Your goal is to apply as many marketing terms
as possible to the following "Q" questions. You may
use the 60 concepts (slide 1 from Lecture 1 handouts), terms provided in the Glossary, or others that you find
in your research (type them in bold).
Each term counts once.

To earn an "A" or "B" in this class: you must surpass the minimum number of terms and references
listed below, AND meet minimum number of "other" marketing sources. By simply answering
the questions, you will have addressed 25 marketing terms (make sure you type them in bold).
That means you need only apply another 10 to qualify for an "A"

* Fewer than the number indicated in any category results in the next lower grade.
  Steve also reserves the right to lower your grade for poor writing, questionable references,
  or for falling short of convincing him of what you learned in this class. This includes attendance.
  Missing even part of a lecture is cause for at least one grade reduction.

Statistics: final project reference tables from 3 previous semesters
(because inquiring minds always ask, while others strive to be the best):

Earn extra credit by submitting new terms to be added to our Glossary.
For example, "margin" in not yet defined -- as are many others.
Email Steve the term, its definition, and your source.

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Format checklist

Here's how to get started:

• Create a master Microsoft Word document
  (.doc or docx file extension; Steve cannot open WordPerfect files)
  Name the file: "5133 - Your last name"
  (Simply update/add new responses and save this file as you progress.)
  No cover sheet.

• Number each response (Q1, etc.) Do NOT retype the question
  (follow the structure on the sample response page).
  No cover sheet; just type your name at the top before Q1.
  All responses are single-spaced, with a blank line between responses.

• Feel free to send Steve a sample response to get format feedback.

Sending drafts and the final project

• For draft feedback (or simply to qualify for final submission feedback):
  Send an email to Steve; attach your updated Word file. If you want feedback,
  type a specific question in red after the response.

• For your final submission, make sure you can check off each item in the yellow box:

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Part 1 | Qs1-4 (concepts covered in first lecture)
To qualify for final project feedback, submit drafts before the second lecture.

Q1: List the names of the organizations you researched followed by a statement telling Steve which products/services you plan to research, followed by their appropriate NAICS codes.
It's okay to list more than 1 code for each organization.
(sample responses)

Q2: Select 1 of your organizations and define/apply the following terms
(your response will have 3 parts -- 3 different references).
(sample responses)|

> SCA or USP: (the promotional slogan used by the organization)
   (If an SCA, explain how long it has been in use and how it cannot be copied or improved upon
    by competitors)

> Differentiation: (how does the organization differentiate itself from competitors)

> Positioning: (how the organization wishes product/service to be valued in the mindset
   of its customers)

Q3: Apply all 6 Uncontrollable Variables to 1 or more of your organizations.
(sample responses)

> Social/Cultural: (example + source)
> Political/Legal: (example + source)
> Technological/Innovation: (example + source)
> Economic: (example + source)
> Competition: (example + source)
> Resources: (example + source)

Tip: Use the NAICS code plus an "attribute" to research these variables in the Google search window. Simply type the code and 1 or more words to describe what you're seeking:

Q4: Define the primary Target Market of 1 or more of your organizations
(your response will have 3 parts -- 3 different references)
(sample responses)

> Geographic market: (identify the physical borders of the markets -- countries, states,
   counties, and metropolitan areas)

> Demographic market: (see the segmentation table below; develop your target market
   in a simple bullet point listing, followed by a reference) If you use Quantcast
   for your information, add a sentence about what learned from studying the data.

> Psychographic profile: (what you can find about the activities, interests,
   and opinions of the target market)

Your Demographics will be a bullet point list covering each of these categories.
Follow the format on the sample responses

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Part 2 | Qs 5-8 (concepts covered in second lecture)
To qualify for final project feedback, submit drafts before the third lecture.

Q5: For any 1 or more of your organizations
(there are 5 parts to this response: need level, and each of the 4 utilities)
(sample responses)

> Need level/satisfaction provided: what it provides/satisfies
   (refer to the Maslow's Hierarchy of Needs as discussed in class)

   Next is a 4-part response. Apply the utilities to the benefits mention above:

> Form utilities  -- list tangible/intangibles qualities or ingredients, such as flavoring
   or fragrance, packaging, branding, and labeling -- examples and references

> Place utilities -- where does possession utility takes place (list various distribution functions
   and types of outlets where possession utility takes place -- examples and references

> Time utilities -- from production/delivery of goods timetables to hours of operation
   and service programs -- examples and references

> Possession utilities -- transactions by channel members/customers (how the marketer
   makes it easier to acquire the product or service -- everything from credit cards
   and food stamps to quantity discounts and 2-for-1 specials -- examples and references

Q6: For 1 or more of your organizations, justify the current stage in the product life cycle stage
of a specific product or service. Identify the stage (Introductory, Growth, Maturity, Decline, or Abandonment), then give proof or specific examples.
(sample responses)

 Q7: Identify each channel member in the current commercialization schedule for 1 of your organizations. Under each, list marketing functions performed (see slide 12 on Lecture 2 handouts).
(sample responses)

Q8: What kind of exposure does 1 or more of your organizations provide
(this is where possession utility takes place). Pick only 1 of the following.
(sample responses)

> Exclusive (single source in any geographic market) example and reference

> Selective (more than 1 in any geographic market, but not everywhere
   that customers might want to acquire it) examples and references

> Intensive (wide distribution in multiple channels -- basically everywhere the customer
   might expect to find it) examples and references

Tip: Distribution is moving the product from where it's made to where the customer can acquire it (transportation, storing, sorting/assorting, and grading).
Exposure focuses on where the product needs to be (where the customer wants it to be -- from type of store to placement on the shelf).

