University of Phoenix Understanding Target Markets Essay NO PLAGARISM. For the purposes of this project you are to select an existing company and an exist

University of Phoenix Understanding Target Markets Essay NO PLAGARISM.

For the purposes of this project you are to select an existing company and an existing product or service that company offers. NOTE A COMPANY ALONE IS NOT SUFFICIENT. You must be specific about the product line or service selected.”

Purpose of Assignment:

To develop effective relationship marketing, a company must first understand its targeted consumers’ buying influences and behaviors. This week’s assignment is the first part of the development of a marketing plan. It provides the foundation of the marketing plan and introduces the student to a variety of diagrammatic tools for understanding a business.

Assignment Steps

To develop effective relationship marketing, a company must first understand its targeted consumers’ buying influences and behaviors. In Week 2, you create the customer profile section of your plan.

Develop the first two parts of the Target Market section, in a minimum of 700 words.

This includes an overview of the target customer, ie demographics (age, income, family members, and birthdays) and psychographics (activities, interests, and opinions) analysis. This is not a detailed analysis but an overview (basic trends and insights from the data that is presented in annual reports and other SEC type filings).

NOTE: This is for a target market or customer segment for the product or service selected in week 1.

YOUR DESCRIPTION MUST BE SUFFICIENT TO BE ABLE TO IDENTIFY WHO IS A TARGET CUSTOMER AND AS WELL AS WHO WOULD NOT BE A TARGET CUSTOMER. A TARGET MARKET OF EVERYONE IS NOT SUFFICIENT.

An important component is the competitive differentiator of your selected product. This translates into why a customer would buy the product over alternative competing products. INCLUDE THIS IN YOUR PAPER.

You are also to include analysis of the current situation including 3 of the elements in the list below:

Relevant Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
Current Opportunities
Potential Future Opportunities
Current Threats
Potential Future Threat
Competition
Diagrams are not required but can be used to provide clarity and conciseness. Diagrams (and subsequent discussion) can include SWOT (emphasizes internal market–Strengths, Weakness, Opportunities, Threats) TOWS (emphasizes the external market–Threats, Opportunities, Weakness, Strength), PEST (Political, Economical, Social, Technological), SOAR (Strengths, Opportunities, Aspirations, Results), and/or STEEP (Social, Technological, Environmental, Economical, Political). All diagram(s) should be in APA format and must include a subsequent discussion of the diagram(s) providing insight and clarity.

Explain the insights you have gained from your inspection and analysis of the demographic and psychographic information you have found.

This assignment will be incorporated into your overall marketing plan for Week 6.

Format your assignment according to APA guidelines. Words =
Name:
Date:
ASSIGNMENT TOTAL GRADE
100
CONTENT GRADE
(possible 70 points)
70
REQUIREMENTS NOT MET
Grading Criteria
Minimum Points
REQUIREMENTS PARTIALLY
MET
Medium Points
COMMENTS
REQUIREMENTS MET
Maximum Points
LENGTH – possible 10pts.
(less than 7 pts)
The submission is a minimum
of 700 words in length.
Paper is significantly shorter
than length guidelines.
Significant amount of
unrelated content or nonoriginal content is included.
Inappropriate sources are
used, or an inadequate
number of resources are
referenced.
(7-12 pts)
The paper does not
conform to length
guidelines.
Attempt to research the
topic is evident, and
appropriate materials are
correctly referenced.
(12-15 pts)
The paper conforms to
length guidelines.
The paper includes
relevant material that is
supported by references.
REQUIRMENT 1 – possible 20 pts
Paper provides an overview
of the target market /
customer including
demographics (age, income,
family members, and
birthdays) and
psychographics (activities,
interests, and opinions)
analysis.
(less than 8 pts)
Did not identified nor
analyze the target market
such that understanding of
who a customer would be,
and who is not a customer
is not clear.
(8-15 pts)
Identified but did not
fully describe the target
market of the selected
product or service line.
(15-20 pts)
Identified and analyzed
the target market of the
selected product or
service line. Target
customer is clear.
REQUIRMENT 2 – possible 10 pts
(less than 4 pts)
Paper address why the target
customer would buy the
selected product over
alternative competing
products.
Did not identify nor
evaluate the reasons why
the customer would choice
this product or service over
alternatives.
(4-7pts)
Did not fully articulate
why the customer could
acquire this product vs
alternatives.
(8-10 pts)
Identified why the target
customers would select
this product over
alternatives.
REQUIRMENT 3 – possible 20 pts
Paper provides an analysis of
the current situation
including:
• Environmental Scanning
• Market, Economic,
Technological,
Regulatory, Legal, Social,
and Ecological Forces
• Current Opportunities
• Potential Future
Opportunities
• Current Threats
• Potential Future Threat
(less than 8 pts)
Did not identify nor
evaluate any of the
requested elements from
the list.
(8-15 pts)
(15-20 pts)
Identified and evaluated
an insufficient number of
elements from the list or
provided analysis of an
element was not
sufficient or appropriate.
.
Identified and evaluated at
least 3 of the elements of
the list.
•
Competitors.
REQUIRMENT 3 – possible 10 pts
(less than 4 pts)
Student explains the insights
he/she has gained from
his/her inspection and
analysis of the target market
information he/she has
found.
Did not identify nor provide
any insights grained from
the target market
information provided.
PRESENTATION GRADE
(possible 25 points)
(8-10 pts)
Student provides
appropriate insights that
are supported by the
presented information.
25
REQUIREMENTS NOT MET
Grading Criteria
(4-7 pts)
Student provides an
incomplete analysis of
insights provided, or
insights and not
supported by presented
information.
Minimum Points
REQUIREMENTS PARTIALLY
MET
Medium Points
REQUIREMENTS MET
Maximum Points
ORGANIZATION – possible 9 pts
(0-4 pts)
Paper includes an
introduction and conclusion
with content that follows
from introduction and
supports conclusion.
Introduction / conclusion
are missing or very weak
and do not present paper
objectives or summarize
content.
(5-7 pts)
(7-9 pts)
Introduction and
summary are present,
but do not fully present
or summarize content or
objective.

