Assignment 2: LASA 1 The Buying ProcessEvery product or service has a buying process, even digital products and services. In this assignment, you will research and analyze the buying process for an online product or service, with which you (as a consumer) are familiar, from a business point of view.Begin by researching an online consumer product or service (such as an e-Book from the Kindle store or a movie from the iTunes store). Choose an online product or service with which you are familiar and have purchased in the past.Next, write a report to evaluate its buying process from the marketers point of view using the five stages of the buying decision process.Remember, the five stages are as follows:Problem recognition Search and determination of alternatives Evaluation of alternatives Purchase decision Post-purchase evaluationNote: Use the grading criteria for this assignment to guide your report. Be sure to include these details within your evaluation to support your ideas.Write a 68-page report in Word format. Apply APA standards to citation of sources. Use the following file naming convention: LastnameFirstInitial_M3_A2.doc.By Wednesday, July 29, 2015, deliver your assignment to the M3: Assignment 2 Dropbox.Grading RubricThis assignment is worth 200 points and will be graded using a rubric. Download and read the rubric to understand the expectations.LASA 1 Grading CriteriaAssignment ComponentProficiencyMaximum PointsContent Knowledge:

UnderstandingCommunicates an understanding of how to identify the problem and describe differences between current and ideal state, what drives it, and how it can benefit the buyer.Response incorporates analysis and synthesis of central concepts of the assigned topic.Response reflects understanding of the nature of the specific topic within the discipline and its applications in contemporary times.Response provides necessary details and specific examples.40Content Knowledge: UnderstandingCommunicates an understanding of how to describe the product and explain the internal and external sources.Response incorporates analysis and synthesis of central concepts of the assigned topic.Response reflects understanding of the nature of the specific topic within the discipline and its applications in contemporary times.Response provides necessary details and specific examples.40Content Knowledge: UnderstandingCommunicates an understanding of how to evaluate the alternatives, defined in terms of consumer needs, product benefits, and/or attributes. Identifies selection criteria.Response incorporates analysis and synthesis of central concepts of the assigned topic.Response reflects understanding of the nature of the specific topic within the discipline and its applications in contemporary times.Response provides necessary details and specific examples.40Content Knowledge: Application Component 1Communicates the ability to define the purchase decision and identify the high-level factors that interrupt or deter a purchase.Response demonstrates a working command of the disciplinary content knowledge.Response examines the specific issue within the context of the topic area using relevant details and examples.Response analyzes the specific aspect of the issue to applicable areas within the discipline and their relevance to real-world contexts.Response is adequately supported by current and relevant literature.40Content Knowledge: Application Component 2Communicates the ability to evaluate post-purchase evaluation.Response demonstrates a working command of the disciplinary content knowledge.Response examines the specific issue within the context of the topic area using relevant details and examples.Response analyzes the specific aspect of the issue to applicable areas within the discipline and their relevance to real-world contexts.Response is adequately supported by current and relevant literature.20Written Communication/ Personal EffectivenessConveys through, written word understanding, and application of academic writing has proper grammar, spelling, and attribution.Writing is concise and clear in content, language use, grammar, organization, and sentence structure.Writing is free of major grammatical and usage errors.20Total:200Assignment 2: Executive Summary of M3: Assignment 2The ability to present ones findings from an evaluation or research study in a concise and persuasive manner is a requirement for any successful manager.In M3: Assignment 2, you evaluated the buying process of an online consumer product or service from the marketers point of view using the five stages of the buying decision process.Using your research findings from M3: Assignment 2, create an executive summary PowerPoint presentation. Cover the following:Include a statement of the problem or the topic of M3: Assignment 2.Concisely evaluate the findings from your research.Recapitulate any main conclusions or recommendations.Develop a 68-slide presentation, excluding the title and reference slides, in PowerPoint format. Apply APA standards to citation of sources. Use the following file naming convention: LastnameFirstInitial_M4_A2.ppt.By Wednesday, August 5, 2015, deliver your assignment to the M4: Assignment 2 Dropbox..com/ec/courses/AUO_files/DropboxDelivery_AU.gif”> The marketing plan format is one that is utilized by major corporations all over the country. However, writing a comprehensive marketing plan is a difficult and challenging task, yet, the ability to write such a plan is critical to the development of a marketing manager and an organization. As you draw to the culmination of this course, apply all that you have learned to develop a comprehensive marketing plan.Directions:Identify a company you would like to use for this assignment. This should be an organization that you are familiar with, or have access to their information. You will complete a comprehensive marketing plan, which will include an analysis of their current market situation. In other words, ask yourself: Is the industry growing? What is the market share for the organization that they represent? Who is the dominant player in the marketplace? Remember, you will need to justify your approach using market research and data.The second step in the process is the actual writing of the plan. Think about the following: What are the goals and objectives for the organization? What is the timing of the plan? What resources will be required to achieve the plan? What are the financial goals?In your marketing plan, be sure to include the following sections:Executive Summary and Table of ContentsIn