Try this process of elimination. If in any geographic market, there's more than
1 location where customers can acquire the product or service it isn't "exclusive."
A wide range of convenient locations? It's probably not "intensive."

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Part 3 | Qs 9-12 (concepts covered in third lecture)
To qualify for final project feedback, submit drafts on or before
the Thursday before your final submission is due.
(Change for 5133.60 class: drafts are due by midnight on 2/27)

Q9: Identify and justify the pricing objective of 1 or more of your organization's products?
If you say Profit oriented, you must also include either target return or maximizing profits;
then give examples and references (slide 3 on Lecture 3 handouts)
(sample responses)

> Profit oriented -- target return or maximizing profits?
> Sales oriented -- dollar/unit growth or growth in market share?
> Status Quo -- meeting competition or non-price competition?.

Q10: Demonstrate your understanding of mark-up and margin.
Pick any 1 or more of your organizations. Identify the mark-up on any 1 channel member,
and discuss the margin available in the commercialization schedule (2-part response)
 (sample response.)

> Mark-up -- percentage of profit in selling price to any 1 channel member
> Margin -- total profit ($) available among all channel members
   (difference between marketer's cost and end user's purchase price)

Q11: Discuss the components/elements in any 1 or more of your organizations'
integrated promotional mix (3-part response)
(sample response)

> Personal selling -- examples + sources
> Mass selling (advertising and PR/publicity) -- examples + sources
> Sales Promotion -- examples + sources

Q12: Pick any 1 or more products among your organizations. Does it use a push or pull strategy
to move products along the commercialization schedule?  Give examples and reference sources. (sample responses)

Caution: "Pull" campaigns are often used to create commercialization schedules when no distribution system yet exists, or a product/service is not already available from the existing channel member(s).. If so, explain how the organization is using promotion to potential customers to create distribution.

If the product is already into an existing commercialization schedule, chances are it's "push." Discuss the promotion involved between 1 or more of the channels
(ex: how retailers promote to bring customers into their stores).

Tip: First read the example on the Lecture 3 web page under "More stuff"? For this response, explain the arrows in the following diagram below as they pertain to your organization(s).

"Pull" also works when the service provider promotes to the end user, pulling
them to ask for an item from a channel member that does not currently offer it.

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Final project and self-evaluation due:
> 5133.60 -- Saturday, 3/06 (midnight) < updated
> 5133.61 -- Saturday, 5/15 (midnight)

Add responses to Qs13&14
and copy your Self-Evaluation after Q14.
Send only 1 file as your final submission.

Q13: Pick any 1 or more of your organizations:
(there are no sample responses)

> Is it marketing-oriented (Yes or No)

   If "Yes,"
  1. Show how the organization researches customers' needs.
  2. How it could find/acquire physical and human resources to meet those needs.
  3. How it makes a profit (you can refer to your response in Q9 and Q10).

  If "No,"
  1. Provide several tips on how the organization could research customers' needs.
  2. Where might it find/acquire physical and human resources to better meet those needs.
  3. How it might set and measure profits (refer to your response in Q9 and Q10?

Q14: What did you achieve (come away with) as a result of performing this analysis?
(2-part response)
(sample abbreviated responses)

1. What new research techniques did you learn about finding marketing information?
2. What 1 term or concept is now more familiar or important to you?

Tip: Avoid discussing what you got from class lectures/discussions
unless it relates directly to what you included in the project.

Reference support table

Copy the following and paste after Q14. Replace question marks (?) with appropriate number in references/sources cited in your project.

# of marketing terms that appear in bold: ?

# of different websites, lectures, and other media: ?

# of "other" marketing sources
> Ferrell/Hartline required marketing text references (different chapters)  ?
> Other marketing textbooks or articles:  ?

Total number of all references above: ?

Your self-evaluation should be pasted after this reference table and sent as 1 file..

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Self-evaluation

Answer the following by copying your responses to the following 3 questions
after the Reference support table of your final project file.
No need to repeat/type the questions.

1. What did you learn after/outside class lectures that you didn't know before this class
   (apart from researching your project)? Be specific; cite examples and sources.

2. Pick 1 lecture topic that helped you better understand how marketing reduces risk.
   How might you use this in your business career? Be specific; cite examples.

3. What was your most and least favorite part of the class, and why?
   This is a 2-part question. Be specific; cite examples.
   No need to discuss the PowerPoint presentations.
   Would you like to see more "extra credit" opportunities?
   If "yes," what kinds of projects might be of interest?

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