Assume you are a researcher employed by the Salomon Marketing Consulting Agency. Your client/brand has asked for an in-depth review, involving an analysis

Assume you are a researcher employed by the Salomon Marketing Consulting Agency. Your client/brand has asked for

an in-depth review, involving an analysis on consumer behavior in two topic areas (see sample list at end – you may

choose your own topics but with prior approval from your professor). The goal of the paper is to help your client

understand the following:

The attitudes and behaviors consumers have about the brand in relation to your chosen topics

How some consumers consistently exhibit this behavior towards the brand/chosen topics – and some do not

If the brand positions itself effectively in the minds of its consumers in terms of your chosen topics

What your findings mean for the client. Should the client change its overall brand positioning strategy? How are

your research findings useful in shaping future marketing decisions?

Introduction

Open your paper with a brief history statement about the Dove company, and then introduce the consumer behavioral topics chosen for your brand which are SENSORY MARKETING and EMOTIONAL MESSAGE APPEALS. Indicate how these issues are especially relevant to Dove. Include a thesis statement at the end of the introduction that clearly states what you are trying to prove in this paper. For example, “This paper will demonstrate how my client, Mercedes Benz, leverages consumer behavior concepts and theories, specifically, memory, nostalgia and instrumental (operant) conditioning, to influence the decision-making processes of their key audience, Baby Boomers”. The hypothesis sets the tone for your entire paper so make sure it is clear, direct and well presented at the end of your introduction otherwise you will lose points.

Research Findings:

Research your topics in relation to your brand from the required number of academic, industry and social sources and summarize your findings. Your research must include at least one academic journal source (i.e. Journal of Consumer Research, Journal of Consumer Behavior, Journal of Marketing, Journal of Retailing, etc.,) three industry related sources i.e. Forbes.com, U.S. Census, Nielsen, Hoovers, WSJ.com, Business Insider, etc., and one social media source – please note a YouTube video URL is not an acceptable source. Further clarification regarding your social source: Identify your brand’s “social media image” via sources such as: social sites, online brand communities, bloggers, media, etc., and cite observed opinions. For example, if your brand is the Phillip Morris Tobacco Company, there are many experts, influencers, aspirational groups, brand communities and/or social sites who have much to say about how the brand uses unethical marketing strategies and tactics to promote their chronic problem “tobacco” products. Look out for areas of agreement and/or disagreement across research findings and incorporate these into this section.

Conclusion

Reiterate your thesis and then elaborate on what the implications are in terms of your research findings for your brand/client. For each topic discussed in the paper, develop a managerial recommendation for the brand/client. It needs to be a strategic marketing recommendation the brand/client could use to improve or enhance its short or long-term brand positioning or marketing strategy. It should not be written as a summary of findings otherwise you will lose points.

Works Cited

  1. The paper should be approximately 1200 to 1300 words (4 to 5 pages), double-spaced – this includes a title page and a separate “Works Cited list” in APA format. All sources need to be cited and bolded WITHIN your paper as well. Students who do not use in-paper cites will not receive credit for the Evidence rubric section. Use the Tahoma, Calibri, or Ariel font style and a 12-point. At least three industry sources, one academic journal source and one social media source are required for this paper. If you do not have the required number of sources per category, you will lose points. Please note I check the validity of all sources as well as the citation pattern within your document.

ATTACHED IS AN EXAMPLE.

Share This Post

Email
WhatsApp
Facebook
Twitter
LinkedIn
Pinterest
Reddit

Order a Similar Paper and get 15% Discount on your First Order

Related Questions

Project Guidelines and RubricIDS 105 Project Guidelines and RubricCompetencies In this project, you will demonstrate your mastery of the following

Project Guidelines and RubricIDS 105 Project Guidelines and RubricCompetencies In this project, you will demonstrate your mastery of the following competencies: Describe the factors that influence one’s perception of social justice Examine the impact of intercultural competence on collaboration and communication Utilize interpersonal communication strategies to navigate conflict Overview In

SLP/BUS530 Managerial Economics  Economic Justice and Organizational Strategy Assignment Overview Presentation On an economic topic that has staunch

SLP/BUS530 Managerial Economics  Economic Justice and Organizational Strategy Assignment Overview Presentation On an economic topic that has staunch supporters on multiple perspectives. SLP Assignment Presentation: Economics of Social Responsibility and Profit  Social Responsibility and Profit must be balanced and consider at least two different viewpoints. The main focus must be

Case/BUS530 Managerial Economics  Economic Justice And Organizational Strategy Assignment Overview Economic Justice Economic Justice is a global issue. The

Case/BUS530 Managerial Economics  Economic Justice And Organizational Strategy Assignment Overview Economic Justice Economic Justice is a global issue. The struggle for Economic Justice in modern America is not a new movement. Paradigm-shifting events in 2020 pushed companies and organizations to address inequities and assess their track records while devising a

Business and Entrepreneurship INSTRUCTIONS: During the pandemic, some restaurants automatically included ″Gratuity″ in your bill. There was even a

Business and Entrepreneurship INSTRUCTIONS: During the pandemic, some restaurants automatically included ″Gratuity″ in your bill. There was even a ″COVID-19″ fee included. I′ve seen ″suggested″ tip start at 15%. Patrons called foul on restaurants that automatically included these fees. I remember seeing posts on social media by dissatisfied patrons complain that

6-1 Discussion: Intentional Inclusion Through Cultural AwarenessCultural awareness requires that you understand your cultural worldview and how the

6-1 Discussion: Intentional Inclusion Through Cultural AwarenessCultural awareness requires that you understand your cultural worldview and how the experiences you have lived can impact your perceptions of cultural differences. Regardless of your experiences, it’s important to listen to others with empathy and give them a safe space to communicate and

Using the Sun Coast data set, perform a correlation analysis, simple regression analysis, and multiple regression analysis, and interpret the

Using the Sun Coast data set, perform a correlation analysis, simple regression analysis, and multiple regression analysis, and interpret the results.  Please follow the Unit V Scholarly Activity template to complete your assignment.  You will utilize Microsoft Excel ToolPak for this assignment. Example:  Correlation Analysis  Restate the hypotheses.  Provide data