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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 Plan guide 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.

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