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Assessment 1: Group Assignment (2500 words) The group needs to do a consumer behavior audit and focus on decision process influences and factors, for a specific product or service, covering the following aspects: Market segmentation; Product Positioning; Pricing; Distribution and Promotion. You do not have to cover internal/external and situational influences in this assignment as you are assessed on your understanding of these concepts in your individual assignment. Marketing Criteria: • Introduction • Selection of the target Market • Determination of product positioning • Structuring the elements of Marketing Mix – Report format, referencing and presentation ‘SUBJECT RESOURCES Prescribed Textbook (compulsory) Quester, P. (2011) Consumer Behaviour: Implications for Marketing Strategy, 6/e Enhanced McGraw- Hill. Recommended Reading Risk preferences and the marketing of financial services: Segmentation by birth order, Rink, David R; Roden, Dianne M; Cox, Steven R. Journal of Financial Services Marketing18.1 (Mar 2013): 17-26 The Effect of Customers’ Social Media Participation on Customer Visit Frequency and Profitability: An Empirical Investigation, (2013), Rishika Rishika (Texas A&M University), Ashish Kumar (Aalto University), Ramkumar Janakiraman (Texas A&M University), and Ram Bezawada (State University of New York, Buffalo), Information Systems Research; vol. 24, no. 1 Market Segmentation http://www.ausport.gov.au/information/nsr/market_segmentation 21 mar 201

Assessment 1: Group Assignment (2500 words)

 

The group needs to do a consumer behavior audit and focus on decision process influences and factors, for a specific product or service, covering the following aspects: Market segmentation; Product Positioning; Pricing; Distribution and Promotion.

You do not have to cover internal/external and situational influences in this assignment as you are assessed on your understanding of these concepts in your individual assignment.

 

Marketing Criteria:

•    Introduction

•    Selection of the target Market

•    Determination of product positioning

•    Structuring the elements of Marketing Mix

–   Report format, referencing and presentation

 

‘SUBJECT RESOURCES

 

Prescribed Textbook (compulsory)

Quester, P. (2011) Consumer Behaviour: Implications for Marketing Strategy, 6/e Enhanced McGraw- Hill.

 

Recommended Reading

Risk preferences and the marketing of financial services: Segmentation by birth order, Rink, David R; Roden, Dianne M; Cox, Steven R. Journal of Financial Services Marketing18.1 (Mar 2013): 17-26

The Effect of Customers’ Social Media Participation on Customer Visit Frequency and Profitability: An Empirical Investigation, (2013), Rishika Rishika (Texas A&M University), Ashish Kumar (Aalto University), Ramkumar Janakiraman (Texas A&M University), and Ram Bezawada (State University of New York, Buffalo), Information Systems Research; vol. 24, no. 1

 Market Segmentation

http://www.ausport.gov.au/information/nsr/market_segmentation  21 mar 201

Interested in a PLAGIARISM-FREE paper based on these particular instructions?...with 100% confidentiality?

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