Order ready-to-submit essays. No Plagiarism Guarantee!
Note: Our papers are 100% human-written, not AI-generated.
We Write Essays for Students
Tell us about your assignment and we will find the best writer for your paper
Get Help Now!
MKT 305 – Hoyle
Spring 2020
GUIDELINES FOR THE CUSTOMER RESEARCH PROJECT SUBMISSION 1:
Brainstorming/conceptual analysis
One of the requirements for MKT 305 is the completion of a customer research project that will account for 25% of a student’s final grade. This project has two submissions. Submission 1 will be a brainstorming/conceptual analysis. This portion of the project is worth 30% of the project grade or 7.5% of a student’s final grade. The primary objective of this submission is for groups to use conceptual frameworks discussed in class to analyze and evaluate buyer behavior among CMU students within a selected local service category.
CATEGORY SELECTION
Each group will be assigned to a specific service category to research from those listed in Exhibit 1 of this document. Groups will perform research on the same category for both submission 1 and submission 2.
BRAINSTORMING/CONCEPTUAL ANALYSIS
In this submission you are to use several of the theoretical frameworks covered in class to analyze choice behavior in your service category. Your analysis must include the following:
1. An analysis of the consumption values that the competitors/brands in your service category serve using the Motivation Behind Market Choice Framework discussed in class. Examine both the purchase decision as well as the choice decision separately using the four consumption values discussed in class (functional, social, emotional and epistemic value). Identify all possible motivations under each consumption value for both the purchase and the choice decisions.
2. Identification and description of a minimum of at least four benefit (need-based) segments in your category. Indicate which competitors in the service category you believe to be best positioned to satisfy each segment and which are in the worst position. Give rationale for your choices.
3. An analysis of perceived risks that could potentially affect choice in your service category organized using the four types of perceived risk discussed in class. For each risk you identify, describe actual or potential strategies that might be used by competitors (not customers) in the service category to alleviate customer concerns about these issues.
DELIVERABLES
A printed hard copy of the analyses detailed above is due Tuesday 2/25, by the end of class . This part of the project requires groups to write up the required brainstorming/conceptual analyses (consumption value analyses, perceived risks, and benefit segments) plus any additional conceptual analyses they may wish to submit.
GRADING
No group member will receive a grade for the written report higher than that given to the group. In order to help insure satisfactory participation by all, a group member evaluation form will be collected at the end of the term (after Submission 2 is submitted). Those students consistently rated as poor performers by others in their group will have their project grades reduced according to the severity and consistency of the negative ratings. Submission 1 will be graded based on the depth (level of description and detail), breadth (number of relevant items identified) and thoroughness of the analysis (were important items omitted), the quality of the presentation (writing, organization GSP, aesthetics) and the correctness of the application of buyer behavior concepts (were terms used correctly, were items classified in the correct category). Submissions begin with a default grade of B which can then be raised (or lowered) based on the extent to which the paper distinguishes itself from the pack and establishes itself as better (or worse) than the average submission based on the criteria above. Attached is the grading rubric.
EXHIBIT 1:
List of Eligible Service Categories to Research
1. Sub/sandwich shops (Subway, Jimmy John’s, Which Wich, Firehouse, Panera)
2. Groceries (Aldi, Wal-Mart, Target, Rics, Meijer)
3. Full service (sit-down) dinner restaurants (Applebees, Texas Roadhouse, Bennigans, Olive Garden, Ruby Tuesday’s, Mountain Town)
4. Ice cream (Dairy Queen, Culvers, Doozies, Pineapple Tiki)
5. Coffee houses (Starbucks, Bigby, Ponder, Java City)
6. Pizza delivery (Domino’s, Jet’s, Hungry Howies, Papa John’s, Vin Trofeos)
7. Sports bars (Buffalo Wild Wings, O’Kelley’s, The Cabin, Hunter’s)
8. Mexican food quick-service (Qdoba, Taco Bell, Taco Boy, Chipotle)
MKT 305 Submission 1 Rubric
Grading criteria
Does Not Meet Expectations
Meets Expectations
Exceeds Expectations
1. Consumption Values- Purchase decision
●Depth (level of description and detail: quality of rationale)
●Breadth (number of relevant motivations identified; did not overlook key factors)
●Presentation (writing, organization, GSP, aesthetics)
●Correct application of buyer behavior concepts (terms used correctly, motivations classified in correct category).
Comments:
Letter Grade for this analysis:
2. Consumption Values- Choice decision
●Depth (level of description and detail: quality of rationale)
●Breadth (number of relevant motivations identified; did not overlook key factors)
●Presentation (writing, organization, GSP, aesthetics)
●Correct application of buyer behavior concepts (terms used correctly, motivations classified in correct category).
Comments:
Letter Grade for this analysis:
Grading criteria
Does Not Meet Expectations
Meets Expectations
Exceeds Expectations
3. Benefit (need-based) Segments
●Depth (level of description and detail: quality of rationale)
●Breadth (number of relevant segments identified; did not overlook key segments; identified best worst positioned competitor in each segment identified)
●Presentation (writing, organization, GSP, aesthetics)
●Correct application of buyer behavior concepts (terms used correctly, segments identified are legitimate need-based).
Comments:
Letter Grade for this analysis:
4. Perceived Risks
●Depth (level of description and detail: quality of rationale)
●Breadth (number of relevant risks identified; did not overlook key risks, identified risk alleviation strategies)
●Presentation (writing, organization, GSP, aesthetics)
●Correct application of buyer behavior concepts (terms used correctly, risks classified in correct category).
Comments:
Letter Grade for this analysis:
Overall % Grade for Submission 1:
The post Brainstorming/conceptual analysis appeared first on Versed Writers.
Welcome to originalessaywriters.com, our friendly and experienced essay writers are available 24/7 to complete all your assignments. We offer high-quality academic essays written from scratch to guarantee top grades to all students. All our papers are 100% plagiarism-free and come with a plagiarism report, upon request
Tell Us “Write My Essay for Me” and Relax! You will get an original essay well before your submission deadline.
