Reference no: EM131261838
These end-of-chapter marketing plan exercises are designed to help you use what you learned in the chapter to build a strategic marketing plan for a company of your choosing. Once you've completed the marketing plan exercise for each chapter in Part 1 of this textbook, you can complete the Part 1 Marketing Planning Worksheet on your companion Web site at www.cengage.com/ marketing/lamb. Now continue building your strategic marketing plan that you started in Chapter 2 by completing the following exercises:
1. Describe how your company will handle privacy concerns.
2. Scan the marketing environment. Identify opportunities and threats to your chosen company in areas such as technology, the economy, the political and legal environment, and competition. Is your competition foreign, domestic, or both? Also identify opportunities and threats based on possible market targets, including social factors, demographic factors, and multicultural issues.
3. Complete your company's SWOT analysis by identifying opportunities and threats in the external marketing environment by performing environmental scanning:
a. List the demographic, ethnic, and social trends that could impact your firm, by investigating data from the U.S. Census Bureau at www.census.gov .
b. Determine which economic factors could influence the strategies of your firm by visiting the U.S. Economic and Statistics Administration at www.esa.doc.gov or the Bureau of Economic Analysis at www.bea. doc.gov .
c. Explore www.lawguru.com and report on at least three political and legal factors that could influence your marketing decisions.
d. Investigate the Web sites of federal government agencies that regulate your firm and industry and list at least six laws that regulate your business offering. The Federal Trade Commission is at www.ftc.gov. The Federal Communications Commission is at www.fcc.gov. The Food and Drug Administration is at www.fda.gov. The Consumer Product Safety Commission is at www.cpsc.gov. The Better Business Bureau is at www.bbb.org. The Internal Revenue Service is at www.irs.gov .
e. Identify your key competitors. A simple "yellow pages" listing of firms in the same business category can start your search. For online competitors, try www.bizrate.com.
f. Competition often comes from companies that are working on the same exact market as yours. That is especially true on the Internet. After you search for your direct competition, look for and think about what other companies are positioned to execute a similar business strategy for your target market. Determine if there are any players who might be able to develop technology more quickly or reach your target customers more effectively than you.
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Identify the internal and external stakeholders
: Identify the Internal and External Stakeholders. Discuss how internal or external stakeholders have influenced the situation in a positive or negative way? How will you consider stakeholders in your solution to the problem?
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Does gary targeting a vulnerable market
: Does Gary targeting a "vulnerable" market? - Does the AMA Statement of Ethics address this issue? - write a brief paragraph on what it contains that relates to Gary Caplan's marketing decision.
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Provide a brief overview of isaf mission
: How can media coverage of terrorist attacks influence public opinion of governmental affairs? Explain. How does a nation's efficient response to attacks psychologically influence its citizens? Explain.
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Design a minimum order iir digital filter
: Design a minimum order IIR digital filter that will pass the first component of xa(t) with attenuation of less than 1 dB and suppress the second component to at least 50 dB. The filter should have a monotone passband and an equiripple stopband. De..
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Describe how your company will handle privacy concerns
: Describe how your company will handle privacy concerns. - Identify opportunities and threats based on possible market targets.
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How would the government respond to the attack
: Consider consumer confidence and impacts to businesses. How would the government respond to the attack? Explain. How would the government address the psychological, social, and economic impacts? Explain. Consider immediate, short-term, and long-term ..
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Develop extendsim model to find the minimum number of agent
: Airline ticket counter-At an airline ticket counter, the current practice is to allow queues to form before each ticket agent Time between arrivals to the agents is exponentially distributed with a mean of 5 min. Develop an ExtendSim model to dete..
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How could an engineering system fail
: How could an engineering system fail? Typically, it is because of missing key features of design analysis. And also, like mentioned above, it just happens even though the design process is theoretically complete.
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Discuss the key cultural factors starbucks had to consider
: Many of the same environmental factors, such as cultural factors, that operate in the domestic market also exist internationally. Discuss the key cultural factors Starbucks had to consider as it expanded into China.
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