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The 4 P’s of the Maryland Zoo
Controllable Marketing Mix Factors

As part of your project in this course, you will be asked to develop a marketing campaign for the Maryland Zoo. This assignment will help you apply the course concepts from Chapter 1 as you think about the campaign you will develop.

1. Read the Zoo Project – Resources & Assignment in Bb so you are familiar with what will be expected in the project.

2. Read Chapter 1 in the textbook. If you don’t have the book yet, you can access the free courtesy 2-week trial online when you click on the link to the textbook in the Learning Modules.

3. Refer to Figure 1-4 and review how 3M identified two market segments for its Post-it Flag Highlighter.

4. Create a market segmentation and program strategy for the Maryland Zoo similar to what is shown in Figure 1-4. For each of the 4 P’s, identify a target market segment (be specific), the marketing program action to reach each segment, and the rationale for the marketing program action. IMPORTANT: The goal of the Zoo Project that you will be working on throughout the semester is to increase membership sales using a direct mail postcard campaign. So your segmentation strategy should be based on that goal in mind.

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