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Principles of Marketing Instructions and rubric for Part 3 Value Communication a
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Principles of Marketing
Instructions and rubric for Part 3
Value Communication and Value Capture
Now that you completed the STP analysis and the value creation and value delivery
strategy, as CMO you are asked to Content:
a) Develop strategies to promote and advertise the product (brand awareness, stimulate
demand, push vs. pull). (2 pages)
b) Select a pricing strategy (skimming, penetration, competition, product line, premium
pricing). (2 pages)
c) Reference page (1 page)
Part 3 must be 4 pages of content (cover points a-to-b listed above) and 1 page of
references. Do not include a cover page. You must cite the book and at least 5
external sources using APA style formatting. Use Times New Roman 12, double-spaced. Do not cite Wikipedia or Investopedia! Other reliable sources are national
newspapers, official government websites, and business magazines such as Inc.com,
fastcompany.com, Harvard Business Review hbr.org, and The Economist. To be
successful, make sure you address all the issues described above. Before submitting
your paper, carefully read the rubric on Moodle.
Due on Module 6 (20 points).