Marketing for Competitiveness
Week 1 Assignment
Marketing Strategies to Influence Buyer Behavior: The Consumer
For this Assignment, you will act as the director of marketing for a company and will provide an analysis of how you would promote your products and/or services to a specific demographic targeted market using social media marketing strategies. This analysis will be divided into three separate presentations. This week, you will submit the first presentation on incorporating the consumer. In Week 2, you will submit a presentation on incorporating product and service innovation. In Week 3, you will submit a presentation on incorporating marketing in the technological era.
With those thoughts in mind, you will select a particular industry (e.g., health care, automotive, consumer goods) and identify a specific target market. Using that information, you will analyze the use of social media marketing strategies to reach that target market and influence buyer behavior. To showcase your analysis, you will create a PowerPoint slide presentation, along with a written script (in the Notes section of the PowerPoint) that you would use to give your presentation. As you develop your presentation, be sure to include specific examples where applicable, as well as relevant citations from the Learning Resources, the Walden Library, and/or other appropriate academic sources.
To prepare for this Assignment:
· Select a particular industry (e.g., health care, automotive, consumer goods) and identify a specific target market.
· Download the Week 1 Assignment Template.
Submit your presentation and accompanying script in the Notes section of each slide. Be sure to fully address the following in approximately 4 slides, excluding references:
Incorporating The Consumer
· Explain what it means to be a consumer. Provide two or more examples to support your explanation.
· Analyze the process consumers use to make decisions. As part of your analysis, identify influencing factors that contribute to how and why they make decisions.
· Examine how conditioning and culture challenge the development of a marketing strategy.
· Analyze how consumers’ needs could change the strategy for a marketing campaign.
