澳洲市场营销Assignment代写范文

澳洲市场营销Assignment代写范文

澳洲市场营销Assignment代写范文

作为市场营销的学生,我们研究产品,市场和沟通程序,了解消费者和刺激之间的相互作用,在购买商品和服务的过程中。这一评估的目的是进一步通过批判性分析消费者购买行为的研究。这项任务允许学生证明他们的能力,在分析一个“现实生活”的情况时,应用理论知识。这种方法的目的是弥合课堂学习,自学和“现实世界”之间的差距。

这个迷你项目的目的是为了提高你对市场研究的过程的理解及其在了解消费者对品牌的忠诚度上的应用。

这一评估问你比较消费产品,包括两种不同的类型:一个金融产品(如保险、家庭或个人贷款或储蓄帐户为例)和一个方便的产品(如超市项目像一盒早餐麦片;个人化妆产品或其他食品项目为例)。找到这些产品的广告(研究杂志、目录或在互联网上,包括在你的任务广告份附录)。我建议你在你目前使用的银行找到一个广告,一个方便的产品,你会定期购买,因为你会有更多的个人知识这些产品。

对于这两个广告,你需要比较你的分析,根据以下几点:

1首先比较广告和他们的品牌-基于你的评估,在人口统计细分市场的广告/品牌的目的是什么?您可以通过查看在广告中显示的类型的人(例如,男性或女性,家庭,年轻的专业人士,老年人/老年人)或也许广告说,该产品仅用于那些超过18岁或55岁以上的人,例如。不管你得出什么结论,你都需要参考广告和其他信息来支持你的想法。例如,你可以首先从参考源定义术语“人口分割”,然后使用定义元素来确定你的广告中的元素。考虑性别,年龄,收入,家庭结构,也许教育等在你的讨论中。

2、现在你对品牌/产品有一定的背景知识,你的下一个任务是发展你对消费者忠诚的理解。建立了消费者忠诚度的定义,并讨论了品牌忠诚度的问题。这将构成你对当前文学对消费者品牌忠诚度的“评论”。使用学术资源(也许开始与谷歌学者!)支持和参考你的讨论。(如果你需要帮助,请与您的校园讲师或远程教育学生的电子邮件Moodle讨论板或课程管理员邮箱mrkt11029-admin@cqu.edu.au讨论。你的主要研究问题是:

品牌忠诚度是消费者对品牌的态度或是它只是消费者的惯性(即消费者往往会选择一个特定品牌的产品更方便,因为他们是熟悉的品牌,而不是任何对产品或品牌的激情)?

三.设计一个小的研究项目进行调查,有五(5)人。您可以使用定性或定量的方法和开发的数据收集的方法之一,在你的教科书中讨论的方法,如:电话调查,或一个焦点小组,或深度访谈,或在人调查,要求他们评估你的广告/品牌。尝试让你的样本中的人不同于他们的人口特征,以帮助你分析这个讨论。

你可以问这样的问题来回答你的研究问题如下:他们曾经购买(或两者)的产品?如果是这样的话,问他们如何或为什么他们选择了产品(S)?他们相信他们是忠于这些品牌(即他们总是购买这些品牌或改变他们的购买习惯吗?)如果他们没有以前购买的任何产品,问他们为什么他们没有选择这些产品?如果他们总是/从来没有购买相同的品牌问他们为什么/为什么不呢?等包括你的受访者的人口统计数据(但不是他们的名字!)在你的作业中。

看看你的调查结果,并比较这一点,你自己的分析的文献。你认为消费者是品牌忠诚,还是他们购买产品的基础上的其他原因?

许多这些术语和概念都在你的文本中进行检查,但一定要找到其他信息来源,以帮助你在你的关键分析,并确保阅读提前-不要等待你的导师/讲师,以覆盖在课堂上的概念!

