Description
Purpose of Assignment
To develop effective relationship marketing, a company must first understand its targeted consumers' buying influences and behaviors. This week's assignment is the first part of the development of a marketing plan. It provides the foundation of the marketing plan and introduces the student to a variety of diagrammatic tools for understanding a business.
Assignment Steps
To develop effective relationship marketing, a company must first understand its targeted consumers' buying influences and behaviors.
The product selected for the marketing plan is the digital video capture product by INTEL necessary for promoting presentations of data and information, especially in educational setups. The product supports video capturing as well as picture-in-picture with suitable software allowing for the recording, editing, and publishing of rich video presentations in a variety of media formats . In a world that depends on availability and understanding of information for decision making, the product is vital in the presentation of appealing information to potential consumers necessary for decision making.
Include at least 3 elements of the Research List of Topics (see list below):
Research List of Topics:
Primary Research
Secondary Research
Consumer Analysis
Customer Profile
Continuous Consumer Monitoring & Research
Environmental Scanning
Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
- Current Opportunities
- Potential Future Opportunities
- Current Threats
- Potential Future Threat
- Diagrams are not required but can be used to provide clarity and conciseness. Diagrams (and subsequent discussion) can include SWOT (emphasizes internal market--Strengths, Weakness, Opportunities, Threats) TOWS (emphasizes the external market--Threats, Opportunities, Weakness, Strength), PEST (Political, Economical, Social, Technological), SOAR (Strengths, Opportunities, Aspirations, Results), and/or STEEP (Social, Technological, Environmental, Economical, Political). All diagram(s) should be in APA format and must include a subsequent discussion of the diagram(s) providing insight and clarity.
- Develop the first two parts of the Target Market section, which includes an overview of the demographics (age, income, family members, and birthdays) and psychographics (activities, interests, and opinions) analysis. This is not a detailed analysis but an overview (basic trends and insights from the data that is presented in annual reports and other SEC type filings).
- Explain the insights you have gained from your inspection and analysis of the demographic and psychographic information you have found.

Explanation & Answer

Attached.
Understanding Target Markets - Outline
Thesis statement: Consumers make purchase decisions today based on the availability,
accessibility, and ease in understanding information. Information regarding products and services
is everywhere right from print media to the internet.
The paper addresses target markets as follows:
I.
II.
III.
Introduction
Overview of Demographics
Psychographic Activities
Running head: UNDERSTANDING TARGET MARKETS
Understanding Target Markets
Name
Institution
1
UNDERSTANDING TARGET MARKETS
2
Understanding Target Markets
Introduction
Consumers make purchase decisions today based on the availability, accessibility, and
ease in understanding information. Information regarding products and services is everywhere
right from print media to the internet. Consumers access free information through the internet
hence the need to present understandable and meaningful information to support their decision
making. The digital video capture device plays a critical role in the design and presentation of
comprehensible data that can help consumer decision making.
Overview of Demographics
The digital video capturing device targets at tech-driven consumers between the ages of
18 and 55 years. These consumers are well aware of the use of the internet to access information
and consequently interact with others through social media platforms (Heding, Knudtzen, &
Bjerre, 2015). The device is applied in the presentation of information for educational and
business purposes. It is therefore targeted at corporate clients who are passionate about
advertising their products across various social and print media platforms. These individuals are
characterized by their drive towards promoting their products through the provision of critical
information that could positively influence c...
