Marketing Management

 

Using the Library Information Resource Network (LIRN), JSTOR, or any other electronic journal database, research six (6) peer-reviewed articles that can be used to answer your upcoming CLA 1 assignment. Your discussion should summarize the articles in such a way that it can justify any arguments you may present in your CLA 1 assignment and should be different from the abstract. In addition to your researched peer-reviewed article, you must include an example of the article researched as it is applied by industry (company, business entity, and so forth).

Please note: This article summary should not be the only article researched for your CLA 1 assignment. You may (and should) have several other articles researched to fully answer your CLA 1 assignment. The concept of this DQ is to allow students to be proactive in the research necessary to complete this assignment. You may use your article summary, partially or in its entirety in your CLA 1 assignment.

Important: Please ensure that your reference for the article is in correct APA format, as your reference in your discussion post. Depending on which electronic database you use, you should see a “Cite” selection for your article. In addition, there should be a variety of articles summarized and as such, students should have different articles summarized. Your summary MUST include ALL of the following in your DQ post (include every item in the bullet list below, or you will not receive full credit):

Do these in order:

Part 1

  • In correct APA format, write the Reference of the article.
  • Clearly state what the article is about and its purpose.
  • Describe how you will use it in your upcoming assignment.
  • Include the article “Abstract” in your posting (your summary should be original).
  • Repeat for a total of six (6) peer-reviewed sources.

Part 2

Prepare 4-6 pages APA format including the following:

  1. Discuss competitive analysis by examining one to two competitors to your product or service. Identify the direct competition to your product or service and analyze their strategies, objectives, strengths, and weaknesses.
  2. Conduct a competitive analysis on both the industry and market of your chosen product or service. 
  3. Discuss porter five forces and competitive profile matrix as it relates to your product
  4. Prepare a marketing strategy based on the elements of the 7 P’s used in your chosen product or service. The marketing mix is the 7 Ps (product, place, price, promotion, people, process, and physical evidence) and each element should be addressed in the report. 

Use sources in addition to your textbook, and provide citations.  For example, reference The Wall Street Journal, The New York Times, and other major news/business publications that contain articles about your chosen product or service.  Please make use of other business books and sources that deal specifically with your product, industry or market segment.  Additionally, www.census.gov is a great resource for demographic information.

Remember, you must have at least six (6) peer-reviewed sources plus the textbook