marketing rationale for demonstrate how to conduct primary and The following assignment illustrates the opportunities conducting secondary research. For example, process a company undertakes in order marketing companies will often analyze primary to analyze market segment research and secondary data in order to construct opportunities. a market segmentation strategy. Apply research 1. Please read the “Prince Sports, Inc.: to segment Reading: In Tennis Racquests for Marketing: The Core, Every Segment” consumer and review: case study (page 205-207). organizational Chapter 8, “Marketing Research: markets 2. After reading the case, please answer From Customer Insights to the following questions: pages 160-185. Actions,” What promotional activities might Chapter 9, “Market Segmentation, Prince use to reach the following Targeting, and pages Positioning,” segments: (a) recreational players and 186-207. (b) junior players? Lesson Presentation: Complete the What might Prince do to help it gain following: distribution and sales in (a) mass merchandisers like Target and Visit the Web site AllBusiness.com and (b) specialty tennis shops? to view additional information regarding primary and secondary 3. This section of your marketing plan research. should be one to two pages long. Preparation for Week 5: In Prepare your work as instructed in Week read: Marketing: The Core, 1. Submit your individual work at the Chapter 10, New “Developing beginning of Week 5. Products and pages Services,” Chapter Successful 11, “Managing Products, Services and Brands,” pages 232-259. Week Five Part 1 of 2 Course Instructional Learning Activities Graded Activities Outcome Objectives Analyze pricing Examine the It can take considerable time and (35 points) Individual Work strategies of new product resources in order to develop a new The following assignment illustrates products and development product. This week's learning activities the process a professional baseball examine the process focus on learning new product organization implements when new product development and branding strategies. managing its product and branding development Assess the related strategies. process importance of Reading: In Marketing: The Core, branding read: Please read the “Philadelphia strategies Chapter 10, New Phillies, Inc: Sports Marketing “Developing 101” Products and pages case study (page 257-259). Services,” Chapter Successful After reading the case, please 11, “Managing
marketing opportunities rationale for conducting marketing research Apply research to segment consumer and organizational markets demonstrate how to conduct primary and secondary research. For example, companies will often analyze primary and secondary data in order to construct a market segmentation strategy. Reading: In Marketing: The Core, review: Chapter 8, “Marketing Research: From Customer Insights to Actions,” pages 160-185. Chapter 9, “Market Segmentation, Targeting, and Positioning,” pages 186-207. Lesson Presentation: Complete the following: Visit the Web site AllBusiness.com to view additional information regarding primary and secondary research. Preparation for Week 5: In Marketing: The Core, read: Chapter 10, “Developing New Products and Services,” pages Chapter 11, “Managing Successful Products, Services and Brands,” pages 232-259. The following assignment illustrates the process a company undertakes in order to analyze market segment opportunities. 1. Please read the “Prince Sports, Inc.: Tennis Racquests for Every Segment” case study (page 205-207). 2. After reading the case, please answer the following questions: What promotional activities might Prince use to reach the following segments: (a) recreational players and (b) junior players? What might Prince do to help it gain distribution and sales in (a) mass merchandisers like Target and and (b) specialty tennis shops? 3. This section of your marketing plan should be one to two pages long. Prepare your work as instructed in Week 1. Submit your individual work at the beginning of Week 5. Week Five Part 1 of 2 Course Outcome Instructional Objectives Learning Activities Graded Activities Analyze pricing strategies of products and examine the new product development process Examine the new product development process Assess the importance of branding strategies It can take considerable time and resources in order to develop a new product. This week's learning activities focus on learning new product development and branding strategies. Reading: In Marketing: The Core, read: Chapter 10, “Developing New Products and Services,” pages Chapter 11, “Managing Successful Individual Work (35 points) The following assignment illustrates the process a professional baseball organization implements when managing its product and branding related strategies. Please read the “Philadelphia Phillies, Inc: Sports Marketing 101” case study (page 257-259). After reading the case, please