Homework
For this homework, you work for the marketing manager of an organization that is going to launch a new line of personal care products in the U.S. market. The proposed target market will be males, between 18 and 35 years old, and price points will cover income ranges from lower to mid-level. Distribution is planned to take place in drugstores, grocery stores, and stores such as Wal-Mart and Target, with the primary retailer carrying the full product line being drugstores.
You have been tasked with a consumer behavior analysis to help make marketing decisions.
Write 4 to 5 pages paper in which you:
i. Propose a type of message appeal to be used in the advertising, making sure to explain the rationale behind the appeal.
ii. Analyze the different cultures this product will appeal to and make recommendations on which three would be the best choice.
iii. Decide which microcultures and additional demographics should be targeted.
iv. Suggest ways to utilize group influence in the marketing of the product.
v. Create a plan to address need recognition, search behavior, and getting the product into the consumers' consideration set.
Format your homework according to the following formatting requirements:
i) The answer should be typed, using Times New Roman font (size 12), double spaced, with one-inch margins on all sides.
ii) The response also includes a cover page containing the title of the homework, the student's name, the course title, and the date. The cover page is not included in the required page length.
iii) Also include a reference page. The Citations and references must follow APA format. The reference page is not included in the required page length.
The specific course learning outcomes associated with this homework are:
i. Analyze the internal influences that affect consumer behavior.
ii. Analyze the external influences that affect consumer behavior.
iii. Assess the consumer decision-making process.
iv. Use technology and information resources to research issues in consumer behavior.
v. Write clearly and concisely about consumer behavior using proper writing mechanics.