Ashford BUS 235 Week 5 Final Paper The Marketing Mix
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<strong>Ashford</strong> <strong>BUS</strong> <strong>235</strong> <strong>Week</strong> 5 <strong>Final</strong> <strong>Paper</strong> <strong>The</strong> <strong>Marketing</strong> <strong>Mix</strong><br />
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<strong>Ashford</strong> <strong>BUS</strong> <strong>235</strong> <strong>Week</strong> 5 <strong>Final</strong> <strong>Paper</strong> <strong>The</strong> <strong>Marketing</strong> <strong>Mix</strong><br />
Focus of the <strong>Final</strong> <strong>Paper</strong><br />
<strong>The</strong> <strong>Marketing</strong> <strong>Mix</strong><br />
Select an existing product and identify its target market. Describe how each variable of the marketing mix (product,<br />
price, place, and promotion) is being executed. Address at least three elements of each variable.<br />
Focus of <strong>The</strong> <strong>Marketing</strong> <strong>Mix</strong><br />
In a six- to eight-page paper (not including the title and reference pages) consider the following:<br />
Product:<br />
What features do customers care most about?<br />
How are the key features and benefits better or worse than those of competing products?<br />
How do consumers choose and use products in this category?<br />
How is the product branded?<br />
Price:<br />
o How is this product priced relative to competing products?<br />
o What is the rationale for employing this pricing strategy?<br />
o Are there pricing discounts (e.g., wholesalers, bulk)?<br />
Place:<br />
o Where is the product sold and why have those locations been selected?<br />
o Do the locations give adequate accessibility to the target market?<br />
o Are products sold online as well? Is there transparency between online and brick-and-mortar<br />
outlets?<br />
Promotion:<br />
o What marketing communications does this company use to promote the product?<br />
o Describe the advertising, personal selling, public relations, and direct marketing efforts.<br />
What main messages are portrayed to consumers? What is emphasized? What is the image?<br />
Provide recommendations for the marketing mix. For example, should the advertising be changed or should the<br />
product be distributed differently?