MKTG205-1202C-01 Principles of
Marketing

Assignment Name:

Unit 2 Individual Project

Deliverable Length:

4-5 pages

Details:

Once a marketer has a thorough understanding of
customer needs and the marketing environment, s/he needs to develop a
marketing strategy.

It is time to put your research skills to good use
using your textbook and articles from the library’s full-text
databases.

Click.aiu-online.com/courses/MKTG205/Assignment_Assets/MKTG205Unit2ResearchGuide_2011.pdf”>here for the
research requirements and guide for this assignment.

Continue working with the product/service chosen
in Unit 1.

Create your own marketing strategy for it.

• Define
  and explain what segmentation is, and discuss different segmentation
  bases you could use for your product/service.
• Based
  on your segmentation, describe each of the target markets that you would
  seek to reach. Explain why they will be the most profitable for
  your product/service.
• Develop
  a value proposition for your product/service through differentiation and
  positioning. Include the following:
• Introduce
  at least two (2) competitors and explain their current positioning in
  the market (what do they promise to deliver?)
• Discuss
  possible competitive advantages your product/service can use to
  differentiate itself from these competitors (product, services,
  channels, service, people or image) and select which one(s) to use to
  build your positioning.
• Based
  on this differentiation, explain your value proposition and develop a
  positioning statement.

Your paper 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, please visit the APA Lab. The body of the paper
should be 2-3 pages in length – starting with a brief one 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.aiu-online.com/courses/MKTG205/Assignment_Assets/MKTG205U2IP2011.docx”>Template.

Objective:

 Describe
the function of marketing and demonstrate its importance to the overall
success of the organization


Illustrate the environmental forces that effect marketing

 Explain
how companies can position their products for maximum competitive advantage
in the marketplace


Demonstrate investigative/research skills


Demonstrate a systematic approach to the application of relevant
marketing tools to a variety of situations


Demonstrate information processing skills