Marketing Project 1

Please refer to the document, “Writing Guidelines for Marketing” that is posted in the content area of Brightspace for general information on writing standards for the course.


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I have added to the course page in Brightspace the current College of Business Administration rubric for evaluating the structural quality of written work. See “Writing Rubric PDF” in the content area with the syllabus and other course-wide documents. For this assignment, proper writing style will count for 10 of the 50 points. This will be reflected in the assignment rubric.


NOTE: As promised, you may choose to work with one other person in the course on the project. However, this project has been scaled back to be feasible for one person to do alone. The group work experiment with the SWOT analyses proved to be cumbersome to many of you. While working effectively in groups is a required skill in the CBA curriculum, and doing so in a virtual environment is necessary at the present time, we need not complicate things further this semester.


Assignment (See page 390 in e-book or page 389 in loose-leaf edition).


The following is based on “Marketing Applications” assignments 5 AND 6 at the end of chapter 12 of the text.


In a single coherent paper using the essay format discussed elsewhere (topic paragraph, body of paper, conclusion/recommendation) discuss the following. Identify and describe an example of a new product or service that is positioned at a college student segment. This may address only a sub-segment if that is your choice (e.g., only residence hall students). Using the concept-testing discussion in chapter 12 and what you have learned about market research in chapter 10 describe completely a concept test for the product or service. Include details of research design.


For the same product or service discuss the expected speed of diffusion in the target segment based on the concepts of relative advantage, compatibility, observability, complexity and trialability in chapter 12 and specific concepts about consumer behavior from chapter 6.


I would expect that a well-written answer to this may take 4-8 pages. As I’ve said elsewhere, page/word requirements are crude measures at best as they do not account for content. I’ll post in a few days an assignment-specific rubric that should give more guidance.

5) Describe tan example of a new product or service that is targeted at the college-student market. using the concept-testing discussion in the chapter, describe how you would conduct a concept test for this product or service.

6)Using the same product or service you used in question 5, use the diffusion of innovation theory to assess how quickly it will diffuse based on its relative advantage, compatibility, serviceability, complexity, and trialability.

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