MKTG578 - Wk6 - Draft 3 - Perri^JEmil

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DRAFT 3 Draft 3: Mapping and Positioning Emily A. Perri DeVry University MKTG578: Consumer Behavior

DRAFT 3 2 Draft 3: Mapping and Positioning Mapping When purchasing a new phone service, consumers are concerned with the network and price. Nowadays cell phone communication is the only form of communication a lot of us have, many do not have home phones, so they heavily rely on their cell phones to get in touch with their family and friends. Having a reliable network will allow consumers to be able to reach whomever they want whenever they want. These networks do cost money. If consumers want the most reliable network it will come at a cost, there is an old saying you get what you pay for, and the cell phone companies are a perfect example of this. In order of best network and price, they are ranked as the following: Verizon, T-Mobile, AT&T, and US Cellular (Jasso, 2023) . Verizon being the most expensive averaging around $90 a month plus tax for a single line, has the best 4G and 5G combined coverage (Pegoraro, 2023) . Ranking second amongst its competitors for the best 4G and 5G coverage, AT&T would average around $85 a month plus tax for single-line plans (Pegoraro, AT&T Cell Phone Plans Overview and Prices, 2023) . In third place is T-Mobile, since its merger it is the second largest carrier in the US but ranks a bit lower as far as coverage. T- Mobile’s 4G coverage is amazing but what brings them down is its 5G coverage, that’s how they have been how they come in 3 rd , also price wise for pretty decent coverage they are pretty reasonable averaging about $70 a month plus tax for single line plans (Wack, 2023) . Lastly, US Cellular comes in with single-line plans averaging around $45 plus tax a month with its coverage not being the best. Their coverage is nationwide but spotty. US Cellular borrows coverage towers and partners with other smaller or local companies in order to provide service to its customers so this is why they fall in last place. Their rates are what consumers would love to pay but their

DRAFT 3 3 coverage is lacking (Ilumba, 2023) . At the end of the day if you want an amazing provider with great coverage Verizon is the way to go. Positioning Families are an important part of business. We are going to market Verizon to families harder. Verizon offers many diverse data and phone plans that are so convenient for families (Weishaupt, 2023) . As part of a new marketing campaign, Verizon will focus its efforts on marketing the family plans they offer. These plans offer individuals the ability to add multiple lines for families to one account and will allow the family manager the ability to manage all their devices together. The lines will allow for specific data usage and specific sites allowed to be used, for specific times and family managers will be able to receive alerts pertaining to the activity on their children’s phones. Verizon has two types of family plans. The first type lets you choose the same plan for all lines. The second type lets you mix and match plans for each line. Marketing these family plans to Verizon’s potential customers could draw more families to the Verizon network. Showing the families that Verizon is really focused on them will increase their clientele.

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DRAFT 3 4 References Ilumba, A. (2023, January 25). Best US Cellular Plans 2023 . Retrieved from Whistle Out: https://www.whistleout.com/CellPhones/Guides/best-us-cellular-cell-phone-plans Jasso, A. (2023, July 24). Who Has The Best Cell Phone Coverage . Retrieved from Wilson Amplifiers: https://www.wilsonamplifiers.com/blog/which-carrier-has-the-best-coverage-in-my-area/ #:~:text=Verizon%20has%20the%20best%204G,get%20Verizon%205G%20cell%20service. Pegoraro, R. (2023, August 18). AT&T Cell Phone Plans Overview and Prices . Retrieved from US News: https://www.usnews.com/360-reviews/services/cell-phone-plans/att Pegoraro, R. (2023, August 01). Verizon Cell Phone Review and Planes . Retrieved from US News: https://www.usnews.com/360-reviews/services/cell-phone-plans/verizon Wack, M. (2023, August 01). T-Mobile Cell Phone Plans Review and Prices . Retrieved from US News: https://www.usnews.com/360-reviews/services/cell-phone-plans/tmobile Weishaupt, J. (2023, August 17). Verizon Family Plan Details . Retrieved from History Computer: https://history-computer.com/verizon-family-plan-pricing-details-is-it-worth-it-for-you/

DRAFT 3 5 Appendix A Appendix B

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