Pricing and Consumer Targeting
Assignment Details
This assignment builds upon your work in Units 1, 2, and 3.
The board of directors and chief marketing officer (CMO) are sitting in on the weekly meeting you have with your team. You have decided to make a five-page informational brochure for the team to follow along as you discuss the basic microeconomic theory and its devotion to the relationship between price and demand and value-based pricing, including the concepts of value-in-use and value-in-exchange, which is increasingly popular. You are also discussing the many touchpoints a consumer requires before they are converted into a customer.
Your 5-page informational brochure will include the following:
- Role of pricing decisions on the overall company and marketing strategies
- Value-based pricing (value-in-use and value-in-exchange)
- Price skimming and penetration
- Management of international distribution channels and logistics
- Mass customization
- Five aspects of communication
- Social media mix
- Viral marketing as a viable marketing tactic that can deliver positive return on investment (ROI)
Pricing and Consumer Targeting
Deliverable Requirements
Your 5-page informational brochure must be in APA formatting while using Chapters 10, 11, 12, 13, and 14 of your textbook as the first source and four other outside sources, for a total of five sources.
Submitting your assignment in APA format means, at a minimum, you will need the following:
Title page: Remember the running head. The title should be in all capitals.
Length: 5 pages minimum
Pricing and Consumer Targeting
Body: This begins on the page following the title page and must be double-spaced (be careful not to triple- or quadruple-space between paragraphs). The typeface should be 12-pt. Times Roman or 12-pt. Courier in regular black type. Do not use color, bold type, or italics, except as required for APA-level headings and references. The deliverable length of the body of your paper for this assignment is 5 pages. In-body academic citations to support your decisions and analysis are required. A variety of academic sources is encouraged.
Reference page: References that align with your in-body academic sources are listed on the final page of your paper. The references must be in APA format using appropriate spacing, hanging indent, italics, and uppercase and lowercase usage as appropriate for the type of resource used. Remember, the Reference page is not a bibliography but a further listing of the abbreviated in-body citations used in the paper. Every referenced item must have a corresponding in-body citation.