Writing Assignment #1 –Market Segmentation & Consumer Research

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The content portion of the paper should be 3 to 4 pages (about 1200 words maximum The content portion of the paper should be 3 to 4 pages (about 1200 words maximum) a The content portion of the paper should be 3 to 4 pages (about 1200 words maximum) aThe content portion of the paper should be 3 to 4 pages (about 1200 words maximum) The content portion of the paper should be 3 to 4 pages (about 1200 words maximum) The content portion of the paper should be 3 to 4 pages (about 1200 words maximum)

due date: February 7th, Thursday at 10pm

I upload 3 files. First one is Assignment guid, second one is grading guid, third one is essay example by my friend.

Marketing 3596 – Consumer Buying Behavior

Professor Jennifer Sundstrom-Fitzgerald

Writing Assignment #1 –Market Segmentation & Consumer Research

This paper examines research on market segmentation and consumer behavior.Marketers segment or “profile” consumers across four categories including: 1) geographic, 2) demographic, 3) behavioral/benefits sought and 4) psychographics…Important FYI - demographic factors often tend to be top of mind predictors or explanations of shopping patterns – but, please do not stop your research there…you must also analyze the other three categories in order to determine the complete “picture” or “story” of your ideal target consumer. This paper challenges you to examine current research on market segmentation and consumer behavior and encourages you to use shopping data from secondary sources such as the MRI Reporter Database, Nielsen’s MyBestSegments, Hoovers, VALS, etc. Your paper should begin with a title page that includes the title of your paper, your name, professor name, CB/section and date. The content portion of the paper should be 3 to 4 pages (about 1200 words maximum) and should include four headings that are bolded and underlined: Introduction with a clear/action-oriented thesis statement; Research Findings; Conclusion/Recommendation and Works Cited.

