Project #10921 - Marketing Paper Consumer Audit

Student Note: Answer briefly the questions that appear below in your consumer audit. Note that some of the questions may not apply to your product or service. Skip those and move on to the next ones. In terms of formatting feel free to follow the order below listing: Marketing Segmentation A 1, A2, etc. No need to copy all the questions.

8 pages min

Market Segmentation

A. External influences

  1. Are there cultures or subcultures whose value system is particularly consistent (or inconsistent) with the consumption of our product?
  2. Is the product appropriate for male and female consumption? Will ongoing gender-role changes, affect who consumes our product or how it is consumed?
  3. Do ethics, social, regional, or religious subcultures have different consumption patterms relevant to our product?
  4. Do various demographic or social-strata groups (age, gender, urban/suburban/rural, occupational, income, education) differ in their consumption of this product?
  5. Is this product particularly appropriate for consumers with relatively high (or low) incomes compared to others in their occupational group?
  6. Can this product be particularly appropriate for specific roles, such as students or professional women?
  7. Would it be useful to focus on specific adopter categories?
  8. Do groups in different stages of the household life cycle have different consumption patterns for this product? Who in the household is involved in the purchase process?

B. Internal influences

  1. Can this product satisfy different needs or motives in different people? What needs are involved? What characterizes individuals with differing motives?
  2. Is this product uniquely suited for particular personality types? Self-concepts?
  3. What emotions, if any, are affected by the purchase and/or consumption of this product?
  4. Is this product uniquely suited for one or more distinct lifestyles?
  5. Do different groups have different attitudes about an ideal version of our product?

C. Situational influences

  1. Can this product be appropriate for specific types of situations instead of (or in addition to) specific types of people?

D. Decision process influences

  1. Do different individuals use different evaluative criteria in selecting the product?
  2. Do potential customers differ in their loyalty to existing products/brands?

Product Position

A. Internal influences

  1. What is the general schematic memory structure for this product category in each market segment?
  2. What is the ideal version of this product in each market segment for the situations the firm wants to serve?

B. Decision process influences

  1. Which evaluation criteria are used in the purchase decision? Which decisions rules and importance weights are used?

Pricing

A. External influences

  1. Does the segment hold any values relating to any aspect of pricing, such as the use of credit or conspicuous consumption?
  2. Does the segment have sufficient income, after covering living expenses, to afford the product?
  3. Is it necessary to lower price to obtain a sufficient relative advantage to ensure diffusion? Will temporary price reductions induce product trail?
  4. Who in the household evaluates the price of the product?

B. Internal influences

  1. Will price be perceived as an indicator of status?
  2. Is economy in purchasing this type of product relevant to the lifestyles of the segment?
  3. Is price an important aspect of the segment's attitude toward the brands in the product category?
  4. What is the segment's perception of a fair or reasonable price for this product?

C. Situational influences

  1. Does the role of price vary with the type of situation?

D. Decision process factors

  1. Can a low price be used to trigger problem recognition?
  2. Is price an important evaluation criterion? What decision rule is applied to the evaluation criteria used? Is price likely to serve as a surrogate indicator of quality?
  3. Are consumers likely to respond to in-store reductions?

Distribution Strategy

A. External influences

  1. What values do the segments have that relate to distribution?
  2. Do the male and female members of the segments have differing requirements of the distribution system? Do working couples, single individuals, or single parents within the segment have unique needs relating to product distribution?
  3. Can the distribution system capitalize on reference groups by serving as a means for individuals with common interests to get together?
  4. Is the product complex such that a high-service channel is required to ensure its diffusion?

B. Internal influences

  1. Will the selected outlets be perceived in a manner that enhances the desired product position?
  2. What type of distribution system is consistent with the lifestyles of each segment?
  3. What attitudes does each segment hold with respect to the various distribution alternatives?

C. Situational influences

  1. Do the desired features of the distribution system vary with the situation?

D. Decision process influences

  1. What outlets are in the segment's evoked set? Will consumers in this segment seek information in this type of outlet?
  2. Which evaluative criteria does this segment use to evaluate outlets? Which decision rule?
  3. Is the outlet selected before, after, or simultaneously with the product? To what extent are product decisions made in the retail outlet?

Promotion Strategy

A. External influences

  1. What values does the segment hold that can be used in communications? Which should be avoided?
  2. How can we communicate to our chosen segments in a manner consistent with the emerging gender-role perceptions of each segment?
  3. What is the nonverbal communication system of each segment?
  4. How, if at all, can we use reference groups in our advertisements?
  5. Can our advertisements leverage other promotional efforts of our company (other brands or products?).
  6. Can we reach and influence opinion leaders?
  7. If our product is an innovation, are there diffusion inhibitors that can be overcome by promotion?
  8. Who in the household should receive what types of information concerning the product?

B. Internal Influences

  1. Have we structured our promotional campaign such that each segment will be exposed to it, attend to it, and interpret it in the manner we desire?
  2. Have we made use of the appropriate learning principles so that our meaning will be remembered?
  3. Do our messages relate to the purchase motives help by the segment? Do they help reduce motivational conflict if necessary?
  4. Are we considering the emotional implications of the ad and/or the use of the product?
  5. Is the lifestyle portrayed in our advertisements consistent with the desired lifestyle of the selected segments?
  6. If we need to change attitudes via our promotion mix, have we selected and properly used the most appropriate attitude-change techniques?

C. Situational influences

  1. Does our campaign illustrate the full range of appropriate usage situations for the product?

D. Decision process influences

  1. Will problem recognition occur naturally, or must it be activated by advertising? Should generic or selective problem recognition be generated?
  2. Will the segment seek out or attend to information on the product prior to problem recognition, or must we reach them when they are not seeking our information? Can we use low-involvement learning processes effectively? What information sources are used?
  3. After problem recognition, will the segment seek out information on the product/brand, or will we need to intervene in the purchase decision process? If they do seek information, what sources do they use?
  4. What types of information are used to make a decision?
  5. How much and what types of information are required at the point of purchase?
  6. Is postpurchase dissonance likely? Can we reduce it through our promotional campaign?
  7. Have we given sufficient information to ensure proper product use?
  8. Are the expectations generated by our promotional campaign consistent with the product's performance?
  9. Are our messages designed to encourage repeat purchases, brand loyal purchases, or neither?

Product

A. External influences

  1. Is the product designed appropriately for all members of the segment under consideration, including males, females, and various age groups?
  2. If the product is an innovation, does it have the required relative advantage and lack of complexity to diffuse rapidly?
  3. Is the product designed to meet the varying needs of different household member?

B. Internal influences

  1. Will the product be perceived in a manner consistent with the desired image?
  2. Will the product satisfy the key purchase motives of the segment?
  3. Is the product consistent with the segment's attitude toward an ideal product?

C. Situational influences

  1. Is the product appropriate for the various potential usage situations?

D. Decision process factors

  1. Does the product/brand perform better than the alternatives on the key set of evaluative criteria used by this segment?
  2. Will the product perform effectively in the foreseeable uses to which this segment may subject it?
  3. Will the product perform as well or better than expected by this segment?

Consumer Satisfaction and Commitment

  1. What factors lead to satisfaction with the product?
  2. What factors could cause customer commitment to the brand or firm?

Subject Business
Due By (Pacific Time) 08/16/2013 010:00 PM
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