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Principles of Marketing

(MKT 3013)

Written Assignment-3

This file contains copyright material. Copying, website posting, reproducing, and

distributing in any form is strictly prohibited.

Total Points: 35.

Due Date: Sunday, November 20 at 11:59 PM. Submission via Blackboard.
Please note that the due date has been extended from November 6 to November 20.

This assignment is to be completed individually.

Please carefully review and follow these instructions.

• Page Length: 2 pages, single-spaced (excluding cover page).

• No Research references required for this assignment.

• The cover page must list your name and the topic (e.g., Written Assignment-3)
and the student’s name.

• Use page numbers.

• For this assignment, students are required to meet the content-match threshold
of 30% match or less. The plagiarism tool (SafeAssign) is already integrated in
Blackboard and it will show the match percentage after the paper is uploaded.
Sometimes the application may take a little time to process the score. If that
happens, you should log out of Blackboard and log back in a short while later.
Please avoid using direct quotes from the research sources. The write-up MUST
be in your words/your own work. Papers exceeding the 10% content-match
threshold will be assessed a penalty.

• Only one submission is allowed per student.

• Late submissions not allowed/will not be accepted.

• Due date extensions and or make-ups not available, therefore, please plan
ahead and submit the work within the above-listed due date.

This activity requires students to apply learning from various topics including consumer
behavior; segmentation, targeting, and positioning; product marketing; new product
development; pricing; and integrated marketing communications.

Marketing Campaign for a Smart HVAC Thermostat

Scenario

As a consumer electronics company, Acme Company manufactures and markets smart
home products such as heating, ventilation, and air conditioning (HVAC) thermostats,
video surveillance, and other similar products. These products are sold to consumers
through a variety of direct and indirect channels including company website, home
improvement retailers (such as Home Depot, Lowes, and Menards), consumer
electronics and appliance outlets (such as Best Buy), as well as several online
marketplaces (such as Amazon). These products can be self-installed, or customers have
the option to utilize authorized third-party installers many of whom are also affiliated
with the manufacturer and retailers. From a marketing standpoint, the company
employs traditional and digital channels/platforms to promote or advertise its products
to consumers across the US.

One of Acme’s