Category: Marketing

BUS 5910 Consumer Psychology and Behavior Week 1 Field Assignment: Chapters 1 and 2 For this fieldwork assignment, you will use various approaches to observe the process of consumer behavior (that goes on around us all the time) in order to: 1) Enhance your understanding of the nature of consumer behavior. 2) See what kinds of factors related to consumer behavior are important. 3) Identify the issues/trends that are particularly important at this time. 4) Further recognize the pervasiveness of marketing in our lives. This field exercise offers several distinct benefits. First, it will supplement your reading on marketing research and observational research techniques, as well as the subjectivity inherent in pure observation. Second, it should reinforce many of the age, gender, product-based, and other consumer findings that will be presented this term. And finally, it should be a first step in helping you become more self-aware of your own behavior as a consumer and what it represents, a primary course objective. The assignment is divided into three parts. You may complete the assignment on your own or pair up with 1 classmate. If you choose to collaborate, you should EACH upload the completed assignment, so I know it has been handed in by both of you please put BOTH names on the document. The assignment is due (uploaded to the D2L portal under the Assignment tab) by 11:59 p.m. on February 1, 2026. If you have questions about the assignment, please email me (cronleym@apsu.edu). Part I Journaling Consumer Behavior The objective of this part of the assignment is to simply observe and record many examples of different types of consumer behavior. What is consumer behavior? You should use your first assigned readings to learn about the definition and types of consumer behaviors, which will help you. (Hint: Watching someone stand in line at Jimmy Johns, watching your roommate laugh at a TV ad, and throwing an aluminum pop can in a recycling bin are ALL examples of consumer behavior.) Take a 1-day period (when youre awake, of course) and just be aware. Take note of all your actions and behaviors that can be considered consumer behavior. Also, note the behaviors of others as much as possible. Keep a journal or notebook with you and write down your thoughts. Finally, type up your list for submission. (If you work with a partner, each partner should have their own list.) Max. 1-page. Part II Consumer Behavior Mystery Shopper Observational Study The truths and power of consumer analysis become real when you observe consumers in real shopping situations. This is a common technique (sometimes called mystery shopping) used by many companies to better understand their customers. This part of the assignment involves using observational research to answer specific behavioral research questions. Step 1 Choose one of the observational research tasks shown in the list below to complete or make up a question/task of your own. Step 2 Plan to go on at least two data-gathering trips. Step 3 Collect your observations. You should collect at least 5 observations of each type of subject (e.g., 5 men and 5 women for a total of 10). The specific information you choose to gather is up to you, although you will definitely want to take notes on each observation and know what types of information you are looking for before you start. Using those observations, you should generate some general findings and conclusions, as well as potential implications for marketers. (NOTE: Data is to be collected via observation only. No surveys or other forms of interaction are permitted. And while you are observing, make sure that you do not distract or disrupt your subjects. You should make sure that you are as inconspicuous as possible.) Step 4 Write-up: Summarize the information you collected, your conclusions, and implications for marketers. (1-2 pgs.). Notes: Again, you may work with a partner on this part of the assignment if you like, or you may work on your own or with one. Possible Research Tasks (you may also choose another task of your liking): 1. Compare the behaviors of men shopping alone for groceries with those of women shopping for groceries alone. 2. Compare the behaviors of pre-adolescent boys shopping with an adult with those of pre-adolescent girls shopping with an adult. 3. Compare the shopping behaviors of senior citizen couples with those of young couples. 4. Observe the behaviors of teenage boys and girls shopping without a parent. 5. Compare the purchase of a specific food or beverage item in a supermarket vs. a restaurant/bar. 6. Observe the purchase of impulse items at the point of checkout. Part III Segmentation Analysis First, visit your local supermarket. 1. Make a list of all the brands of cereal offered by a single company. Briefly identify what markets are targeted based on the targeting strategies identified in the course materials. Your grade will depend on how well you relate this to the books discussion of segmentation and targeting. Notes: Again, you may work with a partner on this part of the assignment if you like, or you may work on your own or with one.

Attached are instructions for this case study. Almost all information has to come from our course body and materials, which I can provide

Module 2 Assignment: Enrichment Activity 1 Marketing with Strategy

In an era marked by rapid technological advancements and shifting consumer preferences, the bookstore industry stands at a crossroads, navigating a landscape of both challenges and opportunities. As we discuss the creation of a marketing plan for a bookstore, it is imperative to first understand the broader context in which this plan will operate. Through research and analysis, we aim to gain insights into the current state of the bookstore industry, including its market size, growth trends, and prominent players. Additionally, we will explore the key factors influencing the bookstore market, such as technological innovations and evolving customer behaviors. Armed with this understanding, we will proceed to conduct a SWOT analysis for a selected bookstore, evaluating its internal strengths and weaknesses, as well as external opportunities and threats. Finally, we will craft a strategic marketing plan tailored to the unique characteristics of the chosen bookstore, outlining innovative approaches to market and sell books in today’s competitive environment. Through this comprehensive approach, we seek to develop strategies that not only address current market challenges but also capitalize on emerging opportunities, ensuring the long-term success and sustainability of the bookstore in a dynamic marketplace.

Objectives

MLO 2.4 Conduct research on the bookstore industry to understand its current landscape, including market size, growth trends, and major players.

MLO 2.5 Perform a comprehensive SWOT analysis for a chosen bookstore sourced from the internet.

MLO 2.6 Develop a marketing plan for the selected bookstore based on the findings from the SWOT analysis and industry research.

MLO 2.7 Explain how to effectively market and sell books in today’s competitive market, considering the presence of other bookstores and online retailers.

Tasks

Instructions: Write a two-page minimum marketing strategy essay (around 600 words or more).

