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Trident MKT301 Full course (module 1-5 case and SLPS)




Question;Module 1 -;Case;Case;Assignment;Select TWO products which you;have recently bought or rented, ONE a High Involvement purchase, and ONE a Low;Involvement purchase, in the following product categories;HIGH;INVOLVEMENT(expensive;or otherwise important): Examples;?;Automobile;?;Home or apartment;?;Jewelry;LOW;INVOLVEMENT(relatively;inexpensive or routine);?;Candy bar;?;Fast food;?;Newspaper or magazine;Excluding the title page, any;appendices or references write a four page paper in which you do the following;First;Page;Applying the teaching;materials, explain why the first product you chose was a High Involvement;purchase and why the second was a Low Involvement purchase. (10%);Using the five stage model of;the Purchase Decision Process in the model of consumer buying behavior;described in Module 1, describe in detail the process you went through in;buying each product. Bear in mind that the purpose of the assignment is to;demonstrate the depth of your understanding of the teaching materials. (20%);Second;Page;Identify and discuss the;differences between the way you went through the purchase decision processes;for the two products. (20%);Third;and Fourth Pages;Assume now that you are a;marketer of both of the two products that you have discussed in the previous;pages. Applying only the teaching materials, (specifically the presentation;Uses of a Model of Buying Behavior"), explain how you might use your;understanding of the Model of Consumer Buying Behavior for the two products.;(Note that the presentation "Uses of a Model of Consumer Buying;Behavior" is relevant to this part of the assignment). (50%);List at the end all of the;references you have cited in the body of the paper.;Note that the weight that will;be assigned in grading to each of the sections of the assignment is indicated;as a percentage after each one.;Ensure that you include on the;title page;?;the name of the university, (Trident University International).;?;the course number, (MKT301);?;the term, (Winter 2012);?;the Module number, (Module One);?;the words inboldabove including both the two sets of;high and low involvement products and the section starting "First;Page" and ending "...of the assignment.;?;the brand names of the two products you chose for each type of;involvement, e.g. "High Involvement: Samsonite luggage, Low Involvement;Del Monte canned fruit;?;your name;?;the name of the professor or instructor to whom the paper is;submitted, (your assigned Professor or Instructor) and;?;the date on which it was written.;IT IS VERY IMPORTANT THAT YOU;INCLUDE ALL THE INFORMATION INDICATED ABOVE.;Assignment Expectations;The notes associated with the;question indicate that, as for other assignments in the course, you should;demonstrate your knowledge and understanding of the taught materials in the;specific context of this assignment. The emphasis in my grading is primarily on;whether you show that you understand what is being taught. In that regard some;relevant concepts and frameworks to demonstrate your understanding of in this;assignment include;?;The difference between goods and services.;?;What is meant by Involvement and why it might be high or low.;?;The stages of the Purchase Decision Process, (PDP) and;?;How a potential buyer might follow this process;?;How the differences between High and Low Involvement affect the;way someone might follow the PDP;?;How marketers might use their understanding of the model of;buying behavior including the PDP to;o Segment;a market, including explaining what is meant by segmentation and why;segmentation can be useful in marketing.;o Influence;purchase probabilities as indicated in the relevant presentation.;Bear in mind that the main goal;of the assignment is for you to use it to demonstrate your learning and;understanding of the background materials. In order to do well in this;assignment you MUST apply and demonstrate your learning from the background;materials.;I know that there's a lot in;Module 1 to cover, but this forms the grounding for the remaining modules, so;once you have conquered this, the rest will be a lot easier.;SLP 1;SLP;Assignments;Have you ever wondered what it;would be like to do something completely different? Well here is an opportunity;for you to combine your wondering with analysis and perhaps to put some flesh;on those dreams.;Your SLP assignment in MKT301;is to develop a marketing strategy for a service business which you will (hypothetically);manage. That is to say, you are to assume that you will be free to start a;one-person business and are to examine yourself, develop a service business;concept (for profit or not - the choice is yours) which you will provide, and;develop a marketing strategy for it. You can assume that this will be a;one-person business consisting of you alone, or that you will employ others.;In doing this project your;fundamental goal is to demonstrate your understanding of and learning about;what is being taught in the course.;Over the session you will;conduct the necessary marketing analysis for your strategy and present this in;your SLP. In each module you will complete a section of the marketing strategy;building on the sections previously completed in prior modules. What you are to;submit in each module is as follows;?;MOD01:Title page, MOD01 section (see below), References;Appendices.;?;MOD02:Title page, MOD01 + MOD02 sections, References;Appendices.;?;MOD03:Title page, MOD01 + MOD02 + MOD03 sections, References;Appendices.;?;MOD04:Title page, MOD01 + MOD02 + MOD03 + MOD04 sections;References & Appendices.;?;MOD05:Title page, MOD01 + MOD02 + MOD03 + MOD04 + MOD05;sections, References & Appendices.;Thus in Module 01 the marketing;strategy paper submitted only consists of the sections indicated below. For;Module 02 the paper will consist of the sections you submitted for Module 01;plus those required for Module 02. For Module 03 it will consists of the prior;sections for Modules 01 and 02 plus the new section for Module 03, and so on.;We expect your learning in this;course to be cumulative and that this will be reflected in the SLP. Thus what;you learn in later sections of the course will build on what has been learnt;earlier, and as you progress through the course you should consider revising;earlier sections of the SLP.;Note that graders are;instructed to grade your work when first submitted, AND TO REVISE THE FINAL;GRADE AWARDED IN THE LIGHT OF IMPROVEMENTS MADE TO THE ENTIRE SLP AS SUBMITTED;IN MODULE 5. THESE GRADES CAN ONLY BE INCREASED, NOT DECREASED.;Thus graders will assign SLP;grades for each module but when grading the complete SLP in MOD05, will also;review the preceding sections and may adjust upwards the Final Course grade to;take account of improvements in the sections for MOD01-04. Note that the final;section of the project allows for you to indicate how your learning from the;project has improved both through your own thinking and via the feedback;provided.;Thus it is to your benefit to;keep under review the earlier sections as your knowledge and understanding;improves and to ensure that at least the final document submitted in MOD05 has;been revised to fully reflect your learning. So that the grader can easily see;where you have revised earlier sections you must draw his or her attention to;these revisions e.g. by using the Track Changes feature of Word.;Excluding your title page and;the prior sections (which you are required to include) each of the parts of;your SLP is to be approximately three pages long. Thus the entire marketing;strategy when completed will be about fifteen pages long, excluding title page;references and any appendices.;You should review the entire;SLP by previewing the requirements of Modules 01 through 05 inclusive when you;start the course. The entire SLP and a presentation providing detailed notes;regarding each section are provided for you in the Background Info section.;These required readings should be studied before starting the project;Provide the following;information;1.NAME, LOCATION & NATURE.;?;Thenameof your prospective (hypothetical);service business and;?;its probablelocation. Note that;you?ll be asked to examine location in more detail in MOD03.;?;A brief description of thenatureof the business, (?body-guard;service?, ?bar?, ?child-care?, etc.). You will expand on this in MOD02.;(Reminder: There are detailed;notes on how to approach each section of the SLP in the Background Information;page).;2.SELF-ANALYSIS.For this you should;?;assess yourskills, abilities and competencies;(strengths as well as weaknesses) and;?;compare these with thedemands of potential markets;and;?;the offerings ofcompetitors.;Ensure that the self-analysis;is relevant to the proposed service and that you make the comparisons.;3. CUSTOMER ANALYSIS.;?;Identifypotential customersyou could serve.;?;Identify thebenefitsthey seek.;?;Describe and label yourmarketand anysegmentsthere are.;?;Estimate thesize;and value of thepotential market.;?;Estimate thesize;abnd value of the (to be)served market.;4.ANALYSIS;OF PRIMARY COMPETITORS;In a table identify the main;competitors and provide a brief summary of how each competes. For example, does;the competitor use low-price, reliability, reputation, high quality or some;other basis for positioning itself in the market?;5. To complete sections 3 and 4;you should do someMARKET RESEARCH, i.e.;talk to people and gather some data to get some relevant information for your;business idea. Briefly explain what you did and indicate thesourcesyou have used.;6. Analyze theMARKETING;ENVIRONMENT. The Marketing Environment is covered in a;Powerpoint presentation provided for MOD01. Excluding any factors which are not;important or which are analyzed in other sections (e.g. competition), analyze;the other major Marketing Environment factors which need to be taken into;account in the development of your marketing strategy, e.g.;?;Political factors;?;Economic factors;?;Social and cultural factors;?;Technological factors;?;Legal or Governmental factors;?;Non-marketing costs (supply purchases and manufacturing);Note that though the sections;above are to be presented individually the analysis which underlies them is;inter-related and you will probably have to think about yourself, the possible;market, and potential and actual competitors at the same time, and to revise;your thinking about them as you progress. Thus for instance for MOD01 you;should expect to spend some time researching and thinking about your skills;the market and the competition together, before you can come to a conclusion;about what service you will offer.;A set of notes giving guidance;on each section of the SLP, and a Word document listing all the sections of the;SLP for all modules are provided on the Background Info page. PLEASE READ BOTH;BEFORE STARTING YOUR PROJECT.;As far as