the executive summary, make sure you address all the main goals and objectives of your plan. These goals and objectives need to be clear, measurable, and reasonable.Situational AnalysisA situational analysis presents a snapshot of the market in its current state by describing the company’s products/services, target segments, distribution networks, and position of the products/services in the segment, along with competing offerings and relative positioning. It includes current and future assessment of the business conditions and challenges. Within your situational analysis, analyze all the following points:Market summarySWOT analysisCompetitor analysisProduct offeringKeys to successCritical issuesPricingMarketing StrategyThe marketing strategy describes the planned direction and goals of the marketing activities, incorporating facts and assumptions about the market size, growth, and financial objectives. Think about the following questions: Where do you see your business going in the next 3-5 years? What is unique about your product portfolio? How will you tell the consumer about your products and unique value proposition? How will you stay connected to your target markets needs and wants? How will you price your product? Within your market analysis, be sure to address the following:MissionMarketing objectivesProduct positioningMarketing mix (4 Ps)Marketing researchFinancialsThe financials of the marketing plan describe a set of five-year revenue, cost, and profit projections for the marketing plan, including any initial startup costs, sales by channel and segment, and profit margins. Think about the following questions: How much do you plan to sell? What are your factory cost targets? What is your profit target by percent and dollar amount? Remember to include the following in your financials:Sales ForecastProfit targetsControlsThe controls of the marketing plan describe the budget tactical activities for implementing the plan, as well performance benchmarks for each activity. These include pricing, product configuration, promotion, and distribution performance benchmarks, and plans for changing any of the parameters if performance measures are not met. They are in place to measure forecast and profit attainment. Forecasts should be reviewed monthly and quarterly. Secondly, a 12-month calendar should be developed to clearly target specific dates for product introductions and promotional activity. Remember to include the following:MilestonesImplementations and timelinesSummaryThe summary of the marketing plan should summarize the plan by summarizing the size and scope of the opportunity, and reiterating the STP (segmentation, targeting, positioning) and 4 P (product, price, place, promotion) elements of the plan. It should tell the reader that the plan is real, how you will win, and why it is worth pursuing as an organization (RRW). This section should be no longer than one page.Remember to review the grading criteria as you write the plan to ensure you address all needed elements.Use the grading criteria to guide your report. Make sure you include details within your analysis to support your ideas. Use proper grammar, spelling, and APA style throughout. For more information on modeling the buying process, refer to your textbook.Write an 812-page report in Word format. Apply APA standards to citation of sources. Use the following file naming convention: LastnameFirstInitial_M5_A1.doc.By Monday, August 10, 2015, deliver your assignment to the M5: Assignment 1 Dropbox.Grading RubricThis assignment is worth 300 points and will be graded using a rubric. Download and read the rubric to understand the expectations.Assignment 2: LASA 1The Buying ProcessEvery product or service has a buying process, even digital products and services. In this assignment, you will research and analyze the buying process for an online product or service, with which you (as a consumer) are familiar, from a business point of view.Begin by researching an online consumer product or service (such as an e-Book from the Kindle store or a movie from the iTunes store). Choose an online product or service with which you are familiar and have purchased in the past.Next, write a report to evaluate its buying process from the marketers point of view using the five stages of the buying decision process.Remember, the five stages are as follows:Note: Use the grading criteria for this assignment to guide your report. Be sure to include these details within your evaluation to support your ideas.Write a 68-page report in Word format. Apply APA standards to citation of sources. Use the following file naming convention: LastnameFirstInitial_M3_A2.doc.By Wednesday, July 29, 2015, deliver your assignment to the M3: Assignment 2 Dropbox.Grading RubricThis assignment is worth 200 points and will be graded using a rubric. Download and read the rubric to understand the expectations.LASA 1 Grading CriteriaContent Knowledge: UnderstandingCommunicates an understanding of how to identify the problem and describe differences between current and ideal state, what drives it, and how it can benefit the buyer.Response incorporates analysis and synthesis of central concepts of the assigned topic.Response reflects understanding of the nature of the specific topic within the discipline and its applications in contemporary times.Response provides necessary details and specific examples.Content Knowledge: UnderstandingCommunicates an understanding of how to describe the product and explain the internal and external sources.Response incorporates analysis and synthesis of central concepts of the assigned topic.Response reflects understanding of the nature of the specific topic within the discipline and its applications in contemporary times.Response provides necessary details and specific examples.Content Knowledge: UnderstandingCommunicates an understanding of how to evaluate the alternatives, defined in terms of consumer needs, product benefits, and/or attributes. Identifies selection criteria.Response incorporates analysis and synthesis of central concepts of the assigned topic.Response reflects understanding of the nature of the specific topic within the discipline and its applications in contemporary times.Response provides necessary details and specific examples.Content Knowledge: Application Component 1Communicates the ability to define the purchase decision and identify the high-level factors that interrupt or deter a purchase.Response demonstrates a working command of the disciplinary content knowledge.Response