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July 15, 2016 0 Comment

Marketing Plan, project outline

the project is described as below.

Imagine you work for a company that produces software, and the Research and

Development department has a developed a way of getting information from consumers

about their buying habits and producing an ’unmet needs list’ that accurately
anticipates future purchases. The information, however, comes from the customers’
use of credit cards and bank cards, raising some privacy concerns. Nonetheless, with
only a few months of data, this new software can predict with some 95 percent

accuracy what product a consumer will likely buy (or need to buy) in the next 30

days. Senior management is cautiously optimistic about the product and has asked you

to develop a marketing plan.

the final project is to write a comprehensive marketing plan that identifies your

market, establishes a price point, chooses a distribution channel, proposes a
communication (advertising) venue, and identifies who will be the buyer of the

product. Your plan should be fully documented and supported by research. It should
be prepared for your senior management team.

1, identifies your market,

2. establishes a price point,

3.chooses a distribution channel,

4. proposes a communication (advertising) venue, and

5.identifies who will be the buyer of the product.

6.Your plan should be fully documented and supported by research.

Kotler, P., & Keller, K. L. (2011) Marketing Management (Global Edition). 14th
Edition. Harlow, Essex: Pearson Education Limited.

You need to take into consideration the chapters below for a better structure:

Chapter 7 – Analyzing Business Markets

Chapter 8 – Identifying Market Segments and Targets

Chapter 12 – Setting Product Strategy

Chapter 13 – Designing and Managing Services

Chapter 14 – Developing Pricing Strategies and Programs

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