Marketing Management Paper
In this assignment, you will complete primary along with secondary research.
PART 1: Primary Research and Text Application
Find a consumer who is extremely loyal to a brand-name product. The person can be a ;family member, friend, classmate, or other. Probe him or her for information as to why that brand loyalty exists. ;Discuss how the individual feels about competitive brands.
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Analyze the interview using the brand equity and brand positioning concepts from your text.
This section of the paper should be at least 2 pages in length.
PART 2: Secondary Research in the Databases
Next, research the brand using its Web site and articles from the AIU Library’s full-text databases to address how the brand does the following:
- Identifies market segments and targets
- Developed its brand equity over time
- Positions itself in the market
This section of the assignment requires the use of articles from the AIU Library’s full-text databases. Articles are found in periodicals. These are not to be confused with eBooks or reference books. The most popular databases in marketing are: ABI Inform Global, Academic Search Premier, and Business Source Premier. This section of the paper should be at least 2 pages in length.
Your report ;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 words like I, we, and you are not appropriate. The use of direct quotes is discouraged but may be used sparingly in appropriate situations.
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 4-5 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. ;The entire submission will be 7-8 pages in length.