Congratulations. You have just been named marketing
manager of a major franchise. Your job will be to perform the daily tasks of a
So what does a marketing manager do? As you know,
marketing plays an essential role in almost every industry segment. In its
simplest form, marketing management is about making certain that customers'
needs and wants are met while increasing the profits of a company. A marketing
manager's responsibilities can vary a great deal, but will always have this as
a central purpose.
Select a company from the three provided
for which you would like to be Marketing Manager.
Edible Arrangements® - Edible fruit baskets – Creates
fresh fruit arrangements and gourmet chocolate dipped fruit to order.
Cartridge World® - Cartridge Company - carries a
complete line of both inkjet and toner printer cartridges. Offers both
remanufactured and Original Brand (OEM) ink and toner cartridges for nearly all
brands of printers, copiers, fax and postage machines.
Liberty Tax Service® - Taxes – provides tax service to
both consumers and businesses.
You are preparing to make a presentation to the CEO of
the organization next week on a product development strategy. Your goal is to
complete the following tasks in a 3–5 page paper:
1. Describe your new service. Your new service concept
must have all the main characteristics of a service which include
intangibility, nonstandardization, and inseparability. Include the experience
attributes of your product. What role has technology played in your service.
2. How will you measure your quality of service?
3. What barriers might you run into in globalizing
your service? Provide specific examples.
4. In terms of the marketing mix, what specific
marketing strategies will you use to distribute, price and promote this
5. You will provide a 3–5 page (APA formatted) paper with
at least three supporting references.
You should include at least one illustration which can
be included in the body of your paper or append