Marketing Analysis Research Report Overview
Order ID |
53563633773 |
Type |
Essay |
Writer Level |
Masters |
Style |
APA |
Sources/References |
4 |
Perfect Number of Pages to Order |
5-10 Pages |
Description/Paper Instructions
Marketing Analysis Research Report Overview
In this course, you will play the role of a new assistant marketing analyst for an advertising agency.
Your manager has just given you the first assignment in your new job, which is to develop a 1,500-2,000 word research report of a product (a product can be a good or service) of your choice in accepted business style, including an executive summary. The assignment focus is to research the market for a product to determine whether it is a product your company would like to sell. The report will serve to brief your manager on critical marketing factors relating to the product. After conducting your research, you will make your professional recommendation, in both report and presentation format, as to whether the company sales team should sell this product or service.
You will work on components of this report throughout the course and submit them in the following order:
Component |
Due |
Product selection and a list of sources
Rough draft of report for instructor review (outline provided below)
Final draft of report and presentation (outline provided below) |
Topic 1
Topic 4
Topic 7 |
Outline
Please follow this outline as you write your research report:
- Product
State your choice of product and provide a rationale (i.e., explain why you chose this product). Use at least three credible academic resources in researching your product. Wikipedia is not considered a credible academic resource for this assignment.
- Marketing Mix (The Four Ps)
Outline the four Ps for your choice of product.
The Four Ps
- Product: a good, service, or idea to satisfy the consumer’s need
- Price: what is exchanged for the product
- Promotion: a means of communication between the seller and buyer
- Place: a means of getting the product to the consumer
- Environmental Scan
Conduct a scan of the environmental forces that affect your product.
Environmental Forces
- Social
- Economic
- Technological
- Competitive
- Regulatory
- Market Segmentation
- Demographics and/or psychographics (choose one or both to describe).
- What are the demographics of the market segment(s) for your product?
- Describe consumers of your product using a psychographic profile.
- Ethical Issue
Within your product choice, there are ethical issues. Present both the pros and cons of your choice of an ethical issue and your position on it as it applies to your product. For example, online retail products are impacted by privacy issues and the Internet.
- Social Responsibility Issue
Within your product choice, there are issues of social responsibility. Present support or opposition for your position on a social responsibility issue as it applies to your product. For example, should companies that sell certain products commit to cause-marketing, like Coca-Cola does when sponsoring local Boys and Girls Clubs?
- Global Marketing and the Internet
Discuss how the Internet can be used globally by a company selling your product choice in order to identify new marketing opportunities. New marketing opportunities could include development of new products or the extension of existing products into the marketplace.
What are the benefits? What are the potential problems a company should consider, including cultural considerations?
- Recommendation
Make your recommendation as to the best method for marketing the selected product or service.
- Executive Summary
An executive summary is a one-page report that provides the reader, usually an executive, with a condensed version of a lengthy report. After reading the executive summary, readers exercise their judgment in deciding whether or not to read the entire report. If the summary is comprehensive, the executive will save time by not having to read the entire report. Write your executive summary after you have completed the research report and present it at the beginning of the completed document.
Executive Summary Format (One Page)
- State the purpose of the report.
- In this report, your purpose is to make a professional recommendation, based on information gathered through your research, as to the best method for marketing your particular product.
- Highlight the key facts (gathered through research) that inform or influence your recommendation.
- Make the recommendation.
Presentation
Create an 8-10 slide PowerPoint (PPT) presentation designed to deliver the research findings and recommendations in your report to your manager. Your presentation should persuasively demonstrate your position on why the sales team should or should not sell the product. Include the notes you would utilize while delivering your presentation.
Possible Ethical Issues
Promotion of “Sin Products” (e.g., alcohol, tobacco, gambling)
Is it unethical to promote these products? Should there be limits or regulations on the promotion of these products?
Advertising as a Mirror of Society
Does advertising reflect a society’s accepted standards or create new standards?
Government Regulation and a Free Market
Should there be regulations in such areas as advertising, product safety, and pricing, or should market forces “self-regulate” companies and industries?
Privacy Issues and the Internet
Should there be protection for the user in terms of privacy? Are “cookies” appropriate? Should “opt-in” or “opt-out” be required?
Privacy Issues and Marketing Research
What are the ethical and privacy issues in consumer research?
Consumer “Bill of Rights”
As a product of the early 1960s, is the Consumer Bill of Rights still necessary? Why or why not? If it is necessary, could it be expanded?
Advertising to Children
Should there be limits placed, or protections enforced, when it comes to advertising to children?
Advertising to “Vulnerable” Consumers
What constitutes a “vulnerable” consumer? Should firms be required to provide special considerations or accommodations for such consumers?
Subliminal Advertising
What is subliminal advertising? What are the ethical issues involved? Is it effective? Is it used? What are some examples?
Predatory Pricing
What is predatory pricing? What are some examples? What are the ethical and legal issues involved?
Possible Social Responsibility Issues
Corporate Social Responsibility
Should corporations be socially responsible, or should they concern themselves with profit only?
Using Societal Marketing to Promote a Positive Corporate Image
Is it appropriate for firms to burnish their image by supporting causes?
Green Marketing
What is “green marketing,” and how can it benefit a company?
RUBRIC
QUALITY OF RESPONSE |
NO RESPONSE |
POOR / UNSATISFACTORY |
SATISFACTORY |
GOOD |
EXCELLENT |
Content (worth a maximum of 50% of the total points) |
Zero points: Student failed to submit the final paper. |
20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. |
30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. |
40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. |
50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. |
Use of Sources (worth a maximum of 20% of the total points). |
Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. |
5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. |
10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. |
15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. |
20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. |
Grammar (worth maximum of 20% of total points) |
Zero points: Student failed to submit the final paper. |
5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors |
10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors |
15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. |
20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. |
Structure of the Paper (worth 10% of total points) |
Zero points: Student failed to submit the final paper. |
3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. |
5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper |
7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. |
10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. |
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