style of writing is;concerned do not write an essay, you will waste a lot of space that way. Three;pages is not a lot so you'll have to decide what you think is important to;include. Use the text inCAPSabove as section headings for each of;the topics indicated and elsewhere use words inboldas;sub-headings. What you write should be organized, succinct, and professional.;SLP Assignment Expectations;It is expected that you will;explain the alternatives you considered and why you decided to make the;recommendations you do.This is very important.;Explaining the reasons for the decisions you have made and the analysis;underlying them is a much more powerful way to demonstrate your learning than;simply stating what those decisions are.;It is also expected that you;will use information from the background readings as well as any good quality;sources you can find to deepen your understanding of the project and cite all;sources and provide a reference list at the end of the paper.;The following will be assessed;in particular;?;Your demonstrated understanding of the concepts used in the;project. Generally formal definitions are not required as understanding can;usually be demonstrated by the way you apply or interpret the concepts.;?;It is expected that you will select appropriate framework s for;analysis from the teaching materials and demonstrate your understanding of them;through your application of them to the project;?;Your ability to conduct marketing analysis appropriate to the;project. Some sections above require simple description, (e.g. name and;location) while others require analysis (the rest). Graders will place more;weight on analysis than description.;The criteria used for;assessment will be those explained on the MOD01 Home page, namely;?;Focus.;?;Breadth.;?;Depth.;?;Critical thinking, including selections and application of;relevant frameworks.;?;Effective and appropriate communication skills.;Module;2 - Case;Case;Assignment;This case involves thinking;about the meaning brands have for consumers, the roles brands play, and the;views customers have of brands developed through marketing and non-marketing;influences.;The background readings for the;module introduce you to ways of analyzing products and brands and the case;reading relates to a study of the relationship consumers have had with brands.;These are related to one another and you should apply the former in this case;assignment.;Write a paper of no more than;four pages in length (excluding title and reference pages and any appendices);addressing the following question;In her 1998 paper identified in;the background readings, Susan Fournier argues that customers have;relationships with brands.;1.;Explain what Fournier means by "having a relationship;with a brand.;2.;Using two brands chosen from the categories below, explain;whether or not you believe that customers have relationships with those brands.;3.;Expand your thinking and explain whether, based on Fournier's paper;your own experience and your knowledge of other people, customers have;relationships with all brands.;Case Readings;Fournier S. (1998). Consumers;and their brands: Developing relationship theory in consumer research.Journal;of Consumer Research. 24:4(March).;Available through Library;Portal/Proquest, March 7, 2013;Vargo, S.L., and R.F. Lusch;(2004). Evolving to a new dominant logic for marketing.Journal;of Marketing,68(January):1-17.;Available through Library Portal/Proquest, March 7, 2013;Ensure that on the title page;of your paper you both repeat the assignment in bold above in full and verbatim;and state the two product categories and brands you are examining.;There are three case readings;Susan Fournier's 1998 article in which, amongst other things, she argues that;consumers have relationships with brands and an article reporting the results;of a study by a market research firm saying that mostly they don't. Other;marketing academics have also said that they don't, (e.g. Vargo and Lusch, (2004),in aJournal of Marketingarticle state that;inanimate items of exchange cannot have relationships"). Ah but is a;brand an "inanimate item of exchange"? Perhaps they do but only under;certain circumstances? That is for you to consider.;In order to answer this;question you are required to identify ONE brand from each of TWO of categories;shown below and explore Fournier's idea that consumers have relationships with;them.;Sources of information for this;case may include;?;Introspection, though you should not rely solely on anecdotal;evidence.;?;Questioning friends and colleagues - strongly recommended.;While you may be tempted to;simply rely on anecdotal personal information and write about your own;relationship (or non-relationship) with a chosen brand, you will learn a lot;more by broadening your horizons and thinking like a marketer, which means;going beyond your own perceptions and understanding the way other people;perceive products. When sourcing friends and colleagues make sure to reference;them as sources, (just as you should with personal sources used for your SLP);e.g. "Smith, John, personal communication dated March 10th. 2011" if;you received an email or "Smith, Mary, interview held on March 10th.;2011" if you had a conversation with the person.;You should also bear in mind;that a fundamental goal, as with all the cases in MKT301, is to stimulate your;learning and your answers should therefore aim to demonstrate that learning. In;answering the question