Accounting: Working by yourself, choose a consumer product or service

Subject: Business / Accounting
Question
Objectives
Working by yourself, choose a consumer product or service about which you either
know something or on which you can find good research. This project supports all of the
Terminal Course Objectives in the course and is due the end of Week 7. Please place
your work in the Dropbox. Feel free to let me know if you have any questions, but if you
read all instructions, the course text, and weekly lectures; fully participate in
discussions; refer to rubrics; and do your own research as expected at a graduate level,
you will not have problems with this Course Project.
Your assignment is to complete a thorough but tightly focused marketing strategy for
either a product or service focusing on consumer behavior. To help you in the process,
you will find an excellent document entitled Appendix B: Consumer Behavior Audit,
which is found in your course textbook on page 731.
This is Appendix B
Consumer Behavior Audit*
In this appendix, we provide a list of key questions to guide you in developing marketing
strategy from a consumer behavior perspective. This audit is no more than a checklist to
minimize the chance of overlooking a critical behavioral dimension. It does not
guarantee a successful strategy. However, thorough and insightful answers to these
questions should greatly enhance the likelihood of a successful marketing program.
Our audit is organized around the key decisions that marketing managers must make.
The first key decision is the selection of the target market(s) to be served. This is
followed by the determination of a viable product position for each target market. Finally,
the marketing mix elements—product, place, price, and promotion—must be structured
in a manner consistent with the desired product position. This process is illustrated
in Figure B-1. You may use either a product or service with which you are actively involved in your
business or one from another business. Develop a tightly focused, strategically oriented
paper that reflects graduate-level writing. I will be looking for depth and breadth of your
findings and arguments. When you do not have access to inside information, I will be
looking for logical, business-oriented writing that shows that you are a thinking,
educated, marketer. Do not write in any section that "I could not find needed
information." If you are not comfortable speculating, then choose another product or
service. I encourage you to take an educated guess, and I will properly reward quality
guesses. So, write in depth, give examples, back up your statements with logic, use
citations from your research, and really pack facts into this paper.
There is an excellent document in Doc Sharing that is entitled MKTG578 Consumer
Behavior Course Project Key Content Considerations. Please download this to gain
additional insights helpful to your crafting an excellent graduate-level submission
expected in this course. Mechanics Double space, 1-in. margins with 12-point type (Times New Roman is requested). You must put your name, a subject title, institution, and professor’s names on
your paper in the form of a cover sheet. Use the seven topics in the requirements outline as headings for clarity, as well
as the subtopics as subheadings. This assignment is due in Week 7, and it should be placed in the Dropbox by
Sunday of this week. Grading The assignment is 20% of your course grade. Please refer to the grading rubric below to see how you will be graded. Late papers are not accepted unless you have made prior arrangements with
your professor. Course Project Outline
Use the seven topics in the outline below as headings for clarity, as well as the
subtopics as subheadings.
Headings and
Subheadings
1: Market
Analysis Company Customer Additional Instructions
Utilize concepts from Intro to Marketing and Chapter 1
of your course textbook to complete this. s
Competito rs Condition s 2: Market
Segmentation Segmentat
ion Criteria Segments Attractive
ness Analysis Target
Market 3: Product Use culture, demographics, and the other external
influences, as well as self-concept and lifestyle
information, to accomplish this. Put this in the form of a statement. Headings and
Subheadings Additional Instructions Positioning 4: Impact on the
Consumer Apply Chapters 8 through 12 for this discussion. Perceptio n Learning
and Memory Motivatio
n, Personality,
and Emotion Consumer
Attitude
Assessment SelfConcept and
Lifestyle
Assessment 5: Consumer
Decision Process This is where you apply Chapters 13 through 18. 6: Marketing
Mix This is where all of your conceptual discussion comes
true in the marketplace. What does your product or
service look like? Where are you selling it and why?
How are you communicating with your consumers and
why? What price signals are you sending? How do you
service the customer through the decision process and
post purchase? Product
or Service Place Promotion Headings and
Subheadings Additional Instructions Price 7: Market Plan
Assessment Competito
r Response Anticipate
d Results and
Contingencies Forecast the future. Finally, you get to recommend a
"go" or "no go." Listen Guidelines Papers must be 8 to 12 pages in length (this would be roughly one page per area
included in the report), 12-point font (Times New Roman is preferred), and doublespaced, as well as include a cover page, table of contents, introduction, body of the
report, summary or conclusion, and a reference list in APA 6th edition format. Even though this is not a scientific-type writing assignment and is mostly creative
in nature, references are still very important. At least eight authoritative, outside
references are required (anonymous authors or web pages are not acceptable). These
should be listed on the last page titled References. APA 6th edition format and citations are required and you can refer to
www.apastyle.org for help. All DeVry University policies are in effect, including the plagiarism policy. Papers are due during Week 7 of this course. Any questions about this paper may be discussed in the weekly Q & A Forum
topic or you can contact me through e-mail or phone call. This paper is worth 200 total points, and it will be graded on quality of research
topic, quality of paper information, use of APA 6th edition citations, grammar, and
sentence structure. Grading Rubrics Week 7: Your Course Project will be evaluated as follows and must include all
sections.
Category
Content Point
s Description 120 Quality work includes all required sections and demonstrates clarity of
thinking; understanding; the application of consumer behavior concepts;
and a creative but realistic use of all relevant course concepts. Quality
work will have significant scope and depth of research to support any
statements. Relevant illustration or examples are encouraged. The content
presented on each subheading must demonstrate an understanding of the
material. 40 Quality work will include a title page, proper in-text citations, and a
reference page. It must follow all APA 6th edition guidelines. You are
required to have a minimum of eight research scholarly references as
reflected in proper citations and a reference page. 20 The Course Project is well organized using headings, subheadings as
given in the outline in Doc Sharing, and good paragraph structure. Editing 20 Your paper demonstrates graduate-level writing, including proper
grammar, spelling, punctuation, and good sentence structure. Quality
work will be free of any spelling, punctuation, or grammatical errors.
Sentences and paragraphs will be clear, concise, and factually correct. Total 200 A quality paper will meet or exceed all of the above requirements. Documentation
and Formatting Organization and
Cohesiveness Listen Best Practices
The following are the best practices in preparing this paper. Cover Page: Include who you prepared the paper for, who prepared it, your
institution, and date. Table of Contents: List main sections and subheadings of your paper and the
pages in which they are located. The illustrations should be included separately. Introduction: Use a header on your paper. This will indicate that you are
introducing your paper. The purpose of an introduction or opening is to 1. introduce the subject and why the subject is important; 2. preview the main ideas and the order in which they will be covered; and 3. establish a tone for the document.
Include in the introduction a reason for the audience to read the paper. In addition,
include an overview of what you are going to cover in your paper and the importance of
the material. (This should include or introduce the questions you are asked to answer
on each assignment.)
Body of Your Report: Use a header titled with the name of your project.
Example: "The Development of Hotel X – A World Class Resort." Then proceed to break
out the main ideas. State your main ideas, major points in each idea, and provide
evidence. Break out each main idea you will use in the body of your paper. Show some
type of division such as separate sections that are labeled, separate group of
paragraphs, or headers. You would include the information you found during your
research and investigation. Summary and Conclusion: Summarizing is similar to paraphrasing but presents
the gist of the material in fewer words than the original. An effective summary identifies
the main ideas and major support points from the body of your report. Minor details
such as illustrations and examples are left out. Summarize benefits of your ideas and
how they affect, for example the tourism industry. References: Use APA 6th edition format and for quick reference visit
www.apastyle.org for help.
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