© 2009 South-Western, Cengage LearningMARKETING 1 CHAPTER 4 Creative Marketing Project Event Purpose The Creative Marketing Project gives participants an analytical and creative approach to the marketing process by actively engaging students in the marketing activities of their community. It is designed to encourage students to recognize marketing as a force for the economic and social good of the community. (continued on the next slide)

© 2009 South-Western, Cengage LearningMARKETING 2 CHAPTER 4 Creative Marketing Project Event Purpose Your project might concern itself with finding new markets for local products, promoting the community’s resources, increasing the trading area of facilities, increasing local sales, increasing local employment, providing better shopping facilities, or solving marketing problems or challenges affecting the local community. (continued from the previous slide)

© 2009 South-Western, Cengage LearningMARKETING 3 CHAPTER 4 Creative Marketing Project Event Description You will prepare a written entry for this project and an oral presentation to sell your research findings. The oral presentation must cover all performance indicators. You must present a compelling reason for a company to locate in your city. This project is limited to 30 numbered pages, including the appendix and excluding the title page and table of contents. (continued on the next slide)

© 2009 South-Western, Cengage LearningMARKETING 4 CHAPTER 4 Creative Marketing Project Event Description Major parts of the written project include the Executive Summary, Introduction, Procedures and Research Methods Used, Findings and Conclusions, Recommendations, Bibliography, and Appendix. (continued from the previous slide)

© 2009 South-Western, Cengage LearningMARKETING 5 CHAPTER 4 Creative Marketing Project Event Scenario You have been hired by your city to conduct research for attracting an appropriate company and additional business activity to your community. You must consider the population of your city, the available workforce, economic incentives, and the marketing and distribution of the products/services produced by the company you are trying to attract to your community.

© 2009 South-Western, Cengage LearningMARKETING 6 CHAPTER 4 Creative Marketing Project Event Performance Indicators Evaluated Describe the project in an organized, clear, and effective presentation. Identify the marketing information needs of this research project. Interpret descriptive statistics used in the decision making process. Explain the findings and recommendations. Demonstrate professional appearance, poise, and confidence.