ensure that you demonstrate your understanding of;products and branding, and in particular the concept of "having a;relationship", as well as your learning from the previous module.;The three categories are;?;Brand of AUTOMOBILE.;?;Brand of FAST FOOD RESTAURANT.;?;Brand of CHOCOLATE CANDY BAR;Select ONE brand from TWO of;these product categories, (e.g. you might choose a brand of AUTOMOBILE and a;brand of fast food restaurant, and a brand of chewing gum and so on).;Apart from the information you;normally put on your title page (see Module 1 case guidance for a reminder);alsolist there the two brands you have;examined. That is a requirement.;IT IS VERY IMPORTANT THAT YOU;INCLUDE THE NORMAL INFORMATION REQUIRED FOR A TITLE PAGE (see guidance for;module 1) AS WELL AS THE TWO PRODUCT CATEGORIES AND BRAND NAMES ON THE TITLE;PAGE OF YOUR PAPER. IF YOU DO NOT INCLUDE THIS INFORMATION ON THE TITLE PAGE;YOU WILL BE REQUIRED TO REVISE THE PAPER TO INCLUDE THEM AND DOING SO WILL THUS;DELAY THE GRADING OF YOUR WORK.;Assignment Expectations;It is not assumed that you will;agree with Dr. Fournier that people have relationships with brands, nor is it;assumed that you will necessarily disagree. Clearly marketing scholars disagree;about this so you can too! You might choose two brands, examine them, examine;what it means to "have a relationship with a brand" and conclude that;this idea does not hold water and has no benefits for marketers, in the process;explaining why Dr. Fournier is wrong in your opinion. On the other hand you;might conclude that her idea holds for one of the brands you have examined and;not for the other, or perhaps holds for some people and not for others.;Contrasting the two will be very important in that instance. Or you might;conclude that it holds for both.;In addition, you needn't assume;that relationships are necessarily good ones.;If you wish to include support;or illustrative materials feel free to include these in an appendix of no more;than three pages, but ensure that you refer to this material in the body of the;paper.;Use information from the;background readings as well as the case paper. Please cite all sources and;provide a reference list at the end of the paper.;The following will be assessed;in particular;?;Your demonstrated understanding of the marketing concepts;central to the case question.;?;Your ability to assess Fournier's arguments regarding;relationships.;?;Your demonstrated understanding of branding and customer;relationships based on insights regarding both derived from the Fournier paper;and your own experience and research.;The criteria used for;assessment will be those explained on the MOD01 Home page, namely;?;Focus.;?;Breadth.;?;Depth.;?;Critical thinking.;?;Effective communication skills.;The following is a suggestion;about how to lay out your paper.;?;Brief introduction: what problem your paper addresses, and you;might indicate the answer you have found.;?;Examination of central concepts: ?brand?, ?positioning? and;relationship".;?;Examination of Fournier's argument as to "what is a;relationship?" *;?;Examination of whether people have relationships with your two;chosen brands.;?;Examination of whether people have relationships with all;brands. **;?;Conclusion: answer the question "Do consumers have;relationships with brands?;* The case article is written;for a narrow academic audience well educated in the issues and the relevant;background literature, which I recognize you are not so I shall try to give you;some insight into her arguments here.;** The second and third;readongs readings might lead you to think that obviously they don't as that's;what their findings seem to show show for many brands, but do the people who;conducted either of those studies ever explain what they mean by "having a;relationship with a brand", and if not, how do you know then that their;results show anything relevant? Think about it. It is important to be clear;what "having a relationship with a brand" means and Fournier tries to;do this.;Most papers published in;academic journals, such as Fournier's are intended for an academic audience.;Generally the authors start by trying to answer two questions;1.;Why is my paper important?;2.;How does it relate to what has been written about this subject;before?;As far as you are concerned;neither of those questions are really important to you as you're not the;intended academic audience and so you can largely ignore the paragraphs which;deal with them.;However, there are then some;important sections.;Prof. Fournier goes on to try;to answer the question "How can a person have "a relationship;with an inanimate object (or a brand)?" by referring to past academic;writing about brands and relationships. She tries to answer this by explaining;what she means by "a relationship", and argues that in some ways;branding and the management of brands makes inanimate objects animate.;So pay attention to;P344: "For a relationship;to truly exist, interdependence between partners must be evident: that is, the;partners must collectively affect, define and redefine the relationship".;If you accept that, does it hold true for you with the two bands you have;chosen?;P344: "One way to;legitimize the brand-as-partner is to highlight ways in which brands are;animated, humanized or somehow personalized." Do the marketers of your;chosen brands do this somehow, and if so how?;P345: "theories of;animism... the brand is somehow possessed by the spirit of a past