Course Code BSB42415 Course Name Certificate IV in Marketing and Communication Unit Code BSBMKG419 Unit Name Analyse consumer behaviour Due Date Assessment Name Business Portfolio Part A: Short answer...

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Course Code BSB42415 Course Name Certificate IV in Marketing and Communication Unit Code BSBMKG419 Unit Name Analyse consumer behaviour Due Date Assessment Name Business Portfolio Part A: Short answer questions Part B: Case study Part C: Project Student No. ________________ Student Name _____________________________ Student Phone ________________ Student Email _____________________________ Student Declaration I declare that this assessment is my own work and where my work is supported by documents from my workplace placement/employer permission has been granted. Note: Filling out this coversheet as part of an electronic submission and approving the above information will operate in the same way as physically signing this cover sheet. Student name or signature: ___________________________________________ Office Use Only Date/s Received: ___/___/___ ___/___/___ ___/___/___ Date/s Assessed: ___/___/___ ___/___/___ ___/___/___ Result of Assessment: ___________ ___________ ___________ Entered on Training Plan Moderation Signature Note for Assessors: Filling out the above Office Use Only section as part of an electronic submission will operate in the same way as physically signing this cover sheet. If not physically signed, Assessor must print their name in signature box Course Code and Name: BSB42415 Certificate IV in Marketing and Communication Unit Code: BSBMKG419 Unit Title: Analyse consumer behaviour For this assessment you are required to answer all of the questions. You are permitted to research the answers by reading your text book, theory notes and accessing the internet. If more room is needed label each task with the question number and use headings or dot points to make your work clear for your trainer and assessor. Please follow the Referencing Guide contained on your Course handbook. Please attach a student assessment cover sheet to each unit submission. You must complete the cover sheet in full detail. PART A – REVIEW QUESTIONS 1. Market segmentation is a valuable tool in marketing. a. What is the primary objective of market segmentation? b. How can an organisation determine the consumer attributes of a specific market segment? 2. In marketing, there is a distinction made between a customer and a consumer. a. What is the difference between a customer and a consumer? Provide an example of each. b. In terms of its marketing effort, who should an organisation target: the customer or the consumer? Explain your answer in at least two (2) to three (3) lines. 3. In order to succeed in marketing, it is vital to understand buyer behaviour. a. List and explain three (3) basic expectations a customer has when buying a product or service. b. List and explain five (5) reasons people buy a product or service. c. List and explain five (5) factors that influence buyer behaviour. d. Explain in at least three (3) lines why it is important for marketers to understand the principles of buyer behaviour. 4. Define perception, and explain how it affects a consumer’s purchasing decisions. Provide an example. 5. Define self-concept, and explain how it affects a consumer’s purchasing decisions. Provide an example. 6. How do social and group characteristics influence purchasing behaviour? Provide an example from your own experience. 7. There are four steps in the buyer-decision process. Recreate the table below. a. List the four steps b. Next to each, provide one example of how a marketer can appeal to the consumer during this stage of the decision-making process Buyer-Decision Process Example of how a marketer can appeal to the consumer during this stage: Step 1: Step 2: Step 3: Step 4: 8. A number of internal and external factors affect the business environment. These, in turn, affect an organisation’s market position and their consumer’s buying behaviour. The table below lists some factors that currently influence Australia’s business environment. Recreate the table. a. Provide one example of a product or service that might be affected by each of the factors listed b. Explain how the product or service could be positioned, modified and marketed to meet the changing needs and wants of the market. Factor affecting the business environment in Australia Example of a product/ service affected by this The product/ service could be marketed to meet the changing market wants and needs by: The growth of online social media such as Facebook and Twitter The ageing population The Digital Age (ie. Rapid technological advances) The high cost of home ownership 9. In developing a marketing strategy for a product or service, the marketer must position the product to appeal to the target market. Recreate the table below. a. Choose one product or service from the examples you chose in question 8 and explain how the features and benefits will be emphasised in the marketing strategy. The Chosen Product or Service is: It’s Features are: It’s Benefits are: b. Create a focus of appeal for this product. 10. Throughout the marketing process, the marketer needs to ensure that all strategies comply with organisational and legislative requirements. a. Research the Competition and Consumer Act 2010 (previously Section V of the Trade Practices Act 1974). Provide an example of a marketing strategy or technique that might be in breach of this legislative requirement. b. Provide an example of an ethical issue that a marketer might need to consider. Course Code and Name: BSB42415 Certificate IV in Marketing and Communication Unit Code: BSBMKG419 Unit Title: Analyse consumer behaviour PART B - CASE STUDY Read the Case Study attached to this assessment- In Lean Times, McDonalds only Gets Fatter- then answer the questions below. 