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Module 1 – Case MKT501

12 Sep

Module 1 – Case

STP, PRODUCT MANAGEMENT & SITUATION ANALYSIS

Assignment Overview

A Customer Focus

After you determine what you are selling, the next critical part of the marketing plan is to understand to whom you are selling. Knowing your customer is essential to ensure that the company is delivering an appropriate message to the target market. Marketing success is about turning sales leads into profits.
Not only should a company focus on servicing its current customer base, it must also seek out new customers.

This module’s case will focus on defining your product’s customer demographic and psychographic profile, along with customer relationship management (CRM) and customer satisfaction metrics. CRM is about managing current and prospective customers for strong and long customer relationships.

Case Assignment

Check out Nielsen Insights to find out more about today’s customer. Visit Experian and Mosaic® to find out more about using marketing research to develop customer profiles.

Using information from the websites and articles from the library’s full-text article databases (Academic Search Complete, Business Source Complete, and/or ProQuest Central), create a customer profile brief:

Customer Demographics and Psychographics—A review of current customer demographics—explain why this demographic profile is your primary target market.

  • Develop a demographic profile of the potential customer segment.
  • List at least two demographic tools you can use to help develop the demographic profile.
  • Potential customer market demographics. Define the psychographic profile of your customer.

Customer Relationship Management—Find two CRM tools that help companies identify pertinent information about their customer segments.

  • How will you use these tools to manage the customer relationship?

Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. For more information see Differences Between First and Third Person.

Use the attached APA-formatted template (MKT501 Case1) to create your submission.

Assignment Expectations

Your submission will include:

  • Trident University International’s cover page
  • A 4- to 5-page paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion)
  • The reference list page in APA format

Grading Note:

At Trident University International, rubrics are used for grading. These rubrics specify the points available for each component of an assignment. Points are earned based on the level of the work submitted. The rubric located in the case dropbox is used for this case.

Case

Nielsen Insights
http://www.nielsen.com/us/en/insights.html

Experian Services Marketing
http://www.experian.com/marketing-services/marketing-services.html

Mosaic
https://www.experian.com/assets/marketing-services/product-sheets/mosaic-usa.pdf

Understanding Your Customers: How Demographics and Psychographics Can Help
https://extension.psu.edu/understanding-your-customers-how-demographics-and-psychographics-can-help

Psychographics Are Just as Important for Marketers as Demographics
https://hbr.org/2016/03/psychographics-are-just-as-important-for-marketers-as-demographics

What is customer relationship management?
https://canadabusiness.ca/managing-your-business/marketing-and-sales/sales-and-customer-relationship-management/what-is-customer-relationship-management/

What is a CRM system? Your guide to customer relationship management
https://www.cio.com/article/2439505/customer-relationship-management/customer-relationship-management-crm-definition-and-solutions.html

 
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Posted by on September 12, 2018 in Academic Writing

 

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