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To correctly identify opportunities and threats to their product, marketing managers need to understand the marketing
environment in which their products operate.
Choose a product or service and determine how to make it available to the end user. Using your textbook and the articles from
the databases in the AIU library, develop a distribution system for the product or service that you have chosen.
Click here for the research requirements and guide for this assignment.
Week 3 Research
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Give an overview of the following distribution channels:
o Channel levels: Direct versus indirect distribution
o Channel organizations: Conventional, vertical, horizontal, and multichannel marketing systems
Analyze your target market's needs, and explain what you know about your target market and what it wants from a
channel of distribution.
Determine which of the following channel members you will use, and explain why:
o Indirect: Retailer, wholesaler, dealer, manufacturer's rep, and so forth
o Direct: Catalog, telephone, sales force, and so forth
Discuss how many channel members you will use (intensive distribution, exclusive distribution, or selective distribution),
and explain why.
Recommend a channel organization (conventional, vertical, horizontal, or multichannel marketing system), and explain
why.
Your report must include a reference list. All research should be cited in the body of the paper. In-text citations and
corresponding references should be included in your paper. For more information on APA style, please visit the APA lab. The
paper should be written in third person, which means that pronouns like “I”, “we”, and “you” are not appropriate. The use of
direct quotes is strongly discouraged.
Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the
paper should be 2–3 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire
submission will be 5–6 pages in length.
Please submit your assignment as a Word document in APA format using the attached template.
Individual Project Rubric
Grading Criteria
Percentage
Deliverable requirements addressed; understanding of material
and writer's message and intent are clear.
35%
Scholarly research which supports writer's position properly
20%
acknowledged and cited direct quotations may not exceed 10% of
the word count of the body of the assignment deliverable
(excluded title page, abstract or table of contents if used, tables,
exhibits, appendices, and reference page(s). Inclusion of
plagiarized content will not be tolerated and may result in
adverse academic consequences.
Critical thinking: Position is well-justified; logical flow;
examples provided where appropriate.
20%
Structure: Includes introduction and conclusion; proper
paragraph format; reads as a polished academic paper or
professional presentation, as appropriate for the required
assignment deliverable.
10%
Mechanical: No spelling, grammatical, or punctuation errors.
10%
APA: Deliverable is cited properly according to the APA
Publication Manual (6th ed.).
5%
Please submit your assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.
Assignment Objectives
Describe the function of marketing and demonstrate its importance to the overall success of the organization
Describe the importance of customer relations and customer satisfaction to marketers
Predict the reasons why it is essential for the marketing department to collaborate with other departments in the organization in
order to be effective
Analyze the major challenges facing marketers
Illustrate the environmental forces that effect marketing
Explain how companies can position their products for maximum competitive advantage in the marketplace
Appropriately use investigative and research skills
Construct a systematic approach to the application of relevant marketing tools to a variety of situations
Demonstrate information-processing skills
Unit 3 Individual Project
Type your Name Here
Unit Individual Project
MKTG 205 – Principles of Marketing
Date of Submission
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Unit 3 Individual Project
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Abstract
This is a single paragraph, no indentation is required. The next page will be an abstract; “a brief,
comprehensive summary of the contents of the article; it allows the readers to survey the
contents of an article quickly” (Publication Manual, 2010). The length of this abstract should be
35-50 words (2-3 sentences). NOTE: the abstract must be on page 2 and the body of the paper
will begin on page 3.
Unit 3 Individual Project
Type your Paper Title
Introduction
Remember to always indent the first line of a paragraph (use the tab key). The introduction
should be short (2-3 sentences). The margins, font size, spacing, and font type (italics or plain)
are set in APA format. While you may change the names of the headings and subheadings, do
not change the font or style of font.
Overview of Distribution Channels
Introduce the concept and cite the resources DO NOT use the exact words… be sure to
indent the first line of the paragraph. Using direct quotes does not show your mastery of the
subject.
Analyze Target Market’s Needs in Distribution Channels
Introduce the concept and cite the resources DO NOT use the exact words… be sure to
indent the first line of the paragraph. Using direct quotes does not show your mastery of the
subject.
Determine Channel Members with Explanation
Introduce the concept and cite the resources DO NOT use the exact words… be sure to
indent the first line of the paragraph. Using direct quotes does not show your mastery of the
subject.
Discuss How Many Channel Members with Explanation
Introduce the concept and cite the resources DO NOT use the exact words… be sure to
indent the first line of the paragraph. Using direct quotes does not show your mastery of the
subject.
Channel Organization
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Unit 3 Individual Project
Introduce the concept and cite the resources DO NOT use the exact words… be sure to
indent the first line of the paragraph. Using direct quotes does not show your mastery of the
subject.
Conclusion
Add some concluding remarks-can be a sentence or two.
NOTE:
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If you are not at the end of PAGE 5 with content, your paper is too short (if you used graphs or
charts, your paper should be longer)
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Do not insert extra spaces between paragraphs to make your paper appear longer.
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If your paper is beyond PAGE 7 with content, it may be TOO LONG. Discuss length criteria
with your instructor.
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Do not change the font or margins to make the paper appear shorter or longer
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Unit 3 Individual Project
References
NOTE: The reference list starts on a new page after your conclusion.
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