Please read the scenario below, and then answer the questions that follow in a 3-page analysis. The questions will guide your analysis of the situation, but they will need to be presented as part of a report to the owner of the company on evaluating a marketing plan.
Scenario:
Watch this video on the Coca-Cola marketing strategy plan implementation, and then answer the questions below (ThoughtCatalyst, 2017):
Address the following questions in your response:
1. What is the final element (final phase) of a marketing plan?
2. What is an independent, comprehensive, systematic, and periodic review of a companys marketing environment, strategies, and objectives to improve performance?
3. What are the primary trade channels for bringing products to customers?
4. How is decreasing the number of levels of management in an organization to get closer to the customer described?
5. How is using analytical methods, such as data mining, to develop deeper insights into customer behavior described?
6. What are the four stages of the profitability control process?
7. What reveals the companys earnings in products, territories, or markets?
8. What is the number 1 deadly sin of marketing for companies?
9. What addresses the what and why of marketing activities?
10. What software allows marketers to make better spending and investment decisions, get new products to market quicker, and reduce decision time and costs?
11. Who examines adherence to profit plans, assists brand managers in preparing budgets, measures promotional efficiency, evaluates costs related to media production, and conducts profitability analyses?
12. What is crucial to ensuring that marketing plans have their expected results annually?
13. Who sets annual sales and profit goals?
14. How frequently does the average U.S. corporation lose half of its customers?
15. What is critical for marketing to have future success?
Submitting your assignment in APA format means, at a minimum, you will need the following:
· Title page: Remember the running head. The title should be in all capitals.
· Length: 3 pages minimum
· Body: This begins on the page following the title page and abstract page and must be double-spaced (be careful not to triple- or quadruple-space between paragraphs). The typeface should be 12-pt. Times Roman or 12-pt. Courier in regular black type. Do not use color, bold type, or italics, except as required for APA-level headings and references. The deliverable length of the body of your paper for this assignment is 3 pages. In-body academic citations to support your decisions and analysis are required. A variety of academic sources is encouraged.
· Reference page: References that align with your in-body academic sources are listed on the final page of your paper. The references must be in APA format using appropriate spacing, hanging indent, italics, and uppercase and lowercase usage as appropriate for the type of resource used. Remember, the Reference page is not a bibliography but a further listing of the abbreviated in-body citations used in the paper. Every referenced item must have a corresponding in-body citation.
Please submit your assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.
Grading Rubric: Maximum 100 Points
|
Grading Criteria |
Points |
|
|
|
|
|
|
Deliverable requirements addressed; understanding of material and presenters message and intent are clear |
40 points |
Followed assignment guidelines and criteria |
20 pts |
Yes/Complete |
Mostly |
Not at all |
|
Overall quality |
20 pts |
Excellent |
Satisfactory |
Needs Improvement |
||
|
Scholarly research that supports the writers position is properly acknowledged and cited, and direct quotations do not exceed 10% of the word count of the body of the assignment deliverable |
25 points |
Title page, table of contents, tables, exhibits, appendices or reference page included |
12.5 pts |
Yes |
Partially |
Not at all |
|
Content is original with less than 35% match |
12.5 pts |
Yes |
3650% |
51% or over |
||
|
Critical thinking: Position is well-justified; logical flow; examples |
10 points |
Position is justified with examples |
5 pts |
Excellent |
Satisfactory |
Needs Improvement |
|
Presentation flows logically |
5 pts |
Excellent |
Satisfactory |
Needs Improvement |
||
|
Structure: Includes introduction and conclusion, proper paragraph formatting, and reads as a polished academic paper or professional presentation, as appropriate for the required assignment deliverable |
7.5 points |
Includes introduction and conclusion |
2.5 pts |
Excellent |
Satisfactory |
Needs Improvement |
|
Paragraphs are formatted properly |
2.5 pts |
Excellent |
Satisfactory |
Needs Improvement |
||
|
Reads as polished academic paper or presentation |
2.5 pts |
Excellent |
Satisfactory |
Needs Improvement |
||
|
Mechanical: No spelling, grammatical, or punctuation errors |
10 points |
Spelling and grammar are accurate |
5 pts |
Yes |
Partially |
Not at all |
|
Punctuation is accurate |
5 pts |
Yes |
Partially |
Not at all |
||
|
APA: Deliverable is cited properly according to the APA Publication Manual |
7.5 points |
References are cited in accordance with APA formatting |
5 pts |
Yes |
Partially |
Not at all |
|
Reference slide is included |
2.5 pts |
Yes |
Partially |
Not at all |
Reference
ThoughtCatalyst. (2017, October 5). The secret behind Coca-Cola marketing strategy [Video]. YouTube. https://www.youtube.com/XhMVWzVXNNk
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