Marketing Strategy Proposal Document
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages
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.
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QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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