What This Document Is
This document is Part Two of a research template for a marketing plan analysis, designed for students in MKT 315 (Introduction to Marketing) at Grand Canyon University. It provides a structured format for gathering and organizing research related to consumer behavior, product/service details, and pricing strategies for a chosen company.
Why This Document Matters
This template is essential for students completing a marketing plan analysis assignment. It guides the research process, ensuring key areas are investigated and documented. Students will use this to build a foundation for developing a comprehensive marketing plan tailored to their selected company’s objectives. It’s used during the research phase of a larger project.
Common Limitations or Challenges
This template is a research *organizer* – it does not provide the research itself. Students are responsible for independently sourcing and analyzing information. It also doesn’t offer guidance on *which* company to select, or how to formulate marketing objectives.
What This Document Provides
The template includes sections for researching: customer segments and target markets, target market characteristics, company differentiation, consumer buying behavior models, product mix, service processes, physical evidence of service, employee roles, and pricing objectives. It also includes example citations to guide proper sourcing. This preview *does not* include completed research findings, nor does it contain the full “Research Summary” section where analysis and application to marketing plans are discussed.
