MKTG525ModulesWeek 2: Course Project Draft 1

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Draft 1

Marketing Environment. Analyze the dynamics of the marketing environment for your company's product.
- Summarize the marketing mix for your company's product and explain which market orientation (or combination thereof) you will adopt in setting product strategy.
- Who is the most influential actor in the microenvironment for your company's product and why?
- What is the most influential force in the macro-environment for your company's product and why?
Buyer Behavior. Determine the purchase decision process for the buyer of your company's product.
- What is the purchase process for your company's product? Is it B2C or B2B? What stages of the buying process are most critical for the buyers of your product and why?
- What are the strongest buying influences on the purchasers of your company's product, and how can you use an understanding of those influences on your buyers to a strategic advantage?
- Where does your company's product fall on the diffusion of innovation curve, and what are the strategic implications of this on the marketing of your company's product?

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