UNIVERSITY / INSTITUTE: Southern New Hampshire University (SNHU)
CLASS / COURSE: MKT113: Introduction to Marketing
Spring 2011 Introduction to Marketing/MKT 113 Assignment 2
Target Market & Product Strategy Analysis
Using the MKT 113 LibGuide, find a minimum of one (1) SNHU source which provides information on Ben & Jerry’s®
Navigate the Ben & Jerry’s® website
Review the following information in your textbook:
Five (5) bases for segmenting consumer markets
Three (3) target market strategies
Branding strategies (major branding decisions)
Review the Syllabus, Communications Expectations Sheet and Academic Dishonesty Definitions Sheet
Written Assignment Deliverable
The components of your 3-5 page assignment (length excludes Title and References Pages) are as follows:
Student’s name, instructor’s name, course name, course reference number, assignment number (e.g. 1, 2 or 3) and due date.
Visual relating to this assignment. Be sure to cite the source of the visual underneath it.
Introduction (Purpose is to inform, evaluate and persuade)
A paragraph introducing the reader to Ben & Jerry’s®, its parent company and its “scoop shops.”
A thesis statement – Choose either (a) or (b) below. You will then support your chosen thesis in the body of your paper.
a) In general, Ben & Jerry’s® has successful target market and product strategies.
b) In general, Ben & Jerry’s® does not have successful target market and product strategies.
Body (paragraphs which support the thesis stated in your introduction)
Provide the following information on the company:
The consumer segmentation bases used by the company
Its target market strategy
Its product mix (include product lines and number of products within each line)
Its specific branding strategy
Re-affirm the thesis stated in your introduction.
Recommend a new product line for the company. Name at least 2 flavors
in that product line. Be sure to support your answer.
Include the sources cited within your paper (i.e. textbook, sources from secondary research and the source for your visual).
A paragraph depicting what you have learned by completing this assignment. This is the only part of the assignment where you may use the first or second person (i.e. “I” or “you”).
Electronic and Hard Copy Assignment Submission
By the start of class on the day the assignment is due, students who attend class will:
Post the FINAL version (one document which includes ALL of the components of the paper) of their completed assignment to the Assignments Section of Blackboard (see Turnitin icon). Failure to post by the start of class will result in the deduction of 10 points.
Print the assignment out, staple it in the upper left hand corner to facilitate grading (no fancy bindings) and hand it into the instructor. Failure to provide a hard copy on the due date will result in a grade of 0.
By the start of class on the day the assignment is due, students who are absent from class
Post the FINAL version (one document which includes ALL of the components of the paper) of their completed assignment to the Assignments Section of Blackboard (see Turnitin icon). Failure to post by the start of class will result in a deduction of grade of 0.
Print the assignment out, staple it in the upper left hand corner to facilitate grading (no fancy bindings) and hand it into the instructor the next time they come to class. Failure to provide this hard copy the next time they attend class will result in a deduction of 10 points.
Note: Please put your first initial, last name and assignment number in file name. For
example, the instructor’s assignment 1 file name would be labeled as m.anstey1.
LIBRARY RESOURCES STATEMENT
In addition to the intellectual resources available on site and online (http://www.snhu.edu/library), Shapiro Library makes available group and one-on-one instruction in information literacy, enabling students to define and articulate what knowledge-based resources are relevant to their research interests. Library staff are available to assist students in effectively and efficiently accessing information from credible sources (Wikipedia is not considered a credible source), to compare new knowledge with prior beliefs, and to consider the related ethical, legal, and socio-economic issues that are inherent in scholarly investigation.
Ed Daniels has created a MKT 113 LibGuide to facilitate secondary research required in this course. To access this LibGuide, please go to http://libguides.snhu.edu/Introduction_to_Marketing
RESEARCH PAPER CITATION
The School of Business recognizes the American Psychological Association (APA) citation guidelines as the standard to be used in all business courses, including this one. Please be sure to review your Penguin Handbook for a full explanation and application of APA. For additional assistance, please go to:
Students may also see the complete APA manual in the library
Completed Solution is attached. Click on Buy button and then download file to get full solution.
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