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Part 1

Prepare for the Integrated Marketing Communications (IMC) Plan Paper and Presentation, due in Week 5, by addressing the following:

Discuss the product or service you selected in your Purpose and Value of Integrated Marketing Paper.

Select a product or service to use in your upcoming team assignments based on the different products or services your team members wrote about in the Purpose and Value of Integrated Marketing Paper.

Write a paper of no more than 100 to 210 words in which you identify the Potential target markets for Hotels.com

Part 2

Write a 1,050- to 1,400-word paper in which you describe the different types of analysis used by marketers to determine product positioning and competitive advantage that help a company create marketing objectives. For each type of analysis, do the following:

Identify the advantages and disadvantages.

Describe a situation when the analysis could be used.

Format your paper consistent with APA guidelines.

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