Part 1 - minimum 500 words APA format Review the following two marketing readings from Harvard Business Publications Marketing Intelligence This reading identifies the importance of understanding the marketing research process and the techniques used to make better marketing decisions.  New data sources and the growing popularity of business analytics have increased the importance of marketing analytics.  The following three sections of the reading are presented and explained, and examples and illustrations of each are provided: An overview of the research process and research techniques Research methods for collecting primary and secondary data, as well as conjoint analysis and perceptual mapping techniques. Building a research program Effective marketing managers understand when and how to obtain information about customers, competitors, the industries in which they compete, and other factors that affect their marketing decisions.  This reading provides some of the most relevant tools for accomplishing this objective, whether for strategic or tactical decisions. Consumer Behavior and the Buying Process The overarching goal of this core reading is to understand the psychology that influences and impacts the way in which consumers buy goods and services.  In the process, it is intended to do the following: Introduce different lenses for understanding how consumers differ in their buying behavior. Provide an appreciation for how buying behavior can vary across products and situations. Identify the consumer’s decision-making process, and how the psychology of buying differs at different phases of that process. Identify the consumer’s decision-making unit, and how the members of that unit can influence the buying process. Discuss several of the most prominent forces shaping modern consumer behavior. Segmentation and Targeting (Attached the reading) The purpose of this reading is to help develop an understanding of segmentation and targeting as fundamental concepts in marketing.  You will learn the primary variables used in both consumer and business market segmentation; how segmentation is done; and why and how organizations choose to target particular segments.  The material in this reading draws on seminal academic research, but emphasizes real-world examples. Following your review, prepare responses to the following discussion questions: What is the value of marketing intelligence? How many companies do you think conduct marketing research studies before launching a new product?  Why? What recent developments in the marketing landscape have affected consumer behavior and the buying process?  Explain. How is communicating with customers via social media similar to and different from conducting marketing research studies?  What are the implications for marketing? In the crowded market for candy, cookies, and other sweet treats, Estee Foods (www. Esteefoods.com) successfully carved out a niche by offering a wide range of sugar-free products.  Estee targeted diabetics as well as other consumers who needed or wanted to restrict their intake of sugar and other ingredients, like carbohydrates.  Discuss Estee’s target selection based on the three criteria from Section 2.3 in the reading:  segment characteristics, competition, and company fit. Part 2 – 500 words APA format Business Model Generation text discusses different concepts.Please discuss your understanding of the Scenario Guided Business Model Design. How can this be used by organizations today? Below is the link to textbook as it was too big to attach as a document https://drive.google.com/file/d/1dgS-60v1ulnK53kJq...

Attached are the word doc instructions and an excel spreadsheet with a go by or example of the project.

DirectionsStep One: Select your product or service offering from the list in Writing Assignment Instructions. The same product/service will be used in all four of your writing assignments.Step Two: Research your product or service offering through the Internet and UMGC’s virtual library. Your references will need to be mostly academic sources; see library services if you do not know what an academic source means and your own outside research. Do not limit yourself to searching solely on the product or service name. Look up the industry it is in. Hoovers.com database is a good place to search for this information in the UMGC library; search on that industry as well. Look up the direct competitors. Check industry journals and the trade press. Ask your family, friends, coworkers and others what they think about the product and each of the competitors. If relevant and possible, you may want to visit a retailer to compare the products on the shelves or visit all of the websites. Keep all your research as you will need it for future writing assignments. [Optional] You may want to calculate the lifetime value of a customer. See the discussion of the lifetime value calculation in the week's reading, and calculate the LTV using this simple equation: LTV = (Price) * number of annual purchases * number of years expected to purchase - initial acquisition costs. For simplicity sake, you can assume your customer will have a relationship with you for ten years and you can make an educated guess as to how much the initial acquisition costs were to get that person as a customer in terms of advertising or other types of promotion efforts. If you are not a customer yourself, make and share your assumptions about your calculation. If you are not a customer, you might want to find someone who is. Ask them why they are loyal to the product or service. Step Three: Prepare your assignment to answer each of the following questions (two in part 1 and two in part 2). Although you do not need to repeat the question, each section should have a heading. The paper should contain approximately 4-5 total pages of analysis for the responses to the questions. See Writing Assignment Instructions for full details of the requirements. Part 1 – Customer Value & Role in MissionCreating Value for Customers. Consider the customers you believe currently use your product or service and the definition of marketing offered in the course content. Discuss how you think the company creates value for its customers based on the concepts in this week's readings. Role of the Customer in the Company's Mission. The readings indicate that the best marketing begins with the customer and that commitment to the customer begins with including the customer in the company's mission statement. Find your company's mission statement. Copy, paste and cite the company mission statement (or attach as an exhibit if it is too long). Comment on its effectiveness in demonstrating the company's commitment to having a customer focus. Could the mission statement have more focus on the customer? How would you recommend it be modified? Is it supported with value statements or other evidence of a customer focus? Part 2 – Company AnalysisSWOT analysis. Perform a SWOT analysis for your company and create a table in which you display and explain your results. Identify at least one element of each of the SWOT categories (a strength, a weakness, an opportunity, and a threat). Explain your choice using a citation to support your explanation. Then identify possible implications for each of the four elements. Create and include a Table in which these elements are posted. For example, if a strength is a strong national brand name, the implication is that the company may be able to launch other related products under the positive umbrella of the same brand name. Conversely, if a major weakness is the company is carrying a lot of debt, the implication is that the company not be able to achieve significant growth, but may have to consider retrenchment strategies. Your response will be enhanced by including elements related to your product. Do not simply reproduce a SWOT analysis you find somewhere; you are being asked to perform your own analysis and create your own SWOT.Competitive Analysis. Identify at least two major competitors that are trying to sell essentially identical products to the same type of consumer. Then, identify at least three criteria that are important to those consumers when they are making their decision as to which of the three competing offers to buy (e.g. price, specific benefit, service, warranty, convenience, specific feature, etc.). Make a chart with the three criteria along the left-hand side and the competitor products (including your own product) across the top. Rank each of the products on a scale from 1= low to 5= high on each performs on each of the three criteria. Add down each column. Which product ranked highest overall based on the sum of the columns? Then, look at the highest score in each of the criteria boxes. Explain the following…Which products ranked the highest on each of the three criteria? Was it the same product, was it three different products? What do these results tell you about the competitive environment of your product category. Which product is the leader? Which product is the follower, challenger and nicher, if those categories apply? Include your chart in your text.Please use only US Sources