1. As discovered in previous research, the premium pet industry was not impacted from the recession and continues to grow. You have been approached by an individual who wants to open up a pet food delivery service. Customers will either call an 800 number or go online and place orders for pet foods. The pet foods will then be delivered to the home within 24 hours of the order placement. For an additional fee, the delivery person will place the purchased product in the home and, if necessary, will put the food into a receptacle for the pet owner.

The person wants to open up the business in the greater Tampa/St. Petersburg area. However, the person is uncertain as to the type of person they should consider approaching as customers. They do not know who their target market is.

Reflecting on the above from a Marketing Strategy Perspective, address the following issues:

a.) Develop a target market for this project. Make sure to address at least three market segmentation variables that would be important to consider and how you arrived at the target market you are suggesting for this project.

b.) Develop a customer retention program for this business. Discuss the concept of customer orientation and the importance of a customer retention program and what factors should be considered for this business. Identify the type of information the company needs to design this program and from where the company will obtain this information.

c.) Marketing strategy focuses on solving problems. Many of the problems originate from specific needs. Identifying the appropriate needs assists in the product differentiation process, as well. Identify the Primary Needs and Secondary Needs this product will satisfy. How will this be used in the product differentiation, positioning of the product, and the impact within the consumer buying process

1. As discovered in previous research, the premium pet industry was not impacted from the recession and continues to grow. You have been approached by an individual who wants to open up a pet food delivery service. Customers will either call an 800 number or go online and place orders for pet foods. The pet foods will then be delivered to the home within 24 hours of the order placement. For an additional fee, the delivery person will place the purchased product in the home and, if necessary, will put the food into a receptacle for the pet owner.

The person wants to open up the business in the greater Tampa/St. Petersburg area. However, the person is uncertain as to the type of person they should consider approaching as customers. They do not know who their target market is.

Reflecting on the above from a Marketing Strategy Perspective, address the following issues:

a.) Develop a target market for this project. Make sure to address at least three market segmentation variables that would be important to consider and how you arrived at the target market you are suggesting for this project.

b.) Develop a customer retention program for this business. Discuss the concept of customer orientation and the importance of a customer retention program and what factors should be considered for this business. Identify the type of information the company needs to design this program and from where the company will obtain this information.

c.) Marketing strategy focuses on solving problems. Many of the problems originate from specific needs. Identifying the appropriate needs assists in the product differentiation process, as well. Identify the Primary Needs and Secondary Needs this product will satisfy. How will this be used in the product differentiation, positioning of the product, and the impact within the consumer buying process

Principles of Communication
Unit 2 Written Assignment
Your written assignment for Unit 2 is to apply what you learned by answering the following questions.

Keep in mind that four of the questions (2, 3, 4 & 6) have several parts to them, so proofread your work carefully before you submit to ensure you are submitting a
complete and detailed assignment.

Helpful hint: Copy the six questions into your paper and answer each one underneath. This will allow you to carefully proofread your responses before you submit.

Be sure to use supporting material (personal examples, additional information) to fully respond to each question:
Explain the statement, “Meanings are in people, not in words.”
How can meaning be influenced by the context in which it is sent? How does culture and gender influence meanings?
Can a word be both denotative and connotative? What do these terms mean? Do you use more denotative language or connotative language?
What are indirect messages? Why do people use them? Why don’t people say what they really mean? Do you think you say what you really mean?
What are some of the ways in which you can create a confirming communication climate?
What is disconfirmation? Provide one example of each: racist, sexist, ageist, and heterosexist language.
resources:

Here are some resources that may be helpful as you’re working on this assignment:
Indirect VS Direct Messages:

http://sarahgriffith.hubpages.com/hub/Intercultural-Communication-The-difference-between-Direct-and-Indirect-Communication (Links to an external site.)Links to an
external site.
Video:
https://youtu.be/kCIAb6hvPgY (Links to an external site.)
https://youtu.be/3-son3EJTrU (Links to an external site.)
Communication Climate:
http://www.angelfire.com/sd2/ipcommunication/iplesson7.html (Links to an external site.)Links to an external site. (although the entire lesson is a great read, the
information on communication climates at the beginning is what you’ll need for unit 2 written assignment).

Disconfirmation:
http://www.public.iastate.edu/~mredmond/confirm.htm (Links to an external site.)Links to an external site.