Unit 1
Consumer Behavior Analysis Paper
This first assignment is designed to have you
consider a consumer behavior strategy for a specific new product or service.
You may do this for your current organization, a company with which you are
familiar, or for a product or service that interests you. You may have
considerable knowledge of the offering or you may be looking in as an outsider.
Either way, choose a product or service about which you can find information,
either inside the organization, or through observation or research on the web
or in the library. Part of the fun of this is to take an educated guess about
the strategy behind how a consumer makes their buying decisions.
Instructions
·
This submission should be 4 â 6 pages. This does not include the Title
page and the References page.
·
Apply at least three references within the paper, cited accurately and
include a references page.
·
As with all APA documents, apply double line spacing with no additional
line spaces before or after paragraphs, use 1 inch margins with 12 point type.
·
Deposit your completed, proofread paper in to the Unit 1 Consumer
Behavior Analysis Paper Dropbox
·
APA formatting is required.
·
Using the services of the Kaplan University Writing Center is highly
recommended.
APA Style references:
http://www.apastyle.org/
http://owl.english.purdue.edu/handouts/research/r_apa.html
http://dianahacker.com/pocket/
Outline
Include sub-headers to offer distinction to each
section and apply the following outline:
·
Brief description of the organizationâs product or service
·
Describe the company’s consumer strategy behind the product
·
Identify the consumerâs level of involvement and type of consumer
decision making
·
Describe the market for which this product is intended
·
Address what customer needs are fulfilled by the company, product, or
service.
·
Identify the competitive offerings and describe how this product or
service is different.
·
Analyze how this company utilizes the marketing mix in order to
successfully address problem recognition
·
Suggest recommendations on how this organization could better use the
marketing mix in developing marketing strategy both in the problem recognition
stage and in the buying process
Directions for Submitting Your Consumer
Behavior Analysis
Write your Consumer Behavior Analysis in an MS Word
document. When you are ready to submit it, click on the Unit 1:
Consumer Behavior Analysis Paper link under the Dropboxand
follow the instructions.
ID: GB534-01-11-AS
Unit 2
Consumer Behavior Case Application Paper
Consumer Behavior Case Application
Paper
Case 4-6: âVespanomicsâ (page 661)
Case studies offer opportunity to consider
hypothetical situations. This Assignment requires you to provide analysis and
recommendations based upon the information presented in the case plus
application of information from the textbook and from at least three additional
relevant journal articles you choose from the Kaplan Library. Opinions should
be supported using concepts and terms from these quality resources.
This is a formal analysis; write in a style that
reflects graduate-level work. This will include an objective perspective, third
person voice, and lack of contractions and slang expressions. All references
should contain appropriate citations and the paper and content must follow APA
formatting rules.
Use the template provided in Doc Sharing as your
starting point to complete this Assignment. This template is already APA
formatted and includes each of the areas as described below. Download the
template onto your own computer and save the document with a distinct name
representing you and this Assignment.
The Consumer Behavior Case Application
Paper should include the following:
·
A title page
·
Below the paperâs main header, begin the paper with a brief 1â2
paragraph summary of the case studyâs situation. Do not use the word
âIntroductionâ below the main header as APA formatting assumes the first
section is an introduction to the rest of the paper
·
Sections addressing the following aspects of the case. Include
thoughtful analysis and recommendations
1. Brand Image:
Describe and support your decisions about what brand image Vespa® was trying to
create in the early part of this decade through its advertising, guerilla
tactics, and boutiques as compared and contrasted with what brand image is
emphasized with is Vespanomics Platform.
2. Types of Consumer
Problems: Before $4-per-gallon gasoline, was the need for a Vespa Scooter
considered âan active problemâ or an âinactive problemâ? Explain and discuss
implications for marketing strategy decision-making.
3. Market Segmentation:
Describe what you currently see as at least three segments of the market for
Vespa and other scooters. Describe the different needs, demographics, and
psychographics for owning a scooter for each of the three segments you
described.
