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Overview Each student must complete an individual marketing project. Your first

Overview
Each student
must complete an individual marketing project. Your first task is to select a
project topic. No two students will work on the same product/service. This must
be an existing product, service, or organization.
Instructions
The
same project topic must be used in all installments. Each project installment must include a title page that has
the name of the project topic in it. Each of the five questions should be
numbered and written out in its entirety in the pages that follow. The entire
document (all five questions, combined, but not counting references) should be at
least 600 words (12-point Times New Roman font, double spaced), and include a
separate references page. All content must show direct application to the topic
and exclude definitions of terms and general explanations of generic marketing
topics. The assignment should be submitted as a Microsoft Word document.
When
completing an assignment for a given module, the student will assume the role
of marketing manager for the selected organization. All student responses must
be based on research. View the entire course textbook (all chapters) as a
resource for the assignment, meaning it may be necessary to locate
assignment-related material in chapters other than those corresponding with the
module in which the assignment is located. While the effort has been made to
ensure that all material necessary for assignment completion is found in the
textbook, contact the instructor immediately if information needed to complete
the assignment cannot be located in the textbook. The instructor will then
provide instructions on locating the required material. Quotes must be
minimized and long quotes (40 words or more) avoided. Outside sources to be
cited include scholarly marketing journals (Journal of Marketing, Journal of
Marketing Research, Journal of Consumer Research, etc.), practitioner
publications, and the course textbook. Assignments must be submitted though
Turnitin.
Questions
Q1. Explain the
organization’s product plan. (Ch. 8)
Q2. Explain the product’s/service’s
current life cycle stage (introduction, growth, maturity or decline). Select
one stage to discuss and omit the others. (Ch.8)
Q3. Discuss viable
techniques of building the equity of the brand. (Ch.9)
Q4. Discuss several
branding decisions recently made or appropriate to make. (Ch.9)
Q5. Discuss
organizational efforts at customer satisfaction, loyalty, and retention.
(Ch.10)

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