Individual Written Project #3 (4 pages)
MKTG 3213 Principles of Marketing
Tom Brown and Kinda Wilson
For the final written assignment, select one (1) product or service of your choice. Write
esponses to the following questions with respect to that product or service. (This does NOT
have to be the product or service you wrote about in earlier projects.)
(Please number your responses so that they co
espond with the topics below.)
1. Identify and describe at least four (4) points of contact between you and the company
selling the product or service to you; these points of contact are part of the customer
interface for the company. NOTE: You do not have to have personally experienced all of
the points of contact that you describe, but be sure to describe some of your own
experiences. Provide your thoughts on whether or not the company is managing its
customer interface well.
2. Using any information you can obtain, including your own evaluation of competitive
pricing, discuss the likely pricing strategy used by the company for this product or
service. Evaluate this pricing strategy and discuss whether or not you believe this is the
est approach.
3. For the product/service you have identified, describe and evaluate the external
promotions (i.e., advertising, public relations, sales promotion) and interactive
promotions (i.e., personal selling) implemented by the company to communicate with
potential customers. Please focus on promotions implemented in the previous five years.
4. Using “Best Practices for Advertising” as well as ideas from the SUCCESs model for
making an idea “sticky,” develop a print, out-of-home, OR digital advertisement that the
company might use to communicate with a target audience about the product or service.
Please include (a) a description of the target market; (b) a discussion of the promotional
medium you would use; (c) a discussion of how your advertisement follows the best
practices and the SUCCESs model; and (d) the actual advertisement. Please prepare
the ad as it would appear in final form (no handwritten or hand-drawn ads). The ad itself
counts toward the page total.
IMPORTANT: Upload your paper to the Brightspace dropbox by 11:30pm on Friday, April 13,
2018. You will have a 24-hour grace period on late papers. Except in the case of documented
emergency situations, no late papers will be accepted after the grace period expires. Please
emember that your project will be graded for both content and writing quality. Please see the
document “Individual Written Projects Instructions” on Brightspace for information
about how to format your response document and filename.
Individual Written Projects Instructions
MKTG 3213 Principles of Marketing
Tom Brown and Kinda Wilson
Over the course of the semester, you will complete three written projects that are due on
the dates shown on the course schedule. All written projects are individual projects and
will be uploaded to the Brightspace drop box for the course. Half of the grade on written
projects will be based on the content of your responses and half will be based on the
quality of your writing. (By “quality of your writing,” we include aspects such as grammar,
punctuation, capitalization, format/appearance, and spelling.)
The grading ru
ic for individual written projects is straightforward and is the same for
oth quality of content and quality of writing: “below average” = 18 points; “average” = 21
points; and “above average” = 25 points.
You are free to discuss the written projects with others but the writing must be your own.
If necessary, feel free to have someone else help you co
ect writing mistakes. Note,
however, that you must use the editor to improve your writing ability, not simply to co
ect
your work before submitting it. In other words, the editor should make comments or
suggestions, but you, the writer, should make the changes.
Your written projects must be in paragraph format (that is, not in bullet point format) using
12-point font, double-spacing, and standard one-inch margins in Microsoft Word. On the
first page of your document, include your full name, Banner identification number, and the
days and times your section meets (e.g., TR 9:00). This information MUST be included in
the upper left hand corner of the document as follows:
FirstName LastName
Banner ID Number
Day/Time of Course Session
Example:
Tom Brown
A XXXXXXXXXX
MW 2:30
Please save your written project using the following file name format:
LastName_FirstName_ProjectNumber.doc.
Example:
Brown_Tom_IWP1.doc
We will use Turnitin software to scan each written document for plagiarism. Do your own
work.
Individual written projects are due in the appropriate Brightspace dropbox by the
deadlines shown below and noted on the “MKTG 3213 Detailed Schedule SPRING 2018”
document. We include a 24-hour grace period during which you may upload late projects
in case you have computer issues, are ill, etc. After the 24-hour grace period expires, you
will not be able to upload the project; we will NOT accept late papers after the grade
period expires.
Independent Written Project 1: 11:30pm, Friday, Fe
uary 16
Independent Written Project 2: 11:30pm, Friday, March 16
Independent Written Project 3: 11:30pm, Friday, April 13