or present;other... Spokespersons... the brand becomes the spokesperson... Brand person;associations... air freshener that grandmother kept in her bathroom, a floor;cleaner that an ex-husband always used... gifts... infused with the spirit of;the giver. Complete anthropomorphization of the brand... Charlie Tuna and the;Pillsbury dough boy.... people assign selective human properties to a range of;consumer goods." Is this true for your chosen brands?;P345: The paragraph beginning;For the brand to serve as legitimate relationship partner..." is;important as this argues that the qualities she has discussed above are not;sufficient for a brand to be regarded as a potential relationship partner.Study;that and the following paragraph (to "...into the brand domain as;well.") as it makes an important argument about why brands can be so;regarded, and you may well not agree with it.;There are then some discussions;about the meanings people derive from brands. Think about whether even if a;brand has a meaning for a consumer, that is enough for it and the consumer to;be regarded as having "a relationship".;There are two further sections;(Multiplex phenomena and Dynamic Perspective) before the next section on;Methodology" and you might find these difficult to understand. If so;don't worry, as if you can digest and think about the ideas I have indicated;above you'll have enough for you to think about the case question.;Then focus on the much easier;to read and understand transcripts of the three women who Prof. Fournier;studies, and use these to get a sense of what it is she was looking for, or;what it is she discovered when she interviewed them, and use those insights to;help inform your own consideration of the two brands you have selected.;In the notes above I have tried;to highlight what you should focus on when reading the early pages of the paper;as there is some difficult to read material in those first few pages. The pages;reporting the results of the interviews should be a lot easier (and more;enjoyable) to read.;Finally, note thatI;do not expect you to spend a lot of time undertaking additional research for;this case. Use the background teaching materials and the;Fournier paper and THINK. This case study is intended to get you to think more;deeply about products, brands, what it is that marketers do, how consumers view;and "relate to" brands, (if they do), and to deepen your understanding;of all that by relating it to your own experience and that of people you know.;Module;2 - SLP;Introduction;SLP02 requires you to consider;the service you have chosen to market and hopefully, are using to gain a;competitive advantage". Here regard a competitive advantage as;something you do better than your competitors in serving your target markets.;Note that excluding your title;page, the SLP02 section of the marketing strategy should be approximately three;pages long.;The New Section of the Strategy for SLP 2 for Grading;Make sure you use the following;section headings (indicated in bold) for each of the Questions/Issues;COMPETITIVE;ADVANTAGE ANALYSIS:How;well does the proposed service meet the demands of the market compared with the;competition? To help do this analysis;?;Create aProduct/Market Matrix.This is a table listing the various;segments you identified in the Customer Analysis section for MOD01 and the;products which those segments buy. (This is NOT to be confused with a table of;a similar name developed by Igor Ansoff.);?;To analyze the competitive situation show the competitors;providing those products for each segment in each cell as appropriate. *;?;Don't just present the matrix, explain what it shows.;Which areMY;TARGET SEGMENTSyour;business will focus on and why? Using the information from section 3, present a;table that lists the primarypotentialtarget;marketswith;information for each drawn from all prior sections to explain your decision as;to which you will focus on.;DescribeTHE;SERVICEthat you;will provide using your analysis of yourself, the market and the competition to;explain how you reached this conclusion.Describe;thePeoplewho will deliver the service, thePhysical;Environment(if;any) in which the service will be provided and theProcessthrough;which the service will be provided.;Statement of your business'sMISSION(what business are you in or what are;you supposed to do).;TheGENERAL;OBJECTIVES or GOALSof;your business (for example, achieving sales of X% by date A).;* The MOD01 Background lectureSegmentationhas a simple example of a;Product-Market Matrix - Slide 9, dealing with the toothpaste market. There is a;further example in the presentation about the SLP "Notes for the SLP;accessible on the MOD01 Background Info page.;SLP Assignment Expectations;Inclusion;of Prior Sections;Each time you submit a new;section of the Marketing Strategy, include the prior sections, revised in the;light of feedback and any further research you have conducted, as necessary.;Make those revisions in color.;Though these prior sections are;not graded again, (they already have been graded when first submitted);including them helps the grader understand your analysis, and enables you to;tell a coherent story.;For example in SLP01 you;described the market and market segments for your firm's products. Later you'll;provide an analysis of the marketing mix elements, (Product, Price, Promotion;and Place), but your analysis of each of these only makes sense in reference to;the segments described in the earlier