Question Description
- Written EssaysYou are responsiblefor completing your choice of two (2) marketing-related essays, each of the essay is about 500 wordsListedbelow are the Names, Chapters they relate to, and Prompts (questions) for eachof the four Written Essays from which you may choose. ü MKTG 01: Segmentation, Targeting, andPositioningPutyourself in the position of an entrepreneur who is developing a newself-propelled, robotic lawn mower, similar to the Roomba robotic vacuum cleaner,to introduce into the market. Developthe targeting strategy for marketing the new product. Be sure to discuss: 1. Characteristicsof the segment(s) you might choose as the target market 2. Why the targetmarket(s) is/are attractive. ü MKTG 06: Technology Successfulorganizations find ways to apply advances in technology in innovativeways. Consider the new capabilities thattechnology offers and how those capabilities are being used in the world ofmarketing. Write an essay explaining howmarketers are using new technology to achieve their goals. Identify someimportant advances in technology.Explain what these technological advances do and why they are animprovement over what was previously available.Describe innovative and effective ways that marketers are using theseadvances to help their organizations.Provide examples to support your conclusions. ü MKTG 08: Sales Management Salesplays an important role in allowing a business to maintain long-termrelationships with customers. Sales force structures can be critical inallowing companies to distribute their products to their customers effectively. Typical sales force structures includeterritorial, customer, or product structures.Each structure has pros and cons.In addition, a sales force should be routinely evaluated to determinehow effective it is in reaching company sales goals. The choice of how to compensate a salesforce, whether through incentives, bonuses, or even contests, may also impacthow effective a sales force is. Imaginethat you are the sales manager for a company that makes cabinet hardware, whichit has traditionally sold to large contractors who build homes andoffices. Your company has built a solidreputation and grown its business regionally, and it is now looking to sell itsproducts to end consumers through national retailers such as Home Depot andLowes. Your challenge is to create asales force structure that will meet the expanding role of sales in yourcompany. Inan essay, explain how you would: 1.Structurethe sales force. Explain why thestructure you recommend is better than alternative approaches. 2.Compensatethe sales force. Explain why theapproach you recommend would provide the right incentives for the sales force.
ü MKTG 13: Market Research Imaginethat you are a member of management at a successful high-end adult clothing andaccessories retailer that is considering launching an exclusive line ofhigh-end children's clothing. This is anew venture for your company, which has until now been focused completely onthe adult market. Before committingresources to fully developing a marketing plan for the proposed children'sclothing line, you have called for research that will help you betterunderstand customers' wants and needs as well as the competitive environment. Inan essay: 1.Describethe issues that the market research should explore. What would you want to know? 2.Explainwhy this information would be needed to help develop a marketing plan for theproposed line of high-end children's clothing.How would this information be used to make better decisions?
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