Course:Advanced Marketing
Competencies Covered:8130.47-.052
8130.010-012
8130.022-024
8130.038-039
Objective:You and your team of (1-3 students) have been hired by a local company to develop a market survey and conduct research. You will need to develop a strategic plan to implement, expand, or improve the existing level of social responsibility for this company. Your team will survey the company’s customers and potential customers, analyze the results of the survey, and make a presentation to the company’s Chief Executive Officer (teacher) outlining your strategic plan. Your plan will have two components: a written paper and an oral presentation. See the DECA website for specifications regarding both of these. Your paper and presentation may be submitted to the DECA State Leadership Conference for competition in March. The two components will determine your Midterm Exam grade.
Process:
- Define social responsibility
- Determine which local business you will research
- Contact the store manager or owner for information/interview
- Research the company-internet and traditional research
- Design a survey to identify the current level of social responsibility and its importance.
- Conduct the market research, you must survey at least 25 customers
- Prepare a strategic plan based on the research
- Prepare your 30 page (maximum) research paper
- Present your findings to the teacher in a role play situation
Resources:
Marketing Essentials textbook
Sample Survey #1
1. Are you aware that Puritan Cleaners does activities for the community?
Yes
No
2. Using the report grading scare of A-F, where A is outstanding and F is poor, please rate how socially responsible you think Puritan Cleaners is. (Social responsibility is defined as a company’s moral and legal accountability that a business has to society.)
A
B
C
D
F
3. Out of the following community service activities that Puritan Cleaners perform, which, if any have you heard of? (Check all that apply.)
Puritan Pledge
of Allegiance
Great Bears for
Kids in Danger
Coats for Kids
Hanger Recycling
4. How have you heard of the community service activities that Puritan Cleaners does?
Have not heard
Radio
Newspaper
Friends
Store
Advertisement
Website
5. How would you rate the importance of a company doing community service?
Not Important
Important
Very Important
6. Do you have any suggestions of how Puritan Cleaners can be more socially responsible? (Social responsibility is defined as a company’s moral and legal accountability that a business has to society.)
______
______
______
7. Gender
Male
Female
Sample Survey #2
Developing a Customer Profile
What is your gender?
______Male______Female
What is your current age category?
______20 and younger______41-45
______21-25______46-50
______26-30______51-55
______31-35______56-60
______36-40______Over 61
What is your ethnic heritage?
______Asian______African-American______Native American ______Caucasian ______Other
What is the average income for your household in a year?
______Under $10,000______$40,001 - $50,000
______$10,001 - $15,000______$50,001 - $65,000
______$15,001 - $30,000______$65,001 - $80,000
______$30,001 - $40,000______$80,001 - $95,000
______Over $95,001
What is your educational status?
______some high school______Bachelor’s Degree
______high school diploma______Master’s Degree
______Some college______Doctoral Degree
______Associate’s Degree
How many residents in your household (including yourself)?
______1______ 5
______2______6
______3______ 7
______4______ 8 and over
What is your zip code?
______23294______23231
______23250______23227
______23229______23113
______23235______23230
______23226______Other
How many times do you shop at this store?
______first time shopper______once every 6 months
______once a week______once a year
______more than once a week______just an occasional shopper
______once a month
How much do you normally spend?
______Under $10.00______$100 - $200
______$10 - $30______$200 - $500
______$30 – $50______Over $500
______$50 - $100
When you shop, do you shop
______Alone______With children
______With spouse______With friends
______With spouse and children
When shopping do you regularly purchase for
______Personal______Friends
______Family______Others
What newspaper do you regularly read?
______Richmond Times Dispatch______Washington Post
______The Roanoke Times______Richmond Free Press
______USA Today______New York Times
______Wall Street Journal______Other
What local radio station do you regularly listen to?
______WRV-Q94______WTVR Lite 98______96.5 The Planet
______WRXL 102______WCVA 88.9______WRV1140______WCDXPower 92 ______WKHK 95 ______MXB103.7 ______WRNL 910 ______Other
What local television station do you regularly watch
______WCVE Public TV______WRIC-ABCTV8 ______WTVR-CBS TV 6 ______WRLHFox5 ______WWBT-NBC 12 ______Other
Which of the following can you recall messages presented on
______Billboards
______Public Transportaion
______Transit Waiting Areas
When you receive direct mail advertising material do you
______read it completely
______review it quickly
______disregard it immediately
Do you have internet access?
______yes
______no
Where do you most often use the internet?
______home______school
______place of employment______public facilities
______friend’s residence______Not applicable
How familiar are you with the concept of purchasing goods/services through e-commerce while you are at home?
______very familiar______somewhat familiar
______familiar______unaware
How often have you purchased goods/services through e-commerce facilities?
______regularly
______occasionally
______never
If this establishment offered the opportunity for you to purchase through an e-commerce site would you take advantage of this service?
