Homework: Analysis Essay
Instructions:
For your Analysis Essay, the document should be double-spaced, Times New Roman, 12 pt font, one inch margins. The length should be 6 pages, 1500 words approximately, excluding images. You will need to submit a Word document.
1. Evaluate a company website marketing strategy through a consumer behavior model.
I. How does the company website speak to each of the following influences in terms of the target markets? (market segmentation)
II. How does the company website position itself in the market? (product/brand position: A product position is the way the consumer thinks of a given product/brand relative to competing products/brands.)
III. Identify how the marketing segmentation and product/brand position lend themselves to the marketing mix (product, price, place/distribution, promotion). Again refer to each of the influences below to explain your answers.
1) External influences:
a. Culture, subculture, values
b. Demographics, income and social class
c. Reference groups and households
d. Marketing Activities
2) Internal influences:
a. Needs, motives, emotions
b. Perception and memory
c. Personality and lifestyle
d. Attitudes
3) Situational influences
a. Physical, time, social, task, and antecedent
4) Decision process influences
a. Problem recognition
b. Information search
c. Alternative evaluation and selection
d. Outlet selection
e. Purchase
f. Postpurchase processes
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.