Order ID:89JHGSJE83839 | Style: APA/MLA/Harvard/Chicago | Pages:5-10 |
Instructions:
Marketing Strategy Proposal Document
Table of Contents: Several major headings – possibly six to ten – with a reference to the appropriate page number. Naturally, this requires you to INCLUDE PAGE NUMBERS ON ALL PAGES. (Note that page numbers begin AFTER the table of contents, which means that page 1 will serve as your executive summary.)
Executive summary (approximately 1/2 to 1 page): This is the “if they read only one page, here is everything they need to know” page.
Section 1: This is your IMPROVED MODULE 3 homework assignment, in which you addressed MAJOR issues in your work. Anything for which you received less than a half credit should be addressed.
Section 2: This is your IMPROVED MODULE 5 homework assignment, in which you addressed MAJOR issues in your work. Anything for which you received less than a half credit should be addressed.
Channels: THIS WILL VARY SIGNIFICANTLY DEPENDING ON YOUR BUSINESS, but the following are some general guidelines:
Principal channel: Describe it in detail (i.e., you do not need to name your distributor, but you must state that you are using one; you do not need to list all the retailers, but help us understand the type – discount chains such as Wal-mart). How did you come to use this chain? If you are a retailer – or have any other direct contact with the customer – you should describe the buyer experience in some detail (location, ambience, etc.) (from a half-page to several)
Additional channels: the majority of you will almost certainly employ multichannel marketing. You’ve defined your primary one in detail; in this section, briefly describe the other options you’ll use. (half-page)
MARKETING COMMUNICATION: You’ve studied at least a dozen different marketing techniques. Utilize advertising and one other significant method, and detail how you intend to use them. Consider Disney as a case study in advertising.
* What type of message is being sent and how is it being encoded? If the message is “Disney is family fun,” I might encode it with vibrant colors and an image of a happy family laughing and holding hands with Disney characters.
* What is the purpose? Consider models of response hierarchy or communication objectives (pg 225 & following). Using Disney as an example, I’m probably in the affective stage of most hierarchy models – attempting to elicit interest, desire, preference, and liking. Not cognitive in the way that Disney is well-known (in most parts of the world, anyway). And most likely not behavioral, unless my advertisement includes a special promotional price or something similar.
* What type of media? The ad in the preceding example could be on television or in print. I may use it on my website or in emails (using my marketing database), on certain social media platforms, or in direct mail… Numerous options – but radio would undoubtedly alter the encoding I suggested previously.
*Prepare a draft: While I understand that not everyone is an artist, you can describe (as I did above, but in greater detail), sketch a stick figure, write a draft script or press release, describe how you’ll use your database, describe how you’ll connect with the customer, and so on.
NOTE: Due to the significant differences in the methods, you may need to rethink some of the terms, particularly in relation to your objectives. For instance, a “2-for-1” promotion may appear self-evident in terms of encoding, but if your goal is to entice the customer to purchase/try the product, “2 for 1” is an excellent way to encode that, whereas a rebate may not be. I’m looking for consistency throughout your plan (e.g., database marketing may not be a primary method for a hot dog food truck – but perhaps it is? Persuade me!) Additionally, I am seeking SUPPORT for your choices: “Because my target audience is millennials, I’m going to concentrate on social media.”
For some, this may be one page per method. Others may require several pages for each method. If you wish to include a sketch, a link to your radio advertisement, or anything else, that is fine.
Additional Marketing Communications: To be sure, you have succinctly described two. In a paragraph, briefly discuss alternative forms that you may employ. (the what and the why)
As previously stated, we will be looking for coherence, proper grammar, accurate spelling, professional writing, objectivity (no I, we, etc. ), and other such characteristics. Bear in mind your references! Collect them from all sections and place them at the end of the document.
1 of 2 slides
RUBRIC |
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Excellent Quality 95-100%
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Introduction
45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Literature Support 91-84 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met. |
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Average Score 50-85% |
40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided. |
83-76 points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration. |
52-49 points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met. |
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Poor Quality 0-45% |
37-1 points The background and/or significance are missing. No search history information is provided. |
75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration. |
48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met |
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Marketing Strategy Proposal Document |
Marketing Strategy Proposal Document