MKT255-1002A-10 Fundamentals of Marketing

Assignment Name:

Unit 3 Individual Project

Deliverable Length:

The body of the paper should be 3 pages

Details:

GETTING YOUR PRODUCT INTO THE HANDS OF CONSUMERS

Once you have developed your product/service, you then need to determine how to make it available to the end user. Using your textbook and the articles from the databases in the AIU library, develop a distribution system for the product/service you chose in Week 1. Clickherefor the research requirements and guide for this assignment.

Include the following:

1. An overview of distribution channels (see chapter 10).

• Channel Levels - direct versus indirect distribution
• Channel Organizations - conventional, vertical, horizontal, and multichannel marketing systems

1. Analyze your target market's needs. Explain what you know about your target market and what they want from a channel of distribution.
2. Determine which channel members you will use and explain why.

• Indirect - retailer, wholesaler, dealer, manufacturer's rep, etc.
• Direct - catalog, telephone, sales force, etc.

1. Discuss how many channel members you will use and explain why (intensive distribution, exclusive distribution or selective distribution).
2. Recommend a channel organization and explain why (conventional, vertical, horizontal or multichannel marketing system).

Your paper MUST include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA, please visit the APA Lab. The paper should be written in third person; this means pronouns like "I", "we", and "you" are not appropriate. The use of direct quotes is strongly discouraged.

Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 3 pages in length starting with a brief one paragraph introduction and ending with a short conclusion. The entire submission will be 6 pages in length.

Please submit your assignment as a Word document in APA format using the attachedtemplate.

Grading will be based on content, application, research, mechanics (APA format, spelling, grammar, punctuation) and style (organization, readability, using your own words). Please click here to view the MKT255 Grading Rubric.

Points Possible:

125

Date Due:

Saturday, Apr 10, 2010

Objective:

• Explain how changes in the environment affect marketing decisions.
• Discuss the importance of marketing research, and how marketing information is used.
• Explain buyer behavior including how and why end users buy.
• Describe the steps in market segmentation, target marketing, and positioning.
• Describe and apply the elements of product.
• Describe and apply the elements of promotion and communications.
• Describe and apply the elements of place (distribution).
• Discuss the elements of a marketing strategy.