你必须使用至少五(5)期刊文章来验证你的理由。

澳洲市场营销Assignment代写范文

As students of marketing we examine products, markets and communication programs to understand the interplay between consumers and stimuli in the process of purchasing goods and services.  This assessment aims to further that study by critically analysing consumer buying behaviour.  This assignment allows students to demonstrate their ability to apply theoretical knowledge when analysing a ‘real life’ situation. This method aims to bridge the gap between classroom learning, self-study and the ‘real world’.
The purpose of this mini-project is to increase your understanding of the process of market research and its application in understanding consumer loyalty to brands.
This assessment asks you to compare two different types of consumer products including: a banking product (such as insurance, a home or personal loan or a savings account for example) and a convenience product (such as a supermarket item like a box of breakfast cereal; personal toiletry product or other grocery item for example).  Find an advertisement for each of these products (examine magazines, catalogues or on the Internet and include copies of the advertisements in your assignment as Appendices).  I suggest that you find an ad for the bank you currently use and an ad for a convenience product that you regularly purchase as you will have more personal knowledge of these products.
For the two ads you need to compare your analyses based on the following points:
1.Firstly compare the ads and their brands – based on your assessment, at which demographic market segments are the ads/brands aimed?  You can make assumptions by looking at the types of people shown in the ads (for example, male or female, families, young professionals, older/elderly people) or perhaps the ad states that this product is only to be used by those over 18 or those over 55 years old for example.  However you develop your conclusions, you need to support your ideas with reference to the ads and also to other sources of information.  For example, you could first define the term ‘demographic segmentation’ from a reference source and then use the definition elements to identify elements in your ads.  Consider gender, age, income, family structure, perhaps education, etc. in your discussion.
2.Now that you have some background knowledge of the brands/products, your next task is to develop your understanding of consumer loyalty.  Develop a definition of consumer loyalty and discuss the issues around loyalty for brands.  This will constitute your ‘review of the current literature’ on consumer brand loyalty.  Use academic sources (perhaps start with Google Scholar!) to support and reference your discussion.  (If you need help with this please discuss with your on-campus lecturer or for distance education students email the moodle discussion board or the course admin email box mrkt11029-admin@cqu.edu.au.   Your principal research question is:
·Is brand loyalty a function of consumers’ attitude towards a brand or is it simply consumer inertia (that is where consumers will often choose a particular brand of product more for convenience because they are familiar with a brand rather than for any passion about the product or brand)?
3.  Design a small research project to conduct a survey with five (5) people.   You can use either a qualitative or quantitative approach and develop one of the methods of data collection discussed in your textbook such as: a telephone survey, or a focus group, or a depth interview, or an in-person survey asking them to evaluate your ads/brands.  Try and make the people in your sample as different from each other as possible in terms of their demographic characteristics to aid your analysis of this discussion.
·You could ask such questions to answer your research problem as follows: Have they ever purchased either (or both) of the products?  If so, ask them how or why they chose the product(s)?  Do they believe they are loyal to those brands (ie do they always purchase those brands or do they change their purchase habits?)  If they have not previously purchased either of the products ask them why they have not chosen those products?  If they always/never purchase those same brands ask them why/why not? Etc. Include the demographics for each of your respondents (but not their names!) in your assignment.
·Look at your survey findings and compare this to your own analysis of the literature.  Do you think that the consumers are brand loyal or do they purchase products based on some other reason?
Many of these terms and concepts are examined in your text, but be sure to find other sources of information to help you in your critical analysis and be sure to read ahead – don’t wait for your tutor/lecturer to cover the concepts in class!
You must include and use at least five (5) refereed journal articles to validate your justifications.
Submission guide
Your marketing report must include, as a minimum, the following:
·Be written in the required format for a short business report (See Chapter 3 of the Manual 4 Success located in Moodle under the Assessment item 2 – Marketing Report topic).
·Include a title page, executive summary, table of contents, introduction, headings, subheadings where necessary, conclusion, reference list and appendices where appropriate.
·Include in-text references and a correctly formatted reference list.  (NB: it is mandatory that you reference all information you obtain about your ads, companies and supporting sources in accordance to the Harvard Referencing Guide.  A link is provided in Moodle under the Assessment item 2 – Marketing Report topic).  If you are not sure how to go about referencing please discuss with your local lecturer/tutor or for distance education students email the course admin mail box – mrkt11029-admin@cqu.edu.au .
·Include at least five (5) quality references other than the required textbook, sourced from relevant refereed journals.
·ALWAYS use the 3Ds approach to writing:
oDEFINE concepts – provide a definition of concepts such as ‘situational influences’ or ‘cognition’ for example;
oDISCUSS concept meanings – analyse and discuss how such concepts may be applied to marketing situations; and
oDEMONSTRATE– apply the concepts to your specific problem/product/situation.
§Your assignment should demonstrate:
§a wide reading in the topic area (i.e. you have not just referred to the textbook).
§an ability to use the theory and other references to support your analysis.
§use of the Harvard Referencing Guide for referencing purposes.  Penalties will apply for poor or incorrect referencing.
§an understanding of the material and concepts in this course.
§an ability to answer the question(s) in a clear, concise and comprehensive manner.
Assessment criteria
You will be assessed using the Assessment Criteria as presented in this course profile and are urged to review the criteria carefully to assist you in preparing for your assessment.