Principles of Marketing
Team Project Section 2
Section 2: Marketing Mix
Now it is time to develop your marketing mix. Remember, you must justify your choices based on the target market and company mission.
Product Ch 11, 12, 13 25 points
What are the major product/service offerings of the firm? Do they complement each other, or is there unnecessary duplication?
What are the features and benefits of each product offering?
Where are the firm and each major product in the life cycle?
Why should your target market buy this product?
What are the major weaknesses in each product area? What are the major complaints? What goes wrong most often?
Is the product name easy to pronounce? Spell? Recall? Is it descriptive, and does it communicate the benefits the product offers? Does the name distinguish the firm or product from all others?
What warranties are offered with the product? Are there other ways to guarantee customer satisfaction?
Does the product offer good customer value?
How is the product packaged?
How is customer service handled? How is service quality assessed?
Place/Distribution Chapters 16 & 17 25 points
Should the firm try to deliver its offerings directly to customers, or can it better deliver by involving other organizations? What channel(s) should be used in distributing product offerings?
How are facility locations chosen? Is the site accessible to the target markets? Is it visible to the target markets?
What are the location and atmosphere of retail establishments? Do these retailers satisfy customers?
Are members of the target market willing and able to travel some distance to buy the product?
How good is access to facilities? Can access be improved?
When are products made available to users (season of year, day of week, time of day)? Are these times most appropriate?
What physical distribution facilities are used? Where are they located? What are their major characteristics?
Promotion 25 points Chapter 18, 19, 20
Your plan should include more than promotional ideas than just social media! Make sure you include ideas that are effective at reaching your target market. A strong promotional mix involves more than just social media.
How does a typical customer find out about the firms products?
Does the message the firm delivers gain the attention of the intended target audience? Does it address the wants and needs of the target market, and does it suggest benefits or a means for satisfying these wants? Is the message appropriately positioned?
Does the promotion effort effectively inform, persuade, educate, and remind customers about the firms products?
Does the firm establish budgets and measure effectiveness of promotional efforts?