Final Project Part II Complete the Marketing Plan Exercises at the end of each assigned chapter. These exercises will be the building blocks for your final project, a marketing plan. You will do each exercise on the same enterprise. Your enterprise strategy may be: 1) real, emerging, or imaginary; 2) product or service oriented; and 3) for profit or non-profit. The target market may be anywhere in the life cycle from innovation to maturity. Read each Marketing Plan Exercise description in its entirety, below is a brief description of what is required. ·  Chapter 4: Conduct macro-level market and industry analyses of the market offering on which your plan is based. For the market offering on which your marketing plan or consulting project is based on, use Internet and other available secondary resources to conduct macro-level market and industry analyses.  Your analyses should include a macro trend analysis encompassing all relevant macro trend categories and should uncover quantitative data that provides evidence of the size and growth rate of the overall market, as well as qualitative data regarding the five forces.  You should also identify, if you can, the few critical success factors that apply in your industry.  ·  Chapter 5: Prepare a detailed plan for conducting the primary research required to complete your final marketing plan. Prepare a detailed plan for conducting the primary research required to complete your project.  The research plan needs to do three things: 1.   Precisely spell out the research objectives the research is intended to meet. 2.  Design the research to get you there.  Identify your methods, your sample, and any statistics (means, etc.) you will employ.  Prepare drafts of questionnaires, guides for focus group sessions or in-depth interviews, plans for how you will conduct observational research, etc. 3.  Describe how the combination of your secondary research and your planned primary research will lead to your estimate of target market size and your sales forecast for your marketing plan.  Precisely spell out the mathematics that will do this, connecting it to specific secondary data or specific answers to questions or observations from your primary data.  Your research design should clearly identify and satisfy your research objectives, and appropriate qualitative and/or quantitative research should be competently designed. 

Utilizing the REQUIRED text:Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10thed.). Upper Saddle River, NJ: Pearson.Answer BOTH 1 & 2:1. Marketing ConceptDefine consumer behavior and discuss the underlying premise of consumer behavior, themarketing concept. Why is consumer behavior rooted in the marketingconcept?  How does customer value and customer satisfaction play into themarketing concept? Open the link below and review the customer servicefacts.  Why is it important for a business to focus on customer value andsatisfaction?  Do you fall into any of these categories and if so, whichones?  Explain why. Customer service facts  2. The Consumer Research Process  Use the Consumer research interactive learning object to deepen  your understanding of the order of steps in the research process.    There are six steps in the consumer research process. Pick a product or  service you have an interest in and question about. Describe the product  or service, your question(s) and the research process to lay the  foundation.  Walk through each of the six steps as it relates to your  product or service, providing your analysis of each and what you would do  specifically at each step and why. Which step was the most informative and  why? Which step was the least informative and why?  Did the process  help address your question (s)? Integrate and apply the concepts from the  learning in your response.   Examples:  Why was the Snuggy so successful and is  there still a market for it? Do consumers prefer McDonalds or Burger  King?Should we expand globally?

You have been hired as a marketing troubleshooter for a previously prosperous hotel in the center of Paris, theJardin de Villiers. The hotel has been suffering a decline in guest registrations and revenues for several years. You have examine the books and property and concluded that the location of the establishment is not the problem and the opportunity for a successful business enterprise is still there. The problem is the marketing, which begins with a clear definition of customer segment and an appropriate differentiation, followed by artful positioning to support price strategy. Study the website promotion. In terms of positioning this market offering, where do you think the problem/challenge lies? What image does the marketing mix seem to project? How would you position the hotel? Get beyond clean sheets and free continental breakfast. Conduct a brief Internet research on the competition. Then pose a tentative direction for your positioning strategy. Make a list of emotive and affective qualities, and tease potential guests with potential surprises just over the rainbow—the rainbow they can't express. Express it for them. Propose a unique mental image for the hotel. Estimate a tentative cost for your plan. Respond to at least two of your classmates' postings. http://www.jardindevilliers.com/en/home.htm