Description
Purpose of Assignment
To develop effective relationship marketing, a company must first understand its targeted consumers' buying influences and behaviors. This week's assignment is the first part of the development of a marketing plan. It provides the foundation of the marketing plan and introduces the student to a variety of diagrammatic tools for understanding a business.
Assignment Steps
To develop effective relationship marketing, a company must first understand its targeted consumers' buying influences and behaviors.
Create the research section of your marketing plan in minimum of 800 words.
Include at least 3 elements of the Research List of Topics (see list below):
- Research List of Topics:
- Primary Research
- Secondary Research
- Consumer Analysis
- Customer Profile
- Continuous Consumer Monitoring & Research
- Environmental Scanning
- Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
- Current Opportunities
- Potential Future Opportunities
- Current Threats
- Potential Future Threat
- Diagrams are not required but can be used to provide clarity and conciseness. Diagrams (and subsequent discussion) can include SWOT (emphasizes internal market--Strengths, Weakness, Opportunities, Threats) TOWS (emphasizes the external market--Threats, Opportunities, Weakness, Strength), PEST (Political, Economical, Social, Technological), SOAR (Strengths, Opportunities, Aspirations, Results), and/or STEEP (Social, Technological, Environmental, Economical, Political). All diagram(s) should be in APA format and must include a subsequent discussion of the diagram(s) providing insight and clarity.
Develop the first two parts of the Target Market section, which includes an overview of the demographics (age, income, family members, and birthdays) and psychographics (activities, interests, and opinions) analysis. This is not a detailed analysis but an overview (basic trends and insights from the data that is presented in annual reports and other SEC type filings).
Explain the insights you have gained from your inspection and analysis of the demographic and psychographic information you have found.
Cite a minimum of three peer-reviewed references.
Format your assignment consistent with APA guidelines.
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Explanation & Answer
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Outline
I.
Introduction
II.
Conclusion
III.
References
Running head: MARKETING
1
Relationship Marketing
Name
Institution
MARKETING
2
Relationship Marketing
Currently, the development of new business systems and technologies has enabled
businesses to develop new products and services for their esteemed customers. However, this
has attracted a lot of competition from similar businesses requiring the new and existing firms
to carry out more research that could enhance their marketing and retention of clients.
Understandably, businesses exist to maximize profits through the sale of goods and services.
Therefore, success in business depends on the ability to attract and retain a market share by
conducting research concerning the various consumer aspects that include client ages,
population, and tastes and preferences that are essential for the preparation of an effective
marketing plan. Besides, firms are interested in evaluating the internal and external factors
such as the influence of the external markets, the environmental aspects and the internal
business influences in developing a successful marketing plan. Therefore, this paper seeks to
analyze the buying influences and behaviours of a firm’s target consumers with the aim of
developing an effective marketing plan.
Market Research
A successful market research is the backbone of an effective marketing plan in any
business. According to Grewal (2017), most successful businesses are aware of their
consu...