The introduction clearly
states the objective of
paper with enough
background and previews
major points.
Content tends to drift off
topic in some areas.
The conclusion is logical,
flows from the body of the
paper, reviews the major
points, and draws ideas
together.
Body of paper relates to
the stated objective and
supports conclusion.
PARAGRAPH STRUCTURE –
possible 8 pts
(0-3 pts)
Paragraphs are well formed
and structured and are
presented in a logical manner
that maintains the flow
throughout the paper.
SENTENCE & GRAMMER, STRUCTURE
– possible 8 pts
Paragraphs do not focus
around a central point;
concepts are disjointedly
introduced or poorly
defended (i.e., stream of
consciousness).
Appropriate paragraph
breaks are not utilized, such
that multiple topic
discussions run into each
other.
(4-6 pts)
Paragraphs sometimes
lack an introductory
sentence and/or drift
from apparent topic,
and/or contain
statements not relevant
to focus.
Topics/content could be
organized in a more
logical manner.
Transitions from one
idea to the next are often
disconnected and
uneven.
(6-8 pts)
The focus of each
paragraph is introduced in
the opening line of the
paragraph and content
within the paragraph is
related to this focus.
Paragraphs are connected
and flow in a logical
manner that follows the
objective. Sentences are
well-connected and
meaningful.
(0-3 pts)
Sentences are complete,
clear, concise, and well
structured. Rules of grammar
and usage are followed
including spelling and
punctuation.
(4-6 pts)
(6-8 pts)
Sentences are short,
choppy, and sometimes
incomplete or may be long
run-on sentences.
Some words, transitional
phrases, and
conjunctions are
overused or missing.
Writing is in an active
voice and avoids awkward
transitions and overuse of
conjunctions.
The writer demonstrates
limited understanding of
formal written language
use; writing is colloquial
(i.e., conforms to spoken
language).
Ideas may be overstated
or repeated and
sentences with limited
contribution to the
subject are included.
The writer demonstrates
correct usage of formal
English language in
sentence construction.
The writer struggles with
vocabulary and has
difficulty conveying
meaning such that only the
broadest, most general
messages are presented.
Grammar and punctuation
are consistently incorrect.
Spelling errors are
numerous.
MECHANICS GRADE
Possible 5 points
There are no spelling,
punctuation, grammar, or
word usage errors
Variation in sentence
structure and word usage
promotes readability.
Problems with word
usage (e.g., evidence of
incorrect use of
Thesaurus) and
punctuation persist,
often causing difficulties
with grammar.
5
REQUIREMENTS NOT MET
Grading Criteria
The writer occasionally
uses awkward sentence
construction or overuses
and/or inappropriately
uses complex sentence
structure, such that
meaning is not clear.
Minimum Points
REQUIREMENTS PARTIALLY
MET
Medium Points
REQUIREMENTS MET
Maximum Points
SENTENCE & GRAMMER STRUCTURE
– possible 10 pts
(0-2 pts)
The paper is correctly
formatted to APA style (e.g.,
margins, spacing pagination,
headings, headers, etc.
The paper does not
conform to APA style.
Paper does not conform to
submission requirements
(file name, required
components, etc.)
(2-4 pts)
The paper does not
conform completely to
APA style (e.g., margins,
spacing, pagination,
headings, headers,
citations, references,
according to the APA
Manual).
(4-5 pts)
Paper includes a title
page.
Tables and graphs meet
APA format requirements.
Intellectual property is
recognized with in-text
citations and reference
page formatted to APA
requirements.

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