Summarize the purpose of market segmentation. Examine the various types of segmentation including geographic, demographic, psychographic, and behavioral segmentation.
This analysis should include the government and legal setup of the country including commercial laws and memberships in regional groupings. What will be the impact of your findings on the marketing of your product? Some points to consider –
• Political setup – structure (federal, provincial, local), political parties, role of local government
• Political stability/risks and vulnerability – provide any significant current information
• Transparency index – impact of corruption on business
• Legal systems – Organization of the judiciary system, Code- common, socialist, or Islamic-law country? Participation in patents, trademarks, and other conventions,
• Marketing Laws
• Commercial laws
• Memberships in multinational groupings
Apply the buying center concept to a firm, a nonprofit organization, or a government agency you work for, or are familiar with, for the purchase of new laptop computers for their employees.
Begin by briefly summarizing your selected organization. What is it? What does it do?
List the different roles in a buying center and analyze who (from your selected firm, nonprofit organization, or government agency) would occupy the different roles of the buying center.
Justify the reason for selecting these job titles or departments for the various roles in the buying center. Which members of the buying center should the salesperson focus on when selling to your firm? Why? Explain how the buying process differs between organizations and consumers as it would be applied to the organization you have selected.
Toward learning outcome 3, this assignment is an opportunity to reflect on the of the role of social media in B2C selling and to develop your own critical understanding of what is such a common endeavour for SME’s in the digital landscape. In completing this assignment, the student is expected to gain insight into SME style Business to Consumer (B2C) selling and with that a deeper understanding of the selling approach required across a diversity of seller/buyer interactions.
The Task: In this assignment you are expected to outline in 500 words the B2C approach you would take to selling a mass market wellness/fitness App just using social media, from the position of being a small business. An understanding of best practice in B2C selling over social media is required, along with some evidence of secondary research into the sales approach of fitness/wellness Apps in social media. The writer must also show a sensitivity to the diverse nature of the mass audience. The writing style must be succinct and persuasive yet also show a critical understanding of the sales process.
1. Insight into B2C Selling on Social Media: You must show that you have insight into B2C selling on Social Media. It is expected to be clear you know how selling is conducted over social media.
2. Best Practice Sales Approach: It is expected that the recommended sales approach is realistic, feasible and makes good sense. It needs to conform in some way to the best practice in B2C selling of over social media. If the approach is not accounting for best practice, then a solid justification of divergence from the best practice is required.
3. Evidence of Research into the specific market: It is vital that the selling activity in the specific fitness/wellness market has been researched and that such research is evidential in the reflection.
4. Impact of Workshop learning: Is there evidence that the writer has taken on board the workshop content in terms of both Social Media selling and the diverse nature of the potential audience?
5. Good use of grammar and language: In selling, salespeople are expected to use concise, grammatically accurate and persuasive writing. Therefore, in this assignment these qualities are also being looked for.
Read case and answer the following questions:
1. Describe the key elements of Samsung’s corporate turnaround strategy.
2. What is a global brand? What potential benefits can a firm derive from building global brands?
Case 8.1 Shoppers spending more in-store than online on page 183-184 of your textbook and answer the following questions that appear at the end of the case.
1. How might a bricks and mortar retailer use this information: An online retailer?
2. What survey methods could have been used to gather this data? The survey had 1,000 respondents. Which survey method would have been the most economical? The fastest?
3. Take three findings from the survey and design questions for a smartphone survey that could have produced these findings.
Reference
Textbook: McDaniel, C., Jr., & Gates, R. (2021). Marketing research (12th ed.). Wiley Publishing.
Why do you think the popularity of online survey research has exploded over the last 3-5 years? Be sure to answer the following questions:
• Discuss the advantages and disadvantages of online survey research
• Do you see any new survey software/technologies dominating the research marketplace? If so, provide their websites for your peers
• Textbook: McDaniel, C., Jr., & Gates, R. (2021). Marketing research (12th ed.). Wiley Publishing.
o Chapter 6: Traditional survey research
o Chapter 8: Online marketing research: The growth of mobile and social media research
Answer the following 2 questions
(One page per question)
1. As the CMO of a consumer technology company, discuss appropriate segmentation dimensions to use as a well as your recommended market selection strategy. How would your response differ if you managed a business technology company?
2. Develop an important new buyer persona for your company. What are the consumer values and marketing implications of this persona?
Module 7 Products, Services, Produce Life Cycle, and Brand Management
In this module, you will learn about the different classifications of products and services that help organizations make decisions about their market offerings to create value for target audiences. You will also describe the stages in the product life cycle (PLC), which require different product management strategies at each stage. At the end of this module, you will learn how organizations manage their brands.
This module is 2-Weeks in length. Check the Detailed Course Schedule, in the About the Course module, for more information.
Content
Learning Outcomes
By the end of this module, you should be able to:
⦁ Describe the classifications of products and services,
⦁ Explain how various product and service decisions create value for customers,
⦁ Describe the stages in the product life cycle (PLC) and the marketing strategies used at each stage, and
⦁ Identify strategies used to develop and manage a compelling brand.
When you are just a 14 years old little girl, can you imagine traveling across half of the world to live in a strange country without family and friends? Did you experience the feeling when you can’t even feed yourself because you have no idea how to communicate with others in English?
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