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ASSIGNMENT #3 – BUSINESS 100 REAL BUSINESS
For a large discount retail store like Target and Walmart, it can be difficult to get the
marketing mix just right for a given product. There are so many products in the store
fighting for the attention of customers. There is also the challenge of helping the
suppliers of each product maximize their profits while making sure the store is
making money. With so many things to consider, working in marketing for such a
large business can be a challenge.
YOUR ROLE
This week, you’ll be acting as a Marketing Manager in the sporting goods section.
WHAT IS A MARKETING MANAGER?
Marketing Managers are responsible for developing, implementing and executing
marketing plans, either for an entire organization or for particular categories or
products within the organization, in order to attract potential customers and keep
existing ones.
Their day-to-day tasks include managing and coordinating marketing and creative
staff, leading market research to improve existing products and services, working
with advertising agencies, and determining the best way to get products in front of
customers.
As a marketing manager for a discount retail store in Brooklyn, you have been asked
to evaluate a marketing plan for basketballs to ensure that the 4 P’s of marketing are
being applied well. Using your knowledge of the 4 P’s and the best approach to
generating sales, you’ll take a look at a number of marketing recommendations and
choose the approach that you believe will sell the most products.
INSTRUCTIONS
STEP 1: PRODUCT
In the Marketing Analysis Presentation provided by your marketing team, you’ll see
three different basketballs that need to be included in the product display on Slide 2.
Each product has unique features.
? Based on the information provided about the customers that shop at the
store location on Slide 3, choose the basketball that you think will sell the
most. Please explain the rationale for your decision.STEP 2: PLACE
On Slide 4 of the Marketing Analysis Presentation, you’ll see the results of a survey
that asked potential buyers about where they are most likely to purchase these
products.
? Use your knowledge about product placement to choose the best place to
sell the products, deciding between traditional stores and online. Please
explain the rationale

for your decision.
STEP 3: PROMOTION
Slide 5 of the Marketing Analysis Presentation shows three recommended
advertisements, including a special deal promotion, for the product that is expected
to sell the best.
? Based on the information provided about the customers that shop at this
store location on Slide 3, determine which promotional activity will sell the
most product at this particular store. Please explain the rationale for your
decision.
STEP 4: PRICE
Look at the pricing options available for each of the three products together on Slide
6.
? Based on your knowledge of Pricing Strategies, choose the option that has
the best pricing mix for all three products. Refer to the customer information
on Slide 2, if needed. Please explain the rationale for your decision.
Note: You should complete Step 5 after reading the material in Week 7.
STEP 5: BRAND & SALES PITCH
The company that makes one of the basketballs is looking to rebrand the product.
They have asked for your input on possible brand ideas.
? First, read the Brand Vision statement which summarizes the goal for the
new brand. Then, look at the logo, name, and tagline recommendations.
Which of the two brand directions do you think best meets the goals of the
brand vision? Please support your decisions.
? Second, write a sales pitch that you would use to try to convince someone to
purchase this product. Answer Preview…………..There are several reasons why the basketball 2 will sell the most. First, the target customers are all from median household and their income is $55,000. They can afford to buy the basketball 2 because basketball three is too expensive. The quality of basketball 1 is not as good as that of basketball 2 and 3. Additionally, considering their social class, they wouldn’t want to buy a cheap ball and would want to buy an NBA official game ball. Basketball 2 feels and looks like the NBA official game ball.
Secondly, 70 percent of the customers are male. Most males are masculine and therefore would want a ball made of strong material such as basketball 2 or 3. Basketball 2 is designed for outdoor and indoor use and most customers are members of YMCA indoor basketball court and many customers play in the 14 outdoor basketball courts found within a radius of 10 miles…………..APA 1360 words
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