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SUBDOMAIN 314.3 - CREATION & DISTRIBUTION OF GOODS & SERVICES
Competency 314.3.1 Marketing Goods & Services - The student understands concepts and practices associated with marketing goods and services.
Objective 314.3.1-09: Select the appropriate segmentation scheme for a firm based on a specified set of market characteristics (size, demographic, geographic, psychographic, and/or behavior descriptors).
Objective 314.3.1-10: Identify the appropriate target market for a firm based on a particular product/service.
Objective 314.3.1-11: Select the appropriate positioning strategy for a firm based on a scenario giving characteristics (competitors' sizes and positions) of a particular market.
Objective 314.3.1-12: Describe the criteria for segmenting markets.
Objective 314.3.1-14: Select the appropriate marketing strategy (product/service, price, place, or promotion) for a particular product life cycle stage (introduction, growth, maturity, or decline).
Objective 314.3.1-20: Describe customer perceived value.
Objective 314.3.1-21: Describe the differences between customer and organizational markets.
Objective 314.3.1-22: Infer the most likely cause for a particular problem encountered by a firm attempting to sell to an organizational buyer.
You can access the case study for this assessment in the eReserves of the WGU Library via the “Aldus Case Study” web link. If you are not already logged in to your WGU account, you will be asked to do so.
Write an essay (8-15 pages) that accomplishes each of the following:
A. Discuss Strong’s proposal to alter the positioning strategy for Aldus. Base your discussion on positioning theory and characteristics given in the case.
B. Describe the differences between consumer and organizational markets.
C. Discuss how these differences contribute to the positioning strategy.
D. Discuss the criteria for segmenting markets.
E. Discuss the proposed segmentation scheme based on specific market characteristics for the Aldus Corporation.
F. Discuss the target markets Strong identified in the case.
G. Define the stages of the product life cycle.
H. Determine which stage of the product life cycle applies to the professional version of PageMaker based on the new vision for the company.
I. Select the appropriate marketing mix for the professional version of PageMaker.
J. Define the concept of perceived value.
K. Discuss how perceived value influences marketing strategy.
L. Infer the most likely causes for problems that Aldus may encounter should it pursue selling to organizational buyers.
Note: When using sources to support ideas and elements in a paper or project, the submission MUST include APA formatted in-text citations with a corresponding reference list for any direct quotes or paraphrasing. It is not necessary to list sources that were consulted if they have not been quoted or paraphrased in the text of the paper or project.
Note: No more than a combined total of 30% of a submission can be directly quoted or closely paraphrased from sources, even if cited correctly. For tips on using APA style, please refer to the APA Handout web link included in the General Instructions section. Here are some helpful APA resources:
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1. Rubric Terms
1. Marketing Case Study (MAP1)
1. Aldus Case Study
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