SLO1: Analyze marketing problems as they arise within a business organization and demonstrate the ability to connect the key issues related to external environment, target market and marketing mix with concepts from the text.

Objectives:

(1) to help you discover that Marketing is not simply a collection of static terms and dated theoriesbut that organizations live these principles;

(2) to analyze marketing problems as they arise within a business organization and demonstrate the ability to connect the key issues related to external environment, target market and marketing mix with concepts from the text.

Instructions

Find an article in a marketing magazine or a newspaper or an article from the SJC online database (ONLINE LIBRARY) related to one or more marketing concept/term/vocabulary word that you have studied in the MKT200 class that shows the importance of choosing the right target market, understanding the external environment of a business, and/or the importance of the product, price, promotion, and distribution strategy. Your current event report will be based on this article. The article MUST NOT BE OLDER than three years. It is a CURRENT EVENT ARTICLE NOT THEORY based. Therefore, choose a SPECIFIC company and/or product to focus on.

SECTIONS IN THE REPORT:

I. Introduction: This would have 2 sections:

• In your own words, provide a one to two paragraph summary of key points of the article, from a marketing perspective.

• List the main marketing terms/concepts that are covered in this article.

II. External Environment:

Explain which components of theexternal environment are relevant to the situation discussed in the article. Refer to Chapter 5 of the text for a complete discussion of ‘environments’.

III. Marketing Mix Variables

Describe the target market(s) and elements of the Marketing Mix that are focused in this article.What change(s) in marketing mix or target market does the article or you recommend?

IV. Lessons Learned

What lessons do you learn from reading this current event as a marketer?