Category: Marketing

Imagine you are a consultant to a new start-up in a large city such as New York City. The entrepreneur who has sought your help has experience in web page design and social media content development. The entrepreneur’s hobbies are martial arts, yoga, wood working and church activities. She has not yet tested any of these talents in the business world but feels she has something to offer in those skill sets. There is intense competition in New York among web page designers, social media editors and IT support and the entrepreneur wonders how she can effectively compete. With software continually entering the marketing with advanced versatility and simplicity, developing web pages can be done by a novice using the software and potentially putting her business at risk.

Answer the following questions:

1. Discuss your suppositions. What does your environmental analysis reveal? Is the market dominated by a few leaders? Is it fragmented with many businesses? Is there an opportunity that is not currently being sufficiently addressed? Include Porter’s Five Forces and a PESTLE
2. How could she differentiate herself from the competition? What should she name her shop? What would her value proposition and USP be? How can she define her core benefit so that she builds a product/service that fulfills that benefit? Describe the 3 levels of the product.
3. Describe, in detail, her target market – the age, income, interests, and attitudes of her ideal consumer. It doesn’t imply others would not be interested. It only suggests that she has an ideal customer in mind upon which to build her differentiation approach. Be sure to include demographic and psychographic variables and at least one VALs category at a minimum.

The goal is to identify the problem the entrepreneur is facing and provide some recommendations as to how she can best increase her odds for success given the competitive nature of a large metropolitan area such as New York City. Include rationale to justify your recommendations and tactics that explain how the recommendations can be implemented. Remember to speak to generic strategy.

Clarifying Ambiguity Through Exploratory Research Purpose This assignment develops your understanding of how exploratory research helps clarify business problems before formal research begins. Instructions In a 23 page APA paper, respond to the following: 1. Understanding Exploratory Research Define exploratory research in your own words. Explain how it differs from descriptive and causal research. 2. Business Application Identify an organization facing an unclear or ambiguous issue (e.g., declining engagement, brand confusion, customer churn). Explain why exploratory research would be appropriate. 3. Method Selection Recommend at least two exploratory research methods. Explain how each method would help clarify the problem. 4. Reflection Discuss risks of skipping exploratory research and moving directly to surveys or experiments. Requirements 23 pages APA format Textbook required source No direct quotes

Here are the requirements:

Read the attached article and answer the following questions. I expect quality work. Be sure to explain your responses thoroughly. You have the option to use sources outside the article, be sure to cite your sources in APA format and include a references page.

1. What decisions did Ford make in the past that it is now reversing?
2. What consumer behavior trends have impacted Ford?
3. Describe how Ford is preparing itself for the future.
4. Do you think Fords new strategy will be successful? Why or why not?

The primary objective of this course is to enable you to apply the theories and frameworks that we cover in class to ethical dilemmas you may encounter in your everyday life. To encourage you to view the world through an ethical lens, you will be required to submit two application papers. For each paper, you will identify a business ethical dilemmaeither something that you have recently faced in your life (at work, in school, etc.), or something that you read or hear about on the news.

You will then write one/two paragraph in which you briefly describe the event and all relevant ethical issues, and the rest of your paper you will apply two or more of the theories from class to analyze the dilemma and form a recommendation for how the dilemma should be resolved. Please use two of the following theories in each of your papers: Divine Command, Ethical Egoism, Utilitarian, Deontology, Rights, Moral Relativism, Shareholder, and Stakeholder. Additionally, you cannot use the same theory in both papers. Thus, you have to use at least four different theories between the two papers.

You will need to turn in both papers, 750-1100+ words each into the Canvas. No late papers will be accepted. Any student who uses a students paper from a previous semester or conducts in academic misconduct in any way will be automatically failed from the course.

About this Assignment

In Business 102: Principles of Marketing, you have learned the essential concepts that shape how businesses connect with consumers, build brand loyalty, and stay competitive. Now, it’s your turn to apply these principles in a real-world analysis and write a 2000 to 3000-word paper.

For this assignment, you’ll choose a well-known brand and analyze its marketing strategy using the 4Ps–Product, Price, Place, and Promotion. In a written report, you’ll assess how the brand builds its identity, connects with consumers, and stays ahead of competitors. You’ll also apply consumer behavior theories, marketing channels, and pricing strategies to evaluate its effectiveness and suggest improvements.

Course Learning Outcomes

The following course learning outcomes are assessed in this assignment:

• Compare and contrast business marketing and consumer marketing
• Contrast relationship selling techniques with conventional sales methods

Related Lessons

Prompt

In the written report, you’ll explore:

• Product: What does the brand offer, and how does it differentiate itself?
• Price: How is the product priced compared to competitors, and what pricing strategy is used?
• Place: Where and how does the brand distribute its products to reach customers?
• Promotion: What marketing channels does the brand use to engage consumers?

You’ll also apply consumer behavior theories, marketing channels, and pricing strategies to assess how effectively the brand maintains its competitive edge. Finally, suggest at least one improvement to enhance its marketing strategy.

