Consumer Behavior: Segmentation, Targeting, and Positioning

Module 1 – SLP Consumer Behavior: Segmentation, Targeting, and Positioning Session Long Project In this Session Long Project, work as a marketing consultant to develop a feasible marketing plan for your client. Conduct both secondary (search secondary sources) and primary research (interview customers or conduct surveys) to glean the necessary information for your marketing plan. When conducting primary research, collect only qualitative data (i.e., personal in-depth interviews with at least three target customers) for this study. It is important to conduct quality market research on your focal product/company in order to develop realistic and workable marketing plans. Generally speaking, there are two types of research. One is secondary research, which refers to data collection using existing sources, and the other is primary research, which is your own data collection for the specific study at hand. The purpose of market research is to collect usable information to make more informed decisions on the business problem, thus increasing the chance of business success in the marketplace. Here is the Plan Outline, which provides information on: The format for your final SLP. A list of topics for the marketing plan. In this module SLP, identify a company and a charge for your marketing plan and conduct situation analysis related to your charge. Product Statement In this section, describe the company and the product that is going to be the focus of interest for your marketing plan. For example, if your client is Apple, provide background information on the organization (e.g., what it is, what it does, history, success in what it is doing, etc.). If the charge is to market a new product (such as iPad 4), describe what iPad is, how long it has been around, how successful it has been, and who…

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