PLEASE READ INSTRUCTIONS!
Topic: Fitbit
INSTRUCTIONSThe same project topic must be used in all installments. Each project installment must include atitle page that has the name of the project topic in it. Each of the five questions should benumbered and written out in its entirety in the pages that follow. The entire document (all fivequestions, combined, but not counting references) should be at least 600 words (12-point TimesNew Roman font, double spaced), and include a separate references page. All content must showdirect application to the topic and exclude definitions of terms and general explanations ofgeneric marketing topics. The assignment should be submitted as a Microsoft Word document.When completing an assignment for a given module, the student will assume the role ofmarketing manager for the selected organization. All student responses must be based onresearch. View the entire course textbook (all chapters) as a resource for the assignment,meaning it may be necessary to locate assignment-related material in chapters other than thosecorresponding with the module in which the assignment is located. While the effort has beenmade to ensure that all material necessary for assignment completion is found in the textbook,contact the instructor immediately if information needed to complete the assignment cannot belocated in the textbook. The instructor will then provide instructions on locating the requiredmaterial. Quotes must be minimized and long quotes (40 words or more) avoided. Outsidesources to be cited include scholarly marketing journals (Journal of Marketing, Journal ofMarketing Research, Journal of Consumer Research, etc.), practitioner publications, and thecourse textbook. Assignments must be submitted though Turnitin.QuestionsQ1. Discuss the use of marketing research to be used to gather information on present orpotential customers. Which forms of marketing research would be best in gathering consumerinformation relating to the product/service? (Ch.4)Q2. Explain several external forces that affect the organization’s marketing planning andstrategy. (Ch.4)Q3. Discuss the aspects of the organization’s customer relationship management (CRM)program. (Ch.5)Q4. Explain which consumer characteristics (personal, psychological, cultural, situational,social) matter most in the purchase decision. (Ch.6)Q5. Explain how the product/service is positioned in the market. Quote or create a positioningstatement for the product/service and explain its rationale. (Ch.7)
Book: Marshall, G. W., & Johnston, M. W. (2019). Marketing management (3rd ed.). McGraw-Hill Education. ISBN: 9781259637155.
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