______regularly
______occasionally
______never
As this new consumer purchasing opportunity is being developed how do you see it in terms of your regular shopping pattern?
______very helpful______or emergency
______as a convenience______no help at all
Select the choices you see as the major advantages of shopping with e-commerce.
______at home shopping ______large selection
______unlimited time to shop______price reductions
______no sales pressure______unlimited geographically
______in depth product information
Select the choices you see as the major disadvantages of shopping with e-commerce.
______security______delivery time/charges
______lack of sales assistance______return policies
______lack of personal preference______limited method of payment
______not being able to actually experience the product’s benefits
*Important Dates*
Week of September 23rdProject introduced in class
Week of October 1stSelection of Manuals & Groups finalized
Wednesdays & Thursdays Oct-DecWork on manuals in class
November 6th & 7thSection II & III due
December 4th & 5thSection IV due
January 8th & 9thSection V due
January 15th & 16thSection I is due Executive Summary
Week of January 20th (Exam week)Your completed paper & Presentation is due
This is your Midterm Exam!!!! 20% of your semester grade!
Week of February 3rdSelection of manuals to go to SLC
February 5th, 6th, & 7thSLC manuals peer editing, revision, and binding.
February 7thFedEx manuals to State DECA
Week of February 10th & 18thRehearse Presentations
February 28-March 2SLC at the Richmond Marriott
MarchRevise any winning manuals for ICDC
April 25-29ICDC in Nashville, TN
For Written Project:
70% of Exam Grade
Category
/ Excellent(6-5 points) / Good
(4-3 points) / Satisfactory
(3-2 points) / Needs Improvement
(1-0 points)
Delegation of Responsibility / Each student can clearly explain what information is needed by the group, what information he/she is responsible for locating / Each student in the group can clearly explain what information he/she is responsible for locating / Each student in the group can, with minimal prompting from peers, clearly explain what information he/she is responsible for locating. / One or more students in the group cannot clearly explain what they are responsible for.
Plan for Organizing
Information / Students have developed a clear plan for organizing the information as it is gathered and the final research product / Students have developed a clear plan for organizing the information in the final research product. All students can independently explain this plan. / Students have developed a clear plan for organizing the information as it is gathered. / Students have no clear plan for organizing the information and /or students in the group cannot explain their organization plan.
Introduction / The written paper includes a detailed description of the business and of the community. / The written paper includes a partial description of the business and of the community / The written paper includes a detailed description of the business but a partial description of the community. / One or more of the elements of the introduction are either missing or inadequate.
Research Methods Used in the Study / Steps taken to design and conduct the survey are clearly outlined and explained. The survey is included in this section of the paper / Steps taken to design and conduct the survey are adequately outlined and explained. The survey is included. / The survey is included, however, the steps taken to design and conduct the survey are vague or inadequately explained. / One or more of the elements is either incomplete or missing.
Proposed Strategic Plan / The Proposed Strategic Plan includes all necessary elements and is clearly explained and outlined in the paper. / The Proposed Strategic Plan includes all necessary elements and is explained and outlined in the paper. / The Proposed Strategic Plan includes all necessary elements and is not clearly explained and outlined in the paper. / One or more of the elements is either incomplete or missing.
For the Oral Presentation:
30% of Exam Grade
Category
/ Excellent(6-5 points) / Good
(4-3 points) / Satisfactory
(3-2 points) / Needs Improvement
(1-0 points)
Opening Presentation / The students have obviously developed and memorized a script. The students presentation is without mistakes. The presentation includes a description of the plan. The plan and presentation are clear and effective. / The students have obviously developed and memorized a script however, there are a few mistakes. The presentation includes a description of the plan. The plan and presentation are clear and effective / The students have obviously developed and partly memorized a script with some mistakes. The presentation includes a description of the plan. The plan and presentation are somewhat clear and effective / The students have obviously not developed and memorized a script. Some elements are missing or incomplete.
Research Methods / The students include their research methods and clearly explain how they developed and conducted the market research. / The students include their research methods and explain how they developed and conducted the market research. / The students include their research methods and attempt to explain how they developed and conducted the market research. / Research methods are missing or not explained.
Rationale for the Proposed Strategic Plan / The students clearly and effectively present the Proposed Strategic Plan, including all elements necessary. / The students clearly and effectively present the Proposed Strategic Plan, including most elements necessary. / The students present the Proposed Strategic Plan excluding some elements necessary. / The students are missing the Proposed Strategic Plan or it is completely ineffective.
Professional Standards / The students demonstrate professional standards in dress as well as in their visuals and manner of presentation. / The students demonstrate professional standards in dress or in their visuals and manner of presentation / Professional standards are lacking either in dress, visuals, or manner of presentation. / Professional standards are not evident at all.