Select one (1) of the following categories of
products to research: sports apparel, automobiles, home furnishings, or
televisions. Use the Internet to research at least two (2) companies within the
selected product category. Take note of the leading companies in this product
group, as well as the types of marketing, pricing, and consumer-oriented
promotional strategies that these leading companies within the product group
use.Write a six to eight (6-8) page paper in which you:
1. Compare and contrast the
promotional strategies used by two (2) different companies for a similar
product within the category that you selected.
2. Recommend two (2) ways in which a
company within the selected product group could use marketing information to
differentiate itself in the marketplace to gain an advantage over its
competitors. Provide a rationale to support your recommendations.
3. Propose two (2) uses for
consumer-oriented promotions that could assist a company in both the short and
long term for the product group that you selected. Provide a rationale for your
response.
4. Analyze the strategic manner in
which the leading company in this product group has made its pricing decisions
by using one or more of the four (4) pricing objectives. Suggest two (2)
actions that other companies within the same product group may take in order to
differentiate themselves and gain a competitive advantage. Provide a rationale
for your response.
5. Determine the most effective
advertising medium for a company in the selected product category. Support your
response with two (2) examples of the effectiveness of the chosen medium.
Use at least five (5)
quality academic resources in this assignment.Note: Wikipedia does not qualify as an
academic resource.
Your assignment must follow these formatting
requirements:
Be typed, double spaced,
using Times New Roman font (size 12), with one-inch margins on all sides;
citations and references must follow APA or school-specific format. Check
with your professor for any additional instructions.Include a cover page
containing the title of the assignment, the student’s name, the
professor’s name, the course title, and the date. The cover page and the
reference page are not included in the required assignment page length.
The specific course learning outcomes
associated with this assignment are:
Apply the core marketing
concepts and marketing orientation to develop viable marketing strategies
that fit a variety of market environments, domestic and international.Analyze information
technology applications and the application of decision support systems to
gain a competitive advantage and more effectively control operations.
· Use technology and information
resources to research issues in contemporary business.
Write clearly and concisely about
contemporary business using proper writing mechanics.