Weekly Readings and Videos
The Market Research Process. (n.d.). courses.lumenlearning.com
What Is the Value & Purpose of a Marketing Positioning Statement? Akers, H. (n.d.). smallbusiness.chron.com
Using Marketing Information Systems (MIS). Devault, G. (2020, Jan 4). thebalancesmb.com
Ethical Considerations of Marketing Research. Masters, T. (2019, Mar 1). smallbusiness.chron.com
MRA Code of Marketing Research Standards. (n.d.). insightsassociation.org
The Basics of the Marketing Research Process. (4:50). Professor Wolters. (2020, Jul 8). YouTube
As part of the marketing planning process, marketing managers typically develop and answer a series of planning questions. The answers to these planning questions are used to develop a logical framework for creating an effective strategic marketing plan.
Research a company of your choice and then physically visit the company. Use the results of your research and this week’s course content to answer the following:
- Develop a positioning statement for the company, e.g. â€œFor [your audience], [your brand] is the [your market] that best delivers on [your brand promise] because [your brand], and only [your brand], is [your evidence].â€
- Review the companyâ€™s mission, vision, and value statements, found on their website. Does your experience match their strategy?
- What recommendations would you make to enhance their objectives?