MRKT 150 - Consumer Behavior - Stage 5 - Marilyn Goodman
Assessment
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| Assessment Description | Assume that you are a consultant for a marketer who wants to design a package for a new premium chocolate bar targeted to an affluent market. Research the affluent market by using the sites below or by researching others on your own and answer the following questions. 1. Describe in detail the affluent market segment in America, and why and how they buy a premium chocolate bar? 2. What recommendations and reasons would you provide in terms of: o package design o elements as color o symbolism o graphic design 3. Illustrate ideas for the label (package), weight of the product and the brand name of the product and the logo. (pull out the colored pencils, or graphic design programs on your computer) 4. What does the candy bar feel like when you pick it up? (touch) 5. What role will haptic sense play in consumers decision to buy the candy bar (page 55) 6. Describe the candy bar wrapper. What will it look like, how will it feel in your hand, and what sound does it make when unwrapping the candy? 7. What positioning strategy will you use to influence consumers interpretation your bar relative to your competition. (Lifestyle, price leadership, attributes, product class, occasion, quality, etc.- page 75-76) 8. Marketers’ messages are more effective when they speak to us via multiple sensory channels. Summarize those sensory channels and the effect of your design on them. |
| Learning Outcomes | PSLO3: Formulate marketing strategies that incorporate psychological and sociological factors which influence consumers |
| Number of Sections | 1 |
| Number of Instructors | 1 |
| Number of Students | 45 |
Tentative Future Plans
| Term | Spring 2014 |
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| Activities | Analysis and discussion of assessment data and next steps |
| More Details | Place more emphasis on students understanding of psychological factors to impact consumer decision making process and behavior. |
SLO Details Storage Location
HARD COPY - In my personal filing system (my office)