Mcbride Marketing Paper
BSA 310
09/08/2013
William Schuyler
The purpose of this paper is to develop a marketing plan for Mcbride Financial Services, a small mortgage lender in Boise, Idaho. Included in this marketing plan will be several key areas, including the type of market research that Mcbride needs to undertake, what type of media outlets they should focus on, what the target audience for Mcbride should be and how to best reach that target audience.
The first thing to do in any marketing plan is conducting market research for Mcbride Financial Services. Market research tells the company how a certain product or service will be received by the public. It takes data from among different sources and demographics, like age, race and buying trends, and then determines where the product or the service will do the best. Or the research could determine that the product is a failure. It is the research that is the longest but also most rewarding part of the marketing plan for any company. The research team will accumulate research data to make certain that they are targeting the correct demographic and reaching the correct audience with the marketing message.
To this end, there are different types of research that can be used in the marketing plan. Online research will be used to see how the public is or will react to the product or service. Through the use of tools like blogs, rss feeds, podcasts, and also focus groups, online research will provide an instant sample of how the public views the product or service that Mcbride is offering. Also in this online research will be Internet surveys. These surveys are usually placed on a webpage and asks the page visitor to fill out a five minute form to...