Project installment must include a title page that has the name of the project topic and the specific questions being addressed, be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. All content must show direct application to the topic and exclude definitions of terms and general explanations of generic marketing topics.
Quotes must be minimized and long quotes (40 words or more) avoided. Outside sources to be cited include scholarly marketing journals, practitioner publications, and the course textbook.
MMIP – Consumer Analysis, Market Segmentation, and Market Coverage Questions (Chapters 69)
Q1. Describe and discuss the cultural, social, personal, and psychological factors that influence the purchase of the product/service. (Ch. 6)
Q2. Explain the needs that are met for each of the firms target markets. (Ch. 6)
Q3. Explain how potential global markets will be evaluated for potential entry. Discuss the most likely mode or modes of global market entry (Ch. 8)
Q4. Describe the variables (demographic, psychographic, and behavioral) used to segment the firms target markets. Explain how the firm evaluates the attractiveness of each identified market segment. (Ch. 9)
Q5. Should the firm pursue full market coverage, multiple segment specialization, single-segment concentration, or individual marketing? (Choose one and omit the others) (Ch. 9)
