4 page marketingAssignment 2: Business Environment and Marketing ResearchUsing the Waters Bottling Companyin Module 1, continue to build the Marketing Plan Sectionsfor the product you have selected/ invented/ created. Complete thefollowing in MS Word: Be concise but complete in your analysis of eachplan element. Your employer wants to know you have left nothing out inyour analysis. This assignment represents Section 2 of the Marketing Plan. Use the Marketing Plan guideto identify the sections of the Marketing Plan and the marketingelements contained therein. This assignment will focus on Section 2 –Marketing Research & Target marketing (Module 2).Section 2 – Market Research & Targeting (Module 2)Market ResearchResearch Methods & Data MiningMarket Research ProcessConsumer BehaviorB2C vs. B2BConsumer Decision Making ProcessFactors Affecting B2C and B2B consumer behaviorMarket SegmentationMarket Segmentation ConceptsSegmentation ProcessSegmentation StrategiesTarget MarketingRelate all responses using the WBC scenario and the product you have selected to market in Module 1. Create a 4- page Word document for your Marketing Plan sections. Apply astandard business writing style using the Market Planning Guidesections as your (headers/ sub heads/ bullets) to your work. Be sure tocite your work in the APA format. Use the following file-naming convention: LastnameFirstInitial_M2_A2.doc. For example, if your name is John Smith, your document will be named SmithJ_M2_A2.doc.Submit your Word Document to the M2: Assignment 2 Dropbox by Wednesday, November 26, 2014.Assignment 2 Grading Criteria Maximum PointsDetermine the type of research method you will employ. Discuss the relevance of Data Mining in this research.10Identify the steps in the Marketing Research Process you will execute.10Discuss the Buyer Behaviors driving the B2C and B2B markets.15Outline the Consumer Decision Making Process for the WBC product you have identified in Module 1.10Discuss the factors that are affecting the B2C and B2B consumer behaviors.20Compare the various Market Segmentation Concepts, which could be used to identify a potential market niche.10Explain the Segmentation process and potential Segmentation Strategies for the WBC product.10Make a logical selection of the best target segment after careful consideration.5Writingcomponents: Demonstrated understanding of readings, interpretingconcepts, making connections, and distinguishing between fact andopinion. Presented a structured report free of spelling and grammaticalerrors, and applied current writing standards for editorial style,expression of ideas, and format of text, citations, and references.
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