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Note: Please use 1.5 line spacing, and include all headings and subheadings from the assignment for ease of marking. Approach the assignment from the perspective of a Canadian citizen.
2.1: Market Research Concepts (20 marks)
Statistics Canada is a key source of secondary data in Canada, particularly for basic demographic information on Canadian cities and regions. Using both Statistics Canada data (http://www.statcan.gc.ca) and any other data you can find on the Internet, develop a report on a Canadian city of your choice (please use Cloverdale, British Columbia, Canada) that answers these questions:
What is the total population of the city? (2 points)
Using means (averages), frequencies (number of people), and percentages provided by Statistics Canada describe: (8 points)
The population of the city in terms of age, income, education, ethnic background, marital status, occupation, and housing
The demographic characteristics of the entire Canadian population
The most significant thing you learned from this exercise
Review all of the information provided on the Statistics Canada website. For marketers seeking to develop market segment profiles or marketing strategy, what are four advantages and four disadvantages of using this data, from a marketing perspective? (10 points)
2.2: Consumer and Organizational Buying Behaviour (20 marks)
In this module, you learned that consumers and organizations go through a progression of steps as they make purchase decisions.
Describe your decision process for each step in the consumer decision-making process when deciding to purchase an Apple iPad (http://www.apple.com) (5 points)
How does your consumer decision-making process for an Apple iPad compare with the model illustrated in Figure 5.5 in the textbook on page 164? (5 points)
With respect to Figure 2.1, the FCB Grid discussed earlier in this module, what type of decision is your decision to purchase an Apple iPad? Explain why your decision is a high/low involvement and a think/feel decision? (5 points)
Assuming the consumer decision-making process is typical and that competition in the tablet market continues to increase, what are five sales and marketing implications for Apple to increase their chance of success in selling to a consumer like you? (5 points)
2.3: Mega Bloks Segmentation and Positioning (45 marks)
Refer to Assignment 1.2 SWOT Analysis for Mega Bloks. Reread the Marketing in Action Case, Real Choices at Mega Bloks in Chapter 2 on pages 8384 in your textbook and review the organizations website at http://www.megabloks.com to learn more about the company.
Review the SWOT Analysis and four most important factors and their rationale facing this organization from your first assignment. Include both in this assignment. (0 points for reference only)
Decide on a segmentation approach for this market. Identify at least three target market segments in this market that fit this segmentation approach. Justify (from a marketing perspective) why this segmentation approach is a good one. (10 points)
Develop detailed target market profiles for these three target market segments using your own experience, secondary research, and exploratory research methods (interviews with customers and/or direct observation). Ensure you apply consumer or organizational buying behaviour concepts and terms in the profile development. (15 points)
Make a recommendation for the selection of a primary target market segment (target audience) you think this organization should target. Provide rationale as to why this target market segment should be the primary target market segment. (5 points)
Determine a positioning strategy for the organization for your primary target market segment. Provide two reasons, from a marketing perspective, why this positioning is appropriate for your target audience. (5 points)
Describe, from a marketing perspective, what allows this organization to defend this positioning or what competencies would need to be developed. (5 points)
Draw a positioning map to illustrate your positioning strategy. (5 points)
2.4 Customer Relationship Management (10 marks)
What is CRM and why is it important? (5 points)
Describe the steps used in implementing a CRM System (5 points)


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