Marketing Myopia Essay

As discussed in the Unit I Lesson, the marketing concept consists of elements that concern market segmentation and how

it relates to target markets. Also, recall that promotion is used to reach those target markets.

In this essay, define the marketing concept and summarize its relationship to marketing myopia. Give an example of

marketing myopia that you have seen.

Your essay must include an introduction.

You must also reference at least one journal article from the CSU Online Library and one article from a business-related

or news website; therefore, your essay should be supported by at least two sources.

Your essay must be at least three pages in length and double-spaced—not counting the title and reference pages.

All sources used must be referenced; paraphrased and quoted material must have accompanying APA citations.

See the CSU Success Center’s video for helpful information about writing essays. Click here to view the video.

Information about accessing the grading rubric for this assignment is provided below.

 

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Marketing Myopia Essay

As discussed in the Unit I Lesson, the marketing concept consists of elements that concern market segmentation and how it relates to target markets. Also, recall that promotion is used to reach those target markets.

In this essay, define the marketing concept and summarize its relationship to marketing myopia. Give an example of marketing myopia that you have seen.

• Your essay must include an introduction.
• You must also reference at least one journal article from the CSU Online Library and one article from a business-related or news website; therefore, your essay should be supported by at least two sources.
• Your essay must be at least three pages in length and double-spaced—not counting the title and reference pages.
• All sources used must be referenced; paraphrased and quoted material must have accompanying APA citations.

See the CSU Success Center’s video for helpful information about writing essays. Click here to view the video.

 

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Marketing

Currently Hoosier Media utilizes traditional media vehicles for marketing. This includes print advertising to solicit new and renewal newspaper subscriptions. Other marketing tactics currently used include regional television and radio advertising spots. Management has expressed interest in expanding its marketing reach through social media and mobile app technology but is unsure how to move forward in those areas.

Information technology

Hoosier Media’s newsroom is in dire need of technological updates. All workstations currently have desktop computers; however, many employees have been requesting the ability to work from home as well as have access to company networks while on the road for business. Many of the younger employees would like to have access to iPads and would like to replace their desktop computer with lightweight laptop computers.

For the next phase of your consulting engagement, address the following in a 700- to 1,050-word paper:

• Propose marketing and information technology implementation tactics for Hoosier Media, Inc.
• Develop a communication plan describing how the company should communicate its strategic plan to key stakeholders by:
  • Identifying the information that should be communicated.
  • Defining the audience that should receive the communication.
  • Identifying the channel(s) of communication.
• Include a title page, introduction, conclusion, and references should be cited, following APA guidelines.

 

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Marketing

The read article, “Best of Multimedia: Marketing Myopia in 120 Seconds” http://www.strategy-business.com/blog/Best-of-Multimedia-Marketing-Myopia-in-120-Seconds?gko=70a85,” which provides a great two-minute video on the topic.

Describe how this relates to organizational strategy, mission and marketing strategy. Give specific examples.

 

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Marketing Plan This week you will continue your comprehensive marketing plan researching the SAME company that you researched in previous units. Again, utilizing the CSU Online Library, you will research the various elements of the marketing plan as it relates to this company. In Unit IV you will provide a comprehensive discussion of the products and/or services provided by your organization.  

Product This section will provide a comprehensive look at the products, product lines, and services that are offered by your company. This will include discussions about the quality of the product/service and other additions such as warranties, installation, service plans, or unique packaging features that are included with the product (if pertinent). Include a discussion of whether your company’s products/services would be considered business-to-consumer (B2C) or businessto-business (B2B).Branding is also considered a part of the product offering, thus a discussion of the branding efforts associated with your company and the importance of said branding in the overall product offering should be included. Within this discussion, review the positioning strategy of your company. 

Competitive Advantage A competitive advantage is an important goal of every company, address whether your company has a competitive advantage WITH RESPECT TO PRODUCT. The idea is to discuss whether your company has a competitive advantage

BBA 3201, Principles of Marketing 4

with respect to their product offering and the attributes associated with product as discussed above. Competitive advantage with respect to promotion, place, and pricing will be discussed in later sections of the marketing plan. Once you have stated your position, remember to include your rationale.  

Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page. References should include at least one additional, credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include the use of subheadings (this week consider using Product and Competitive Advantage in Product). 

Running Head: STARBUCK’S PRODUCTS AND COMPETITIVE ADVANTAGE STARBUCKS’ PRODUCTS AND COMPETITIVE ADVANTAGEStudent’s Name:Professor’s Name:Course Title:Date STARBUCK’S PRODUCTS AND…

 

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