examines the specific issue within the context of the topic area using relevant details and examples.Response analyzes the specific aspect of the issue to applicable areas within the discipline and their relevance to real-world contexts.Response is adequately supported by current and relevant literature.Content Knowledge: Application Component 2Communicates the ability to evaluate post-purchase evaluation.Response demonstrates a working command of the disciplinary content knowledge.Response examines the specific issue within the context of the topic area using relevant details and examples.Response analyzes the specific aspect of the issue to applicable areas within the discipline and their relevance to real-world contexts.Response is adequately supported by current and relevant literature.Written Communication/ Personal EffectivenessConveys through, written word understanding, and application of academic writing has proper grammar, spelling, and attribution.Writing is concise and clear in content, language use, grammar, organization, and sentence structure.Writing is free of major grammatical and usage errors.Assignment 2: Executive Summary of M3: Assignment 2The ability to present ones findings from an evaluation or research study in a concise and persuasive manner is a requirement for any successful manager.In M3: Assignment 2, you evaluated the buying process of an online consumer product or service from the marketers point of view using the five stages of the buying decision process.Using your research findings from M3: Assignment 2, create an executive summary PowerPoint presentation. Cover the following:Develop a 68-slide presentation, excluding the title and reference slides, in PowerPoint format. Apply APA standards to citation of sources. Use the following file naming convention: LastnameFirstInitial_M4_A2.ppt.By Wednesday, August 5, 2015, deliver your assignment to the M4: Assignment 2 Dropbox.The marketing plan format is one that is utilized by major corporations all over the country. However, writing a comprehensive marketing plan is a difficult and challenging task, yet, the ability to write such a plan is critical to the development of a marketing manager and an organization. As you draw to the culmination of this course, apply all that you have learned to develop a comprehensive marketing plan.Directions:Identify a company you would like to use for this assignment. This should be an organization that you are familiar with, or have access to their information. You will complete a comprehensive marketing plan, which will include an analysis of their current market situation. In other words, ask yourself: Is the industry growing? What is the market share for the organization that they represent? Who is the dominant player in the marketplace? Remember, you will need to justify your approach using market research and data.The second step in the process is the actual writing of the plan. Think about the following: What are the goals and objectives for the organization? What is the timing of the plan? What resources will be required to achieve the plan? What are the financial goals?In your marketing plan, be sure to include the following sections:In the executive summary, make sure you address all the main goals and objectives of your plan. These goals and objectives need to be clear, measurable, and reasonable.A situational analysis presents a snapshot of the market in its current state by describing the company’s products/services, target segments, distribution networks, and position of the products/services in the segment, along with competing offerings and relative positioning. It includes current and future assessment of the business conditions and challenges. Within your situational analysis, analyze all the following points:The marketing strategy describes the planned direction and goals of the marketing activities, incorporating facts and assumptions about the market size, growth, and financial objectives. Think about the following questions: Where do you see your business going in the next 3-5 years? What is unique about your product portfolio? How will you tell the consumer about your products and unique value proposition? How will you stay connected to your target markets needs and wants? How will you price your product? Within your market analysis, be sure to address the following:The financials of the marketing plan describe a set of five-year revenue, cost, and profit projections for the marketing plan, including any initial startup costs, sales by channel and segment, and profit margins. Think about the following questions: How much do you plan to sell? What are your factory cost targets? What is your profit target by percent and dollar amount? Remember to include the following in your financials:The controls of the marketing plan describe the budget tactical activities for implementing the plan, as well performance benchmarks for each activity. These include pricing, product configuration, promotion, and distribution performance benchmarks, and plans for changing any of the parameters if performance measures are not met. They are in place to measure forecast and profit attainment. Forecasts should be reviewed monthly and quarterly. Secondly, a 12-month calendar should be developed to clearly target specific dates for product introductions and promotional activity. Remember to include the following:The summary of the marketing plan should summarize the plan by summarizing the size and scope of the opportunity, and reiterating the STP (segmentation, targeting, positioning) and 4 P (product, price, place, promotion) elements of the plan. It should tell the reader that the plan is real, how you will win, and why it is worth pursuing as an organization (RRW). This section should be no longer than one page.Remember to review the grading criteria as you write the plan to ensure you address all needed elements.Use the grading criteria to guide your report. Make sure you include details within your analysis to support your ideas. Use proper grammar, spelling, and APA style throughout. For more information on modeling the buying process, refer to your textbook.Write an 812-page report in Word format. Apply APA standards to citation of sources. Use the following file naming convention: LastnameFirstInitial_M5_A1.doc.By Monday, August 10, 2015, deliver your assignment to the M5: Assignment 1 Dropbox.Grading RubricThis assignment is worth 300 points and will be graded using a rubric. Download and read the rubric to understand the expectations.