section. If you don't include SLP01, then;the grader won't know what segments there are, and so won't be able to make as;much sense of your analysis as if you included it. Similarly the various;elements of the mix are related to one another and for this reason all prior;sections should be included with each new section submitted for grading.;Thus;it is a REQUIREMENT that the prior sections, revised to reflect prior feedback;are included with each new SLP section.;Thus your paper for SLP02;should consist of the following;?;Title page (see MOD01 instructions for details);?;The SLP01 section of the strategy - revised as necessary. Three;pages approximately. (No need to include the SLP01 title page);?;The SLP02 section of the strategy - as indicated below. Three;pages approximately.;?;References, Bibliography, Appendices etc.;It is expected that you will;explain the alternatives you considered and why you decided to make the;recommendations you do. Also that you will use information from the background;readings as well as any good quality sources you can find to deepen your;understanding of the project and that you will cite all sources and provide a;reference list at the end of the paper.;The following will be assessed;in particular;?;Your demonstrated understanding of the concepts and frameworks;used to conduct analysis for the project. Generally formal definitions are not;required as understanding can usually be demonstrated by the way you apply or;interpret the concepts.;?;Your ability to conduct marketing analysis appropriate to the;project. The sections above require a combination of description, (e.g. what;will be done) and analysis (explaining why it should be done that way). Graders;will place more weight on analysis than description alone.;Write in a succinct, organized;and professional way. DO NOT USE ESSAY FORMAT - you don't have the space in;three pages.;The MOD01 Background Info;section contains "Notes for the SLP" which gives guidance for ALL the;sections of the entire SLP.;Module;3 - Case;Write a four page paper (excluding title page, references and;any appendices) in which you respond to the following question;SelectTWOproducts from the list of product;categories below and using the teaching materials and any additional research;explain what you think would be an appropriate distribution strategy for them.;In doing so compare and contrast the two distribution strategies explaining why;they would be similar or different.;?;AUTOMOBILES.;?;JEWELRY.;?;CANNED SOUPS.;Illustrate your answer by;referring to specific brands within each of the two product categories you have;chosen.;Ensure that you repeat the case;question shown in bold above in full and verbatim on the title page of your;submission along with the other infomration described in module 1.;Excluding your title and;reference pages, your paper should be no more than four pages long.;Assignment Expectations;Although this case question;relates to channels of distribution you are expected to use both your knowledge;acquired from MOD03 as well as your acquired knowledge from prior MKT301;modules.;Use information from the;background readings and any good quality sources you can find. Please cite all;sources and provide a reference list at the end of the paper.;The following will be assessed;?;Your demonstrated understanding of the marketing concepts;central to the case question including what is a distribution strategy.;?;Your demonstrated understanding of factors related to the;development of a distribution strategy through the analysis you conduct and;their use in the context of the case.;In particular you should;demonstrate your knowledge from the course by defining or explaining the;relevant concepts used which could include;?;alternative forms of channels integration (ranging from outright;ownership of distribution through franchising to use of other firms? channels);?;channel intensity (intensive, selective or exclusive), and;?;the various factors (Market, Producer, Product, Competitive);managers would consider;?;along with an evaluation of the pros and cons of the various;alternatives.;Note that you should not only;state how you believe the two products should be distributed. As you are asked;to "compare and contrast" the distribution strategies for them you;should also explain in what ways the distribution of each might be similar or;different andwhythey might be similar or different. In;doing so remeber that your primary goal is to demonstrate your understanding of;the teaching materials and learning from the course.;The criteria used for;assessment will be those explained on the MOD01 Home page, namely;?;Focus.;?;Breadth.;?;Depth.;?;Critical thinking.;?;Effective and appropriate communication skills.;Readings;The Background Info page;provides further information useful in writing your paper.;Please submit your case for;grading by the end of this module.;Rev. March 7, 2013;Module;3 - SLP;The questions for the module 03 part of your SLP direct you to;consider "place" or distribution of the good and/or service your;organization markets and, hopefully, is using to gain a competitive advantage.;Excluding your title page, and;prior sections of the SLP, your SLP03 section of the marketing strategy should;be approximately three pages long.;SLP03 should begin with the;sections you prepared for SLP01 and SLP02 (i.e. sections 1-11, revised as;necessary) with those pa


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