultural spectrum will decide if Toyota and its ad agency partners have been effective in their efforts to appeal to all American automobile shoppers.
Source: Solomon, Michael R. Consumer Behavior. Available from: VitalSource Bookshelf, (13th Edition). Pearson Education (US), 2019.