1. For McDonald’s to gather information on their market position and market segments for their products and services, continued research and analysis is needed. a. List at least five (5) questions McDonald’s may have asked to gather information about their current market position. b. List at least five (5) methods McDonalds might have used to assess demand for different product lines. c. List three (3) primary research methods McDonalds may have used to identify consumer attributes within their target market. Provide examples. d. List three (3) secondary research methods McDonalds may have used to identify trends and changing directions in their market. 2. Consider the following behaviours that McDonalds have identified in different customer profiles: A parent with two children might visit To give the children a treat The children want to visit As it is a fun place to eat A business customer visits During the work day as it is convenient, the service is quick, and the food can easily be eaten in the car, on the move. Teenager’s visit Because it is cheap and there is free wifi For each customer profiled, list two (2) products and/ or services McDonald’s offers to appeal to the needs and wants of this segment. a. A parent with two children b. The children c. A business customer d. Teenagers 3. The Case Study mentions that McDonald’s has made numerous changes over the past few years to meet consumer’s wants and needs. Describe the market segment to which the following changes would likely appeal. Please describe the market in terms of market segment characteristics (ie. geographic, demographic, psychographic, behaviour) a. The loose change menu b. The healthy options menu c. The McCafe 4. Like any business, McDonald’s marketing plan is continually evolving to meet the changing wants, needs and behaviour of their customers. Recreate the table below. a. List at least three (3) factors outlined in the Case Study that have impacted on the behaviour of McDonald’s customers in the past few years. b. For each factor, explain whether the change in buyer behaviour was initially positive or negative for McDonald’s. Explain your reasons c. For each factor, explain the changes McDonald’s has made to adapt to the changes in buyer behaviour. Factor that impacted on consumer behaviour Was this initially positive or negative for McDonald’s? Explain. How did McDonald’s adapt to the changes? 1. 2. 3. Course Code and Name: BSB42415 Certificate IV in Marketing and Communication Unit Code: BSBMKG419 Unit Title: Analyse consumer behaviour PART C- PROJECT Virgin Group Ltd is a multinational branded venture capital conglomerate company founded by business tycoon Richard Branson. The brand name "Virgin" arose when Branson and a partner were starting their first business, a record shop. They considered themselves virgins in business. The current Virgin logo was originally sketched on a paper napkin. Today the brand is so strong that the Virgin Group is almost a pure branding operation. Here is a brief analysis of the Virgin brand. Recently, the Virgin Group opened Virgin Hotels in the US and they are considering bringing the concept to Australia. The proposed properties are mid-price, four-star and feature a fun, contemporary style, great functionality and signature restaurants. The hotels’ communal areas will be based on the popular Virgin Clubhouse concept—spaces where guests can work, eat, meet people or unwind. Your Task: is to gather information on the market segment for this product, analyse consumer behaviour within this segment and recommend what marketing strategies Virgin should develop to appeal to this market segment. This must be written in report form. This report MUST be presented formally and MUST include: · A title page as your first page with the report title, your full name and student number · A header on each page with your full name and student number · A new page for each of the five points below (Include an appropriate heading at the top of each new page, using each point as your guideline) The report MUST also: · Be typed and printed on clean white paper in 12 point Times New Roman or Arial font · Be clear and logical in format, structure and writing · Ensure that each point is covered in detail · Be presented in a professional manner. 1. Gather information on the market or market segment for Virgin Hotels in accordance with Virgin’s marketing plan. a. List the sources of information you used to gather information. · This must include at least five (5) sources of information. · Please reference each source in strict accordance with Imagine Education Guidelines for referencing. b. Prepare a basic customer profile/ profiles, identifying consumer attributes of the market segment or segments you are targeting. For example: · Demographics, values or attitudes, lifestyle, cultural and social influences · Active or inactive customers · Business or public sector customers c. Explain how you could identify what consumer responses were to past marketing communications. · For example, how could you analyse a consumer’s preferred frequency of contact/ medium of contact/ average order value, etc. · List an example of the questions you might ask. Include at least three (3) questions. 2. Consider