Order ID |
53563633773 |
Type |
Essay |
Writer Level |
Masters |
Style |
APA |
Sources/References |
4 |
Perfect Number of Pages to Order |
5-10 Pages |
Description/Paper Instructions
Discussion on Consumer Behaviour and Attitudes
Discussion, Consumer, Behaviour, Attitudes
Can you change consumers' attitudes about your product?
**Reply to two other posts
Consider yourself a relatively recent graduate in Marketing, with varied education and
experience in Marketing, Consumer Behavior, and Advertising Strategy. You have
joined the sizable Blue Water Kitchen Cabinet Company as a marketing consultant.
You have been named to a New Market Development Team, looking to bring your
company’s product into the 55+ Active senior neighborhood market.
After talking with your CEO James Smith and a local Florida home remodeler, you
realize the local Active Senior culture may be very different than the traditional new
home US culture for your product. In fact, there may be some unique aspects of
microcultures in the Senior market.
You see a major opportunity at your firm to be an effective troubleshooter and idea
person, and you want to make your mark by “attacking” some key issues/problems and
making some effective recommendations.
Your instructor in college said to never waste your time on a major new market
development investment until you thoroughly understand the profiles of the potential
customers as well as you understand yourself, i.e., getting inside the heads of
customers. This will put you on a fast track for a promotion, if you can show
management that you are an effective consumer behavior researcher, marketing
problem-solver and program developer on this new market development team.
Fully consider all the questions in this case. In Chapter 7 and Chapter 10 of your
consumer behavior book, you have heard of concepts of Attitude Change and about
Microcultures. The Senior market is a whole set of microcultures, see if you find any
segmentation studies for the very large group of 55+ and 65+ Seniors. Many segments
may have very distinct needs. Active Seniors age in place in their 55+ communities
and they may need more kitchen accommodations as they age. What are the
recommendations you will present to management from your research?
Create a Word document with your assigned questions listed and begin to answer the
questions. Create your Word document by fully answering each question, following your
investigation of the subject I pose to you. This post should be about 4 paragraphs and
15-16 sentences as a minimum. Find other supporting websites or articles to enhance
your analysis of the marketing problem.
Before you submit your discussion post, proofread it and spellcheck it, since you will not
be able to edit your post once submitted. You can type your post into the message
window or cut and paste from the Word document that the formatting you decide. Give
your post a Title and click Save to submit.
Questions to be answered for your Initial post.
1.What are the unique needs in the Senior market? What segments of Seniors should
your company target? Describe in 4-5 sentences.
https://www.aginginplace.org/kitchen-of-the-future-remodeling-for-comfortable-aging-in-
place/
2.What product line changes may be necessary to promote in the Active Senior market
in Florida? Describe in 4-5 sentences.
6 Affordable Ways to Create a Senior-Friendly Kitchen
3.In order to increase your sales in this market, you need to communications plan that
shows you understand the needs of this market and that will create positive attitude
change toward your Blue Water Senior product line. How can you do this? Describe in
4-5 sentences.
https://adespresso.com/blog/customer-attitudes-design-better-ads/
4.How does message strength, source expertise, and personal relevant lead to
advertising persuasion?
Describe in 4-5 sentences.
4.2 Changing Attitudes through Persuasion
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.739.8618&rep=rep1&type=pdf
5.Summarize how and why consumers change their behavior. Describe in 4-5
sentences.
https://www.forbes.com/sites/quora/2018/09/06/how-and-why-does-consumer-behavior-
RUBRIC
QUALITY OF RESPONSE |
NO RESPONSE |
POOR / UNSATISFACTORY |
SATISFACTORY |
GOOD |
EXCELLENT |
Content (worth a maximum of 50% of the total points) |
Zero points: Student failed to submit the final paper. |
20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. |
30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. |
40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. |
50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. |
Use of Sources (worth a maximum of 20% of the total points). |
Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. |
5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. |
10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. |
15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. |
20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. |
Grammar (worth maximum of 20% of total points) |
Zero points: Student failed to submit the final paper. |
5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors |
10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors |
15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. |
20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. |
Structure of the Paper (worth 10% of total points) |
Zero points: Student failed to submit the final paper. |
3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. |
5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper |
7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. |
10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. |
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