For your Analysis Essay, the document should be double-spaced, Times New Roman, 12 pt font, one inch margins. The length should be 6 pages, 1500 words approximately, excluding images. You will need to submit a Word document.
Return Module 1 to the Reading and Resource: Part I, PowerPoint: Chapter 1 Introduction, then Figure 1-3, the overall model of Consumer Behavior.
Evaluate a company marketing strategy through this consumer behavior model.
How does the company speak to each of the following influences below in terms of the target markets? (market segmentation)
How does the company position itself in the market? (product/brand position: A product position is the way the consumer thinks of a given product/brand relative to competing products/brands.)
Identify how the marketing segmentation and product/brand position lend themselves to the marketing mix (product, price, place/distribution, promotion). Again refer to each of the influences from the consumer behavior model below to explain your answers.
Influences of the Consumer Behavior Model (see PowerPoint for graphic of model)
External influences: How does the company address these external influences of their target market in their marketing strategy?
Culture, subculture, values
Demographics, income and social class
Reference groups and households
Marketing Activities
Internal influences: What about the company’s marketing strategy addresses the following influences?
Needs, motives, emotions
Perception and memory
Personality and lifestyle
Attitudes
Situational influences: Does the marketing strategy use or ignore the following influences?
Physical, time, social, task, and antecedent
Decision process influences: How does the marketing strategy capitalize on any of the following influences?
Problem recognition
Information search
Alternative evaluation and selection
Outlet selection
Purchase
Postpurchase processes
Cite (APA format) and incorporate 3 scholarly peer reviewed journal articles (assigned readings, articles from discussion posts, or from other peer reviewed journals). Connect the research to your evaluation of the company’s marketing strategy through the consumer behavior model.
Reference page required. Include a reference page (APA format) with the sources selected.
Abstract not required.
Submit your assignment to this dropbox as a Word document
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