MKT 421 Week 3

Individual Assignment

Marketing Research Paper (1050 – 1400 words)

Kudler Fine Foods is a gourmet grocery store that has experienced significant growth and is now focused on expanding its services, improving the efficiency of its operations, and increasing the consumer purchase cycle. Use the Virtual Organization link on the  page to access additional company information on Kudler Fine Foods. Using Kudler Food’s Marketing Overview as a guide, prepare a 1,050-1,400-word APA compliant paper in which you:

1. Justify the importance of marketing research in the development of Kudler Fine Food’s marketing strategy and tactics

1. Identify the areas where additional market research is needed.

1. Analyze the importance of competitive intelligence and analysis in regards to the development of Kudler Fine Food’s marketing strategy and tactics.

Remember to use APA format, including writing in the third person, an abstract, section headers, title page as well as properly citing all of your sources both in your narrative as well as on an end-of-paper references list. No references should appear on your reference list if the source is also not cited within your paper

Learning Team

Marketing Plan: Phase 2 (900 - 1,500 words)

Based on the product or service you selected for your Marketing Plan: Phase I Paper, prepare a 900 -1,500-word paper in which you address the following:

1. Identify the segmentation criteria that will impact your target market selection. Identify your target market using demographic variables (age, income, gender, education, etc.) and psychographic variables (VALS).
2. Describe the organizational buyers and consumers of your product or service and the factors that influence their purchasing decisions. Discuss how these factors will impact your marketing strategy.
3. Analyze current competitors & define the competitive landscape for your product.

Remember to use APA format, including writing in the third person, an abstract, section headers, title page as well as properly citing all of your sources both in your narrative as well as on an end-of-paper references list. No references should appear on your reference list if the source is also not cited within your paper

Discussion Questions

Week 3

Select a product with which you are familiar. What stage is your selected product at in the product life cycle? Provide rationale for your answer. Based on your knowledge of the product life cycle, what types of changes will occur to your selected product as it continues through the product life cycle? How will this affect the marketing of your selected product?

Select a product or service. Then select three different organizations that provide your selected product or service and compare the prices associated with your selected product or service. What is the difference between the prices among the different organizations? What is the rationale for this difference?

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