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Marketing 3596 – Consumer Buying Behavior Professor Jennifer Sundstrom-Fitzgerald Writing Assignment #1 –Market Segmentation & Consumer Research This paper examines research on market segmentation and consumer behavior. Marketers segment or “profile” consumers across four categories including: 1) geographic, 2) demographic, 3) behavioral/benefits sought and 4) psychographics…Important FYI - demographic factors often tend to be top of mind predictors or explanations of shopping patterns – but, please do not stop your research there…you must also analyze the other three categories in order to determine the complete “picture” or “story” of your ideal target consumer. This paper challenges you to examine current research on market segmentation and consumer behavior and encourages you to use shopping data from secondary sources such as the MRI Reporter Database, Nielsen’s MyBestSegments, Hoovers, VALS, etc. Your paper should begin with a title page that includes the title of your paper, your name, professor name, CB/section and date. The content portion of the paper should be 3 to 4 pages (about 1200 words maximum) and should include four headings that are bolded and underlined: Introduction with a clear/action-oriented thesis statement; Research Findings; Conclusion/Recommendation and Works Cited. Use page numbers as well. You need to choose a specific brand and target audience to analyze first...Examples: • • • • • • 1) You could analyze how a car company, (like Buick) segments and targets 30-something Millennials 2) You could do a similar analysis of how Mercedes Benz segments and targets Baby Boomers between the ages of 55 and 65 3) Analyze how “Brides/Grooms To Be” are segmented/targeted before and after the wedding by companies such as “Macy’s and TheKnot.com”; 4) Analyze how pregnant mothers are targeted/segmented before, during and after childbirth by brands/companies such as Proctor and Gamble’s Pampers, Amazon.com and BabyCenter.com; 5) You can even choose something controversial if you’re so inclined i.e. how poor communities are targeted/segmented by fast-food chains; or how children are targeted/segmented by toy companies, cereal brands, soda brands, etc. Please note, there are a ton of options to choose from…All brands/target audiences must be pre-approved by me (Professor). In the introduction, clarify the focus of the paper and develop a thesis statement on the value and potential usefulness of your findings. The introduction should engage the reader and describe what the paper will address. In other words, what are you trying to prove to the reader via your findings and conclusion/recommendation? The thesis should be towards the end of the intro and should directly state: “This paper will prove how…or show how…or demonstrate how…” In the findings section, make sure you reflect on your research and integrate this new knowledge in your own words/interpretation, do not regurgitate information from the articles (this is not a book report). You need to synthesize your research and defend your position as if you were a marketing 2/5/2019 1 consultant. You should also identify areas of agreement in past research and areas of disagreement or controversy, if relevant to your topic. In the Conclusion/Recommendation section, clarify whether your hypothesis is supported via your research findings. Define demographic generalizations and state whether you used these in your own research and if they proved valuable or not. Finally, provide the client with ideas of how to use your research findings to make effective marketing/CB decisions that would impact the brand currently and/or in the future. Do not simply summarize your findings. This will yield a lower grade. Writing Style and Works Cited In-paper citations must be bolded throughout your paper. You must include at least one academic journal source, at least three other legitimate industry sources and one data base source such as MRI Reporter or Nielsen’s MyBestSegments. FYI, Wikipedia, US Weekly, and the National Enquirer are not legitimate sources. Relevant examples of academic journals include Journal of Consumer Research, Journal of Marketing, Journal of Consumer Behavior, Journal of Retailing, Journal of Consumer Marketing, Journal of Consumer Affairs, and Young Consumers. Examples of legitimate industry/trade sources include Advertising Age, Forbes.com, NYTimes.com, WHYY radio, The New Yorker, etc. The “Works Cited” page should be a separate page from the rest of the document. Cites should be numbered to correspond with the references you make within your paper. Each cite should be singlespaced and separate cites should be double-spaced – do not use indents. Use APA style for referring to sources/cites within your paper and in your reference list. Make sure your Works Cited page is well organized, easy to interpret and includes full source information. A list of URLs is not acceptable and will significantly lower your “Evidence” score. I check the validity of all sources as well as the citation pattern within your document. Please double-space, use one-inch margins and a 12-point, simple font such as Calibri. 2/5/2019 2 Grading Criteria This criterion is linked to a Learning OutcomeOverall Quality, Substance and Organization of paper: Up to 60 Points Ratings 60.0 to >52.0 pts Exemplary (60 Points) The quality and substance of the paper is either above average or outstanding. Thesis is clear and sets the tone and purpose of the research paper. At least five key terms/concepts are clearly identified and directly relate to the learning objectives of the course. Excellent organization and topic flow. The strategic marketingrecommendation is strong and one the brand could use for forward growth. 52.0 to >45.0 pts Proficient (52 Points) The quality and substance of the paper meets basic requirements. Thesis is present and sets the tone and purpose of the research paper. At least three to four key terms/concepts are identified and relate to the learning objectives of the course. Organization and topic flow is acceptable. The strategic marketing recommendation reads like a summary of findings with hints of insights the brand could use for long-term growth this section needed to include a more "forward-thinking directive". Pts 45.0 to >38.0 pts Developing (45 Points) The quality and substance of the paper needs improvement; Thesis needs more clarity and purpose. Some basic requirements are met; At least one or two key terms/concepts are identified and generally relate the learning objectives of the course. Organization and topic flow need improvement. Marketing recommendation summarizes research findings and needs to include insights to help the firm with long-term growth. 38.0 to >0 pts Unacceptable (38 Points) The quality, substance and organization of the paper is either poor or there is no submission at all. Thesis is missing. There is no clear direction or purpose for the research paper. Major improvement is needed. 60.0 pts This criterion is linked to a Learning OutcomeEvidence (in-paper citations and Works Cited page) Up to 30 Points 30.0 to >25.0 pts Exemplary (30 Points) More than three credible industry sources and two academic journal sources are cited and used to support insights and research findings; Citations are presented properly within the content (in boldface) and organized well in a separate Works Cited page. 25.0 to >20.0 pts Proficient (25 Points) At least three credible industry sources and one academic journal source are cited and used to support insights and research findings; Citations are presented properly within the content (in boldface) and organized well in a separate Works Cited page. 20.0 to >15.0 pts Developing (20 Points) At least three credible industry sources are cited to support insights and research findings. The academic journal source is not present. Citations are presented within the content however the citation sequence is questionable. One or none is in boldface; All or most are difficult to identify. The organization of sources need much improvement throughout the document and in the separate Works Cited page. 15.0 to >0 pts Unacceptable (15 Points) The sources used are not sufficient to support insights and/or research findings. Citations are not presented properly in the paper or are not present at all. Drastic improvement is needed. 