Identify segments more motivated by functional concerns

Identify segments more motivated by functional concerns

Identify segments more motivated by functional concerns

Marketing Management

“The Psychographics of Luxury Shoppers”

This case study application presentation Assignment asks you to analyze and give
priority consideration to both rational and emotional aspects of the consumer
motivational process.

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.

The Consumer Behavior Case Application Presentation should include the following:

A title slide
A list of presentation contents slide
An introduction to the presentation slide
Slides with accompanying notes in a PowerPoint® presentation, addressing the
following aspects of the case. Include thoughtful analysis and recommendations

1. Market Segments: Identify and defend your choice of what segment you feel that
products are most likely to become part of the extended self.

2. Motivators: Identify segments more motivated by functional concerns versus those
motivated by the need to keep up with the latest styles and trends; discuss
implications as related to marketing strategy decision-making.

3. Compare and Contrast: Discuss why Savvy Career Women place great emphasis on
clothing and fashion while luxury automobiles really are not that important to this
segment.
4. Spa Market Segments: Choose two segments which you feel would be viable for
different markets for spas. Develop portions of a marketing plan for each segment:
positioning statement, media venues, key product service features, and promotional
material.