ICI Business Paper

One-The Basics of Marketing- what is marketing- what is connectedness

what is customer creation – what is the marketing approach versus the sales approach- what is value creation

Two- Knowing Your Industry- what are the details of the industry you are studying – how is the industry changing- what are the major statistics of the industry (library research databases we reviewed)

Three – Knowing Your Company- what is the current profile ofthe

company you are studying- what is the competitive landscape-what were the major obstacles and opportunities for your company in 2021 and into2022

Four- Knowing Your Customer-who is your customer-good opportunity to show your analysis of STP- what is the segmentation of your market, who is your target customer, and what is the current position of your brand

Five- Knowing the Marketing Mix- what are the major elements of the marketing mix as they apply to the company you are studying- hint, they start with the letter P and there are four of them – and we added a fifth- align the mix with the other elements we discussed that start with the letter C

Six- Knowing Marketing Research-how do your target customers make purchasing decisions-what personifies their general behavior in the purchasing process-what areas impact the rate of adoption in the buying decision process-and,what did you learn from the lab in week four about marketing research-you can focus on the process, you as a subject of someone’s research-the survey method, etc.

Seven-Knowing your Product and the Brand-what efforts is your company making in the areas of product development-perhaps it needs to do more-at what stage is your brand in the product life cycle-what is your product’s brand vision, personality and position-the details