The Consumer and Business Market Scenario Marketing As the marketing manager of a major franchise, your job will be to perform the daily tasks of a marketing manager. Select one of the franchise companies below for which you would like to be Marketing Manager. Edible Arrangements® - Edible fruit baskets – Creates fresh fruit arrangements and gourmet chocolate dipped fruit to order. Cartridge World® - Cartridge Company - carries a complete line of both inkjet and toner printer cartridges. Offers both remanufactured and Original Brand (OEM) ink and toner cartridges for nearly all brands of printers, copiers, fax and postage machines. Liberty Tax Service® - Taxes – provides tax service to both consumers and businesses. Assumptions · Your plan is to aggressively go after the consumer and business market creating dual revenue streams. Your marketing strategy, research marketing mix and customer relationship marketing will be different for both groups. In this scenario, you will be responsible for conducting the following tasks: · Observing and analyzing market trends · Examining competitors' products and services · Investigating ways of improving existing products and services, and increasing profitability · Identifying target markets and developing strategies to communicate with them Assignment There are two parts to this Assignment so be sure to complete both parts. Part 1: The Consumer and Business Market Write a brief paragraph that answers the following questions. (This should not be in Question/Answer format). · Which company did you choose as your focus in this Marketing Management Assignment? · Where are the company's headquarters located? · What is the mission statement of the company you chose to study? · The previous marketing manager developed an advertising campaign before the marketing strategy. How could this advertising campaign potentially create problems for the product? Part 2: Marketing Strategy Planning In preparation for your first presentation to the CEO of the organization, you will create a 3–5 page paper. You will examine how the 3 C’s (customer targets, competitors, customer value proposition) and 4 P’s (Product, Price, Place, and Promotion) of marketing strategy influence marketing decisions about how you can increase purchases to consumers and increase purchases for business-to-business. Your goal is to complete the consumer and business-to-business marketing strategy planning document. Using the bolded words as subheadings for each response as seen in the PDF of this Assignment, answer the following: 1. SMART Goals: Using the SMART acronym, list several objectives you wish to accomplish. 2. The 3 C’s of marketing strategy: Customer Targets: Discuss the customer targets (target market), you should have at least two. Provide for the CEO a more specific description of which customers you (the marketing manager) want to persuade to buy the product or service. Competitors: For each customer target, identify a competitor (b ...

1. The Consumer and Business Market
Scenario Marketing
As the marketing manager of a major franchise, your job will be
to perform the daily tasks of a marketing manager.
Select one of the franchise companies below for which you
would like to be Marketing Manager.
Edible Arrangements® - Edible fruit baskets – Creates fresh
fruit arrangements and gourmet chocolate dipped fruit to order.
Cartridge World® - Cartridge Company - carries a complete line
of both inkjet and toner printer cartridges. Offers both
remanufactured and Original Brand (OEM) ink and toner
cartridges for nearly all brands of printers, copiers, fax and
postage machines.
Liberty Tax Service® - Taxes – provides tax service to both
consumers and businesses.
Assumptions
· Your plan is to aggressively go after the consumer and
business market creating dual revenue streams. Your marketing
strategy, research marketing mix and customer relationship
marketing will be different for both groups.
In this scenario, you will be responsible for conducting the
following tasks:
· Observing and analyzing market trends
· Examining competitors' products and services
· Investigating ways of improving existing products and
services, and increasing profitability
· Identifying target markets and developing strategies to
communicate with them
Assignment
There are two parts to this Assignment so be sure to complete
both parts.
Part 1: The Consumer and Business Market
Write a brief paragraph that answers the following questions.
(This should not be in Question/Answer format).

2. · Which company did you choose as your focus in this
Marketing Management Assignment?
· Where are the company's headquarters located?
· What is the mission statement of the company you chose to
study?
· The previous marketing manager developed an advertising
campaign before the marketing strategy. How could this
advertising campaign potentially create problems for the
product?
Part 2: Marketing Strategy Planning
In preparation for your first presentation to the CEO of the
organization, you will create a 3–5 page paper.
You will examine how the 3 C’s (customer targets, competitors,
customer value proposition) and 4 P’s (Product, Price, Place,
and Promotion) of marketing strategy influence marketing
decisions about how you can increase purchases to consumers
and increase purchases for business-to-business.
Your goal is to complete the consumer and business-to-business
marketing strategy planning document. Using the bolded words
as subheadings for each response as seen in the PDF of this
Assignment, answer the following:
1. SMART Goals: Using the SMART acronym, list several
objectives you wish to accomplish.
2. The 3 C’s of marketing strategy:
Customer Targets: Discuss the customer targets (target market),
you should have at least two. Provide for the CEO a more
specific description of which customers you (the marketing
manager) want to persuade to buy the product or service.
Competitors: For each customer target, identify a competitor
(brand or company) that may be able to provide the customer
target a like product that would appeal to them.
Value Proposition: What do you see as the value proposition?
What are reasons for customers to purchase your brand/product.
Summarize into a single paragraph.
3. The 4 P’s of marketing strategy: Marketing Mix for the
Consumer Market: Describe each of the 4 P’s as it applies to

