Researching Marketing Questions Grading Guide MKT/571 Version 10 Marketing Copyright Copyright © 2017, 2016 by University of Phoenix. All rights reserved. University of Phoenix® is a registered trademark of Apollo Group, Inc. in the United States and/or other countries. Microsoft®, Windows®, and Windows NT® are registered trademarks of Microsoft Corporation in the United States and/or other countries. All other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended to imply endorsement, sponsorship, or affiliation. Researching Marketing Questions Grading Guide MKT/571 Version 10 Edited in accordance with University of Phoenix® editorial standards and practices. 2 Researching Marketing Questions Grading Guide MKT/571 Version 10 Individual Assignment: Researching Marketing Questions Purpose of Assignment This assignment is designed to help students analyze and interpret primary and/or secondary data and research. First, students will be provided with a marketing report that allows for preparing basic executive level data insights. Second, they will be allowed to pick a company and product or service. This assignment will help prepare students for the development of their marketing plan. Students will be creating a marketing plan (refer to Marketing Plan and Outline document) so they may want to choose a company and product or service that has data readily available or where they can use demographic/psychographic data to provide insights. Resources Required Week 1 Business Growth Overview Grading Guide Content Student analyzes the dataset and provides insight and commentary in the form of a memorandum. Student’s analysis includes major areas of increase and decrease in revenue or type and/or category of business. Student’s analysis includes trends that are evident in terms of revenue or type and/or category of business. Student’s analysis includes insights that would help formulate marketing strategies to either continue growth or reverse decline. Student’s analysis includes additional analysis you (as SVP) would like (and why) to build a marketing goal and strategy or strategies. The memorandum is a minimum of 525 words in length. Student selects a global or multi-regional (does business in more than one country) company and one of its products or services that will serve as the basis for your marketing plan. Students prepares a summary document and sends it to the instructor that includes but is not limited to: • Name of Company Met Partially Met Not Met Comments: 3 Researching Marketing Questions Grading Guide MKT/571 Version 10 Content • • • • Met Partially Met Not Met Total Available Total Earned 3 #/3 Comments: Location of Company Headquarters Name of Product or Service selected General description of company (number of employees, revenue, type of ownership, web page, etc.) General description of product or service. The summary document is a minimum 175 words in length. Writing Guidelines Met Partially Met Not Met Total Available Total Earned 1 #/1 4 #/4 The paper—including tables and graphs, headings, title page, and reference page—is consistent with APA formatting guidelines and meets course-level requirements. Intellectual property is recognized with in-text citations and a reference page. Paragraph and sentence transitions are present, logical, and maintain