Formatting & Sources

Please write your paper in the APA format. You may refer to the course material for supporting evidence, but you must also use at least four credible sources and cite them using APA format. Please include a mix of both primary and secondary sources, with at least one source from a scholarly peer-reviewed journal. If you use any Study.com lessons as sources, please also cite them in APA format. (including the lesson title and instructor’s name).

• Primary sources are first-hand accounts such as interviews, advertisements, speeches, company documents, statements, and press releases published by the company in question.
• Secondary sources come from peer-reviewed scholarly journals, books, or online articles. You may use sources like JSTOR, Google Scholar, and Research Gate to find articles from these journals. Secondary sources may also come from reputable websites with .gov, .edu, or .org in the domain. (Wikipedia is not a reputable source, though the sources listed in Wikipedia articles may be acceptable.)

If you’re unsure about how to use APA format to cite your sources, please see the following lessons:

Use of AI in Assignments

Acceptable use of generative AI tools such as ChatGPT is outlined in the please familiarize yourself with this policy to ensure that you have appropriately cited and used AI tools in an authorized manner in the creation of your assignment. You may wish to use to ensure that your assignment is sufficiently unique and free from AI plagiarism.

Reminders about using AI:

• AI may be used as a tool to support your process for creating this assignment but may not create or write your assignment response for you. Plagiarized submissions will not be graded and may result in disciplinary actions.
• All AI usage for this assignment must be properly cited and documented according to the guidelines in the article.
• In addition to in-text citations and inclusion in your Works Cited for the assignment, you must submit a separate document as outlined in the Documenting and Attributing AI section of the above article.
• It is important to fact-check any output you obtain using AI as it may produce inaccuracy or misinformation.
• You are solely responsible for all submitted work that you provide with the use of AI.
• Do not input any confidential or personal information while using AI tools.

For additional information on generative AI tools, please refer to .

Grading Rubric

Your essay will be graded based on the following rubric:

5-Point Scale Rubric

CriteriaUnacceptable (1)Needs Improvement (2-3)Good (4)Excellent (5)Total Possible PointsStructure and Organization (x5)Disorganized; illogical structure hinders understanding. Word count is lower than 50% of the minimum word count for assignmentSomewhat disorganized; structure does not detract from understanding. Word count is 50-74% of the minimum word count for assignment.Structure is logical; organized and supports understanding. Word count is 75-89% of the minimum word count for assignment.Organization is logical; structure enhances clarity and delivery of material. Word count is 90% or more of the minimum word count for assignment.25Mechanics (x5)Submission has major errors related to grammar, spelling, syntax; organization confuses the reader and interferes with the communication of ideas; sources are not included as required.Submission has a number of errors related to grammar, spelling, syntax; organization negatively impacts readability and interferes with the communication of ideas; some sources are cited but formatting is incorrect.Submission has few or no errors related to grammar, spelling, syntax; sources are cited but formatting is incorrect.Submission has no errors related to grammar, spelling, syntax; organization enhances readability and the clear communication of ideas; all sources are cited and formatted as required.25Analysis of the 4Ps of Marketing (x5)Missing key details about one or more of the 4Ps (Product, Price, Place, Promotion); lacks depth and supporting evidence.Covers the 4Ps but lacks depth, clarity, or sufficient supporting evidence in one or more area.Provides a well-structured analysis of the 4Ps, demonstrating a clear understanding of how they relate to the brand’s marketing strategy.Offers a thorough, insightful analysis of the 4Ps with strong supporting evidence, demonstrating a deep understanding of the brand’s marketing strategy.25Application of Consumer Behavior & Pricing Strategies (x5)Lacks application of consumer behavior theories and pricing strategies; minimal supporting evidence.Attempts to apply theories but lacks clarity or evidence; limited connection to the brand’s strategy.Applies consumer behavior theories and pricing strategies with appropriate examples.Effectively applies theories and strategies with strong supporting evidence and clear connections to the brand’s success.25

Before You Submit

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Written assignments should be completely original, free of any plagiarism, and properly cited. Plagiarizing your assignments may result in an automatic zero for your assignment or course grade, and the potential termination of your Study.com subscription.

We recommend proofreading your assignment and verifying that it’s completely original by using an online plagiarism checker such as or to make sure that your assignment is not too similar to any existing materials.

How to Submit Your Assignment

When you are ready to submit your assignment, please fill out the following submission form by attaching your assignment as a Microsoft Word file. After turning in your assignment, you may go ahead and take the final exam. You do not need to wait for your written response to be graded. You should receive your assignment grade within one week.

If you are not satisfied with the score you receive on your assignment, you may revise or rewrite it, and resubmit them for grading using the same submission form above. Keep in mind that the grade you receive on your assignment is only a portion of your overall grade for the course, and you are free to retake the final exam as well if you choose. Please see the course syllabus for a more detailed breakdown of the grading policy.