MMGP: ADT Corporation
DeLong, Lance; Krastins, Chad; Tanyanyiwa, Patience; Wilson II, Franklin W.
Liberty University
Business 520; Strategic Marketing Management
23389
Dr. John Royer

Table of Contents Introduction 6 Background Information 6 Marketing Mix Four Ps 8 Modern Marketing Management Four Ps 9 Consumer Preference 16 Market Analysis 19 Age and Stage in the life cycle 22 Occupation an economic circumstances 22 Values 23 Psychological Factors 23 Personality 25 Social Class 25 Lifestyle 26 Positioning/Competition/Branding 30 Positioning Statement 30 Key Brand and Messages Positioning ADT 32 Industry Leadership / Strengths and Weaknesses 33 Brand Promise 38 Dependable and Reliable 39 Convenient 39 Cost Effective 40 Transferable 40 Engaging and Fun 40 Services/Pricing 41 Do Not Forget the Employees 41 Customer Care / Customer Satisfaction 42 Ethical Behavior in Customer Relationships 42 How will repair/service efforts affect customer satisfaction? 46 Price discounts and allowances 48 Promotional Pricing 49 Differential Pricing 49 Promotions/Marketing 50 Market exposure 52 Generating Leads 53 Improved Sales 53 Reduced Marketing Expenditure 53 Delivering Value 54 Economic Value 54 Quality Value 54 Diversity Management 55 Variety of Products for a Variety of Consumers 56 Customer Service through People, Physical Evidence, & Process 56 Conclusion 60 References 61

Abstract
Marketing in the 21st century is volatile enterprise, always changing and always moving. For that reason those businesses, who wish to focus on the wants and needs of the consumer public , will need to align themselves correctly in this modern marketing continuum. This applied research paper will examine the American District Telegraph (ADT) Corporation and the accomplishment of the