the flow throughout the paper. Sentences are complete, clear, and concise. Rules of grammar and usage are followed including spelling and punctuation. Assignment Total Additional comments: # Comments: 4 YTD (Jan-June 2016 vs. Jan-June 2015) 129 125 YTD Days Global Breakout Revenue $ 13.644.073 2016 Revenue/Day $ 105.768 Domestic INTL $ 12.085.137 $ 1.558.936 $ $ Customer Rank Acquire Expand Retain Serve Non-Coded Revenue $ 1.312.868 $ 7.634.424 $ 3.026.592 $ 1.666.355 $ 3.834 2016 Revenue/Day $ 10.177 $ 59.182 $ 23.462 $ 12.917 $ 30 PY2015 Revenue/Day % Total $ 6.427 10% $ 57.566 56% $ 21.759 22% $ 11.225 12% $ (0) 0% Customer Class Commercial INTL Municipal Reseller - Other Industrial Labs Government Resell - Industrial Hygiene Education Other Revenue $ 7.195.592 $ 1.535.905 $ 1.634.643 $ 1.386.876 $ 900.409 $ 425.018 $ 336.569 $ 154.662 $ 74.399 2016 Revenue/Day $ 55.780 $ 11.906 $ 12.672 $ 10.751 $ 6.980 $ 3.295 $ 2.609 $ 1.199 $ 577 PY2015 Revenue/Day $ 50.772 $ 11.700 $ 12.034 $ 9.785 $ 6.373 $ 2.669 $ 2.419 $ 1.031 $ 194 % Total 53% 11% 12% 10% 7% 3% 2% 1% 1% Revenue $ 601.368 $ 480.717 $ 424.678 $ 398.347 $ 269.038 $ 208.819 $ 207.066 $ 201.704 $ 186.532 $ 177.660 $ 2.759.521 2016 Revenue/Day $ 4.662 $ 3.726 $ 3.292 $ 3.088 $ 2.086 $ 1.619 $ 1.605 $ 1.564 $ 1.446 $ 1.377 $ 21.392 PY2015 Revenue/Day $ 4.208 $ 2.889 $ 3.478 $ 2.877 $ 1.568 $ 1.362 $ 1.561 $ 1.023 $ 960 $ 1.215 $ 20.029 % Total 4% 4% 3% 3% 2% 2% 2% 1% 1% 1% 20% Top Customers ABC Corp Fish Limited Delta Appliance ALPS Company Here4U XYZ Inc Expert Engineers Check Gmbh Francios and Sons Euro Ltd Marketing Accounts 93.683 12.085 PY2015 Revenue/Day $ 96.976 $ $ 85.181 11.795 % Total 100% 89% 11% n-June 2015) QTD (Apr, May, Jun 2016 vs Apr GPSales - Avg/Day Avg/Day 9,1% 8,3% PM 59% V$ V% 60% 50% $ 8.501,78 $ 290,10 10,0% 2,5% PM 58% 58% 58% 61% GPSales - Avg/Day Avg/Day V$ V% $ 3.750,74 58,4% 58,4% 50,1% $ 1.615,50 2,8% 2,8% 2,0% $ 1.703,45 7,8% 7,8% 7,5% $ 1.692,46 15,1% 15,1% 16,3% $ 29,73 -371611,6% PM 61% 50% 62% 62% 59% 60% 32% 59% PM 64% 66% 53% 61% 59% 29% 52% 49% 49% 54% 63% V$ $ 5.008,13 $ 206,30 $ 638,02 $ 965,93 $ 607,13 $ 625,70 $ 190,52 $ 167,51 $ 382,63 V$ $ 453,49 $ 837,05 $ (185,91) $ 210,65 $ 517,81 $ 256,85 $ 44,19 $ 540,96 $ 485,84 $ 162,40 $ 1.362,33 10,0% 2,5% 8,9% 3,1% Global Breakout Domestic INTL Customer Rank Acquire Expand Retain Serve Non-Coded V% 9,9% 1,8% 5,3% 9,9% 9,5% 23,4% 7,9% 16,2% 197,1% GPSales - Avg/Day Avg/Day 9,9% 9,2% 1,8% 2,3% 5,3% 3,9% 9,9% 5,8% 9,5% 9,2% 23,4% 23,1% 7,9% 6,9% 16,2% 5,1% 197,1% Customer Class Commercial INTL Municipal Reseller Industrial Labs Government Resell - Industrial Hygiene Education Other V% 10,8% 29,0% -5,3% 7,3% 33,0% 18,9% 2,8% 52,9% 50,6% 13,4% 6,8% GPSales - Avg/Day Avg/Day 10,8% 11,1% 29,0% 25,2% -5,3% 1,8% 7,3% 12,4% 33,0% 37,6% 18,9% 5,6% 2,8% -3,6% 52,9% 32,8% 50,6% 72,1% 13,4% 3,0% 6,8% 6,0% Top Customers ABC Corp Fish Limited Delta Appliance ALPS Company Here4U XYZ Inc Expert Engineers Check Gmbh Francios and Sons Euro Ltd Marketing Accounts QTD (Apr, May, Jun 2016 vs Apr, May, Jun 2015) Revenue $ 7.024.096 MTD (June 2016 vs. J % Total 100% PM 58% Sales 8,3% GP 6,5% Global Breakout 87% 13% 60% 48% 8,0% 11,1% 6,6% 5,7% Domestic INTL Revenue $ 654.170 $ 4.017.070 $ 1.505.103 $ 843.966 $ 3.787 % Total 9% 57% 21% 12% 0% PM 