M2A2 I
Assignment 2: Business Environment and Marketing Research
Using the Waters Bottling Company in Module 1, continue to build the Marketing Plan Sections for the product you have selected/ invented/ created. Complete the
following in MS Word: Be concise but complete in your analysis of each plan element. Your employer wants to know you have left nothing out in your analysis.
This assignment represents Section 2 of the Marketing Plan. Use the Marketing Plan guide to identify the sections of the Marketing Plan and the marketing elements
contained therein. This assignment will focus on Section 2 – Marketing Research & Target marketing (Module 2).
Section 2 – Market Research & Targeting (Module 2)
Market Research
Research Methods & Data Mining
Market Research Process
Consumer Behavior
B2C vs. B2B
Consumer Decision Making Process
Factors Affecting B2C and B2B consumer behavior
Market Segmentation
Market Segmentation Concepts
Segmentation Process
Segmentation Strategies
Target Marketing
Relate all responses using the WBC scenario and the product you have selected to market in Module 1.
Create a 4- to 6-page Word document for your Marketing Plan sections. Apply a standard business writing style using the Market Planning Guide sections as your
(headers/ sub heads/ bullets) to your work. Be sure to cite your work in the APA format.
Use the following file-naming convention: LastnameFirstInitial_M2_A2.doc. For example, if your name is John Smith, your document will be named SmithJ_M2_A2.doc.
Submit your Word Document to the M2: Assignment 2 Dropbox by Wednesday, May 17, 2017.
Assignment 2 Grading Criteria
Maximum Points
Determine the type of research method you will employ. Discuss the relevance of Data Mining in this research.
10
Identify the steps in the Marketing Research Process you will execute.
10
Discuss the Buyer Behaviors driving the B2C and B2B markets.
15
Outline the Consumer Decision Making Process for the WBC product you have identified in Module 1.
10
Discuss the factors that are affecting the B2C and B2B consumer behaviors.
20
Compare the various Market Segmentation Concepts, which could be used to identify a potential market niche.
10
Explain the Segmentation process and potential Segmentation Strategies for the WBC product.
10
Make a logical selection of the best target segment after careful consideration.
5
Writing components: Demonstrated understanding of readings, interpreting concepts, making connections, and distinguishing between fact and opinion. Presented a
structured report free of spelling and grammatical errors, and applied current writing standards for editorial style, expression of ideas, and format of text,
citations, and references.
10
Total:
