Assessment of CLO #5 (click HERE to see rubric and submit work)
Building a Consumer Psychological and Cultural Profile
Assignment 1 Objectives: To examine how psychological as well as cultural factors influence consumer buying behavior. To apply these factors when creating a Marketing strategy for a product or service.
Assignment 1 Description:
In the New Shoes simulation you will be marketing to three different target markets (home, domestic, and foreign). It becomes important to understand the consumer psychological and cultural profile for each market.
Create a PowerPoint presentation to present to the marketing team of your New Shoes company to present a profile for your New Shoes consumer for the domestic and foreign markets using the criteria below.
When Creating your Cultural Profile include the following elements:
Cultural Types
Subculture
Social class
Communication (verbal and non verbal) that can impact the Marketing process
Social ( networks, family, roles and status)
Personal (age and life cycle stage, occupation, economics, lifestyle, personality)
When Creating Your Psychological Profile include the following elements:
Consumer Perception of the product/service
Why do consumers purchase this particular product/service? (motivation)
What are your consumers’ needs, wants, desires, and fears?
What are your consumers’ beliefs and values that may influence the purchase?
In addition, to the text book please review the following resources as well as those in this week’s Student Resources area for assistance:
http://marketmedialife.blogspot.com/2012/11/marketing-101-pyschological-factors-of.html
http://changingminds.org/explanations/culture/lewis_culture.htm
http://www.consumerpsychologist.com/cb_Culture.html
http://education-portal.com/academy/lesson/what-is-subculture-theories-definition-examples.html
Your PowerPoint presentation should be at least 8 slides in length (not including the Title page and Reference page). Ensure that your sources are properly cited using APA formatted guidelines and include professional graphics. Here is an example of a successful Reference slide with several web pages and an academic journal article:
