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Part 2. Demonstrate your understanding of core marketing concepts we learned in this
class that you have not incorporated into Part 1. A partial list of the concepts
that should be addressed is provided below (Section IV). You are not limited to
this list. Examples, both real (preferable) and conjectural (i.e., things that you
think are likely), should be provided to demonstrate your understanding. Most of
these concepts should be addressed in your industry analysis (i.e., Part 1). You do
not need to repeat any of the core concepts that are covered in Part 1.

While all parts of this project are important, the demonstration of your understanding and ability
to use core marketing concepts is very important. Regardless of the section (Part 1 or Part 2) in
which you discuss the core concepts, please use bold type to highlight the concepts.