C​‌‍‍‍‌‍‍‌‍‌‌‍‍‍‌‍‌‌‌‍​consumer Behavior, Market Segmentation & Positioning Learning Outcomes Consumer decision-making process. Student can identify how marketing strategy can influence each of the steps in the consumer decision-making process. Segmentation. Students can use the segmentation characteristics to identify and describe market segments. Target market & strategy. Students can identify a usable market segment to be a target market and determine an appropriate target-market strategy Positioning. Students can develop and interpret a perceptual map. Directions Refer to the product or service you selected for your first writing assignment. This week, you want to take a closer look at what consumer factors may be relevant for customers who are considering buying your product or service offering. This will require some critical thinking on your part based on your own behavior if you are a customer yourself, or you may want to talk to others who have purchased the product. Sometimes you can find clues when looking at the marketing messages that may be addressing some of these factors. So far, you have only been considering the customers of your product or service as one big group, or a mass market. More astute marketing breaks down this large group into smaller market segments of consumers who have similar characteristics. For any specific product or service, there could be numerous market segments. However, company resources may only allow a company to pursue one or two or these market segments, which then become target market(s). In this paper, you should divide the mass market for your product or service into at least two market segments and then pick one target market you think would have the most potential for future growth. Chances are you picked a product with which you are familiar. That is a good starting point, and you may represent one target market. But you may represent a target market that is saturated and therefore not the best target market to pick for the remainder of the semester. So be sure your second target market is different enough and represents growth potential. If you did not do a thorough analysis of the competition in the prior writing assignment, you may need to go back and figure out the nature of the product’s or service’s competition. This will be important when you address the positioning of your product for your newly identified target market inasmuch as positioning is a competition-based concept. Part 1 Consumer decision-making process. Go through the six steps of the purchase process outlined in the readings and identify where marketing can influence each of the six steps. For example, if a consumer just identified a need for your product in step one, then the company can advertise how your product fills that need. Or, if a consumer purchased your product, the consumer can be called and asked about their satisfaction with the product and if there is any dissatisfaction steps can be taken to ensure the customer satisfaction.

identify at least two distinct market segments for your product or service. Each market segment description must include at least three (more if needed) of the characteristics from amongst any of the four bases categories (e.g. one from demographic variables, one or two from psychographic variables, and one from behavioral variables, or a similar scheme).

Sample Solution

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Write a letter to your U.S. representative or senator about SB 11. In that letter, you need to do the following:

Describe in some detail a specific current public policy or law that you would like to see changed. This policy can be in the area of economics, foreign policy, social policy, gun policy, drug policy – i.e. anything having to do with US Law or Policy.
Explain your alternative public policy solution or what change in the law you would recommend. Give at least two reasons with supporting evidence to show why your policy solution is preferable,
Ask for their opinion and use language suitable for communicating with a legislator.

The Hororable Greg Abby
State Captial
P.O. Box 12428
Austin, TX 78711
This assignment is to be done in APA format. It has to be personalized I will fill in the blanks with my personal information.
Your letter should be typed, single-spaced, and a minimum of one page in length, including the salutations and greetings expected in a letter (i.e., To the Honorable Representative Smith, Yours Sincerely, etc.). The link below will help you identify the proper salutation for the representative that you are writing to:
SAMPLE LETTER TO YOUR REPRESENTATIVE
The sample letter below is provided to show the correct format for addressing your State House Representative. It is impossible to provide one letter that would meet the needs of all students; so, you will need to personalize your letter to address your concerns or issues regarding legislation. Please use the left-hand column as a guide for the format, but make the letter unique to your needs!

Return Address
Date
Representative’s Address
Salutation
Introduce yourself: your name, address and school to identify that you are a constituent
Why are you writing your Representative?
Ask for a response
Thank your Representative for his/her time
Closing with your name

Your Name
Address
City, TX Zip Code
[Insert Date]
The Honorable [Insert Representative’s Name]
[Insert Address]
Austin, TX or Washington, D.C. [Insert Zip Code]
Dear Representative [Insert Last Name]:
My name is [Insert Your Name] and I reside at [Insert Your Address] in [Insert Your City], Texas. I am a student [Insert College Name]
I am writing you to ask that you…
[Be specific with your suggestion, idea or request. If you are writing about a specific Bill, include the Bill Number –
for example, HB 2 or SB 11]
I appreciate your help and ask that you please send me a response letting me know if you are able to pass a Bill that would [Insert preferred resolution of issue].
Thank you for your time and considering my request.
Sincerely,
[Insert Your Name]

 

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