Trident MKT501 Module 1 Case Latest 2019 October

MKT501 Strategic Marketing

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.