58% 58% 59% 60% Sales 50,8% 3,0% 10,4% 7,4% GP 42,7% 0,6% 10,3% 8,0% Customer Rank Acquire Expand Retain Serve Non-Coded Revenue $ 3.719.525 $ 868.634 $ 814.624 $ 721.253 $ 464.827 $ 183.030 $ 140.804 $ 84.981 $ 26.418 % Total 53% 12% 12% 10% 7% 3% 2% 1% 0% PM 61% 48% 63% 61% 58% 58% 32% 61% Sales 8,5% 10,9% 1,7% 10,9% 14,2% 14,2% -8,4% 2,1% GP 6,8% 5,2% 1,7% 6,8% 12,8% 12,8% -14,2% -3,8% Customer Class Commercial INTL Municipal Reseller - Other Industrial Labs Government Resell - Industrial Hygiene Education Other Revenue $ 332.350 $ 239.460 $ 230.032 $ 226.766 $ 119.433 $ 117.490 $ 104.936 $ 100.171 $ 96.755 $ 75.156 $ 1.381.927 % Total 5% 3% 3% 3% 2% 2% 1% 1% 1% 1% 20% PM 63% 67% 53% 61% 59% 11% 52% 48% 50% 55% 63% Sales 7,2% 18,1% -21,0% 8,8% 31,9% 213,1% 22,1% 2835,2% -7,0% 19,1% 8,9% GP 4,2% 16,3% 14,7% 12,3% 28,0% 16,8% 8,6% 3186,6% -16,9% 19,1% 6,3% $ $ 6.145.978 878.119 Top Customers ABC Corp Fish Limited Delta Appliance ALPS Company Here4U XYZ Inc Expert Engineers Check Gmbh Francios and Sons Euro Ltd Marketing Accounts MTD (June 2016 vs. June 2015) Revenue $ 2.257.102 % Total 100% PM 56% Sales 11,2% GP 6,1% 86% 14% 58% 42% 4,2% 83,4% 2,3% 52,4% Net Sales $ 219.791 $ 1.282.340 $ 477.879 $ 273.533 $ 3.559 % Total 10% 57% 21% 12% 0% PM 56% 55% 57% 57% Sales 54,3% 8,1% 18,0% 18,0% GP 40,2% 0,5% 17,3% 17,3% Net Sales $ 1.130.973 $ 323.990 $ 263.030 $ 266.066 $ 135.694 $ 50.261 $ 43.642 $ 35.846 $ 7.600 % Total 50% 14% 12% 12% 6% 2% 2% 2% 0% PM 60% 51% 60% 57% 59% 61% 29% 60% Sales 1,0% 83,2% 12,3% 26,4% -7,4% 30,9% -39,7% 25,6% GP -1,0% 50,8% 3,4% 14,9% 2,6% 33,8% -50,1% 14,4% Net Sales $ 87.955 $ 76.813 $ 75.000 $ 60.179 $ 56.444 $ 51.610 $ 35.156 $ 31.740 $ 29.154 $ 28.452 $ 447.025 % Total 4% 3% 3% 3% 3% 2% 2% 1% 1% 1% 20% PM 62% 66% -1% 59% 52% 56% 57% 45% 54% 58% 56% Sales -2,6% 6,4% 5258,2% -10,7% 100,0% -23,0% -8,2% -7,1% 3,7% 126,6% 6,4% GP -10,9% 1,3% -164,1% -10,4% $ $ 1.930.466 326.636 -0,5% -11,3% -27,9% 5,0% 119,5% 6,8% YTD QTD MTD Year to Date Quarter to Date Month to Date YTD Days number of selling days in the current year (or comparable year, depending on location in header) Days Adj Domestic INTL PM V$ V% GP Customer Rank Customer Class Days Adjusted---in finance, each month may have a different number of reporting/selling days based on ho Some companies use a 5 week, 4 week, 4 week quarter to standardize the reporting/selling days. Days adju comparing different years you are comparing the same number of days. United States International or ROW (Rest of World) Prior Month Growth in dollars Growth percent Gross Profit Classification schema for determining selling activities. Acquire-gain new customers, Expand-grow within cu customer, Serve-get service business in addition to product sales, non-coded--not coded Classification schema by industry or area. Commercial-US/domestic. Used when not classifed by industry t customers. Municipal-self-explanatory. Reseller-other--resellers of your products to other end users exce cation in header) ng/selling days based on how a quarter is measured. ting/selling days. Days adjusted means that when mers, Expand-grow within customer, Retain-keep ot coded n not classifed by industry type. INTL-international cts to other end users except where classifed ( i.e. 
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