MRKT 310 Principles of Marketing Week 8 Writing Assignment Special Topics in Mar
ID: 453691 • Letter: M
Question
MRKT 310 Principles of Marketing Week 8 Writing Assignment Special Topics in Marketing: B2B Marketing, Marketing Information Systems and Measuring Marketing Activities My Topic Is : oreos •Prepare your assignment beginning with a title page to include your name, your product or service and your target market. Then respond to each of the following four questions in order and identify the number of each response. There is no need to repeat the number of the question. 1. B2B marketing. Consider your product or service offering. Based on the categories of B2B markets discussed in the readings, name at least two of the B2B markets your company may be a target market for another company. Why? 2. Segmenting B2B markets. Using the Harrison, Hague, and Hague behavioral-based segment model in the readings, which of those segmentation scheme might be most appropriate category for your company? Why? 3. Marketing Information Systems. Identify at least three types of information your company should use in a comprehensive marketing information system for decision making purposes. Why did you chose each of them? 4. Marketing Metrics. Identify and discuss at least one financial metric and three performance metrics that would be important to monitor your company’s strategic marketing planning for the marketing efforts you identified for your new marketing mix strategies •Be sure to follow all of the submission requirements outlined in the syllabus and provided below again for your easy reference: • Prepare as a word processed document (such as Microsoft Word). • Your assignment should be the equivalent of two pages of double-spaced text, approximately 1/2 page for each of the four questions. • Be sure your name, writing assignment number, and the name of your product or service are on the first page of your writing assignment. • Use a simple 12-point font such as Times New Roman. Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts. • If the writing assignment requires external research, be sure to use footnotes and include a bibliography. You may use MLA or APA style, or any other college-level style guide
Explanation / Answer
Product Oreo.
Your question doesnot include the reading from which you want us to draw information for the first answer.
Answer 2.
According to Harrison, Hague and Hague the need based or behavioural based segmentation in B2B marketing include:-
A priced focused segment
A quality and brand focused segment
A service focused segment
A partnership-focused segment.
The best segment for Oreo should be quality and brand focused segment.
If you consider the price segment in which oreo operates it lies somewhere in the mid segment of inexpensive and expensive cookies. Also, it leverages a strong brand value with a very high recall and thus it makes sense to put it in this segment.
Answer 3.
For marketing information a company may choose multiple things but acording to me the three most important things may be:
1. Market Size
2. Distribution Plan (Supply chain for distribution)
3. End user demographics for improved segmentation and targeting (They will use this information to make their brand personality more and more aligned to them).
Answer 4.
There can be multiple financial metrics that you may identify. The most common used industry standard is the BBCC sheet for any sales person.
BBCC stands for Booking Billing Collection and Contribution. Simply put they refer to how many orders you have booked, they may also refer to demand created by your product in the market. Billing refers to how much of the bookings (demand) have you been able to meet hthe assumption is anything that is sold is billed, Collection refers to how much of the billed amount actually gets collected and not put into bad debts. Finally the contribution that each sales make.
So how much does an additional pack of oreo sold contribute to the profit margins of the company.
Some no financial KPIs or metrics that the company may use iclude:-
Thanks!
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