• After reading and reviewing your “Instructional Material,” read the questions below.
• Your assignment should be composed using Microsoft Word in MLA essay format.

Introduction:

Create a marketing plan for a bookstore.

• Do some research on the bookstore industry, including market size, growth trends, and major players.
• Create an introduction to introduce your reader to this topic.

Body: In your essay, answer these questions.

• Explain the key factors that influence the bookstore market, such as technological advancements and changing customer preferences.
• Create a SWOT analysis for a selected bookstore that you looked up on the internet, evaluating its internal strengths and weaknesses, as well as external opportunities and threats.
• Develop a marketing plan for the bookstore you picked, and explain how you plan to market and sell books in today’s market of consumers with other bookstores competing against you.

Conclusion:

• Summarize the key points discussed in the strategy essay, emphasizing how you plan to market to today’s market or consumers.
• Conclude with a final thought or recommendation on how the bookstore industry can continue in this tough market.
• Review your Module 2 Instructional Materials.

Submission Guidelines

• MLA Format Review Module 1 provides tutoring in “MLA Format” and offers free MS Office if you need any assistance.
• All homework must have a cover sheet.
• A cover sheet includes this information:
• Title of Paper: Enrichment Activity 1 Marketing with Strategy
• School: Palo Alto College
• Course: Principles of Marketing MRKG -1311
• Instructor: Christopher Sosa
• Presented by: (Your Name)
• Date: (The Date)
• The assignment should consist of at least two full pages.

Review the Due Date

Use the “Assignment Submission” button to submit your assignment.

Read and review!

https://business.adobe.com/blog/basics/marketing-plan-examples#marketing-plan-examples-to-inspire-your-work-1

assesment 1, only the report 3000 words not the ppt file

Technogym (www.technogym.com) is one of the leading global manufacturers in the gym equipment business. It operates in different geographies and it has been growing steadily in the last few years. Your task is to recommend a market development strategy for Technogym at three different levels: 1. within the actual market 2. activating a potential market 3. imagining completely new markets to be created. You have to collect secondary data about the market, the company and other markets you deem interesting (for example you can use the company website, databases in the library online collection, press articles etc.). You are not expected to and you should not get directly in touch with the personnel of the company. If you happen to collect primary data (from customers, distributors, professionals etc.) it will be appreciated but it is not mandatory. Your tasks: 1. Carry out an analysis of the actual and the potential market, by interpreting the data you collected, in order to provide a clear picture of segments, competitors and the companys position in the market. 2. Use the data you collected to generate insights, to help you identify market opportunities for each of the levels mentioned above. The opportunities you identify must be at least one for each level. If you identify more, its fine but its not requested. However, you cannot identify more opportunities for one level instead of one for each level. 3. Consistent with the market opportunities you identify, design a value proposition for each level of the market, using the models discussed in class: – Analyze customer benefits and sacrifices using the Customer Value Function; – Identify main touchpoints and key moments of the customer journey, assessing how they generate or reduce value in the customer experience; – Define clearly the customer groups to target and to build a positioning on those groups, that are consistent with the market opportunities you identified and the value proposition you advanced The quality of your recommendations depends on the quality of the arguments behind them. Be fact-based and data-based and dont rely on your personal experience or intuition, although experience and intuition may provide you with good guidance. You are not expected to provide any financial assessment of your recommendations. Output A Word document (10 page maximum, ALL INCLUDED, Times New Roman 12, line spacing 1, margins 2.5 cm). Graphs, figures, tables must be included in the text. You can add others in an appendix, but only those ones included in the 10-page text will be considered for the assessment. Please use the tool we have seen during the classes: fishbin analysis, quadrant, targeting, segmentation indexes etc. Develop also a file excel where all the analysis on are performed. Please also include a research online where you can find the data for developing the analysis

Each assignment should have ONE title slide, TWO findings slides, ONE insights slide, and FIVE appendix slides. No more, no less. I don’t need the title, and my brand choosing is liquid death

we chose Nike for our brand

Decide which of the two proposed clients you will use for your Course Project.

Client 1 – New Pediatric Dentist OR Client 2 – Family Owned Body Shop

Conduct initial research of three (3) local competitor businesses that offer the same or similar service as your client. You may use the Internet, your knowledge of local businesses, and WGTC Library as resources to conduct your research. Local business is defined as a business with a physical presence within Carroll, Coweta, Cobb, Douglas, Fulton, Haralson, Heard, Meriwether, Paulding or Troup counties of the State of Georgia.

For each of the three (3) competitor businesses gather the following information:

Name and address of business

How does this business advertise? Does it have a website? Do they use digital media (social media platforms, websites, etc.) or traditional media (radio, billboard, television, print, etc.)? Coupons or other promotions?

What stands out to you about their advertising?

Checkpoint #1 – Submit a Microsoft Word document with your client selection. Include the above information on the three competitor businesses in your Word document.

Decide which of the two proposed clients you will use for your Course Project. Client 1 – New Pediatric Dentist OR Client 2 – Family Owned Body Shop Conduct initial research of three (3) local competitor businesses that offer the same or similar service as your client. You may use the Internet, your knowledge of local businesses, and WGTC Library as resources to conduct your research. Local business is defined as a business with a physical presence within Carroll, Coweta, Cobb, Douglas, Fulton, Haralson, Heard, Meriwether, Paulding or Troup counties of the State of Georgia. For each of the three (3) competitor businesses gather the following information: Name and address of business How does this business advertise? Does it have a website? Do they use digital media (social media platforms, websites, etc.) or traditional media (radio, billboard, television, print, etc.)? Coupons or other promotions? What stands out to you about their advertising? Checkpoint #1 – Submit a Microsoft Word document with your client selection. Include the above information on the three competitor businesses in your Word document.