MARKETING MANAGEMENT GROUP PROJECT (MMGP) – MARKET ANALYSIS
INSTRUCTIONS
Analyzing the Consumer Market (See Chapter 6)
• Describe
and discuss the cultural factors that have the most influence on consumers
purchasing your product/service.
• Describe
and discuss the social factors that have the most influence on consumers
purchasing your product/service.
• Describe
and discuss the personal factors that have the most influence on consumers
purchasing your product/service.
• Describe
and discuss the psychological factors that have the most influence on consumers
purchasing your product/service.
• Describe
which aspects of consumer behavior your product/service emphasizes in its
marketing plan, and why.
Market Segments (See Chapter 9)
• Describe
which variables your firm uses to segment its target markets.
• Explain
how your firm evaluates the attractiveness of each identified segment.
• Explain
why your firm should or should not pursue full market coverage, market
specialization, product specialization, selective specialization, or
single-segment concentration.
• Explain
what your firm’s target market(s) is(are).
• Describe
what specific needs your product/service addresses for each target market.
Submit this assignment by 11:59 p.m. (ET) on Sunday of
Module/Week 3.
