Marketing research essay

1
BUS 138 Marketing Research Zhang
Individual Project Assignment 1 (IPA 1): Ch 1 The Role of Marketing Research
Instructions: How __________(pick an organization from the list on p. 2 of this instruction) conducts and uses marketing research in
their strategic marketing management? Submit your answers to the questions on the form below. Be sure to read pp. 12-18 in
textbook and lecture Slides 18-26 and notes below slides.
File Format: Word document (.doc or .docx) only.
Due: See Canvas Calendar.
Policies: Since this is my first instruction for IPAs during the semester, I want to restate the IPA policies below (see Syllabus). I will
not do the same for the remaining instructions.
“Note: You have one-day grace period to submit IPA assignments. This late submission will result in 20% deduction in grade.
Turnitin Score: All your IPA submissions must be typed in a word document. No screenshots, jpeg, pdf or any other file formats are
accepted. Do NOT include my instructions or examples; submit your work only. If you find that your submission has a turnitin score
higher than 25%, you should notify the instructor immediately.
Remember that IPA must be completed individually by yourself. Any form of collaboration or plagiarism (see Academic Integrity
below) on the assignment will result in a grade of F for the assignment and possible further disciplinary action by the University.”
1. Identifying and evaluating
market opportunities
Discuss 2 relevant trends (e.g., consumer, market, technology) [50-60 words; 1 pt]:
2. Analyzing market segments
and selecting target
markets
First, describe the target market; second, discuss what research tool can help the company
understand the target market? [50-60 words; 1 pt]
2
3. Planning and implementing
a marketing mix (4P’s)
Provide a research example for each of the 4P’s (see my examples in notes below slides) [60-
100 words; 2 pts]:
• Product
• Pricing
• Place
• Promotion
4. Analyzing firm performance How to analyze firm performance? And what type of data (list at least 2-3 types)? [40-50
words; 1 pt]
List of Organizations:
• A smart home device (e.g., Echo or Nest) company
• A video game company
• A store that sells organic foods
• A fashion company
• A manufacturer of pet products and supplies
• A mobile dating app
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