Marketing environment

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September 11, 2019
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Marketing environment

Value for this project is 200 points 1. The Marketing Process  From chapter 1 of the textbook: Define/explain the marketing process which consists of:  Understanding the marketplace  Designing a value-driven marketing strategy  Constructing an integrated marketing program to deliver customer value  Creating customer relationships  Capturing value from customers for profitability. 2. Business Portfolio  From chapter 2 of the textbook: Define/explain the Boston Consulting Group’s growth- share matrix. 3. Strategic Planning  From chapter 2 of the textbook: Define/explain Growth Strategies that a company can use to grow their existing business. 4. Target Market, Differentiation and Positioning  From chapter 2 of the textbook: Define/explain the concept of Market Targeting and Positioning. 5. The Marketing Mix  From chapter 2 of the textbook: Define/explain the Marketing Mix. 6. Situation Analysis  In order to profitably satisfy customer needs, an organization must understand its internal, and external situation also referred to its micro-environment and macro-environment. We call this a situation analysis. From chapter 3 of the textbook, define/explain a company’s micro-environment and macro- environment. 7. Marketing Research  Market research is the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization. From chapter 4 of the textbook: Define/explain the marketing research process that a company would undertake before rolling out a new product or service. 1 DIRECTIONS: To receive full credit for this project, you should explain each answer in detail. Use your textbook, (chapters 1-4), notes and Internet research to complete this project. This Project should be a minimum of 1,200 words. (Each question must be answered for full-credit.) Number and use the question heading that I have provided. Please use an 11/12-point font for body paragraphs and a 14-point for headings. Anything larger than this makes your work difficult to read. Submit projects in either a Microsoft Word format or convert to a PDF file.  Please do not submit a project in Google docs, Pages or a RTF files, etc. as my work computer cannot open these files.