Reference no: EM133316963
Marketing management
Expected Outcome
1. Demonstration of course content understanding.
2. Clearly demonstrate capacity to solve problems within a given organization or department.
Term Paper
1. Write and submit term paper that is minimum of 12 pages and maximum of 18 pages, fully typed.
2. The writer must use various theories to diagnose and get to the root cause of the problem. That analysis process must be stated to display the student's capacity to objectively understand and examine and find the root cause of the problem in a given organization.
3. Summary: The entire process must be summarized on a single page or less.
4. Conclusion displays the entire process in the term paper using few paragraphs.
Questions for the term paper are:
1. Select one bank which is near to your locality and assess their marketing philosophy
2. Identify and briefly describe four trends in the macro/market environment that will have an influence on the selected industry.
A. Briefly explain the trend.
B. Describe the impact of the trend on the industry.
3. Assume you are producing and selling Ethiopian cultural clothes. Customers complain the lack of creativity and quality in your product.
A. Explain how you segment, target the market and position the product.
B. Develop the marketing mix strategies (include product, pricing, place, and promotion strategy)
Group Assignment
General Directions
• Perform the project work with your group members and copying from others shall result in cancellation of your total result
• Perform your project work by taking the concepts from the book , from the handout or from any other sources and write it by using your own words
• Prepare and submit a concise written summary (not less than 15 pages).
• Evaluation is both individual and group based
• In one group the maximum number should not greater than 10
Marking will be based on the following six points
• Language clarity and good command of English grammar
• Submission on due date
• Content clarity
• Process clarity
• Proper documentation of sources, such as end notes and Bibliography
• Term paper content relevancy and applicability
Questions
1. Discuss the core concepts of marketing
2. Briefly explain marketing philosophies.
3. List and explain goals of marketing system.
4. Define marketingenvironment
A. Briefly explain how external environment have an impact on the marketing activities of a firm.
B. Discuss the impact of internal environment on the marketing activities of a firm.
5. Explain in detail the following types of buying behavior
A. Complex buying behavior
B. Dissonance reducing buying behavior
C. Varity seeking buying behavior
D. Habitual buying behavior.
6. List and explain the stages of the buying decision process.
7. Explain how cultural, social, personal and psychological factors influence Consumers' buying behavior.
8. Explain differences among market segmentation, market targeting and product positioning.
9. Explain differences among undifferentiated marketing/mass marketing/, multiple-segment strategy (differentiated marketing), single segment strategy (concentrated marketing) with respect to the costs involved and satisfying customer needs.
10. Explain the various strategies used in different product life cycles stages such as introduction, growth, maturity and decline stage of a product.
11. Define and explain promotion, promotional mix elements ,pricing ,objective of pricing, factors affecting pricing decisions , Distribution Channel ,factors consider for selecting channel members, what is direct and indirect distribution?