Assignment 2: Business Environment and Marketing Research
Using the Waters Bottling Companyin Module 1, continue to build the Marketing Plan Sections for the product you have selected/ invented/ created. Complete the following in MS Word: Be concise but complete in your analysis of each plan element. Your employer wants to know you have left nothing out in your analysis.
This assignment represents Section 2 of the Marketing Plan. Use the Marketing Plan guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 2 – Marketing Research & Target marketing (Module 2).
Section 2 – Market Research & Targeting (Module 2)
- Market Research
- Research Methods & Data Mining
- Market Research Process
- Consumer Behavior
- B2C vs. B2B
- Consumer Decision Making Process
- Factors Affecting B2C and B2B consumer behavior
- Market Segmentation
- Market Segmentation Concepts
- Segmentation Process
- Segmentation Strategies
- Target Marketing
Relate all responses using the WBC scenario and the product you have selected to market in Module 1.
Create a 4- to 6-page Word document for your Marketing Plan sections. Apply a standard business writing style using the Market Planning Guide sections as your (headers/ subheads/ bullets) to your work. Be sure to cite your work in the APA format. Assignment will be put through Turnitin.
| Assignment 2 Grading Criteria | Maximum Points |
| Determine the type of research method you will employ. Discuss the relevance of Data Mining in this research. | 10 |
| Identify the steps in the Marketing Research Process you will execute. | 10 |
| Discuss the Buyer Behaviors driving the B2C and B2B markets. | 15 |
| Outline the Consumer Decision Making Process for the WBC product you have identified in Module 1. | 10 |
| Discuss the factors that are affecting the B2C and B2B consumer behaviors. | 20 |
| Compare the various Market Segmentation Concepts, which could be used to identify a potential market niche. | 10 |
| Explain the Segmentation process and potential Segmentation Strategies for the WBC product. | 10 |
| Make a logical selection of the best target segment after careful consideration. | 5 |
| Writing components: Demonstrated understanding of readings, interpreting concepts, making connections, and distinguishing between fact and opinion. Presented a structured report free of spelling and grammatical errors, and applied current writing standards for editorial style, expression of ideas, and format of text, citations, and references. | 10 |
| Total: |
100 |
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