代写MKT2002S MARKETING IN A DIGITAL ERA调试数据库编程

日期：2024-09-27 06:14

MKT2002S

MARKETING IN A DIGITAL ERA

QUESTION 1: Addressing Customer Complaints in the Retail Industry

Instructions: Select?a?retail?organization?that?has?recently?experienced?a?significant?increase in customer complaints. These complaints ?can range from issues with?product?quality,?customer?service,?return?policies,?or?online?shopping?experiences.?Prepare a detailed report addressing the following sections. Ensure that your analysis?is well-supported by both secondary and primary research and apply relevant?theoretical frameworks.

Report Outline

1.0 Introduction to the Organization

Name and Background: Provide the name, type (e.g., chain store, independent?retailer, online retailer), and a brief overview of the organization.?Include?details?about?its?market segment, key?products or services, and operational scope.

Recent Complaint Trends: Describe the recent increase in customer complaints,?including specific issues such as product defects, poor customer service, or?problematic online experiences.

2.0 Secondary Research Analysis

Review?and?Blog?Analysis:?Conduct?a?thorough?review?of?online?sources,?including?customer reviews,?industry?blogs, and?news articles.?Identify and analyze?at?least five?sources that?reflect the organization’s current?image and customer?experiences.

Critical Evaluation: Discuss the insights gained from these sources, including?patterns?in customer feedback and the impact on the organization's?reputation.

3.0 Primary Research Method

Method Choice: Conduct an?Interview?with?5?Respondents.

Data Collection?Instrument:?Design the interview questions, ensuring they are tailored?to?uncover specific customer complaints?related to the organization.

4.0 Summary of Findings

Data Presentation: Summarize the findings from your?primary research, using?transcription data collected

Analysis: Discuss the main issues identified through your research and their?implications for the organization’s performance and customer satisfaction.

5.0 Application of the SERVQUAL Model

Introduction to SERVQUAL: Briefly?describe the SERVQUAL model and its?dimensions (Tangibles,?Reliability,?Responsiveness, Assurance,?Empathy).

Analysis of Failing?Points: Apply the SERVQUAL?model to analyze the?specific?failing?points?identified?in your research.?Provide a detailed examination?of?how?these?points?relate?to?each?SERVQUAL?dimension,?highlighting?areas?where?the?organization?is?underperforming.

6.0 Recommendations for Improvement

Solution ?Proposals: ?Offer?detailed ?recommendations ?to ?address?the?failing ?points?identified through the SERVQUAL analysis. Suggest?practical?solutions?for?improving?each service dimension, supported by academic readings and industry best practices.

Theoretical?and?Practical?Support:?Provide?evidence?from?academic?literature?and?industry ?case ?studies?to ?substantiate ?your ?recommendations. ?Discuss ?how ?these?solutions can enhance customer satisfaction and mitigate future?complaints.

7.0 Conclusions

Summary: Recap the key findings from both secondary and primary research,?emphasizing the major complaint areas and the?proposed solutions.

Strategic Outlook: Discuss the potential long-term effects of implementing your recommendations on the organization’s customer relations and?market?position.

References (Harvard Format)

QUESTIONS 2: ?Investigating the Positioning Strategy of a New Product

Instructions: Select?a?company?that?sells?a?new?consumer?product.?This?company?cannot be the same as the one in your other assignments. Also, do not pick any of the?companies or products discussed in class. Prepare?a?detailed?marketing?report?based?on the following?instructions.?Ensure that your analysis?is well-supported?by your own?research and apply relevant theoretical frameworks.?Include academic references.

Report Outline

1.0 Introduction to the Organization

Name?and ?Background: ?Provide?the name?and a brief?overview?of?the business.?Mention?key?products or services and operational scope.

2.0 Data collection

Collect?marketing?materials?regarding?a?product,?such?as?advertisements?and?other?marketing ?materials. For example, this can include videos, advertising images,?pictures of the?packaging, and?photos of how the?product?is sold?in?stores?and?online.?Additionally, collect similar marketing materials regarding two key competitors’?competing products.

Altogether, collect 25 different advertisements and other types ?of marketing messages.

3.0 Market Analysis

Analyze?the?data?collected ?(Section?2.0)?to ?Identify?the ?new ?product’s ?positioning?strategy.?Your?analysis?should?be?directly?based?on?the?evidence?collected?(Section?2.0). Use screenshots of the marketing ?materials to justify your arguments and?conclusions.

Similarly,?identify?the?positioning?of?competing?products.?Provide?evidence?to?justify?your arguments.

Use a perceptual map(s) to illustrate the positioning strategies. Also, competitors’ positioning should be included in the perceptual maps. You can use more than one perceptual map.

4.0 Brand Positioning Bull’s Eye

Use?the?“Brand?Positioning?Bull’s?Eye”?framework?(Chapter?10?slide)?to?explain?key?aspects?of the?brand’s?positioning.?Use?your writing?in?Sections?2.0?and?3.0 to justify?your explanation.

5.0 Recommendations for Implementation

Based?on?your?findings?in?Sections?3.0?and?4.0,?explain?the?strengths?and?potential?weaknesses of the?product’s positioning strategy.

Provide a marketing plan to improve the product’s positioning.

Discuss the?implications for the firm’s marketing strategy.