4. Value-Expressive
versus Utilitarian Appeal: Especially in a time of $4-per-gallon gasoline
and concerns about the environment, discuss how Vespa can be both a utilitarian
decision and a value-expressive decision.
5. Activism Segment:
Choose one of the six environmental activism segments discussed on page 90 that
Vespa appeals to most and explain, using compare and contrast, why you choose
this particular segment.
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer
behavior: Building marketing strategy(11th ed.). New York, NY:
McGraw-Hill.
·
Include a Conclusion section.
·
Include a References page. Be sure to apply and cite
the textbook plus at least three additional relevant journal article resources
chosen by you from the Kaplan Library. Any reference listed on the references
page must also be applied and cited, using APA, within the body of the paper.
Mechanics
·
This submission should be approximately 4â6 pages in length. This does
not include the title page or the references page.
·
Apply relevant information from your textbook and from at least three
additional relevant, credible journal article resources, cited within the paper
and included on a references page.
·
Use double line spacing with no additional line spaces before or after
paragraphs, 1 inch margins using 12 point font and apply other APA related
rules for formatting.
Directions for Submitting Your Consumer Behavior
Case Application Paper
Put your Consumer Behavior Case Application Paper
in a MS Word document and save it in a location, and with a distinct name, that
you will remember. When you are ready to submit it, click on the Unit
2: Consumer Behavior Case ApplicationPaper Dropbox and
follow the instructions.
Unit 3
Consumer Behavior Case
Application Paper
Case
2-1: âStarbucks® Keeps it Brewing in Asiaâ (page 264)
Case studies offer
opportunity to consider hypothetical situations. This Assignment requires you
to provide analysis and recommendations based upon the information presented in
the case plus application of information from the textbook and from at least
three additional relevant journal articles you choose from the Kaplan Library.
Opinions should be supported using concepts and terms from these quality
resources.
This is a formal analysis;
write in a style that reflects graduate-level work. This will include an
objective perspective, third person voice, and lack of contractions and slang
expressions. All references should contain appropriate citations and the paper
and content must follow APA formatting rules.
Use the template provided
in Doc Sharing as your starting point to complete this Assignment. This
template is already APA formatted and includes each of the areas as described
below. Download the template onto your own computer and save the document with
a distinct name representing you and this Assignment.
The
Consumer Behavior Case Application Paper should include the following:
·
A title page
·
Below the paperâs main header, begin the paper with a brief 1â2
paragraph summary of the case studyâs situation. Do not use the word
âIntroductionâ below the main header as APA formatting assumes the first
section is an introduction to the rest of the paper
·
Sections addressing the following aspects of the case. Include
thoughtful analysis and recommendations.
1.
Barriers:Describe at least four barriers facing Starbucks as they try to
âteach” people to change their consumption habits from tea and instant
coffee.
2.
Customization: Explain to what extent
can and/or should Starbucks customize their offerings to local tastes and
preferences. Describe the risks of extreme customization in this situation.
3.
Values: Describe what âvaluesâ
are involved in the Starbucks âexperience.â
4.
Innovation Analysis: Examine the ten factors
that influence the spear of innovations using Table 7-2 on page 255 (assume
that Starbucks is still quite novel and an innovating concept as is coffee to
many in China) and create a similar grid for the Chinese Market relative to
coffee and Starbucks
5.
India as a Potential Market: Discuss the demographic,
culture, and media factors that make India more attractive for Starbucks than
it was 10 years ago.
6.
India versus China: Compare and contrast
India and China in terms of the key elements Starbucks must address when
creating their marketing strategies.
Include aConclusionsection
Include aReferencespage. Be sure to apply and cite the
textbook plus at least three additional relevant journal article resources
chosen by you from the Kaplan Library. Any reference listed on the references
page must also be applied and cited, using APA, within the body of the paper
Hawkins, D. I., &
Mothersbaugh, D. L. (2010).Consumer behavior: Building marketing strategy(11th ed.). New York, NY: McGraw-Hill.
