Market Segmentation ands Consumer Research
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
Market Segmentation ands Consumer Research
Marketing – Consumer Buying Behavior
Writing Assignment #1 –Market Segmentation & Consumer Research
Topic—Sephora
This paper examines research on marketing segmentation and consumer behavior. Consumers are segmented into four categories including: 1) geographic, 2) demographic, 3) behavioral/benefits sought and 4) psychographics…Important FYI – demographic factors often tend to be top of mind predictors or explanations of shopping patterns – but, please do not stop your research there…you must also analyze the other three categories in order to determine the complete “picture” or “story” of your ideal target consumer. This paper CHALLENGES you to examine current research on market segmentation and consumer behavior and also encourages you to use shopping data from secondary sources such as the MRI Reporter Database, Claritas/Segment Explorer, Hoovers, VALS, etc.
Your paper should begin with a title page that includes the title of your paper. The content portion of the paper should be 3 to 4 pages maximum and should include four headings that are bolded and underlined: Introduction with a clear/action-oriented thesis statement ; Research Findings ; Conclusion/Recommendation and Works Cited . Use page numbers as well. You need to choose a specific demographic to analyze first…Examples:
- 1) You could analyze the differences of how a car company, (like Buick) segments and targets 30-something Millennials
- 2) You could do a similar analysis of how Mercedes Benz segments and targets Baby Boomers between the ages of 55 and 65
- 3) Analyze how “Brides/Grooms To Be” are segmented/targeted before and after the wedding by companies such as “Macy’s and TheKnot.com”;
- 4) Analyze how pregnant mothers are targeted/segmented before, during and after childbirth by companies such as BabiesRUs, Amazon.com and BabyCenter.com;
- 5) You can even choose something controversial if you’re so inclined i.e. how poor communities are targeted/segmented by fast-food chains; or how children are targeted/segmented by toy companies, cereal brands, soda brands, etc.
- Please note, there is a ton of demographics to choose…All topics must be pre-approved by me (Professor).
(label out the “Introduction” section )In the introduction, clarify the focus of the paper and develop a thesis statement on the value and potential usefulness of your findings, meaning how will marketers use your findings for predicting and/or explaining a specific consumer behavior(s). The introduction should engage the reader and describe what the paper will address. In other words, what are you trying to prove to the reader via your findings and conclusion/recommendation? The thesis should be towards the end of the intro and should directly state: “This paper will prove how…or show how…or demonstrate how…”
(label out the “Research Finding” section)In the findings section, make sure you reflect on your findings and integrate this new knowledge in your own words/interpretation, do not regurgitate information from the articles (this is not a book report). You need to synthesize your research and defend your position as if you were a marketing consultant. You should also identify areas of agreement in past research and areas of disagreement or controversy, if relevant to your topic.
(label out the “Conclusion” section)In the Conclusion/Recommendation section, clarify whether or not your hypothesis is supported via your research findings. Define demographic generalizations and state whether or not you used these in your own research and if they proved valuable or not. Finally, provide the client with ideas of how to use your research findings to make effective marketing/CB decisions that would impact the brand currently and/or in the future.
In the Works Cited section, you must include at least one academic journal source, at least three other legitimate industry sources and one data base source. The “Works Cited” page should be a separate page from the rest of the document. Cites should be numbered to correspond with the references you make throughout your paper. Each cite should be single-spaced and separate cites should be double-spaced – do not use indents.
To learn about recent research on market segmentation and consumer behavior, particularly the demographics of age, gender or race/ethnicity, access the Business Source Premier database available through the Temple University library website and locate at least one relevant academic article published since 2005 and at least three legitimate industry/trade sources, published within the last three years , from the internet, Paley library, print media, etc., Make sure these sources are legitimate, accurate and current. FYI, Wikipedia, US Weekly, and the National Enquirer are not legitimate sources. Relevant examples of academic journals include Journal of Consumer Research, Journal of Marketing, Journal of Consumer Behavior, Journal of Retailing, Journal of Consumer Marketing, Journal of Consumer Affairs, and Young Consumers. Examples of legitimate industry/trade sources include Advertising Age, Forbes.com, NYTimes.com, WHYY radio, The New Yorker, etc.
Writing Style
Adopt the tone of a marketing professional writing a report for a colleague or client. Use structured business-like style. The introduction captures the reader’s interest, introduces the topic, and expresses the main idea/thesis of the paper. Each section of the body of the paper is constructed of well-organized paragraphs that open with a topic sentence and provide supporting details and evidence. The paragraphs in the body of the paper include closing statements that explain why the information is important and/or the implications of the research. The conclusion summarizes the key findings and re-states the main idea or thesis. Do not number the title page, but number the rest of the pages. Double space, use one-inch margins and a 12-point, sans serif font such as Tahoma. Use APA style for referring to sources/cites within your paper and in your reference list.
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. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
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