TASKS:
Write an essay on the following topic:
Modern marketing techniques or strategies are responses to how consumers try to satisfy their needs and wants.
Write your essay by addressing the three following tasks:
• Describe what various writers/sources – at least THREE (3) – see as the reasons why certain modern marketing techniques are used to deal with today’s consumer behaviour. This is the literature review and is largely a SUMMARY task.
• Discuss (explain and analyse) several ways (2-3) that marketers today respond to how consumers try to satisfy their needs and wants.
• Select and describe how two Australian companies are applying these marketing techniques to make the most of consumer behaviour. Support your response with reference to relevant sources.
Essay formatting:
• Font size 12, in Arial OR Calibri only
• 1.5 line spacing,
• 3 cm left and right hand margins,
• NO headings and sections,
• all pages are numbered correctly
RESEARCH ESSAY LAYOUT / PLAN:
Title page (title of essay, student name and ID).
No headings or sub-headings are to be included in the essay.
Introduction
In three moves:
• Move 1 - Opening generalisation that establishes the major topic and sub-topic
• Move 2 - A brief reiteration/explanation of the essay topic. Briefly define key terms.
• Move 3 - A statement of the writer’s intention in the essay. Use a clear signal. This one is good: The intention of this discussion is to … [Move 3 will come from the task statements and then form the basis of each Move 1 in the Body paragraphs]
Body
(3 paragraphs only; each paragraph in three moves)
• Describe what various writers/sources – at least THREE (3) – see as the reasons why certain modern marketing techniques are used to deal with today’s consumer behaviour. This is the literature review and is largely a SUMMARY task.
• Discuss (explain and analyse) several ways (2-3) that marketers today respond to how consumers try to satisfy their needs and wants . Refer to the research you have presented previously in your Research Report for Assignment 1. You should refer to AT LEAST TWO SOURCES.
• Select and describe how two Australian companies (Use companies listed on the ASX 200) are applying these marketing techniques to make the most of consumer behaviour. Support your response with reference to relevant sources.
Conclusion
In two moves (but as one paragraph):
• Summary of essay – based on your Move 3s from the discussion. What have you FOUND / DISCOVERED / UNDERSTOOD? Use an appropriate signal, eg: In conclusion,… [Move 1 here will be based on each of your Moves 3s in the Body].
• Concluding generalisation/writer’s opinion. Use an appropriate signal, eg: In this writer’s opinion…
References
• Separate page, with a heading ‘References’
• All listed sources cited in the essay (and no more)