Over the past three weeks you have successfully navigated the marketing process. You have an understanding of your customer needs and the marketing environment through research. You have developed a marketing strategy and begun development of the marketin

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Over the past three weeks you have successfully navigated the marketing process. You have an understanding of your customer needs and the marketing environment through research. You have developed a marketing strategy and begun development of the marketing mix including your product or service, its price and how it will be made available to your target market. Now your promotional decisions can be made based on these other elements in order to communicate your position to your customers.

Over the past three weeks you have developed most of the components of a marketing program for your product. Now it is time to add the last few sections. The final plan should include:

·         Definition of marketing (U1 DB)

·         Introduction of your product/service (U1 DB)

·         Situation Analysis – marketing environment forces impacting your product/service (U1 IP)

·         Marketing Strategy – target market(s) and positioning (U2 DB & U2 IP)

·         Product/Service overview and strategies to consider (U3 DB)

·         Pricing Strategy (U4 DB)

·         Distribution Channels (U3 IP)

You will now add the Abstract, Introduction, Conclusion, and the Integrated Marketing Communications Mix, including:

·         Overview of integrated marketing communications

·         Promotion Mix Strategy – explain if you will use a push or pull strategy or both and why

·         Message Strategy – decide what general message will be communicated to your target market across all promotional tools

·         Promotion Mix – choose at least three (3) promotional tools (advertising, sales promotion, personal selling, public relations or direct marketing). For each include:

o   

Why this promotional tool was chosen.

o    Which forms of the promotional tool you will use and why (for example, in advertising you can use TV, radio, magazine, etc. and in direct marketing you can use direct mail, telemarketing, catalogs, etc.).

o    Discussion of how your message strategy will be implemented using this promotional tool and the execution style.

Your report MUST include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA, please visit the APA Lab. The paper should be written in third person; this means pronouns like “I”, “we”, and “you” are not appropriate. The use of direct quotes is strongly discouraged.

Your assignment should contain a cover page, an abstract page and a reference page in addition to the body. The body of the paper should be 6-8 pages in length – starting with a brief one paragraph introduction and ending with a short conclusion

APA Papers 1

5

Unit 4 Individual Project

American Intercontinental University

Unit 4 Individual Project

MKTG 205 – Principles of Marketing

Abstract

This is a single paragraph, no indentation is required. The next page will be an abstract; “a brief, comprehensive summary of the contents of the article; it allows the readers to survey the contents of an article quickly” (Publication Manual, 2010). The length of this abstract should be 35-50 words (2-3 sentences). NOTE: the abstract must be on page 2 and the body of the paper will begin on page 3.

Introduction
Remember to always indent the first line of a paragraph (use the tab key). The introduction should be short (2-3 sentences). The margins, font size, spacing, and font type (italics or plain) are set in APA format. While you may change the names of the headings and subheadings, do not change the font or style of font.
Definition of Marketing
This content comes from the Unit 1 Discussion Board. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 1 grading, those should be made with this submission.
Introduction of Product/Service
This content comes from the Unit 1 Discussion Board. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 1 grading, those should be made with this submission.
Situation Analysis — Marketing Environment Forces Impacting Product/Service
This content comes from the Unit 1 Individual Project. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 1 grading, those should be made with this submission.
Marketing Strategy: Target Market(s) & Positioning
This content comes from the Unit 2 Discussion Board and Individual Project. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 2 grading, those should be made with this submission.
Product/Service Overview and Strategies to Consider
This content comes from the Unit 3 Discussion Board. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 3 grading, those should be made with this submission.
Pricing Strategy
This content comes from the Unit 4 Discussion Board. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 4 grading, those should be made with the Unit 5 Individual Project submission.
Distribution Channels
This content comes from the Unit 3 Individual Project. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 3 grading, those should be made with this submission.
Integrated Marketing Communications
Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject.
Promotion Mix Strategy
Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject.
Message Strategy
Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject.
Promotion Tool #1
Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject.
Promotion Tool #2
Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject.
Promotion Tool #3
Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject.
Conclusion
Add some concluding remarks-can be a sentence or two.
NOTE:
Do not change the font or margins to make the paper appear shorter or longer

References
NOTE: The reference list starts on a new page after your conclusion.