Instructions:
For your Analysis Essay, the document should be double-spaced, Times New Roman, 12 pt font, one inch margins. The length should be 6 pages, 1500 words approximately, excluding images. You will need to submit a Word document.
1. Evaluate a company website marketing strategy through a consumer behavior model.
– How does the company website speak to each of the following influences in terms of the target markets? (market segmentation)
– How does the company website position itself in the market? (product/brand position: A product position is the way the consumer thinks of a given product/brand relative to competing products/brands.)
– Identify how the marketing segmentation and product/brand position lend themselves to the marketing mix (product, price, place/distribution, promotion). Again refer to each of the influences below to explain your answers.
· External influences:
o Culture, subculture, values
o Demographics, income and social class
o Reference groups and households
o Marketing Activities
· Internal influences:
o Needs, motives, emotions
o Perception and memory
o Personality and lifestyle
o Attitudes
· Situational influences
o Physical, time, social, task, and antecedent
· Decision process influences
o Problem recognition
o Information search
o Alternative evaluation and selection
o Outlet selection
o Purchase
o Postpurchase processes
1. Cite (APA format) and discuss 3 scholarly peer reviewed journal articles, videos or readings used in the course to support your position.
2. Reference page required. Include a reference page (APA format) with the sources selected.
3. Abstract not required.
4. Submit your assignment to this dropbox as a Word document.
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