Document Type

Closed Project

Publication Date

Winter 2012

Instructor

Charles Weber

Course Title

Marketing Research

Course Number

ETM 555/655

Subjects

Electronic waste -- Management, Cell phones -- Environmental aspects, Recycling (waste), New products -- Marketing -- Planning

Abstract

This is the marketing research log that is a part of the class project for ETM 555: Technology Marketing. The report represents the development process of the marketing plan for ecoATM. The structure of the marketing research log starts from idea generation where the team collaboratively selected a product. Then we followed the steps shown on the syllabus. We conducted research on the technology product to determine the value propositions and expected target market. We conducted a customer survey to further determine the value drivers and compelling reason to act. After defining the target market we followed the marketing plan outline by William Luther, The Marketing Plan 3rd Edition. We also searched on the internet to find other alternative outlines for development for the following sections, marketing objective and strategies, marketing communication plan, research plan, and the internet plan. We have added key learning points in our market research log following each section

Description

This project is only available to students, staff, and faculty of Portland State University

Persistent Identifier

http://archives.pdx.edu/ds/psu/22581

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