HI5004 Marketing Management : Evaluate Consumer Behavior

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HI5004 Marketing Management

Task:

Purpose: This assignment is designed to assess your level of knowledge of the key topics covered in this unit

Unit Learning Outcomes Assessed:

– Student will be able to integrate theoretical and practical knowledge of Marketing Management

– Research the tools for gathering marketing information and utilise the tools to assess markets

– Evaluate consumer behavior and its effect on business performance

– Conduct and apply marketing research to enhance decision making including segmentation and targeting and positioning

– Develop creative marketing strategies for new product development including product, price, people and promotion – Generate creative strategies for customer acquisition and retention

The Questions to be answered are:

Question 1:

Many market researchers have their favorite research approaches or techniques, though different researchers often have different preferences. Some researchers maintain that the only way to really learn about consumers or brands is through in-depth, qualitative research. Others contend that the only legitimate and defensible form of marketing research uses quantitative measures.

Take a position: The best marketing research is quantitative in nature versus the best marketing research is qualitative in nature.

Word count: no more than 500 words

Reference: at least 2 academic sources to support your discussion

Question 2: 

Watch the video in the link above and discuss in 300 words about how the consumer behaviour changed

You must use the information from the video to discuss

Question 3: 

Watch the video in the link below and answer these two sub-questions in 300 words:

– Identify the message that the company wants to send to the customers through the advertisement.

– Identify the target market for this advertisement and explain why you think the advertiser is using the segmentation variable you identified for that advertisement You must use the information from the video to support your discussion

Question 4: 

Covid – 19 has changed the future of retail industry. Provide your prediction about the future of retail industry and discuss about it in 500 words. You can you the information from the links below

https://home.kpmg/xx/en/home/insights/2020/03/realities-of-retailing-in-covid-19-world.html

https://theconversation.com/covid-19-has-changed-the-future-of-retail-theres-plenty-more-automation-in-store-139025

Question 5: 

Watch the videos in the links below and answer 3 following questions:

1. What is the message that Apple wants to send to its customers?

2. According to your opinion what does the benefit Apple gain when they implemented the Think Different campaign’?

3. What kind of emotions does this video evoke in you? Explain what you felt and why?

Answer the question in 300 words and you must use the information from the video to support your discussion (7 marks)

Question 6: 

Think about the last time you went to make a major purchase in a store. How important was the salesperson in that decision? What did he or she do that you liked or didn’t like?

Answer this question in 300 words

HI5004 Marketing Management

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