30.0 pts This criterion is linked to a Learning OutcomeGrammar & Writing Mechanics: Up to 10 Points Total Points: 100.0 10.0 to >7.0 pts Exemplary (10 Points) Formal writing style with excellent syntax, grammar, spelling and word use. Either minor or no errors are noted. 7.0 to >5.0 pts Proficient (7 Points) Informal writing style with occasional issues/errors with syntax, grammar, spelling and word use. 5.0 to >3.0 pts Developing (5 Points) Inconsistent writing style; Frequent issues/errors with syntax, grammar, spelling and word use. 3.0 to >0 pts Unacceptable (3 Points)-Consistently improper syntax, grammar, spelling and word use. Major improvement is needed. 10.0 pts Market Segmentation & Consumer Research Kun Wang Sheri L. Lambert MKTG 3596/005 01 Oct 2018 Market segmentation is strategically significant for a company's specific target market which is an excellent way to reach different consumer groups. Unlike any other market segment, the consumption patterns of young people in the 21st century are changing the way of consumer behavior, such as buying behavior and how they view different companies or products because these young people have a diverse personality, and they are creative consumers. Also, they are more willing to try diverse new products, and more trend to evaluate outcomes based on their fundamental value, rather than relying on guidance from other people. Therefore, market segmentation is an essential marketing strategy to help enterprises analyze different demand levels of consumers. The target customers of Nike should be divided into the younger generation because Nike’s mainly consumer are young people. According to the data provided, more than 50% of young people are more likely to buy Nike shoes. (Consumer by age and percent) In fact, there are more young people between the ages of 18 and 24, which is a better proof that Nike's attractiveness is strong for young people. In the early days of Nike, the individual spirit was promoted, and the independent consciousness of self-determination was advocated. Therefore, the slogan "JUST DO IT" came into being and was still in use today. The new concept of life has influenced the consumption attitude of young generation. Moreover, the health of the body has become the focus of attention of modern people because physical exercise is a part of people's daily behavior. Playing basketball and running can not only carry out physical exercise but also maintain a comfortable mood. At present, some of Nike's major innovations are in the field of basketball and running. As we know that Nike uses their fashionable clothing and a new product line to attract customers and they also use athletes to advertise their products in TV advertisements, commercial advertisements, and activities. Therefore, they have established such strong brand loyalty with consumers and they have been trying to find new ways to achieve this segment of the market. Nike has 28,000 retail outlets in the United States and about 23,000 outlets in more than 120 countries outside the United States. (Nike retail stores worldwide) Since the establishment of the company, Nike has continuously expanded the national market and occupied the international market share. With the saturation of the US market, Nike is concentrating on the global market which is also an excellent response to Nike's sensitivity to the international market, but also to help consumers understand Nike's products so that Nike can achieve direct communication with consumers. More importantly, it can establish communication channels with consumers to understand what consumers need and what they want. Therefore, Nike’s consumers come from all over the world, and consumers are mixed with people from different countries and different races. It is worth noting that the U.S. market accounts for 35.6% of Nike's global market, which means that the U.S. market is a very important part of the market for Nike. (Nike’s percent of market in the U.S) Importantly, Nike has substantial share of international market and even greater competitiveness in the global market. However, Nike is a bit more expensive for ordinary people, especially in developing countries and some third world countries. Nike is affordable and high quality for European and American countries. Although China has a huge economy development, Nike is suitable for middle and high-income families in mainland China. Understanding the changing trends of the young generation will significantly help Nike's marketing strategy. According to Rodney Mason, global vice president of marketing at Blackhawk Engagement Solutions, “Millennials are leading a change in purchase trends, and it's important for retailers and retail marketers to understand how to appeal to this demographic (Gasca, n.d.).” Millennials are changing the way people shop, and demographic breakdown is a critical part of it. Millennials are a significant market segment that offers a lot of potential for business development. Millennials have very different ways of consumption, and they have their own unique understandings and ideas. Quality is a part of what consumers value. We all know that the quality of Nike brand clothing and shoes is significantly different from other brands. Secondly, Nike's clothes can bring comfort, convenience and high-tech sportswear to consumers which are one of the reasons why consumers are willing to buy shoes from Nike. Consumers want to find a comfortable and convenient sports series anyway, which seems to be a necessity as consumers can benefit from shopping for this product. Motivation is the act of causing an individual's activity to maintain a movement that has been created and to cause the action to move toward a specific goal. Some people buy Nike products because they all have a herd mentality, and individuals will follow the public's purchasing orientation under the pressure of the group to influence their purchasing behavior. Psychoanalysis says that the subconscious governs human behavior and motivation. Nike uses the star effect to affect consumer spending behavior. They use the method of emotional appeal to combine the image of the brand with the image of the star, which can resonate with consumer psychology. So, consumers from an attitude toward the product or the business, store it in memory, extract it from memory when needed, and respond to or help with the purchasing problem. Learning how to attract the needs of consumers is the first step in the company's successful marketing plan. Based on the continuous development of the economy, the continuous improvement of the society. The needs of consumers are increasingly diversified, and the purchasing behavior is also affected by social factors, cultural factors, personal factors and economic factors. There are many ways with market segmentation, which helps company to improve the relationship between the company and its customers, and the company will be fully prepared for the needs of its customers. In addition, understanding how to divide consumer needs from organizational needs will ensure that the company can successfully cover all market segments and provides better service. Appendix 1 Brand Share of Running Shoe Buyers – US - 2014 Appendix 2 Site info of Nike Consumer by Age – US - 2013 Appendix 3 Total number of Nike retail stores worldwide from 2009 to 2018 Appendix 4 Site info of Nike Percent of Nike Market Share in the U.S – US - 2013 SMA Sports Market Analytics. Consumer Brand Demographics Vary Even Within the Same Product Category. Retrieved September 11, 2015, from http://www.sportsmarketanalytics.com/Blog/September-2015/Consumer-Brand-DemographicsVary-Even-Within-the-S.aspx Alexa. Site info of Nike. Retrieved Jun 11, 2013, from https://www.alexa.com/siteinfo/nike.com Alexa. Site info of Nike. Audience Geography. Retrieved Jun 11, 2013, from https://www.alexa.com/siteinfo/nike.com Gasca, P. (n.d.). 8 Shopping Habits of Millennials All Retailers Need to Know About. Retrieved September 18, 2016, from https://www.entrepreneur.com/article/253582 Nike - 10-K Report 2018 Total number of Nike retail stores worldwide from 2009 to 2018. July 2018, from https://0-www.statista.com.library.scad.edu/statistics/250287/totalnumber-of-nike-retail-stores-worldwide/ ...
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Tutor went the extra mile to help me with this essay. Citations were a bit shaky but I appreciated how well he handled APA styles and how ok he was to change them even though I didnt specify. Got a B+ which is believable and acceptable.

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