3. consumers that would purchase your product
a. Product
b. Price
c. Place
d. Promotion
4. Marketing Mix: Business-to-Business Market:Describe each
of the 4 P’s as it applies to business that would purchase your
product
a. Product
b. Price
c. Place
d. Promotion
5. Competitive Advantage: Using one (or more) of the
competitive advantages below, describe the components of this
advantage and why customers will perceive them as an
advantage for your product or service over its competitors’.
5. Cost-based advantage
5. Price-based advantage
5. Quality-based advantage
5. Differentiation advantage
5. Perceived quality advantage
5. Brand-based advantage
1. Product Life Cycle: Discuss the company’s products in The
Product Life Cycle (PLC). Why do you think they are in that
stage? Do you think there is any possibility of changing the
current stage of the Product Life Cycle? For instance, if current
products are in the maturity stage, what can the company do to
have products in the Introduction or Growth stage?
1. Increase Purchases: Consumers: Thinking of your consumer
target market, how can you get current customers of the product
or service to buy more?
1. Increase Purchases: Business-to-Business: Thinking of your
business-to-business target market, how can you get current
customers of the product or service to buy more?
Provide a 3–5 page (APA formatted) marketing strategy plan
paper with at least three supporting references that addresses

4. this Assignment.
Your paper should be in APA format and cite all references
used. Submit your paper to the Unit 2: Assignment Dropbox.
For assistance with APA format and citation style, visit the KU
Writing Resources located in the home area. See Rubric below
for Assignment details.
ID: MT450-02-08-AS
S.M.A.R.T. Goals are:
Specific as to what exactly you want to accomplish and why.
Measurable: How will you measure the results, or know when
you have achieved the desired result?
Achievable: They should be goals that allow for some challenge
without exceeding ability. They should have an action verb like
create, or recommend, decide, demonstrate, reduce, increase,
etc.
Relevant: The goals need to be relevant to your overall business
objectives and realistic in terms of your budget, the economic
climate etc.
Time frame: Provide a time frame to achieve the goals.
Example:
Increase revenues by 10% over the next 2 quarters of 2015.
[MT450: Marketing Management]
Unit 2 Assignment
Assignment

5. There are two parts to this Assignment so be sure to complete
both parts.
Part 1: The Consumer and Business Market
Write a brief paragraph that answers the following questions.
(This should not be in Question/Answer format).
Marketing Management Assignment?
study?
campaign before the marketing strategy. How could
this advertising campaign potentially create problems for the
product?
Part 2: Marketing Strategy Planning
In preparation for your first presentation to the CEO of the
organization, you will create a 3–5 page paper.
You will examine how the 3 C’s (customer targets, competitors,
value proposition) and 4 P’s (Product, Price, Place, and
Promotion) of marketing strategy influence marketing decisions
about how you can increase purchases to consumers
and increase purchases for business-to-business.

6. Your goal is to complete the consumer and business-to-business
marketing strategy planning document. Using the
bolded words as subheadings for each response as seen in the
PDF of this Assignment, answer the following:
1. SMART Goals: Using the SMART acronym, list several
objectives you wish to accomplish.
2. The 3 C’s of marketing strategy:
Customer Targets: Discuss the customer targets (target market),
you should have at least two. Provide for the
CEO a more specific description of which customers you (the
marketing manager) want to persuade to buy the
product or service.
Competitors: For each customer target, identify a competitor
(brand or company) that may be able to provide
the customer target a like product that would appeal to them.
Value Proposition: What do you see as the value proposition?
What are reasons for customers to purchase
your brand/product? Summarize into a single paragraph.
3. The 4 P’s of marketing strategy: Marketing Mix for the
Consumer Market: Describe each of the 4 P’s as it applies to
consumers that would purchase your product
a. Product

7. b. Price
c. Place
http://content-bus.kaplan.edu/MT450_1502A/topics/mt450-02-
08-as-02-reference.html
[MT450: Marketing Management]
d. Promotion
4. Marketing Mix: Business-to-Business Market: Describe each
of the 4 P’s as it applies to business that would
purchase your product
a. Product
b. Price
c. Place
d. Promotion
5. Competitive Advantage: Using one (or more) of the
competitive advantages below, describe the components of this
advantage and why customers will perceive them as an
advantage for your product or service over its competitors’.
1. Cost-based advantage
2. Price-based advantage

8. 3. Quality-based advantage
4. Differentiation advantage
5. Perceived quality advantage
6. Brand-based advantage
6. Product Life Cycle: Discuss the company’s products in The
Product Life Cycle (PLC). Why do you think they are in
that stage? Do you think there is any possibility of changing the
current stage of the Product Life Cycle? For instance, if
current products are in the maturity stage, what can the
company do to have products in the Introduction or Growth
stage?
7. Increase Purchases: Consumers: Thinking of your consumer
target market, how can you get current customers of
the product or service to buy more?
8. Increase Purchases: Business-to-Business: Thinking of your
business-to-business target market, how can you get
current customers of the product or service to buy more?
Provide a 3–5 page (APA formatted) marketing strategy plan
paper with at least three supporting references that
addresses this Assignment.
Your paper should be in APA format and cite all references

9. used. Submit your paper to the
Unit 2: Assignment Dropbox.
For assistance with APA format and citation style, visit the KU
Writing Resources located in the home area. See Rubric
below for Assignment details.
Unit 2 Assignment Grading Rubric 40
Possible
Points
Specific Paper Objectives: Assignment Checklist
(80%):
[MT450: Marketing Management]
Company information 2
S.M.A.R.T. goals 3
Customer targets 3
Competition 3
Value proposition 3
Marketing Mix - Consumer 3

10. Marketing Mix – Business to Business market 3
Competitive advantage 3
Product Life Cycle 3
How can you increase purchases by consumers? 3
How can you increase purchases by businesses? 3
Subtotal 32
Writing Style, Grammar, APA (20%)
Grammar and Spelling 3
Paper is 3–5 pages in length and responses are
concise and direct 3
Reference list and citations are provided 2
8
Total 40