Assessment
item
Situational Influences
Due date:11-Dec-2014
Length:
3,000 words
Submission method: turnitin.comTask
Situational
influences impact product and brand purchase decision at all stages of the
consumer purchase decision process.Questions:
1.
You are required to identify at least three situational influences that
are relevant to your firm or the firm you intend to work for (choose one
product/service if more than one products/services are offered by your firm)
and discuss, specifically to your firm, how the three situational influences
impact on the consumer purchase decision process.2.
Draw on the theory of situational influences to discuss how marketers (in your
firm) can utilise the concept of situational influences on consumer behaviour
to improve/enhance your firm’s marketing strategies (4 Ps or 7 Ps, targeting,
market segmentation, etc.).
Hints:
–
Make sure that you draw sufficiently on theoretical concepts of consumer
behaviour in your discussion.
–
When you are discussing particular concepts make sure that you define them
first.
–
The paper must be referenced with relevant up-to-date sources.
–
As this is an academic piece of work you must reference (cite) the sources you
have used. This should be done within the essay/report and a reference list
should be included at the end of your essay/report (place before any appendices
if applicable).Rationale
This
assessment seeks to assess your ability to:
•
examine situational influences that affect consumer buying decisions
•
demonstrate their theoretical understanding and practical application of
important aspects of consumer decision making and behavior.
Looking
at decisions for specific products/services help students appreciate the
complexity of the decision making process for consumersPresentation
Academic
essay format should be used. However, headings andsubheadingsis allowed.CriterionDescription of chosen organisation including brief overview
of marketing strategy – 10 marksExcellent overview of the organisation, concise,
clear and shows
a good understanding of current marketing strategy,
well supported by sources.
Sets the
stage well for the discussion to followTheory/ discussion of situational influences and impact
specific to chosen organisation. Creative ideas of how to improve/enhance
marketing strategies- 50Insightful discussion and recommendations, well
supported by literature.
Feasible and related to appropriate aspects of
marketing strategy and relevant
fororganisation.
Imaginative application of the theory to the situational
influences chosen.Essay format.
Clear introduction, body and conclusionProof reading
Writing style
30marksProfessionally presented and crafted essay.
Creative approach.Polished document showing attention to detail.
Carefully and logically organised.
Well developed academic writing style, clear line of
argument throughout,
good use of signposts, linking language and seamless
links to the question.Referencing 10
Used in
text citations
Reference list
Correct APA 6th format
Used minimum of eight referencesPresent, accurate, great attention to detailSignificant research apparentMarking criteriaStructure
This is only a suggested structure.
You may modify the headings if you deem fit.IntroductionYou
may wish to state what is the brand, location of the store, product / range and
who are the target consumers are. This is to set the scene and you can give
background details so that I will know what you are focusing on. Remember, the
key is to be specific.Situational factor 1 – (state what it is)Over here, you may wish to discuss
what the factor is and how it affects the consumer purchase decision processSituational factor 2 – (state what it is)Over here, you may wish to discuss
what the factor is and how it affects the consumer purchase decision processSituational factor 3 – (state what it is)Over here, you may wish to discuss
what the factor is and how it affects the consumer purchase decision processMarketing strategyProduct (example)In this section, you need to use the
factors that you have identified above and create a discussion as to how you
would improve the marketing strategy for the product / service that you have
selected.For instance, if you picked physical
surroundings, you will need to discuss how you could improve the physical
surroundings to enhance the product or place, perhaps? So, your heading here
could be product.Use your discretion to determine
what headings would best suit you in terms of the direction you wish to
proceed.Your headings could be “product”,
“price”, “place”, “promotion”, “segmentation” or relevant marketing
terminologies that you think would be appropriate.ConclusionReferences————————————–Note:
·
The brand to choose is McDonald’s
·
The location is Melbourne central Railway
station
·
The product range is value meal
·
And the target customers are Students, Office
workers and people on the go.
·
Link the situational factors to the 4 Ps.
·
Put at least 8 references with in-text
referencing.
·
The references should include books, journals
and websites