Mechanics
·
This submission should be approximately 4â6 pages. This does not
include the title page or the references page.
·
Apply relevant information from your textbook and from at least
three additional relevant, credible journal article resources, cited within the
paper and included on a references page.
·
Use double line spacing with no additional line spaces before or
after paragraphs, 1 inch margins using 12 point font and apply other APA
related rules for formatting.
Directions
for Submitting Your Consumer Behavior Case Application Paper
Put your Consumer Behavior
Case Application Paper in a MS Word document and save it in a location, and
with a distinct name, that you will remember. When you are ready to submit it, click
on theUnit
3: Consumer Behavior Case Application Paper Dropboxand follow the instructions.
Unit 4
Consumer Behavior Case
Application Paper
Case
2-7: âThe Mosquito Magnetâ¢â (page 271)
Case studies offer
opportunity to consider hypothetical situations. This Assignment requires you
to provide analysis and recommendations based upon the information presented in
the case plus application of information from the textbook and from at least three
additional relevant journal articles you choose from the Kaplan Library.
Opinions should be supported using concepts and terms from these quality
resources.
This is a formal analysis;
write in a style that reflects graduate-level work. This will include an
objective perspective, third person voice, and lack of contractions and slang
expressions. All references should contain appropriate citations and the paper
and content must follow APA formatting rules.
Use the template provided
in Doc Sharing as your starting point to complete this Assignment. This
template is already APA formatted and includes each of the areas as described
below. Download the template onto your own computer and save the document with
a distinct name representing you and this Assignment.
The
Consumer Behavior Case Application Paper should include the following:
·
A title page
·
Below the paperâs main header, begin the paper with a brief 1â2
paragraph summary of the case studyâs situation. Do not use the word
âIntroductionâ below the main header as APA formatting assumes the first
section is an introduction to the rest of the paper.
·
Sections addressing the following aspects of the case. Include
thoughtful analysis and recommendations.
1.
Innovation Type: Decide and defend choice
of type of innovation for the Mosquito Magnet
2.
Innovation Analysis: Conduct an innovation
analysis on the Mosquito Magnet
3.
Adoption Cycle: Explain in what phase of
the adoption cycle is the Mosquito Magnet based upon the innovation analysis.
Is there a relationship between your chosen phase and the amount of time the
Mosquito Magnet has been available on the market? Explain your reasoning for
your decision
4.
Marketing Strategy: Based upon the
innovation analysis, recommend marketing strategies appropriate for this
innovation
5.
Word-of-Mouth Marketing: Review the
website[c1] http://www.mosquitomagnet.comand determine if
cutting edge technology online is presently encouraging WOM. Offer
recommendations about what the firm can do to encourage WOM
6.
Opinion Leaders: Describe characteristics
of at least three likely opinion leaders for the Mosquito Magnet
7.
Potential Markets: Determine five countries
outside of the United States in order of their attractiveness as an export
market for this project and justify your selection
Hawkins, D. I., &
Mothersbaugh, D. L. (2010).Consumer behavior: Building
marketing strategy(11th ed.). New York, NY: McGraw-Hill.
·
Include aConclusionsection.
·
Include aReferencespage.
Be sure to apply and cite the textbook plus at least three additional relevant
journal article resources chosen by you from the Kaplan Library. Any reference
listed on the references page must also be applied and cited, using APA, within
the body of the paper.
Mechanics
·
This submission should be approximately 4â6 pages. This does not
include the title page or the references page.
·
Apply relevant information from your textbook and from at least
three additional relevant, credible journal article resources, cited within the
paper, and included on a references page.
·
Use double line spacing with no additional line spaces before or
after paragraphs, 1 inch margins using 12 point font and apply other APA
related rules for formatting.
Directions
for Submitting Your Consumer Behavior Case Application Paper
Put your Consumer Behavior
Case Application Paper in a MS Word document and save it in a location, and
with a distinct name, that you will remember. When you are ready to submit it,
click on theUnit
4: Consumer Behavior Case ApplicationPaperDropboxand follow the instructions.
