As a team (3-5 students depending on class size), you will present selected sections of a marketing plan. Your marketing plan will focus on a new product or service you would like to market. Your new product does not have to be a discontinuous innovation; you may develop a new product or service that is a significant modification of existing products. If you have any doubts as to the appropriateness of your new product idea, please ask the instructor. 

Use the sample marketing plan in Appendix A (p. 50-63) or one of these

as a general guide. 

Your marketing plan presentation should address the following issues in-depth: segmentation, target market selection, positioning, product decisions

  1. Market Segmentation, Targeting, Positioning

(5-step process on targeting markets in chapter 9)

Expectation: In depth analysis, support and logic for recommendations

  1. Product Strategy (Chapters 10, 11, 12)
    Expectation: In depth analysis, support and logic for recommendations
  2. Pricing Strategy (Chapters 13, 14)

Expectation: Medium depth analysis, support and logic for recommendations. Focus on Steps 1-4. (Pg. 329)

  1. Distribution Strategy (Chapters 15, 16 as applicable)

Expectation:  Basic analysis, support and logic for recommendations on channel structure, organization & coverage.

Required by Wednesday the 7 Aug 2019.

Powerpoint presentation with music and hash tags about 20 minutes long.

use the following book for guidance.     

Kerin, R. A., & Hartley (2016).Marketing. (13th ed.) New York:  McGraw-Hill/Irwin.  ISBN-13: 9781259573545   chapters are listed for each segment.

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