Advanced Marketing

Unit III Case study

Case studies are an important learning strategy in business classes. They provide an opportunity to look at events
that have happened in business and industry over a number of years and examine situations that managers have had
to deal with, such as changes in the competitive environment. Typically, the case study then charts a manager’s
response, which may involve changing the business or corporate strategy.

Read the case study (Disney), found in Chapter 6 on page 178 in your textbook. Answer the two questions at the end
of the study (p. 179). Support your answers with a minimum of one source per question, no more than five years
old. Your answer to each question should be approximately 400 words using APA format.

Unit III Assignment

It is suggested that you use Microsoft Word to create your marketing plan, but style and layout you choose to use
is up to you. Be sure the style and layout you choose stays within APA formatting requirements for written
reports. This assignment will be submitted into safeassign so do not plagiarize.
Give proper credit where it is due.

Marketing Scenario chosen: 1. Arimount, a well-known beauty and grooming company wants to launch a new deodorant
product. The company’s development and research department has created a new chemical that will allow deodorants
to work for up to 5 days—even after showering. Arimount has been in the hygiene market for 20 years with an
average return on investment. They would like to top the market share with this innovative product.
For the third component of your marketing plan, answer the questions listed below. Make sure the infor-mation
about your company is presented in a professional and error free manner. This component will be due at the end of
Unit III, and your answer to each question should be at least 400 words.

1. To what segments will your company market to, and what variables should be used in these segmenta-tions?

2. Discuss the way your company will address your customers’ buying decision process.
.
Marketing Scenario chosen: 1. Arimount, a well-known beauty and grooming company wants to launch a new deodorant
product. The company’s development and research department has created a new chemical that will allow deodorants
to work for up to 5 days—even after showering. Arimount has been in the hygiene market for 20 years with an
average return on investment. They would like to top the market share with this innovative product.

Support your data with sources no more than five years old.

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