1) Describe the product, it’s function, and characteristics.

2) Explain the marketing elements plan of the product by using the book as reference (you can also refer to the Appendix in the book). In other words, developing marketing management, strategies and plan (refer to ch1 + 2)

3) gathering information and scanning the environment , conducting marketing research and forecasting demand. (ch 3 + 4)

4) How are we going to create customer value, loyalty and satisfaction. (ch 5)

5) Analyzing the consumer and business market and identifying market segments and target (refer to ch 6 + 7 + 8)

6) creating brand equity and crafting the brand positioning (refer to ch 9 + 10)

7) setting the product strategy and introducing new market offerings (ch 12+ 20)

8) Developing pricing strategies and programs (refer to ch 14)

9) Designing and managing marketing channels (refer to ch 15)

10) Designing and managing integrated marketing communications and managing mass communication, ads, sales promotions.etc (refer to ch 17+ 18)

11) Managing personal communications (refer to ch 19)

So basically, we have to present our work on a weekly basis by discussing the points listed above by order and by going through the chapters FROM THE BOOK one week at a time and relating these chapters to our product and the product’s marketing aspects and plans..

I decided to chose the following product:

Jogging shoes with and embedded device. This device has 4 distinct characteristics:

1) A pedometer to measure the calories burn, meters walked, step counting, speed measure and incline ratio.

2) A GPS system

3) Enough storage to store music

4) A wireless headset to listen to music

i have to come up with a sketch of this product to give an idea about how it will look, calculate its cost, market price, list our targeted customers, develop a marketing strategy and all the points listed above.

In addition she requested a PowerPoint presentation to present to class.

the book is,

kotler p. & keller k. marketing management (14th ed.) Prentice hall.

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