Topic: Marketing diary
You are required to reflect on your own experience of marketing as a consumer and write a series of short reflective essays answering the assignment questions to assignment questions to discuss posed below. This assignment is designed to test learning outcomes A6, A7, A8, B5, B6, B8, C6, C7, C8, C10.
This assignment is designed to get you thinking about the marketing activities which you are exposed to on a daily basis. During the first half of the module you will be required to write 3 diary entries, each of which presents your analysis of purchase which you have made in which you apply a different area of marketing theory to your own purchase.
Start by choosing an example of a purchase you made recently. This should be a reasonably significant purchase and not something which you would buy every day.
This could perhaps be a car, a new computer, a new mobile phone, a holiday or something else along these lines.
Introduction:
Start your report with a brief introduction (200 words maximum) in which you explain what the product is that you will be writing about.
Entry one – consumer buyer behaviour (500 words max)
Thinking about your purchase, explain what type of buying behaviour applied in your case.
Explain what happened at each stage of the buying process. What stimulated need recognition in your case? What type of information search did you do? How did you select between the alternatives? What happened post-purchase? What did the company concerned do at each stage?
What role did their marketing activities play in persuading you to buy the product? How effectively did they use understanding of buyer behaviour in their interaction with you?
Entry two – market segmentation (500 words max)
Think about the same purchase and use the four segmentation criteria (geographic, demographic, psychographic and behavioural) to explain who you think the primary target market is for this particular product. What targeting strategy is the company using with this particular product and why? How do you think that the product you bought is positioned relative to its competitors? How effectively do you think the makers of this product are using segmentation, targeting and positioning as part of their marketing strategy?
Entry three – products and brands (500 words max)
Describe the product that you bought using the concepts of core, formal and augmented products.
How important is branding in this case? What branding strategy is the company concerned using?
(Have a look at page 299 to 306 in the text book for more information about branding strategies).
At what stage of the product lifecycle is this product? How could the producers use the strategies laid out in the Ansoff matrix to further develop this particular product?
Can you please write about an apple mac-book i bought lately, you can choose the model and equipment.