Research Proposal on "Segmentation Targeting Positioning Advertising Marketing PR Distribution Logistics"

Quoted Instructions for "Segmentation Targeting Positioning Advertising Marketing PR Distribution Logistics" Assignment:

This is for three separate small papers. Here are the details: I want to write these using the minimum 1400 word limit due to cost.

The perspective of the papers will be a product or service from your Professional Life, your current or previous employer. Or, a product or service that you use in your personal life. We will use the same product or service in every paper. There are four papers for this class. You will use the same product or service for each paper. Each paper will look at major topics and themes in marketing. Our goal is to develop a basic understanding of these major marketing themes from the textbook. We demonstrate our knowledge and understanding

(1) Segmentation, Targeting, and Positioning - Branding Strategies & Brand Management: A 1,400 to 3,500 word papers using APA formatting. Examine and discuss how these topics are used in your professional life, or from a previous employee that can give you a perspective from which to examine this topic. We want to see you apply these concepts to a product or service from your professional life, or from your personal life. We examine and discuss the product so that we can explain these topics. The product is a framework around which we examine these topics. Read the textbook, and use the marketing concepts from the readings as the application of the content and concepts

(2) Distribution, Logistics, Supply Chain Management: A 1,400 to 3,500 word papers using APA formatting. Examine and discuss how these topics are used in your professional life, or from a previous employee that can give you a perspective from which to examine this topic. We want to see you apply these concepts to a product or service from your professional life, or from your personal life. We examine and discuss the product so that we can explain these topics. The product is a framework around which we examine these topics. Read the textbook, and use the marketing concepts from the readings as the application of the content and concepts.

(3) Advertising, Personal Selling, and Public Relations: A 1,400 to 3,500 word papers using APA formatting. Examine and discuss how these topics are used in your professional life, or from a previous employee that can give you a perspective from which to examine this topic. We want to see you apply these concepts to a product or service from your professional life, or from your personal life. We examine and discuss the product so that we can explain these topics. The product is a framework around which we examine these topics. Read the textbook, and use the marketing concepts from the readings as the application of the content and concepts

The text book is:

Boone & Kurtz (2007). Contemporary Marketing 13th ed.

ISBN-10: 0-324-53638-0 ISBN-13: 978-0-324-53638-6

Here are some of my notes and background info: this is based on the Dodgers Baseball Team

The way it works here as far as ticketing goes is several channels:

1) Season Seats

2) Group Tickets

3) Individual Tickets

From Oct- April we sell full season seats. The way we sell we sell them are 2 fold, full season seats including all the benefits etc (name benefits) and partial plans

People would see an advertisement for full season seats. They would call to inquire. They might set up an appointment to see the seats, like rest driving a car*****¦

When they come down if they like what they see and sit in, they can purchase the seats at that time. Usually they pay check, or credit card (brokers pay cash*****¦)

When they pay the account executive will place the request in our software system called Archtics, which is our data base manager and purchase system.

The order then is taken with all the information name, address, e-mail info etc and built in the system with the seats they have bought. They order is eventfully with all other season seats sent to the bonded printer, where the customized season seats are printed. From there the seats are sent to the mailing house where they get packaged with other information and sent to the owner of record. (Boring shit*****¦) via UPS

You can talk about how they can purchase season on line and how the automation works

2) Groups, the a/e looks to secure x tickets for a particular game for a particular price. Etc*****¦

3) individual seats can be purchased on line, via the phones and at outlets*****¦

Paper on *****Distribution, Logistics, supply chain management

Definitions:

Supply Chain management:

Complete sequence of supplies and activities that contribute to the creation and delivery of merchandise.

Control of the activities of purchasing, processing, and delivery through which raw materials are transformed into produce and made available to the final consumer.

Distribution: Movement of goods and services from producers to customers.

Distribution Channel; System of marketing intuition that enhance the physical flow of goods and services, along with ownership title, from producer to the consumer or business user.

Logistics: Process of coordinating the flow of information, goods, and services among members of the distribution channel.

I would use our system on how we sell tickets.

I would start with the advertising process, both in print, TV, billboards etc and show how people purchase through you and how the order is process, produced and shipped.

I would also use the internet as another alternative on how you can buy on line and it is all electronically done

Second paper is: Advertising, Personal Selling and Public Relations

I think there are some redundancies in both papers

Advertising: Paid, nonperson communication through various media about a business firm, not for profit organization, products, or ideas by a sponsor identified in a message that is intended to inform or persuade members of a particular audience

Personal selling: interpersonal conducted on a person-to-person basis with the buyer.

Public Relations: Firms communications and relationships with its various publics

It*****s all about the business, think of your media dept and what their jobs is, and think how they tie in with selling and marketing, which could be defined as advertising

Let me know if you have any questions

This one is what I have started for the segmentation paper:

Market Segmentation

Market segmentation we first need to identify the essential components of a market.

The market is defined as a group of people with sufficient purchasing power, authority, and willingness to buy.

At the Dodgers we target two different markets. The definition of target marketing is: Group of people to whom a firm decides to direct its marketing efforts and ultimately it goods and services.

The first market we target is the high end market. In Los Angeles that can have several interpretations. We market at the high end to corporate executives or the entertainment firm who want to entertain in the best fashion, which can be in a suite or our beautiful all inclusive Dugout or brand new baseline clubs. The other market that I target is the Hispanic market.

We call this a demographic segmentation, which is defined as: A division of an overall market into homogeneneous groups based on variables such as gender, age, income, occupation, education, sexual orientation, household size, and stage in the family life cycle.

Back in the 1980*****s I don*****t believe the Dodgers were aware of Hispanic marketing. What they were aware of was a new rookie pitcher by the name of Fernando Venizwalwa.

Fernando was from a poor town in central Mexico, no one ever heard of him prior to his first game pitched at the Dodgers. Fernando became bigger than the name on the front of his jersey, *****Dodgers*****, he became an overnight sensation. When Fernando was scheduled to pitch you would have a walk up crowd that would exceed 10,000 people on a weekday night. Normal walk up for a good game would be 2,500 people. What was special about the people walking up is that they were of Hispanic decent, coming to see what was referred to in Spanish as *****el Toro***** *****the Bull***** as that was Fernando nickname. Back in the 80*****s I don*****t even believe Anglos understood the power of Hispanic marketing, actually I don*****t think today many people understand the strength of ethnic marketing.

Thousands of people would cross the border to see this poor local by become an overnight success. Every time Fernando was scheduled to pitch, the attendance would shoot up an extra 10,000-15,000+. Soon you would see all over Los Angeles Fernando Jersey*****s and merchandising.

Marketing Strategy

Segmenting by Ethnic Group, the three largest growing ethnic groups are Hispanics, African American, and Asian. The plan was simple, jump on the band wagon and promote within the Hispanic community.

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