Principles of Marketing

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Assignment 2: Place (Distribution Strategy) and Promotion

Using the Waters Bottling Companyin 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 and 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 4 of the Marketing Plan. Use the guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 4– Place & Promotion (Module 4).

Section 4 – Place & Promotion (Module 4)

  • Distribution Channels
    • Length & Width
    • Direct & Indirect
    • Vertical & Horizontal Channel Conflict
  • Promotion
    • Communication Process & Tools
    • Product Life Cycle
    • Push vs. Pull

You will create a complete Marketing Plan by the end of the course. You will write the Fourth section of the Marketing Plan for this assignment. 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 4 – The Place & Promotion (Module 4). 

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 this Marketing Plan Section. 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_M4_A2.doc. For example, if your name is John Smith, your document will be named SmithJ_M4_A2.doc.

Submit your assignment to the M4: Assignment 2 Dropbox by Wednesday, March 15, 2017.

Assignment 2 Grading Criteria
Maximum Points
Determine the potential product distribution channels.
15
Identify the Length and Width of the different distribution channel choices.
10
Discuss the advantages/ disadvantages of the Vertical and Horizontal channel methods. Identify any potential conflicts.
15
Examine the Communication Process for the product. Create a guideline for each of the Communication Process elements that will aid promotion development.
20
Analyze the promotion activities as they relate to each of the stages of the Product Life Cycle for this product.
20
Evaluate the Push & Pull promotion techniques for this product.
10
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:
100
 

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