This is just the first draft of a paper that will have multiple other sections.

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This is just the first draft of a paper that will have multiple other sections. It only needs to be Marketing Environment and Buyer Behavior. The chosen product/company is Southwest travel.
Strategic Marketing Brief
The Course Project is a strategic marketing brief and summary presentation for a new product. Similar to a complete marketing plan, the brief includes topics such as the marketing mix and promotional mix. In contrast to a marketing plan, the strategic brief communicates these and other topics to a different audience. It addresses senior executives and investors rather than managers and frontline workers. As such, your brief will focus on why your marketing organization is doing what it is doing, rather than the details of what it is doing and how.
Draft Outlines
Week Due Sections Description
Week 2: Draft 1 Marketing Environment
Analyze the dynamics of the marketing environment for your company’s product.
Summarize the marketing mix for your company’s product and explain which market orientation (or combination thereof) you will adopt in setting product strategy.
Who is the most influential actor in the microenvironment for your company’s product and why?
What is the most influential force in the macroenvironment for your company’s product and why?
Buyer Behavior
Determine the purchase decision process for the buyer of your company’s product.
What is the purchase process for your company’s product? Is it B2C or B2B? What stages of the buying process are most critical for the buyers of your product and why?
What are the strongest buying influences on the purchasers of your company’s product, and how can you use an understanding of those influences on your buyers to a strategic advantage?
Where does your company’s product fall on the diffusion of innovation curve, and what are the strategic implications of this on the marketing of your company’s product?

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