Assignment 2: Business Environment and Marketing Research

Using the Waters Bottling Company in Module 1, continue to build the Marketing Plan Sections for the product you have selected/ invented/ created. Complete the following in MS Word: Be concise but complete in your analysis of each plan element. Your employer wants to know you have left nothing out in your analysis.

This assignment represents Section 2 of the Marketing Plan. Use the Marketing Planguide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 2 – Marketing Research & Target marketing (Module 2).

Section 2 – Market Research & Targeting (Module 2)

• Market Research
• Research Methods & Data Mining
• Market Research Process
• Consumer Behavior
• B2C vs. B2B
• Consumer Decision Making Process
• Factors Affecting B2C and B2B consumer behavior
• Market Segmentation
• Market Segmentation Concepts
• Segmentation Process
• Segmentation Strategies
• Target Marketing

Relate all responses using the WBC scenario and the product you have selected to market in Module 1. 

Create a 4- to 6-page Word document for your Marketing Plan sections. Apply a standard business writing style using the Market Planning Guide sections as your (headers/ sub heads/ bullets) to your work. Be sure to cite your work in the APA format.

Use the following file-naming convention: LastnameFirstInitial_M2_A2.doc. For example, if your name is John Smith, your document will be named SmithJ_M2_A2.doc.

Submit your Word Document to the M2: Assignment 2 Dropbox by Wednesday, January 28, 2015.