Internal Influences and Motivation
In this rather open-ended analysis, you will discuss how internal influences relate to marketing practices and the building of a marketing strategy for your selected product or service. Identify at least three marketing tactics to be developed as part of the overall marketing strategy you will develop in Unit 6.
Assignment Instructions
In this assignment:
1.Return to the product or service selected for the Unit 3 assignment. Visit the Web site of a competitor’s product or service.
•How does the competitor use or infer income, social class, age, and subcultures to sell its products or services?
•How do cultural elements such as income, social class, and age, as well as subcultural elements such as religion, ethnicity, and race influence the consumer behavior?
2.Interview briefly three consumers who fit the target profile for your product, and ask them questions about a recent purchase or consideration of a purchase of the product category you selected. These are informal interviews and can be with family members or friends.
•Ask what specific factors led them to problem recognition. Also ask them to explain the similarities or differences that existed between their choices at decision time.
•Ask them what attitudes they have about the product and the actual purchasing experience.
•Determine the influence of cultural elements such as income, social class, and age, as well as subcultural elements such as religion, ethnicity, and race on consumer behavior.
3.Summarize your findings from steps one and two.
4.Review your summarized information. Identify at least three marketing tactics to be developed as part of the overall marketing strategy you will develop in Unit 6.
You will want to fully explore and research this topic by raising questions that may be pertinent to your specific product or service. Note: Keep in mind that your previous assignment focused on external influences, and this assignment should focus on internal influences.
To successfully complete this assignment, you are expected to:
•Identify consumer characteristics of the selected product.
•Analyze contemporary issues that impact consumer purchasing patterns of the product.
•Describe how internal influences impact consumer behavior within different product or service segments of the consumer market.
•Demonstrate how internal influences relate to marketing practices when building a marketing strategy.
•Identify marketing tactics and strategies specific to the product or service.
•Present the analysis in a smooth manner, supported by properly cited resources.
Your paper should be 3–5 pages in length. Be sure to include at least 2–3 scholarly sources supporting your work, cited and referenced per current APA.
Internal Influences and Motivation Scoring Guide Grading Rubric
Criteria
Non-performance
Basic
Proficient
Distinguished
Identify consumer characteristics of the selected product.
10%
Does not identify consumer characteristics of the selected product. Identifies consumer characteristics but not for the selected product. Identifies consumer characteristics of the selected product. Identifies consumer characteristics of the selected product and describes possible segments.
Analyze contemporary issues that impact consumer purchasing patterns of the product.
20%
Does not identify contemporary issues that impact consumer purchasing patterns of the product. Identifies but does not analyze issues that impact consumer purchasing patterns of the product. Analyzes contemporary issues that impact consumer purchasing patterns of the product. Analyzes contemporary issues that impact consumer purchasing patterns of the product and supports with relevant real-world examples.
Describe how internal influences impact consumer behavior within different product or service segments of the consumer market.
20%
Does not identify how internal influences impact consumer behavior within different product or service segments of the consumer market. Describes internal influences but not the impact of these on consumer behavior within segments of the market. Describes how internal influences impact consumer behavior within different product or service segments of the consumer market. Describes how internal influences impact consumer behavior within different segments of the consumer markets, and links description to relevant concepts or theories.
Demonstrate how internal influences relate to marketing practices when building a marketing strategy.
20%
Does not address how internal influences relate to marketing practices when building a marketing strategy. Demonstrates how internal influences relate to marketing practices when building a marketing strategy, but elements of the explanation are missing or associated impacts are unclear. Demonstrates how internal influences relate to marketing practices when building a marketing strategy. Demonstrates how internal influences relate to marketing practices when building a marketing strategy, and links conclusions to relevant examples or theories.
Identify marketing tactics and strategies specific to the selected product or service.
20%
Does not identify marketing tactics and strategies specific to the product or service. Identifies marketing tactics and strategies but these are not specific to selected the product or service. Identifies marketing tactics and strategies specific to the selected product or service. Identifies marketing tactics and strategies specific to the selected product or service, and provides insights for developing new tactics or strategies.
Present the analysis in a smooth manner, supported by properly cited resources.
10%
Does not present analysis in a smooth manner, supported by properly cited resources. Supports analysis but does not use academically appropriate sources or has errors that distract from meaning. Presents the analysis in a smooth manner, supported by properly cited resources. Provides well-supported analysis, using appropriately formatted references that support the credibility of information presented.